No matter where your lead ads are running, every campaign needs lead generation offers. You’re asking users for personal contact information: email address at a minimum, and sometimes more, depending on your business model or service cost. Most people won’t provide their details without feeling like there is an immediate and tangible benefit to them. And if you’re gathering leads without landing pages, they may not even be on your site when they submit their information. Which means that a compelling call-to-action and strong incentive to click “submit” are key.
Knowledge & Insight
One of the most valuable things you have to offer potential customers is your expertise. Whether you sell a complicated product, like heavy machinery, or something more simple, like candles, your customers will have questions about items at all price points. The same is true with the service industry, from accounting to fashion styling. Your knowledge of this intangible offering is key to converting customers. Yes, more complex and expensive operations lend themselves to knowledge-based lead generation offers a bit more, but anyone can benefits from the unique insight you have.
Create a white paper, ebook or webinar that shows your expertise. Don’t give away all your insight, but make sure it’s clear that you are an industry-leader with a wealth of knowledge to share. You can include a few remarks about your paid product or service, but the quality of the information you provide these leads should do the selling for you. Why would they go with anyone else when you are so clearly the expert? Educational lead generation offers are perfect for technology companies or other highly-specialized industries.
Trial Or Consultation
If you don’t have existing educational content you can use for an offer, or the resources to create some, consider a lead generation offer that let’s prospects try your product or service. Your goal here is to show them (for free) how beneficial your business offering is and convince them that there is no way to continue without it; they’ve got to pay to sign up or purchase today. The “freemium” model favored by many services is a great example of this. Users can enjoy a limited range of features for free, with full access coming with the paid model.
A free trial can come in the form of a physical product you mail them, or a coupon to redeem at your local business. If you offer software or similar service, give them limited access or a full access for a limited time. More of a high-touch offering? Provide a free consultation, such as a skincare assessment or styling session.
Discount
The tried-and-true offering of any lead generation campaign, or any other advertising opportunity, really. But that’s because they work, so don’t shy away from a good “20% off today with your email” lead generation offer. A discount offers a trial opportunity without having to put as many parameters in place for a completely free trial. Your prospect chooses the goods or services they want, on their schedule. There’s no need to create another offering or purchase costly sample packs of items.
However, since discounts are so prevalent in online advertising, you’ll need to be sure the discount is enough to warrant providing personal information in exchange for a percentage off. With so many sales giving 40% off to just anyone you’ll need compelling creative, fine-tuned targeting and primed warm leads who are ready to take the next step.