
In the words of our fearless leader, Greg Linnemanstons, “Inbound marketing is all about turning everything you do into attraction devices that pull prospects toward your online destinations.” Blogs, social media, links, keywords, updated content…they’re all critical for drawing people to your site, but what’s going to turn people into prospects is “the hook.” Or, really, “the bait.”
Grocers have long known that in-store sampling boosts sales of the product being offered – some studies say up to 250%. It’s because free trial mitigates risk and builds credibility. You want to turn prospects into qualified leads? Offer something of value to engage prospects – give them a reason to try you.
There are 3 types of bait: 1) free trials; 2) a free “thing” of value – banks used to do it with toasters, now you’re lucky if you get a pen; and 3) an offer of something unique that people can’t get anywhere else, like the chance to meet a celebrity. What can you offer that qualified prospects just can’t pass up?
Finding The Right Bait
Lame Bait
What a well-crafted offer does is gets people to stand up and identify themselves as a real prospect – not just a browser. Make sure you’re offering something that’s meaningful enough to get them to say, “Yes, I’m interested.”
Topics: Inbound Marketing