Turning your website or social media presence into a lead-generating machine can be a reality when you know your customers and what they really want. Find an offer that makes your potential customers add themselves to your marketing process, and you are on your way to success.
Creating offers on your site is obviously not a new idea. But there are offers…and then there are GOLDEN TICKETS. We call these “golden ticket” offers…not only because they make YOU gold, but because they help your customers in a powerful way.
We have found that when you identify one of these important offers, your web site becomes a lead generation machine. Here are some tips.
- Find the pain points. What problems do you really solve for your customers? Try to drill down as deeply as possible to the real issues you solve.
- Build the golden ticket offer. Can you identify at least one offer that will help your customers so much, they are willing to give you some personal contact information in exchange for it? Some ideas include an ROI Calculator that shows savings, or help with a specific government/industry standard. Perhaps you can give a step by step process for meeting certain criteria that enables customers to do business.
- Don’t ask for the world. When you offer the golden ticket, ask only for the information you really need in order to get a qualified person into your marketing process. An email address is probably a must-have. If you really don’t need their name yet, don’t ask for it, unless you want more qualified submissions.
- Build content around the offer. Your golden ticket offer is the prize. Content is the method you use to attract attention to the prize. It’s the candy bar that contains the ticket.
- Use as many digital marketing tools as possible. Changes are, your customers will use multiple channels (search, social, email, etc) and need to see your content and offer several times before they will act.
- Invest in marketing automation software. Once you hook someone with your offer, don’t let them get away. At a minimum, use email to send follow-up offers to remind them of your value. Without some kind of follow up, it’s like hooking a fish and never even trying to reel it into the boat.