11 Lead Generation Offers and their Best Practices

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 Marketing Offer 29
Marketing Channels that can be used to Market each Offer 30
02
What’s covered in this E-Book?

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

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.

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

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 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.

08
 Your blog must have a visible subscription button or email opt-in form.
Best Practices – Convert Readers to Subscribers or Leads
 Make it easy to share your blog on social networks.

09
 Place other offers relevant to the blog post.
Best Practices – Convert Readers to Subscribers or Leads
 Use top bars to convert visitors to lead.

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.

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

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.

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
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

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.

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.

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.

18
Quiz06
 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
 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

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.

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

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.

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

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.

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

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

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

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

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
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
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

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