You’ve probably got some sort of lead generation set up on your website, right?
At the very least, you might have a telephone number and an email contact form. Perhaps you also have a newsletter sign-up form.
Going further than this, you could have a whole lead generation system in place. This would be where someone opts-in with their name and email address, to specifically receive some valuable information.
The information could be an ebook, video, audio or more. It’s usually delivered via email over a number of days to the interested reader. It’s a very powerful type of solution and is a great way to take someone from being a website visitor and lead them towards being a brand new customer.
No matter what you have in place for lead generation, there is one important problem that you need to overcome. You need to be able to answer this question: “What’s in it for me?”
That’s the question that a visitor will ask before they take an action on your website.
It’s not a selfish question and should never be seen that way. Instead, you should remember that everyone’s time is precious. For you to earn the trust of someone giving you some of their time, you need to make sure that what you’re offering is valuable to them.
So how do you make sure that you’re offering something valuable?
You need to think about your customers and the problems that they struggle with. Those are the problems that your products or services are designed to help overcome.
For example, let’s imagine that you offer products and accessories that help someone to clean their cars faster and more effectively.
A typical pain point for someone when cleaning their vehicle would be the amount of time it takes. Another could be that they never get a great result and the paintwork always has streaks when it dries.
This gives a perfect opportunity for you to produce a guide or a video tutorial that shows your potential customers how to give their car a perfect clean. When they finish, it’ll look and smell as fresh as it first did in the showroom.
At the end of your tutorial, you can present an offer. This could be a package of your best-selling products and accessories for a special price. That’s where you’ll make the sale. Now compare the above to a boring email sign-up box. There’s nothing there that encourages someone to sign-up. Why would they? For many, they’ll avoid the box because they’ll worry about receiving even more emails in their inbox.
It’s really important to think about your customers and to be able to answer the “what’s in it for me?” question. When you do this, clearly delivering and demonstrating value, you’ll generate more leads and sales.
P.S. If you want to know how to build stories and learn on how digital marketing can help your business, I’d be happy to discuss this with you. Please book a meeting with me using my calendar here.
