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Next, Choosing a Lead Generator that Targets the Right Client
Fifth in a series
For many business owners, investing in monthly marketing services sounds like a risk too great to take. Here’s how we are meeting the challenge to neutralize that risk.
Last time, we talked about the journey prospective customers take from first being aware of a business’s services to building trust in the business’s capabilities to making the “buy” decision.
Sprocket Websites wants to help organizations be their best on the web and we know that we can provide them the support they need. Now, if we could only hold their attention long enough to show them!
Does this sound familiar? Like us, you may also be providing a service or product that involves a sizeable investment on the part of the customer. It’s a big ask from a stranger and they are understandably hesitant. For big-ticket items, the journey from awareness through trust to purchase is much longer and more involved than just buying a hamburger. And that affects your acquisition costs.
Introductory offers and free trials are proven techniques for building confidence in a company’s service or product, so our team started researching to find something we could offer prospective clients which would introduce them to Sprocket Websites and to all the digital marketing services we offer.
We started by setting up criteria for this offer. We agreed, first and foremost, that the offer had to be truly useful to both attract interest and to satisfy a real need. It was also important that the offer demonstrate our expertise in website marketing so that people would be eager to learn more about us and to try our services. Come-ons like cash or gift cards do attract people, but not necessarily the right people. We wanted leads of quality, not quantity.
A low threshold to claim this offer was important, so we decided it should be free, without requiring a credit card or a long application process. From our point of view, taking us up on the offer should also be the start of a relationship, so we plan to ask for an email address in exchange.
After weighing all the factors, we have decided to offer a Search Engine Optimization audit of a business or organization website. This is a service that we regularly provide clients now, so we are quite used to running this report and our familiarity with it means we can reasonably offer it as a loss leader.
An SEO audit checks all the boxes for a trial offer: It’s useful to our target market, it displays Sprocket’s proficiencies, and it’s a personalized introduction on which we can build a partnership.
Once this offer is made available, we will check the data for information on who this appeals to and what kind of return we’ll get on our investment so we can tweak the details, but right now we’re setting up delivery of the SEO audit report and working on the first marketing plan.
We’ll share those details in the next Sprocket Report, but we can run this same report for you now if you just can’t wait. Give us a call for details.
Photo by Monstera
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