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Monthly Archives: May 2014

Creating Irresistible offers Part 3 | Newsjacking

You are probably well aware of the term “newsjacking” and might see it across your social media feeds or think of it as an old play in the PR playbook. Newsjacking is what happens when you leverage the day/week/months biggest current events to draw attention to your own offer.

 

With the evolution of social media newsjacking has been brought to a new level. Big brands and bloggers alike can now ride the wave of big current events to expose their content and offers to thousands of people who are searching for those specific keywords and hashtags. By quickly reacting to and creating something that is witty or funny and ties back to your brand or offer you can hijack some serious traffic.

 

For example look at how Tide played nicely to last years super bowl blackout. They do a nice job of getting the brand name out there in front of thousands of people searching for the specific keywords and hashtag searches.

Tide Newsjacking tweet

 

Take a look at google trends and keep an eye out on the news to give yourself a chance to quickly pivot and spin up a nicely timed newsjack  to get your brand or offer in front of an influx of potential customers and advocates.

Creating Irresistible offers Part 2| The Bandwagon Effect

2)      The Bandwagon Effect

 

bandwagon effect2

 

People like to be a part of groups and communities. They tend to copy other people around them (of course only the things we like or find cool) so you can use this as part of your lead generation strategy. You can do so by showing how many other people are participating or have opted in. Proof can be in the numbers so when possible let people know how many signed up, joined or are attending.

 

Some possible examples:

 

Webinars: If your last webinar was successful mention why it was a success and drop the amount of attendees if it’s a number you think stands out and you’re proud of. Another way is to mention how many people have already signed up (social proof) and entice them to join the group.

 

Blog Subscription: If you’ve had some success with your blog subscription sign up then tout it. When you stop by your favorite blog’s and websites take a look at their subscriber call to action and see if they mention the number of subscribers they have. This can be a great tactic to prove you are delivering high value and people want to be a part of something like that.

 

Conferences: You can leverage conferences in many ways. They are great to network, learn and have fun. Thousands of people flock to conferences like SXSW Interactive, INBOUND and Blog Expo. Find a conference that relates best to your area of interest and suggest people sign up to attend. You can build some seriously good relationships at these.

 

Just make sure your claims are true and also believable. You know the saying, it takes many months/years to build up your creditability but only a second to lose it all.

Creating Irresistible Offers Part 1 |Use the element of scarcity

In my last post I talked about the 4 mechanics to smart lead generation. For the next couple of day we are going to focus on the backbone of every lead generation campaign…the offer.

In order to have an effect lead generation program we must create a valuable offer. Once you create this incredible, irresistible offer there are a few things you can do in order to increase your chances of generating leads. In the coming day’s I will reveal 7 tips that will help you generate more leads for your valuable offer.

limited time offer

Today, we’ll talk about using the element of scarcity. If you look at the simple principles of supply and demand you can see that when supply goes down demand goes up. People generally want something more when there isn’t enough to go around for all. Scarcity can be a great motivator for people to take action. Essentially scarcity creates a fear of shortage which naturally causes everyone to feel a sense of urgency, which you can play right into.

Limited Time Offers

Probably the most used scarcity tactic we see as consumer’s every day. Car dealerships, furniture stores use scarcity the majority of their time on commercials we see.

 

Limited Quantity offers.

Studies show that this outperforms limited time offers. Why? Well because with time you know when the offer will end, yet with quantity you have no idea therefore you rush to get yours. We’ve all seen the lines during the holiday when stores open early. Stampede.

 

Limited Time and Limited Quantity

Limited time and quantity offers

Living Social, Groupon and other coupon sites apply this and it works great. These deals all end at a certain time which is usually counting down, and limited to a certain number of people. Just plays so nicely into our physic that we don’t stand a chance, we just can’t help ourselves.










Smart Mechanics of Lead Generation

Over the past year I’ve been speaking to various marketers who all for the most part have some type of responsibility to generate leads. In this series of Smart Mechanics of Lead Generation we are going to cover the 4 critical elements that every online marketer needs to get right.

1) The offer 

offer

It all starts with the offer. What are you offering and why should people care? An offer should be content that is perceived of high value. The better you know your target market and persona the better you will know what they percieve as high value and the better your chances of creating and delivering it to them. An offer can be a whitepaper, research paper, webinar, download or coupon. Find out what your market values and deliver something useful to them.

2) Call to Action

A call to action can be text, an image or a button that clearly tells the visitor what to do to receive your offer. A call to action should link directly to the page where your visitor can opt in with their information in exchange for your offer.

3) Landing Page

A landing page unlike your other webpages should contain more information about your offer. It should clearly call out the benefits your visitor will recieve and why they should take action. A well optimized Landing Page will not have a navigation menu and should contain a form to capture the visitors information.

4) Form

Forms are crucial to incorporate into your lead generation strategy. How else are you going to collect your visitor’s information? The higher the value of the offer the more information you can ask on your form about the visitor.