Are your advertising efforts generating decent traffic to your website, but aren't getting the number of leads you need to close deals and reach your sales goals? If this is the case, a content offer may be your best bet.
In the information age, everything is at our fingertips. Want to know how to convert gallons to Tablespoons? Just google it! Want to know how to change a tire on your 1998 Subaru Outback? Check out YouTube! Want to make homemade Chicken Alfredo for your loved ones? You guessed it... Just about anything you want to know is available on the Internet - for FREE!
So what do you think is the best way to engage your audience? EDUCATE them about your specific area of expertise. This doesn't mean you have to start a blog and spend your precious time writing articles and giving away the secret sauce about your business. But there has to be something that people would like to learn about that's related to your product or service - and who better to inform them about it than you?! If you hold webinars or create a monthly Newsletter, and have information available for download, that's great. Maybe you are already on top of all of this stuff; but if not, let's continue.
Create a Content Offer
Create an informational piece of content that your target audience will find valuable. Not sure where to start? Here are a few ideas:
An eBook - explaining the topic in detail
A Checklist - that can add very valuable structure for repetitive projects
A Template - for creating something amazing
Or even just an Infographic - that illustrates a really important topic
Once you've created your content offer, make it available for download from a landing page of your website. There are some pretty standard methodologies for optimizing that landing page as well. Make sure it's clear and to the point. Do not be overly verbose; use bullet points so the visitor can quickly determine what the benefit of the offer is. Add a relevant image of the offer and a short form in line with the text portion of the offer. Then require the visitor to provide just a little bit of information (their email address at minimum) before they can download it. Automate a personalized follow-up email with a convenient link to to download the content again in case they misplace it the first time. And don't forget to attach the form to your CRM so that you can start building your lists and nurturing your new leads.
Content marketing alone isn't going to get you to the finish line, but it's the first step in our Inbound Marketing strategy that will help take your website visitors and turn them into leads that you can then push further along the customer journey until they become RAVING FANS! But that's a topic for another day.
Interested in learning more about how we can help you?