Your business has been using digital marketing tactics to increase traffic to your website. And the good news is, it’s working!
However, There's a downside to this, with all those new visitors, you would think they would be converting to leads, but they're not. You managed to get them to your site, but you failed to capture any of their information before they left, and that's not a good thing.
If your company has a product or service that you want people to buy, your site has to do a lot better.
So, the question is, how do you get all that traffic to your website to part with their valuable information? nOnce your are armed with their information to do become leads that you can nurture for even more valuable information. The answer to this is with the age-old principle of reciprocity.
Looking at the principles that marketers can leverage, reciprocity is one of the most powerful. People tend to feel uneasy about taking something without giving anything in return… and they’ll do pretty much anything to alleviate that feeling of discomfort. And, that’s where the smart content marketer see their que.
To engage the principle of reciprocity implement something called a lead magnet. This can easily be defined as, “an irresistible bribe offering a huge amount of value to a prospect in return for their contact information.”
Entice them with valuable content in exchange for their contact information
Your not just some strange entity scrapping for information – you need to be the source of the information they want. And, because reciprocity drives so many of us, site visitors will feel relaxed about passing on their contact details. After all, you’ve given them something (or will give them something) of value.
In saying this, don’t ask for too much information in round one. Rule of thumb is that the more valuable the offer, the more information you can ask for. Keep that in mind so you don’t scare people away.
3 examples of valuable content offerings:
Checklists are great for breaking down a complex or daunting task. Let’s say you’re a printing company. Your ideal customer is a small to medium sized company with a need to print short run catalogues on a regular basis. You could publish a checklist that walks your potential customer through the process of setting up a template to produce imposed print ready PDF's to save time and pre-press costs.
A checklist, while valuable, is not as deep as other types of content. So, the form people need to fill out should only require fields for their names and email addresses.
2. How-to Guides
How-to guides are perfect for the Consideration Stage of the Buyer’s Journey. According to HubSpot, at this point, the customer has defined their problem, and is on the search for ways to fix it.
For this example, let’s pretend you own a chain of hardware stores. Your buyer persona is Martin. He’s a middle-aged homeowner who likes to do home improvement projects on his own. A valuable piece of content for Martin would be a DIY step-by-step guide on how to refinish kitchen cabinets.
This lead magnet offers the customer more value, so your form can request more information, like their phone number or city address.
The best way to describe Toolkits is to say that they’re a digital compilation of a bunch of resources your potential client may need. They’re great for establishing your expertise and trustworthiness.
Say you’re a lawyer that specializes in commercial mortgages. Your toolkit could be “The Commercial Property Buying Toolkit: Everything You Need to Know to Buy a Commercial Proprty in 2017.” Because of the toolkit’s high value, you can qualify your leads even more on the download form. Try asking for their address, website link, how they came across your website, etc.
There are many ways to create irresistible content for your potential customers.
If you suspect that your website is not returning the ROI your looking for, get in touch with us. We are a web design Auckland agency and look forward to working with you on your next website design project!