Good marketing campaigns live or die by the quality of their offers. Marketing offers are the primary method of generating leads. Smart businesses use their marketing offers to collect information that they can use to begin building relationships with their customers.
Examples of strong marketing offers include eBooks, Webinars, free trials, games, apps, case studies, and quizzes. The best offers engage consumers, and make them want to interact with a brand in a positive way. Ineffective offers will cause audiences to tune out and/or form negative opinions about a brand or service. Here’s how to develop a quality marketing offer.
IMPROVE YOUR CUSTOMER APPEAL
Technology has made it easier and more affordable to create niche messages for our audiences. To that end you want to ensure that you are providing your consumers with quality content that is tailored to their interests and needs. The internet is bursting with free tools that you can use to get your digital marketing campaigns up and running. Use them to speak directly to diverse audiences from business owners to busy moms. Use them to conduct research to make sure that you understand how your audiences will find, digest and share the information that you provide.
DETERMINE THE BEST DELIVERY OPTIONS
From tickets to sporting events to digital coupons, marketing offers come in all forms. Before you start asking for information, make sure that the media that you use to transmit your offer is appropriate for the message you are trying to transmit.
For example, if you take a potential client to a baseball game, you will want to ensure that he or she will have no trouble getting in on the day of the game. Think about aspects of delivery like, whether or not you should send a physical ticket to your prospect, whether you should have the ticket held at the stadium, or whether you should make other arrangements.
Similarly, you will need your team use the right forms and technology for downloads if you decide to give out eBooks.
CONSIDER COSTS FROM ALL SIDES
In marketing, you have to mindful of more than your money. You must also be mindful of the time and resources that your offer will cost your consumer.
As with many other technical projects, digital marketing can tend to suffer from quite a bit of scope creep. There is so much to consider when creating a good marketing campaign that managing one can be a challenge.
Engaging content drives marketing. However, engaging content takes time (and often money) to produce.
Internet-savvy buyers are weary of giving out their personal information to sketchy brands. Your offer must convince them to trust you and exceed expectations. While closing, your offer might require your prospect to pay a fee. Your ability to deliver quality services will define your brand.
PUT A TIMELINE ON YOUR OFFER
In order to manage and ultimately measure the success of your project, it will need a timeline with deadlines and KPI.
Will your offers standalone or be part of a series? Do your marketing offers have expiration dates? Understand that some offers like annual reports, games and apps could have a long useful shelf life, whereas tickets and promotional offers often depend on fixed dates and times.
Remember: Getting people to give you their personal information can be a challenge. You will need to nurture your target market with quality products, trust and information if you are going to build a solid reputation. Avoid the temptation to use flashy headlines or click bait to obtain information. Such practices will only hurt your brand in the long haul.