InstantHDLogo.pptx30GREATESTLEAD GENERATIONTIPS, TRICKS & IDEAS

THE

CHAPTER ONE

INTRODUCTION 3

MECHANICSOFLEADGENERATION 4

THE30GREATESTTIPS,TRICKSANDIDEAS 5

CHAPTER1:CONTENTANDOFFERS 5

CHAPTER2:CALLS-TO-ACTION 13

CHAPTER3:LANDINGPAGES 20

CHAPTER4:FORMS 28

CHAPTER5:CHANNELS 33

CONCLUSION 40

Contents

TheIpsinthispresentaIonwillcovereachoftheseelementssothateachcomponentisfullyopImizedtohelpyougeneratethemostleadsforyourbusiness.Nowthen,let’sgetstarted.

“LEADSARETHEMETRICTHAT,ASMARKETERS,WERELYON.BECAUSELEADSMEANMONEY.”

GeneraIngleads-bothhighinquanItyandquality-isamarketersmostimportantobjecIve.AsuccessfulleadgeneraIonengineiswhatkeepsthefunnelfullofsalesprospectswhileyousleep.Surprisingly,only1in10marketersfeeltheirleadgeneraIoncampaignsareeffecIve.Whatgives?TherecanbealotofmovingpartsinanyleadgeneraIoncampaignandobenImesit’sdifficulttoknowwhichpartsneedfinetuning.Inthisguide,wewillexposethetop30techniquesmarketersshoulduIlizetoincreaseleadsandrevenue.ThesetacIcshavebeentestedoverthepast7yearsandhavebeenusedbyour8,000+customerstogeneratemorethan9.8millionleadslastyear.

Sowhatgoesintoabest-of-classleadgeneraIonengine?First,letstakealookintothemechanicsofhighperformingleadgeneraIoncampaigns....

-KIPPBODNAR

IntroducIon

Beforewediveintothe30Ips,weshouldfirstcoverthemechanicsofleadgeneraIon.ThebestleadgeneraIoncampaignscontainmost,ifnotall,ofthesecomponents.FromatacIcalperspecIve,amarketerneedsfourcrucialelementstomakeinboundleadgeneraIonhappen.Theseinclude:

OFFER CALL-TO-ACTION LANDINGPAGE FORM

Anofferisapieceofcontentthatisperceivedhighinvalue.Offersincludeebooks,whitepapers,free

consultaIons,couponsandproductdemonstraIons.

Acall-to-acIon(CTA)iseithertext,animageorabujonthatlinksdirectlytoalandingpagesopeoplecanfindanddownload

youroffer.

Alandingpage,unlikenormalwebsitepages,isaspecializedpagethatcontainsinformaIonaboutoneparIcularoffer,andaformtodownloadthatoffer.

Youcan’tcaptureleadswithoutforms.FormswillcollectcontactinformaIonfromavisitorin

exchangeforanoffer.

ThemechanicsofleadgeneraIon

Yes.It’soneofthemostpowerfulwordsinthehumanlanguage.Andifyouthinkaboutallthethingswedoasmarketers,it’sulImately

togetpeopletosay“yes”toouroffers.

Whenanofferisexclusive,scarce,orinhighdemand,itbecomesmoredesirable.Whethertheyarewhitepapers,freetrials,

memberships,salespromoIons,ordownloads,theseirresisIbleelementscanovercomealead’stypicalfricIon,doubt,orconcern.

Whydotheseelementswork?BecausetheytriggeraphysiologicalreacIonthatmakesanoffermorevaluable.Peopleneedtoperceive

thevalueofyouroffertobegreaterthanwhatyou’reaskingforinreturn.ThehigherthepercepIonofvalue,themoreirresisIblethe

offer.SohowdoyoucreateirresisIbleoffers?Gladyouasked....

Chapter1:CreaIngIrresistableoffers

Ifyoulookattheprincipleofsupplyanddemand,you’llnoIcethatwhensupplyislimited,demandgoesup.Scarcityhasapsychologicalinfluenceonus,makinguswantsomethingevenmoreifthereisn’tenoughtogoaround.Scarcityisgreatbecauseitcreatesafearofshortage,andthusasenseofurgency.LimitedTimeOffersLimitedImeoffersareamongthemostpopularinthescarcitycategory.Justthinkaboutyouraveragecardealership.PracIcallyeverycommercialisalimitedImedeal.“Get0%financingbeforeit’sgone!”LimitedQuan5tyOffersWhensomethingisoflimitedquanIty,itsuddenlybecomesmoreuniqueorexclusive.Insomestudies,limitedquanItyorsupplyoffershaveoutperformedlimited-Imeoffers.Why?Becauseit’shardtotellwhenanofferoflimitedquanItywillsuddenlybecomeunavailable,whileaIme-basedofferhasaknownendIme.LimitedquanItyoffersaregreatfornotonlygeongpeopletosay“yes”toyouroffer,buttoavoidprocrasInaIoncompletely.LimitedTimeandLimitedQuan5tyGrouponistheperfectexampleofusingbothtacIcs.AllGroupondealsendwithinacertainImeframe,andtheylimitthenumberofpeoplewhocanbuyaGroupon.That’sapowerfulcombinaIon.ThesitealsopackagesthesescarcitytacIcswithdiscounIng,whichisanothergreatvalue-add,especiallyforecommercebusinesses.

#1–Usetheelementofscarcity

It’sanaturaltendencyforhumanstocopyoneanother,evenwithoutrealizingit--weliketobeapartoftribesandsocialcommuniIes.SowhenwenoIceoursocialcircleisdoingonething,wetendtofollowsuit.OnegreatwaytomakeanoffermorevaluableistoshowthatotherpeopleareparIcipaInginthatoffer.ProofinNumbersWhenpossible,agreatwaytoindicatehowawesomeanofferistomenIonthenumberofpeoplewhohavepurchased,downloaded,signedup,ordonated.Someexamplesinclude:Justmakesureyourclaimsarenotonlytrue,butbelievable.

•  Webinars:OnthispagepromoIngourwebinarwithFacebook,we’vestatedthatmorethan40,000havesignedup.•  BlogSubscrip5on:Similarly,onourblogunderour“subscribe”module,it

indicatesover130,000peoplehavesubscribed.Thisisproofthatit’sahighlytrustworthyandpopularblogpeopleshouldfollow.

•  Conferences:EventslikeSXSWandINBOUNDaresomeofthehojesteventsbecausetonsofpeopleflocktothemeveryyear.

#2–Thebandwagoneffect

AberPrinceWilliamandKateMiddletongotmarriedinAprilof2011,noonecouldstoptalkingaboutKate’sweddingdress.Withinhoursaberthewedding,vendorsbeganmakingnear-idenIcalcopiesorsimilarstylesoftheStellaMcCartney-designeddress.EvenvendorssuchasDavid’sBridalnowhavea“Royal”categorysoyoucandress“justlikeKate.”

Whensomethingisbuzz-worthy,itcreateshighdemand.InsituaIonslikethis,youcanalignofferswith“what’shot.”Companieswillobenleveragenewsjackingforthistypeoftechniqueanditworksverywellforoffers,too.

Asanexample,earlierthisyearpeoplecouldn’tstoptalkingaboutPinterest.HubSpotcapitalizedonthiscrazebycreaIngthefirstPinterestebookforbusinessownersandmarketers,HowToUsePinterestforBusiness.ItquicklybecameoneofHubSpot’smostsuccessfulebookswithmorethan125,000downloadstodate.BecauseitwasthefirstandonlyebookavailableonPinterest(andwemadesurepeopleknewthat),andlearninghowtousePinterestformarkeIngwasinhighdemand,itmadetheoffermoreuniqueandthusmoreirresisIble--that’sthepowerofleveragingbothImingandpopularity!

#3–Leveragenews-jacking

BrianHalligan,HubSpotCEOandco-founder,oncesaidthat“youcanhaveagreatofferwithabadItleandnoonewilldownloadit.ButifyouhaveanamazingItle,suddenlyeveryonewantsit.”Yes-peopledojudgeabookbyit’scover.Ifyourofferisapieceofcontent,suchasawhitepaper,ebook,orpresentaIon,puteffortintocreaInganamazingItle.Foranexperiment,wechangedtheItleofanebookandrananA/Btesttoseewhichonewouldperformbejer.WetooktheoriginalItle“TheProduc>vityHandbookforBusyMarketers”andchangeditto“7AppsThatWillChangetheWayYouDoMarke>ng.”Asyoucansee,therevisedversionoutperformedtheoriginalby776%atgeneraIngleads(firstImesubmissions).Notonlythat,butitresultedinmorecustomersaswell.

#4–FocusoncreaInganamazingItle

ThemostcommonofferIseeonmostwebsitesis“ContactUs.”Sure,youwantallyourprospectstotalktosales,butnoteveryoneisready.Asyouknow,buyersaremorelikelytodotheirownresearchbeforeevenengagingwithasalesrep.And,everyprospectisatadifferentstageofexploraIon.SomemayneedmoreeducaIonthanothers.That’swhyit’simportanttodevelopdifferentoffersatdifferentbuyingcycles.SomeoneatthetopofthebuyingcyclemaybemoreinterestedinaninformaIonalpiecelikeaguideorebook,whereassomeonemorecommijedatthebojomofthecyclemightbemoreinterestedinafreetrialordemo.Youdon’tneedtopickandchoose;createoffersforeachphase,andincludeaprimaryandsecondaryCTAtotheseoffersonvariouspagesthroughoutyoursite.

#5–Createoffersfordifferentbuyingstages

AprofessionalimageisnecessarybutyousIllwanttoavoidthedreadedcorporategobbledygook.Whatisgobbledygookyouask?GreatquesIon.Thesearejargontermsandphrasesthathavebeenover-usedandabusedrenderingthemmeaningless(you’llfindthemmostlyinthehigh-techindustry,buteveryoneisanoffenderatonepointoranother).ThesewordsaremeanttoaddmoreemphasisofaparIcularsubjectbutinsteadtheymakeyoureyesroll.Avoidthesewordswhendescribingyouroffers:TheGobbledygookManifestoebookbyDavidMeermanScoj

•  NextGeneraIon•  Flexible•  Robust•  Scalable•  Easytouse

•  Cuongedge•  Groundbreaking•  Bestofbreed•  MissioncriIcal

#6–Avoidcorporategobbledygook

Notalloffersarecreatedequal.Some“formats”ofoffersperformbejerthanothersatconverIngleads.Forexample,what’smorevaluable,awhitepaperoranebook?Belowarethetypeofoffers,inorderofperformance,thatgeneratethemostamountofleads.It’simportanttotestdifferenttypesofofferswithyouraudiencetodeterminewhatworksforyou.Whileebooksscorehighonourlist,youmayfindthatreports,videosorotherformatsdobejer.

•  EbooksorGuides•  TemplatesorPresentaIons•  Research&Reports(ex:StateofInboundMarkeIng)•  Whitepapers•  Kits(mulIpleofferspackagedtogether)•  LiveWebinars•  On-demandVideos•  Blog(includingoffersinthenavorsidebar)•  Blogposts(ifthereisaCTAinthepost)•  Middle-of-the-funneloffers:DemoRequests,ContactSales,RFP,Etc.

(moresales-readyoffers).

#7–Usehigh-valueofferformats

GeneraIngleadsonlinehasthepowertotransformyourmarkeIng.Usinggreatoffers,calls-to-acIon,landingpagesandforms-whilepromoIngtheminmulI-channelenvironments-canreduceyourcost-per-leadwhiledeliveringhigherqualityprospectstoyoursalesteam.Thebasicshereinarejustthebeginning.ThisguidecontainsmanybestpracIcesforeveryaspectsofleadgeneraIontohelpbolsteryourconversionrates,butthesetacIcsareonlytheIpoftheiceberg.ConInuetotweakandtesteachstepofyourinboundleadgeneraIonprocessinanefforttoimproveleadqualityandincreaserevenue.

Nowgo,younggrasshopper,onyourwaytobecomingaleadgeneraIonmaster.

Conclusion

FirstBaseisoneofLondon’sleadingcontentmarkeIngagenciesforB2Bbrands.Foundedin2013,weexisttohelpclientsbemoreeffecIveandgetbejerresultsfromtheirmarkeIng.WedothisbycreaInggreatcontent,mixinginlovelydesign,harnessingthebestdigitaltechnologies,connecInganalyIcs,execuInginboundacquisiIonandnurtureprogrammes,andpuongstrategiesinplacetomaximisereturnonourclients’contentmarkeInginvestment.

GetyourassessmentwithaninboundmarkeIngspecialist

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