How We Put our Heads Together to Deliver and Market a Lead Gen Offer

Sixth in a series

If you could just show them what you do, wouldn’t customers love what you offer? That was the challenge for our Sprocket team. And here’s how we’re meeting it:

After much research and discussion, we chose a Search Engine Optimization Audit as our lead generator. This report provides important information to a prospective customer about how well-optimized their website is right now and gives us a chance to demonstrate how we can help them improve.

We wanted this report to be free of charge and available to business owners 24/7, not only during office hours. We will ask for an email address so we can follow up to talk about the report. Highlighting our Sprocket brand is important so people know we’re legit and there’s no bait-and-switch going on. A specific web page on our site is devoted to just this offer, but we also created a pop-up on the Home page to redirect to the offer page because we get a lot of traffic there.

Whenever you create content on a website, it should be a matter of course that it’s prepped for marketing purposes. While we had an idea of what words our perfect client might use when looking for an SEO audit, we followed our own process and did the necessary keyword research. Armed with actual search statistics, we chose the best terms and incorporated them in the landing page content, the report instructions, and in the pop-up window.

Optimizing content doesn’t immediately push a website to the top of the line, of course. We know that those little web bots take some time locating, recording, and ranking content. We also know, however, that the sooner you place properly optimized content, the sooner you’ll see positive results. You do your content a disservice when you just slap things together in a hurry thinking you can clean it up later. Assuming you actually get back to fixing things one day, you’re just starting over from scratch, SEO-wise, and you’ll have lost a lot of momentum.

Take a look to see what we did.

The next step was laying out a marketing plan. Obviously, we are talking about it here on our blog and in our Sprocket Report newsletter. Since Sprocket team members also regularly give tech talks and presentations to business groups, this SEO audit report will also be a great way to engage the audience by running a report right then and there for someone in attendance. Using a real-life example for discussing how search engines work and what it means to optimize for search can be a better eye-opener than a simple “best-practices” presentation.

We also look forward to offering this report to people we meet during networking events and sales meetings. The report is easy to run and doesn’t take much time to prepare, so we can share actual data right away and talk about what it all means. Website domain authority and Google Business Profile ranking is not part of the average businessperson’s skill set, but it is part of ours. Explaining what the data shows is another reason we plan to reach out to folks who order a report online.

Next on the agenda is to write some organic posts and run some ads on social media. Eventually, we will circle back and look at the data to see if we need to tweak the offer presentation. In the meantime, you are welcome to try the audit and give us your feedback on its usefulness to a business owner. And if the report shows your website visibility needs improvement, we’re happy to talk about how we can help. Just give us a call!

Photo by fauxels

Kate GingoldKate Gingold

I have been writing a blog with web marketing tips and techniques every other week since 2003. In addition to blogging and client content writing, I write books and a blog on local history.

Other posts by Kate Gingold

Contact author Full biography

Full biography

I have been writing a blog with web marketing tips and techniques every other week since 2003. In addition to blogging and client content writing, I write books and a blog on local history.

x

Linked In Google Plus