Before we start discussing how to create better marketing offers, it’s probably best to define the term! So what is a marketing offer? Essentially, it’s something you’re offering for free, such as a whitepaper, guide or template, in exchange for the site visitor performing a particular action. This could be something like signing up to your newsletter, or completing a form.
The hardest part of producing a great marketing offer is working out what your audience will deem valuable enough to provide you with their details. You can’t just provide content that is readily available elsewhere on your site, for instance, or anything of low quality. So how do you create an enticing marketing offer? We’ve explored this in more detail in this guide!
There are quite a few options available in terms of marketing offers. While by no means a complete list, we’ve looked at some of the more popular types of offer below:
A guide or ebook can help educate your audience about a particular topic, or help them solve a problem. Creating a comprehensive guide to something should also help establish you as an authority within your field.
When it comes to templates, these are a helpful tool for users looking to create their own documents, such as a CV, letter, or proposal. Free trials and tools can allow visitors to test your products or services without needing to make a purchase.
One of the best ways to convince a user to provide their details is to offer them some form of promotion or discount in return. This doesn’t have to be huge – perhaps just 10% off their first purchase, or free shipping – but should be enough to be considered a fair exchange!
As with any loyalty programme, you’re giving the user a sense of exclusivity. The idea is to offer them perks and rewards that are not available for non-members.
Just like guides and ebooks, webinars and online courses are a great way to establish yourself as an authority. When someone registers with you, they’ll be able to learn more about a certain topic, or perhaps gain a new skill.
You can try any of the examples above when it comes to a marketing offer. Which one works best for you will largely depend on your audience and your budget. Regardless of which ones you use though, there are a few things to keep in mind:
Consider Your Target Audience
The first thing to remember is that your offer has to appeal to your target demographic. People don’t generally like to give their contact information to businesses, so any offers you have that require users to input these details have to be incredibly compelling. Substandard content behind your forms will not only mean a poor user experience, it will also mean you won’t get a lot out of your marketing efforts.
Think about what your audience is looking for. Are they hoping to learn more about aspects of your industry, so would appreciate a webinar or educational ebook? Or perhaps they want to find out more about your services, thus would love a free product trial. Once you know what problem you’re trying to solve for your customers, you’ll be able to create a corresponding offer.
It’s also important not to forget the call to action! For each of your offers, create a compelling CTA, ensuring that this aligns with any promotions on your website. And then once you’ve made a few CTAs that sound good, which are accompanied by prominent buttons, you can start experimenting with different wording and designs.
As mentioned above, any mediocre content you offer won’t get you very far. Your business may get a reputation for only providing such content, which can damage your lead generation in the long term.
The trick is to carefully curate your content, ensuring that it’s the best you have to offer. Spend time on it, and allocate as many resources to this content as possible. This could mean making beautiful infographics, or high quality videos. Regardless of the medium, your content has to stand out.
Stay On Brand
Another thing to keep in mind when creating your marketing offers is staying on brand. While people may appreciate a free ebook of knitting patterns, if you’re running a financial business, that would be a strange thing to offer your customers. Make sure you align your content with the products and services you offer, though be careful not to make the content feel like an advertisement.
You can stray a little off topic with your offers – particularly around the festive season, when the spirit of giving is upon us – but try not to go completely off brand. As long as you’re creative about it, you should be able to make most things relevant to your business or industry!
If you’ve done some research into buyer personas, you should know the interests and needs of your audience. And if you’re using lead management software, you may be able to get an even better picture of what would appeal to your users. Once you have this information, you can create tailored offers. For example, if you know that most of your first-time visitors arrive on your site via your blog, you can start placing CTAs for offers that would appeal to those just entering the sales funnel. They won’t know a lot about your company or products, so may appreciate educational content like ebooks or webinars.
And when it comes to tailoring your marketing offers, it’s also a good idea to create a variety of offers. Different things will appeal to different people, so make sure you have something for everyone. One way of ensuring that you haven’t missed anything is to create a list or spreadsheet of all your current offers. Track the various offers back to their corresponding point in the sales process, and fill in any gaps.
Promote Your Offers
Don’t just promote your offers on your website. Shout about them from every platform – from social media to email marketing. Explain what you’re offering in your social posts and newsletters, and emphasise the value of these offers.
In order to get the best results from your promotional campaign, it’s important to spend some time building your social media reach, as well as your email lists. One of the easiest ways to do this is through competitions – everyone loves free stuff!