“Offers” is the main reason why people fall for your bait. It is the first step to lead generation, without offers there is no way you can convert visitors into leads. Also, they are not equally created; some offer formats works better than the other for a particular group while others don’t. On this blog, we will discuss the characteristics of a good offer.
First, let’s take a look at the type of offers regarding their performance that generates the most leads:
- Ebooks or guides
- Templates or presentation
- Research and reports
- Whitepapers
- Kits (a package of different offers)
- Live webinars
- On-demand videos
- Blog (including offers in the nav or sidebar)
- Blog posts (if there is a call to action in the post)
- Middle-of-the-funnel proffers: demo requests, Contact Sales, RFP, etc.,
Characteristics of a Good Offer
Valuable To Your Target Audience
People don't easily give out their personal details to anybody. You have to earn it. Your lead generation form is asking for your visitor’s personal data that’s why you must give them a valuable offer, so that they will be willing to fill out the form, giving their personal details in return for your offer. Now, you must be responsible and give out what you promise to give them and not some shitty offer behind it. In that way, you are deceiving your visitors and might injure your lead generation and nurture goals on the long run. Furthermore, your offer must differ in every buyer’s journey, as they have different needs in every journey
Aligns With What Your Business Offers
Great offer compliments or at least somehow related to what your company is selling.
Right Offer At The Right Time
As what I mention on the first characteristics, you must provide different types of offers in each buying stage. You know that as the lead goes through the buyer’s journey, his need doesn’t remain static, it means the offer that you initially gave him will be no longer valuable when he further goes through the buyer’s journey. For example, the free ebook guide you provide will only be valid to those on the first stage of buyer’s journey, while free demos or product trial is the best for those leads who are in the decision stage. To know more about the different buying stage, you can read it here.
