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Welcome to 90news - insight "from the trenches" of search engine marketing and online lead generation.
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The Best Offers (Not Offer) for Lead Generation
No single offer is guaranteed to convert a prospect into a sale. The trick is to connect with potential customers through multiple offers in your lead generation campaigns. Through numerous touch points, you make an impression and forge a relationship. Because your audience is targeted through an increasing number of media on a growing number of platforms, especially on the Web, freshness of content, timing of delivery and accessibility really matter. In the ideal, multiple-offer campaign, each offer delivers educational value through rich, relevant content. According to a February 2007 survey by KnowledgeStorm and MarketingSherpa, to which nearly 4,000 technology and business professionals responded, 85% of technology buyers say they need to see at least three pieces of content about a new technology or solution before they have significant knowledge of it, while 18% of the overall group say that it takes more than five pieces to understand it. In the same survey, white papers were the most compelling offer with 80% of users willing to register for them. Prospects are looking to solve a problem, and a somewhat objective perspective on a solution helps. White papers not only educate; they encourage action. In a recent IT buying study by Forbes.com, 72% of respondents contacted a vendor or reseller after reading a white paper, and 57% said that reading one influenced a product buying decision. Positive reception to an offer is influenced largely by whether or not it matches the prospect's point in the buying cycle. Educational value is particularly important in the Awareness and Information Gathering phases. During Evaluation, users are ready for detailed information about particular solutions, so think case studies and product samples. When a potential customer is ready for the Decision phase, make getting in touch a breeze. Throughout the process, it's critical to both optimize content for search engines and organize it in libraries or other user-friendly destinations. We're familiar with some of the common offers proven to work - white papers, case studies, product demos and webcasts - but how do we keep the mix fresh? Don't be afraid to experiment with these ideas: Something tangible: Have you been requiring physical addresses in your registration forms and not using them? Mail different direct mail packages to individuals who influence the buying decision. Something low commitment: Blogs and wikis connect with users in a conversational way. Weekly tips emails, e-newsletters and interesting surveys (available through RSS feeds) are pushed out without seeming pushy. Something convenient: Mobile-friendly, easily downloaded podcasts and videocasts are increasingly popular. Something only you can offer: Think targeted promotions and free consultations. Something fun: Online games have viral appeal, and for some b-to-b marketers, are becoming "serious business." According to BtoB Magazine, "When successful, such campaigns can propel brand awareness and take on a life of their own." They've generated buzz for Office Depot, Samsung and UPS. Steer clear of sweepstakes and freebies. Response rates might be high, but the quality of leads is diluted. And, of course, don't think about the single OFFER that's going to impact your campaign, but rather the cohesive collection of OFFERS strategically nurturing a lead along the way. |
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Meta commands are an important way of giving direction to the search engine spiders visiting your site. One to consider using in your code is:
Almost all of today's engines, including Google and Yahoo!, provide a cached version of a site alongside the listing. If you have a site with frequently changing offers, adding the noarchive tag ensures that a cached version with old offers doesn't present itself to users. |
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| Stay tuned for the soon-to-be-launched 90blog, a virtual venue for ongoing dialogue about the latest trends in search engine marketing and online lead generation. You'll find commentary by our marketing strategists, account managers, designers, website developers and writers on topics ranging from registration form conversion in lead generation campaigns to optimizing video for search engine visibility. |
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90octane is an interactive marketing agency that specializes in online lead generation and search engine marketing. We help our clients gain visibility and generate qualified sales leads.
90octane 1900 Wazee, Suite 350 | Denver, CO 80202 720.904.8169 | info@90octane.com www.90octane.com |
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