One a prospect comes to your website, you’ll want them to
give you their name and e-mail address. Whether you’ve set up a special capture
page with forms for them to fill in or you’ve had a form designed for your
corporate website, you’ll want your site visitor to willingly give you their
contact details when they come to your page.
Therefore, the most important aspect of the lead generation
process is the incentive that you provide the prospect to
opt-in. If your company is a retail operation, your incentive is likely to be
an introductory offer to purchase something at your location at a discount. You
want to structure your discount so that it rewards their loyalty, but provides
them an incentive to come and experience what your company is about.
However, if your company offers a service or is a
business-to-business company, you’ll want to provide information that your
prospect will find valuable for problem solving. Typically, your information or
“special report” will solve a problem in the life of the business and of the
prospect.
The more urgent the problem is for the prospect or customer, it
easier it will be for you to convince them that your incentive is worth
attaining.
In order to find the most pressing problem, you should have
done research to find the 20 frequently asked questions of your target buyer.
Once you know what those questions are, you'll then know what problems your
prospect is be looking to solve.
If you can do it, you'll want to determine the priority order
of those frequently asked questions. In other words, you will want to determine
which question is the most urgent so that you can create your first content
incentive to give to your site visitors.
The question then becomes, which form will your prospect
most likely consume your information. If you create a proper incentive, it is
likely that your prospect will actually read, watch or listen to it. You will
need to determine and or test which method of delivering the information works
best.
As an aside, it bears mentioning here that everything that
you do in marketing requires you to test your assumptions. You don't want to
take any "rule of thumb" as an absolute. Much depends on your target
market and how they react to you.
Therefore, you'll want to test every incentive offer to
determine which one causes site visitors to opt in. At the highest and fastest
rate. You’ll want to know the number of total site visitors you have and then
match this number with the quantity of visitors that opt-in to your database.
Armed with this information, you will then be able to
determine which of the frequently asked questions is the most pressing to your
particular site visitors. You can then be began to test options.
Do your site
visitors want to listen to an audio; do they want to watch a video or would
they rather read a special report?
Everything that you do to determine the proper incentive for
this kind of lead generation activity is crucial and one that should not be
ignored. Business owners routinely solicit the work of their local marketing
consultants to automate the process of determining these numbers for
decision-making. Call us today so that we can set up your incentive to opt in
system today.
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