11 Lead Generation
Marketing Offers &
their Best Practices
Lead Generation Formula 04
11 Lead Generation Marketing Offers & their Best Practices 06
Relative Cost for Creating each M...
03
The Lead Generation formula
The Lead Generation Formula
Audience
Identify the target of your
marketing offer
Offer
Some...
04
What is lead generation offer & what it is not?
What is a lead generation offer?
- A marketing offer that is perceived ...
05
How offers help you generate leads?
How offers help you generate leads?
Audience visits your website or your
offer land...
11 Marketing Offers
for Lead Generation
& their Best Practices
07
Blog01
Lead Generation Offers & their Best Practices
 High quality content of value to your audience gets you subscrib...
08
 Your blog must have a visible subscription button or email opt-in form.
Best Practices – Convert Readers to Subscribe...
09
 Place other offers relevant to the blog post.
Best Practices – Convert Readers to Subscribers or Leads
Lead Generatio...
10
E-Book02
 E-Books are a great way to package and share your knowledge
and experience.
 E-Books are perceived as a hig...
11
 Your E-Book needs to be discovered – share it, connect to blog, connect to website visitors.
 E-Book title should cl...
12
Webinar03  Reach a very targeted audience – either live or on demand – quickly
and efficiently.
 Webinars generate a ...
13
 Webinar topic should be of interest to your audience and its content compelling to drive
registrations.
 Webinar reg...
14
Answering Relevant Queries in Communities04
Audience has
query
Posts query
on Q&A site You answer
query
You get prospec...
15
Best Practices
 It is important to provide well informed answers directly related to the question. If you have additio...
16
White Paper05
 A white paper is a detailed authoritative report on a known industry issue and highlights
solutions to ...
17
Best Practices
 White paper title should resonate with the audience for whom it is being prepared.
 Use tables, chart...
18
Quiz06
Lead Generation Offers & their Best Practices
 Quizzes are a great way to engage audience.
 Usually cost effec...
19
 Fewer questions in the quiz increase completion rates.
 Questions with binary answers like true/false or yes/no answ...
20
Free Product Trial07
 Free trials drive new leads into your marketing funnel.
 You get valuable feedback from users a...
21
 Automate the free trial registration process.
 Keep the free trial CTA above the fold on your website.
 Clearly sta...
22
Free Consultation Session08
 Free consultation drives new leads into your marketing funnel.
 You get the opportunity ...
23
 Setup auto response when somebody signs up for the session.
 If you need additional information from the lead before...
24
09
Research Report
 A research report is a presentation of facts and interpretation of the research outcome from
a res...
25
 Research topics need to be useful and of value to your audience and relevant to your business.
 Use research data to...
26
Discounts10
 Discount offer should be time bound.
 It should be perceived as good value to drive interest in the offe...
27
Giveaways11
 Giveaways are marketing offers of direct value to the user – gift card, coupon, etc.
 Used by businesses...
28
 Ensure the offer has enough value to be attractive to the audience.
 Giveaways will have certain budget allocation. ...
29
Relative Cost for creating each Offer
Relative Cost for Creating each Offer
Marketing Offer Cost
Blog Medium to High
We...
30
Marketing Channels that can be used for each Offer
Marketing Channels that can be used for each Offer
Ads Social
Media/...
31
PPC Ads Social
media/Bookmarking
Sites
Q&A
Sites
PPT Sharing Sites Marketplaces,
Community Sites
Blog/Website
Giveaways...
Land More Leads, Close More Deals
Sign up for LeadSquared Trial
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11 Lead Generation Offers and their Best Practices

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The E-Book talks about the various offers that can be employed to generate leads. The E-Book will give you:
- Lead Generation Formula
- 11 Lead Generation Offers & their Best Practices
- Relative Cost for Creating each Marketing Offer
- Marketing Channels that can be used to Market each Offer

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11 Lead Generation Offers and their Best Practices

  1. 1. 11 Lead Generation Marketing Offers & their Best Practices
  2. 2. Lead Generation Formula 04 11 Lead Generation Marketing Offers & their Best Practices 06 Relative Cost for Creating each Marketing Offer 29 Marketing Channels that can be used to Market each Offer 30 02 What’s covered in this E-Book?
  3. 3. 03 The Lead Generation formula The Lead Generation Formula Audience Identify the target of your marketing offer Offer Something of value for which your audience is ready to trade their contact information Channel Medium to market or take your offer to the audience Lead Capture Capture contact information and deliver the offer Lead
  4. 4. 04 What is lead generation offer & what it is not? What is a lead generation offer? - A marketing offer that is perceived as value by your target audience. - An offer that addresses their business problems or has information that helps them achieve their business goals. - An offer that is compelling enough for the audience to trade their contact information. What is not a lead generation offer? - Company product or service related content. - Case studies about how your customers benefit by using your product or service.
  5. 5. 05 How offers help you generate leads? How offers help you generate leads? Audience visits your website or your offer landing page Form submission captures lead31 2 Free trial offer CTA takes the visitor to landing page
  6. 6. 11 Marketing Offers for Lead Generation & their Best Practices
  7. 7. 07 Blog01 Lead Generation Offers & their Best Practices  High quality content of value to your audience gets you subscribers (leads).  Great way to gain ranking in search engines and drive organic traffic.  Social sharing of your blog content will get you more traffic and leads.  Blog readers can also connect with you by posting comments on your blog.
  8. 8. 08  Your blog must have a visible subscription button or email opt-in form. Best Practices – Convert Readers to Subscribers or Leads Lead Generation Offers & their Best Practices  Make it easy to share your blog on social networks.
  9. 9. 09  Place other offers relevant to the blog post. Best Practices – Convert Readers to Subscribers or Leads Lead Generation Offers & their Best Practices  Use top bars to convert visitors to lead.
  10. 10. 10 E-Book02  E-Books are a great way to package and share your knowledge and experience.  E-Books are perceived as a high value offer and make it easy for visitors to trade their contact information for the E-Book.  It is a unique marketing tool as it is subtle in nature and enhances brand recall. Lead Generation Offers & their Best Practices
  11. 11. 11  Your E-Book needs to be discovered – share it, connect to blog, connect to website visitors.  E-Book title should clearly spell out the value or benefit offered to the reader.  E-Book should be related to your business to drive relevant leads.  Convert your E-Books to flip books and make it easier to share and consume on mobile.  Use hyperlinks & CTAs in E-Book to drive follow through actions and deepen engagement.  Link the social share icons to lead capture landing pages. Best Practices Lead Generation Offers & their Best Practices
  12. 12. 12 Webinar03  Reach a very targeted audience – either live or on demand – quickly and efficiently.  Webinars generate a lower cost per lead and high level of engagement with prospective clients.  Live webinars can be re-broadcast as on-demand versions, thus enabling knowledge-sharing and optimum utilization of interesting content.  User-friendly for participants: no travel or accommodation costs involved, and webinars can be searched and referred to for specific content afterwards.  Achieve greater reach at a generally lower cost than face-to-face meetings or workshops or seminars.  No geographical boundaries – presenter can address a large audience from anywhere around the globe. Lead Generation Offers & their Best Practices
  13. 13. 13  Webinar topic should be of interest to your audience and its content compelling to drive registrations.  Webinar registration landing page should mention • about the speaker(s) • topic and overview of what is going to be covered in the webinar and its benefits • duration, date and timing  Send registration confirmation email and reminder email few times before the scheduled date and hour or so before the webinar session to drive the attendance.  Conduct joint webinar sessions with other companies or individuals who can offer compelling value for your audience.  After webinar session: • Send webinar recording to attendees & non-attendees • Compile list of questions and answers discussed during the webinar and share them in blog post or other format for benefit of your audience  Use polls/survey to engage your audience during and after the webinar. Best Practices
  14. 14. 14 Answering Relevant Queries in Communities04 Audience has query Posts query on Q&A site You answer query You get prospect details Interested person visits your site/landing page Fills landing page form Lead Generation Offers & their Best Practices
  15. 15. 15 Best Practices  It is important to provide well informed answers directly related to the question. If you have additional information to add or experience to share beyond the question asked then feel free, but ensure it is not outright self promoting in nature.  Remember – answer length can be short or long, what is important is the content and its relevance to what is being asked in the question.  While answering the questions insert relevant links to your blog or website or another offer – not all questions may fall in this category.  Follow topics relevant to your interests to discover questions you want to answer.  Share your questions and answers on social sites to gain indexing by search engines. Lead Generation Offers & their Best Practices
  16. 16. 16 White Paper05  A white paper is a detailed authoritative report on a known industry issue and highlights solutions to address the issue.  Insights, knowledge and understanding provided in the white paper demonstrate company’s thought leadership.  Usually white papers are done with a well known third party to ensure it is seen as credible and not considered as company’s brochure. Lead Generation Offers & their Best Practices
  17. 17. 17 Best Practices  White paper title should resonate with the audience for whom it is being prepared.  Use tables, charts, diagrams and graphics to present data and make it easy for the reader to consume it.  Use language and jargon appropriate to your audience.  Quote reputable sources. Lead Generation Offers & their Best Practices
  18. 18. 18 Quiz06 Lead Generation Offers & their Best Practices  Quizzes are a great way to engage audience.  Usually cost effective to setup and run.  Quizzes on blog or website will increase the time spent by visitors on your blog or website.
  19. 19. 19  Fewer questions in the quiz increase completion rates.  Questions with binary answers like true/false or yes/no answers drives engagement and increases completion rate.  Use pictures and other rich media in questions to make it easy to consume the quiz.  Gate results with forms to capture lead details.  Optimize your quizzes hosted on your website with keywords to capitalize on search engine indexing.  Use social sharing elements to enable users to share the results. 05 Best Practices Lead Generation Offers & their Best Practices
  20. 20. 20 Free Product Trial07  Free trials drive new leads into your marketing funnel.  You get valuable feedback from users about your product.  You can analyze the users’ activity in the product and learn the features of most interest to your users and features your users don’t care about. Lead Generation Offers & their Best Practices
  21. 21. 21  Automate the free trial registration process.  Keep the free trial CTA above the fold on your website.  Clearly state the trial duration. Mention “No credit card required” if you don’t need one for the trial.  Online video or demo explaining the benefits of the product for your audience is likely to increase the relevant leads in the funnel.  Give customer support if your product requires assistance in setup and getting started. Remember – the trial is free, but customers’ time for using the product has value and they are choosing to invest it. Best Practices Lead Generation Offers & their Best Practices
  22. 22. 22 Free Consultation Session08  Free consultation drives new leads into your marketing funnel.  You get the opportunity to interact with potential customers and assess their needs and requirements.  The feedback from users will help you modify your offerings to tailor to the market requirements. Lead Generation Offers & their Best Practices
  23. 23. 23  Setup auto response when somebody signs up for the session.  If you need additional information from the lead before the session then send them your questions before the session to ensure you make the session relevant and provide best value.  Have the mechanism to collect the feedback from the session. This could be a simple survey with questions to gauge how valuable the session was for the lead.  Clearly state the session duration and “No obligation” if it is no strings attached session. Best Practices Lead Generation Offers & their Best Practices
  24. 24. 24 09 Research Report  A research report is a presentation of facts and interpretation of the research outcome from a research study.  Research reports help audience learn about the trends and use the learnings to drive their business decisions. Lead Generation Offers & their Best Practices
  25. 25. 25  Research topics need to be useful and of value to your audience and relevant to your business.  Use research data to present the business case of interest to you, but do not change the facts.  Often research reports are data centric; hence, it will be good idea to explain the analysis in simple language for the audience.  If you are using third party data in the report then mention it clearly in the report.  An ideal research report should include: • Thesis Statement: title (concise & indicative of what the paper is about), author name, affiliations (if any). • Abstract/Introduction: study summary, hypothesis, methodology, tools, results & conclusions. • Body: introduction, research design, analysis & interpretation, result, conclusion & suggestions. Best Practices Lead Generation Offers & their Best Practices
  26. 26. 26 Discounts10  Discount offer should be time bound.  It should be perceived as good value to drive interest in the offer.  Typically used to  close a sale,  liquidate inventory,  match the competition offer,  meet financial goal or target. 20% off Lead Generation Offers & their Best Practices
  27. 27. 27 Giveaways11  Giveaways are marketing offers of direct value to the user – gift card, coupon, etc.  Used by businesses in variety of ways to encourage audience for survey participation, promoting an event, driving foot falls, encouraging users to try something new and more.  Also used by businesses to say thank you to their customers and stay top of mind. FREE Lead Generation Offers & their Best Practices
  28. 28. 28  Ensure the offer has enough value to be attractive to the audience.  Giveaways will have certain budget allocation. If it is too good you run the risk of exhausting them (which is good) but it is important to mention that it is limited, if indeed it is limited.  When the giveaway is winding down, let people know they have less time left to opt for it. There’s always an uptick in giveaway entries at the last minute.  Ensure you collect lead before handing over the giveaway.  Encourage social sharing of the giveaway. Best Practices Lead Generation Offers & their Best Practices
  29. 29. 29 Relative Cost for creating each Offer Relative Cost for Creating each Offer Marketing Offer Cost Blog Medium to High Webinar Medium to High Answering Relevant Questions on Q&A Sites Low to Medium White Paper Medium to High Quiz Low to Medium E-Book Medium to High Giveaways Medium to High Product Free Trial Low to Medium Research Report Medium to High Free Consultation Low to Medium Discounts Low to Medium
  30. 30. 30 Marketing Channels that can be used for each Offer Marketing Channels that can be used for each Offer Ads Social Media/Bookmarking Sites Q&A Sites PPT Sharing Sites Marketplaces, Community Sites Blog/Website E-Book Y Y Y Y Y Y Webinar Y Y Y Y Y Y Answers on Q&A sites Y Y White Papers Y Y Y Y Y Y Quiz Y Y Y Y Y Blog Subscription Y Y Y Y OFFERS
  31. 31. 31 PPC Ads Social media/Bookmarking Sites Q&A Sites PPT Sharing Sites Marketplaces, Community Sites Blog/Website Giveaways Y Y Y Y Product Free Trial Y Y Y Y Research Report Y Y Y Y Y Y Free Consultation Y Y Y OFFERS Marketing Channels that can be used for each Offer Marketing Channels that can be used for each Offer
  32. 32. Land More Leads, Close More Deals Sign up for LeadSquared Trial

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