Biz Tips: How to Make Amazing Offers for Your Inbound Campaigns

Biz Tips: How to Make Amazing Offers for Your Inbound Campaigns

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How to Make Amazing Offers for Your Inbound Campaigns

The most important part of your sales funnel is the offer. This is the cheese at the end of the maze. It needs to be:

  1. something that your target market will find valuable at whatever stage of the buyer’s journey they’re in
  2. relevant to your product or service

If it’s not valuable, no one will want it. And if it isn’t relevant to your product or service, you’ll bring tons of leads that will never buy your product. For instance, who wouldn’t want a $50 Visa gift card? If you offer something like that, you’re just throwing away money.

What to Offer

Be intentional about your offers. What information, tools, or resources can you provide your prospects at each stage of the buyer’s journey?

You’ll need offers for every stage of the journey, and each should provide an immediate benefit to your prospects.

Here are some suggestions about what to offer at each stage of the buyer’s journey:

  • Awareness stage. A checklist, . These offers should have a broader appeal than offers further down the funnel.
  • Consideration stage. A white paper on different solution categories related to the problem you solve or a chart comparing the features and prices of different solutions. In this stage, they haven’t decide how they want to solve their problem. Your offer should offer them information that will help them make that decision.
  • Decision stage. A free trial, consultation or demo. At this stage, they’re looking for a solution in your category, and you need to provide an offer that will show them your solution is the best to seal the deal.

As an example, if you sell umbrellas, you would ask yourself

  1. What can I offer to people who are just coming to realize they have a problem with getting rained on all the time?
  2. What can I offer to people who are looking at different solutions for dealing with rain?
  3. What can I offer to people who are trying to choose the best umbrella for their needs?

Always look at it through the eyes of your customers. What would be valuable to them?

The answer to Question #1 might be a map that shows different buildings people can cut through to stay dry when it rains. Question #2 might lead you to create a guide talking about the pros and cons of umbrellas, ponchos, and raincoats. For Question #3, you could create a comparison chart that shows the benefits of your umbrellas versus your biggest competitor in the umbrella space.

The Four Components of Good Offers

There are four important components of a good offer. These aren’t the only things you need to consider, but they’re the foundation of every effective offer.

Target

Who’s the offer for? What stage of the buyer’s journey are they in?

Topic

What will be valuable to that particular person at this particular stage of the buyer’s journey?

If they’re in the Awareness stage, the topic can be broad, (e.g., “What to Do When You Get Wet on the Way to Work”). If they’re in the Consideration stage, focus on different types of solutions to their problem. If they’re in the Decision stage, you should focus on your solution to their problem.

Format

What format will work best for your chosen topic? Formats that take more time (live webinars, live demos, consultations) should be reserved for further down the funnel to make sure you’re not spending a lot of time on people who aren’t actually interested in what you’ve got to offer.

Call-to-Action

Every offer should include a next step. Whether it’s a link to schedule a demo, or a salesperson setting up a follow-up appointment, always include a way for the prospect to move further down your funnel.

What’s Next?

You’ve created some great offers. Now how do you get your prospect to hand over their contact information and download it?

I cover that and more in my premium High Brow course, “Drive Sales With Inbound Lead Generation”. High Brow is a cool service that makes you smarter with 10-day courses delivered in easy-to-digest emails every morning.

Sign up today and you can check out the course with one free month of High Brow.

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How to Make Amazing Offers for Your Inbound Campaigns was originally published in Marketing And Growth Hacking on Medium, where people are continuing the conversation by highlighting and responding to this story.

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