There are three fundamental components for a successful Lead strategy : creating a free informative or educational offer that solves a problem or doubt (the reason why a prospect visits us), a well-designed Landing Page that specifies that offer and obtains the data through a form, and an attractive Call-to-Action that generates a need that guides and directs the visitor to the Landing Pages .
Without a doubt, the most difficult part of these three components is designing attractive offers based on what our visitors or potential customers are looking for or need .
Is my offer compelling?
Contact us, request a quote form, request a demo, download our product or price comparison, free trial, request a free consultation, save 50% when you buy today… None of these offers alone are attractive or provide value.
Our visitors will share their private contact information when they truly believe that we understand their challenges, problems, and goals. Trying to entice a visitor with these types of offers is not compelling, it's like trying to convince a visitor that doing business with us is a privilege. A visitor might value that we truly understand them more than our service at a discounted price.
When we create a value proposition for a potential customer , we offer our experience and know-how for their problems in exchange for valuable information: an email address, a name and a phone number, among others. This allows us to collect data and develop an idea of the types of visitors, leads and customers that visit us.
Not only that, but our offerings also help us build brand credibility, increase our visitor conversion rates , establish consumer trust , and position us as an authority within our ICT sector.
Let’s think of it as compound interest . Does our valuable content offer a consistent and timely way to increase potential buyers’ interest in our company? If the same interest that was sparked in the initial stage of the buying process continues throughout the entire buying cycle , there is a greater chance of converting those visitors into leads and later into customers.
How to design an attractive offer
We must first ask ourselves, what is an attractive offer ? Each sector and business will have a different answer to this question, but there is a four-question process that we can use to help us define the answer by focusing on our specific activity if we are within the ICT sector (Hardware, Software, Networking…).
We need to ask ourselves four questions about our company . We need the answers before we start, so we should take some time to think about the following questions: