In our last installment of the marketing funnel series we covered the very top of the funnel. This is where you have the Awareness or Attention of the person. These are the first two stages of the AIDA Marketing Funnel. While we have their attention, you are going to want to peak their “Interest”. This is what will convert a visitor into a lead. This is a key step in the lead generation process, and is usually achieved by using a “carrot” or “give away”.
Using Give Aways for Lead Generation
To help give your readers an extra nudge to convert, you generally offer a special download or other material that sonly available after they sign up for your email list. A PDF Checklist, an eBook, a Video Course, or an email course. It is best if these items are unique and specially targeted to your audience. For example, if you have a blog post on overseas corporations, an email course on setting up an overseas corporation in a tax-advantaged way would be a very well targeted give away. An ebook about corporate tax strategies would be too loosely targeted to be effective.
It is then common to have several different lead generation carrots very narrowly targeted to the topics covered by your blog and meant to attract certain buyer personas. Creating marketing give aways is one of the most valuable activities for a business owner increasing their marketing efforts.
As you write more blog posts, you will also start to find that some of the posts you have written are what is called “evergreen content”. As the name implies, this is content that continues to attract site visitors. This is content that has been road-tested and you know interests your target audience. These articles should be repackaged as an email course or eBook.
In our next post in this series, we will look at how you can make your visitors aware of your give aways with Calls to Action.