If you are successful in your inbound lead generation efforts, you will attract people to your offers who are at different stages of the buyer’s journey. While generating a lot of traffic is fantastic, conversion is your main objective. To maximize your conversions, one of the lead generation tips you need to implement is to craft offers that address different buying stages.
How One-Size-Fits-All Offers Alienate Potential Customers
Before visitors become customers, they go through three stages of the buyer’s journey:
- Awareness: When a visitor is first introduced to your product or service, or they become of aware of need they must fulfill.
- Consideration: The need recognized, your target customer is now researching ways or means to satisfy their need.
- Decision: They feel they have enough information and make the purchase.
If you consider the various stages your visitors go through before making a decision, it’s easy to understand how a “Hurry and buy NOW” may alienate someone who is only in the awareness stage. Conversely, if you reach a visitor when they are nearing the end of consideration and provide them with an offer for introductory information, you may send them off to your competition to hit the “Buy now” button. One of our favorite lead generation tips to help you make more conversions is create offers that will give your visitors the information they need, at the time they need it most.
Successful Lead Generation is Knowing What to Offer and When
Unless your potential customers are ready to purchase immediately, you need to nurture them along the buyer’s journey so they remain interested in your product or service as the solution to their needs. Known as lead nurturing, this means creating offers that will give your visitors the information they need, while capturing their email addresses so you can gain their trust and provide secondary offers to get them to convert. The following are some examples of the content offers and active language to use at each stage:
Awareness Stage
Since visitors are just being exposed to your products or services or are just realizing they have a need, providing them with valuable information that addresses their needs is most helpful. Some of these include:
- White papers
- eBooks
- Expert content
Use language that suggest they can solve their problem by reading your information. Words like troubleshoot, resolve and improve are all solid examples.
Consideration Stage
Your visitors now clearly understand their problem and are looking at viable solutions. A few offers that are successful at this stage are:
- Videos
- Expert guides
- Webcasts
For the active language on offers at this stage, you will have to be more specific to the type of products or services you provide. Some examples might include provider, software, tool and solution.
Decision Stage
You’ve done it! You have attracted people who are ready to buy or you have nurtured your visitors and brought them to the point of purchase. Now it’s time to show why your offering is the best choice with:
- Vendor or product comparisons
- Live demos
- Trial offers
Effective language during the decision phase includes words such as comparison, vs, review and test.
With these lead generation tips on crafting offers that address different buying stages, you will maximize conversions and lose fewer visitors to your landing pages, or at the offer stage. Learn more by visiting our Lead Generation service page.
