Generating high-quality leads is a marketer's most important objective. A successful lead generation engine is what keeps the funnel full of sales prospects while you sleep.
A high-performing lead generation process can be broken down into four parts—offers, calls-to-action, landing pages, and forms. An offer is a piece of content that is perceived to be high in value to a user such as an ebook or a free consultation.
People need to perceive the value of your offer to be greater than what you’re asking for in return. The higher the perception of value, the more irresistible the offer. Here are 6 lead generation tips to create irresistible offers:
#1 Use the Element of Scarcity
The first of our lead generation tips is the element of scarcity. If you look at the principle of supply and demand, you’ll notice that when supply is limited, demand goes up. Scarcity has a psychological influence on us, making us want something even more if there isn’t enough to go around. Scarcity is great because it creates a fear of shortage, and thus a sense of urgency. This can be done through limited-time offers and limited quantity offers.
#2 The Bandwagon Effect
It’s a natural tendency for humans to copy one another without even realising it. One great way to make an offer more valuable is to show that other people are participating in that offer. When possible, a great way to indicate how awesome an offer is is to mention the number of people who have purchased, downloaded, signed up or donated. Just make sure your claims are not only true but believable.
#3 Leverage Newsjacking
When something is buzz-worthy, it creates high demand. Companies will leverage a day's big news stories in order to direct attention to their own content or offers. Due to the timeliness of newsjacking, it can have an immediate effect and can help your brand to jump on trends and even get ahead of the pack.
#4 Create An Engaging Title
Yes - people do judge a book by its cover. If your offer is a piece of content, such as a whitepaper, ebook, or presentation, put effort into creating an interesting and eye-catching title.
#5 Different Buying Stage Offers
The most common offer we see on websites is “Contact Us”. Sure, you want your prospects to talk to sales, but not everyone is ready. Every prospect is at a different stage of exploration. Some may need more education than others. That’s why it’s important to develop different offers at different buying cycles. Someone at the top of the buying cycle may be more interested in an informational piece like a guide or ebook, whereas someone more committed at the bottom of the cycle might be more interested in a free trial or demo. You don’t need to pick and choose; create offers for each phase, and include a primary and secondary CTA to these offers on various pages throughout your site.
#6 Use High-value Offer Formats
The last of our lead generation tips is to use high-value offer formats. Not all offers are created equal. Some “formats” of offers perform better than others at converting leads. For example, what’s more valuable, a whitepaper or an ebook? It’s important to test different types of offers with your audience to determine what works for your company. While ebooks score high on our list, you may find that reports, videos, or other formats do better.
Want to learn more about the lead generation process? We have an entire ebook of tips and tricks to help you through every stage of building your lead generation model.
Contact us to find out how we can help you with lead generation!