What Is A Marketing Offer?
A marketing offer is a free product or service that is of high value to your targeted audience. People don’t freely give out their contact information, but a compelling marketing offer can convince them to provide their details via a lead capture form. A marketing offer can be an ebook, coupon, trial period, podcast, consultations, webinars, product demos and many others.
When To Use An Offer
Lead Generation
A visit to your website does not necessarily equate to lead generation. You want people to share their information to convert hits to actual leads. A marketing offer can entice them to do just that.
Nurturing Existing Leads
Deliver on your promised value, and you can be sure that the people will go back to your website to buy your products or seek your services. The marketing offer can build brand credibility and jumpstart your relationship with a client.
How To Create An Irresistible Offer
“I will make them an offer they can’t refuse.” Don Vito Corleone, played by Marlon Brando said this in the movie, The Godfather. Perhaps not to that exact context, but this is what you want to pitch to your potential clients – AN OFFER THEY CAN’T REFUSE.
Emphasise Value/Benefit
A strong marketing offer addresses the needs, problems and interests of your target audience. People will be swayed to provide their contact information if your offer benefits them. The value of your marketing offer can also determine whether an existing lead will become a customer.
When you put out a low value and inferior offer, it will equate to a mediocre product and service. Think of your marketing offer not just as a useful tool for lead generation, but as an integral part of your sales conversion strategy.
Align Offers To Your Business
Your marketing offer may not directly pitch your business, but it should complement and even enhance it. The fact that they are visiting your website means that you are selling something that they need. Not everyone is ready to click on “Buy Now”, your offer acts as a test drive for your paid products. In other instances, your offer can sweeten the deal. For example, if you’re selling marketing software, you can give your customers a free one hour webinar on implementing marketing campaigns.
Pair Offers With Call To Actions (CTA)
Position CTAs with of your offer. Place your offers at various points on your website. Some people may be attracted to take the offer at the beginning and some at the end. There is no limit as to how many you choose to make available. You can also vary your offers to suit your different audience personas. New visitors who find your website through social media or search engines may not know much about your brand, therefore they can benefit from educational offers like ebooks. Those going directly to your product page may be closer to purchasing – a free trial may be the best offer for them.
Note: Avoid using ‘pop-ups’ on your website to advertise your marketing offer. Firstly, Google is penalising pages who do this so it could hurt your SEO; secondly, pop-ups don’t always display correctly on mobile and therefore you may lose your lead because they are frustrated they can’t get your offer or your pop-up is blocking what they want to click on and purchase.
In summary, marketing offers are gateways for your business to turn leads into buyers. Create them with a lot of enthusiasm and with the goal of making the clients’ experience better, and you can be sure that your brand will have the boost it needs along with your mailing list.
If you are thinking of creating effective marketing offers to send your clients, CONTACT US and let us help you.