Your company has successfully used digital marketing tactics to increase traffic to your website. Great, it’s working!
However, there’s a problem…
Your website has a lot of visitors, but those visitors are not converting to leads. They came, they saw and they left your site without giving you any of their information.
If your only goal is to get site visits, then, you’re finished! Job done...
If your company has a product or service that you want people to buy, your site has to do a lot better.
So, how do you get those valuable visitors to give up their valuable information, thus becoming leads that you can nurture for further contact?
With the age-old principle of reciprocity, of course!
Reciprocity is one of the most powerful principles that marketers can leverage. People feel uncomfortable taking something without giving anything in return… and they’ll do pretty much anything to alleviate that discomfort. That’s where the smart content marketer comes in.
One way to trigger the principle of reciprocity is to create something called a lead magnet. We define a lead magnet as, “an irresistible bribe offering a specific chunk of value to a prospect in exchange for their contact information.”
Offer them valuable content for the small price of their contact information.
You won’t be some strange entity trying to get their information – instead, you’ll be the source of the information they want. And, because reciprocity drives so many of us, the prospect will feel comfortable giving you their contact details. After all, you’ve given them something (or will give them something) of value.
A word of caution: don’t ask for too much contact information. The general philosophy 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!