Ideas for capturing new leads and converting prospects into customers
As an expert in your field, you’ve got a ton of really important information in your head. But you’ve got to get it out of your head and into some useful format for lead generation. Information is the heart and soul of marketing, so you’ve got to have some idea about the products you want to develop as part of your overall strategy. Let’s talk about the top five.
1. White Papers
“White paper” is the corporate, fancy-pants term for an online article. A white paper usually ranges from two to three pages and stands alone as an item customers or prospects can download. White papers work great as a lead generation tool when you ask prospects to provide their email address in exchange for your valuable””yet free””information.
2. Free Reports
A free report is like a white paper, just a bit bigger. From a lead generation standpoint, it holds more value than a white paper and is usually several pages long. Free reports are great products to use as an add-on to online purchases. “Buy Product X and receive three Free Reports!” You can also use them like white papers and offer them as free downloads in exchange for contact information.
3. E-Books
E-books are the killer product that can create a lead generation bonanza! Like a real book, an e-book is going to be long…at least 50 pages. The fact that it’s a real book makes the perceived value huge. If the copy inviting prospects to download your e-book is well-written and compelling, you can generate several thousand new leads from this one lead generation tool alone.
4. Audio Reports
An audio report helps prospects get a feel for what you and your company are all about. It’s a way for prospects to talk to you about doing business without really taking to you. Using audio reports as part of your campaign can boost brand loyalty and help you prospects commit to a sale. If you are well known in your industry – or if you can hire someone who is – you have the power to generate a LOT of leads using audio reports.
5. Webinars
No joke. Webinars can drive an endless stream of customers to your business. Like audio reports, they give customers a feed for your company. But webinars go way beyond teaser information. The power-punch of the webinar is that it lets you cover the entire sales pitch AND close the deal. Another bonus is that webinars can be recorded. That lets you leverage your time by making the pitch once and then playing the presentation again and again for new groups of prospects. Talk about a time saver!
How Does It Work?
Here’s the way it works, in a nutshell.
Develop information products.
Make the available on your site in exchange for contact information.
Send out an announcement to your email list that also creates a sense of urgency.
- Put tools in place to track downloads and capture new leads.
- Follow-up with leads to convert them into customers.
- Bingo! You’ve got your very own lead-generation machine!