11 Lead Generation

Marketing Offers &

their Best Practices

Lead Generation Formula

04

11 Lead Generation Marketing Offers & their Best Practices 06

Relative Cost for Creating each Marketing Offer 29

Marketing Channels that can be used to Market each Offer 30

02

What’s covered in this E-Book?

03 The Lead Generation formula

The Lead Generation Formula

Audience Identify the target of your

marketing offer

Offer Something of value for which your audience is

ready to trade their contact information

Channel Medium to market or take your

offer to the audience

Lead Capture Capture contact information

and deliver the offer

Lead

04 What is lead generation offer & what it is not?

What is a lead generation offer? - A marketing offer that is perceived as value

by your target audience.

- An offer that addresses their business

problems or has information that helps

them achieve their business goals.

- An offer that is compelling enough for the

audience to trade their contact information.

What is not a lead generation offer?

- Company product or service related

content.

- Case studies about how your customers

benefit by using your product or service.

05 How offers help you generate leads?

How offers help you generate leads?

Audience visits your website or your offer landing page

Form submission captures lead 3 1

2

Free trial offer CTA takes the visitor to landing page

11 Marketing Offers

for Lead Generation

& their Best Practices

07

Blog 01

Lead Generation Offers & their Best Practices

High quality content of value to your audience gets you subscribers (leads).

Great way to gain ranking in search engines and drive organic traffic.

Social sharing of your blog content will get you more traffic and leads.

Blog readers can also connect with you by posting comments on your blog.

08

Your blog must have a visible subscription button or email opt-in form.

Best Practices – Convert Readers to Subscribers or Leads

Lead Generation Offers & their Best Practices

Make it easy to share your blog on social networks.

09

Place other offers relevant to the blog post.

Best Practices – Convert Readers to Subscribers or Leads

Lead Generation Offers & their Best Practices

Use top bars to convert visitors to lead.

10

E-Book 02

E-Books are a great way to package and share your knowledge

and experience.

E-Books are perceived as a high value offer and make it easy for

visitors to trade their contact information for the E-Book.

It is a unique marketing tool as it is subtle in nature and

enhances brand recall.

Lead Generation Offers & their Best Practices

11

Your E-Book needs to be discovered – share it, connect to blog, connect to website visitors.

E-Book title should clearly spell out the value or benefit offered to the reader.

E-Book should be related to your business to drive relevant leads.

Convert your E-Books to flip books and make it easier to share and consume on mobile.

Use hyperlinks & CTAs in E-Book to drive follow through actions and deepen engagement.

Link the social share icons to lead capture landing pages.

Best Practices

Lead Generation Offers & their Best Practices

12

Webinar 03 Reach a very targeted audience – either live or on demand – quickly

and efficiently.

Webinars generate a lower cost per lead and high level of engagement

with prospective clients.

Live webinars can be re-broadcast as on-demand versions, thus

enabling knowledge-sharing and optimum utilization of interesting

content.

User-friendly for participants: no travel or accommodation costs

involved, and webinars can be searched and referred to for specific

content afterwards.

Achieve greater reach at a generally lower cost than face-to-face

meetings or workshops or seminars.

No geographical boundaries – presenter can address a large audience

from anywhere around the globe.

Lead Generation Offers & their Best Practices

13

Webinar topic should be of interest to your audience and its content compelling to drive

registrations.

Webinar registration landing page should mention

• about the speaker(s)

• topic and overview of what is going to be covered in the webinar and its benefits

• duration, date and timing

Send registration confirmation email and reminder email few times before the scheduled date and

hour or so before the webinar session to drive the attendance.

Conduct joint webinar sessions with other companies or individuals who can offer compelling value

for your audience.

After webinar session:

• Send webinar recording to attendees & non-attendees

• Compile list of questions and answers discussed during the webinar and share them in blog

post or other format for benefit of your audience

Use polls/survey to engage your audience during and after the webinar.

Best Practices

14

Answering Relevant Queries in Communities 04

Audience has

query

Posts query

on Q&A site You answer

query

You get prospect

details

Interested person

visits your site/landing

page

Fills landing

page form

Lead Generation Offers & their Best Practices

15

Best Practices

It is important to provide well informed answers directly related to the question. If you have additional

information to add or experience to share beyond the question asked then feel free, but ensure it is

not outright self promoting in nature.

Remember – answer length can be short or long, what is important is the content and its relevance to

what is being asked in the question.

While answering the questions insert relevant links to your blog or website or another offer – not all

questions may fall in this category.

Follow topics relevant to your interests to discover questions you want to answer.

Share your questions and answers on social sites to gain indexing by search engines.

Lead Generation Offers & their Best Practices

16

White Paper 05

A white paper is a detailed authoritative report on a known industry issue and highlights

solutions to address the issue.

Insights, knowledge and understanding provided in the white paper demonstrate

company’s thought leadership.

Usually white papers are done with a well known third party to ensure it is seen as credible

and not considered as company’s brochure.

Lead Generation Offers & their Best Practices

17

Best Practices

White paper title should resonate with the audience for whom it is being prepared.

Use tables, charts, diagrams and graphics to present data and make it easy for the reader to consume

it.

Use language and jargon appropriate to your audience.

Quote reputable sources.

Lead Generation Offers & their Best Practices

18

Quiz 06

Lead Generation Offers & their Best Practices

Quizzes are a great way to engage audience.

Usually cost effective to setup and run.

Quizzes on blog or website will increase the time spent by visitors on your

blog or website.

19

Fewer questions in the quiz increase completion rates.

Questions with binary answers like true/false or yes/no answers drives engagement and

increases completion rate.

Use pictures and other rich media in questions to make it easy to consume the quiz.

Gate results with forms to capture lead details.

Optimize your quizzes hosted on your website with keywords to capitalize on search engine

indexing.

Use social sharing elements to enable users to share the results.

05 Best Practices

Lead Generation Offers & their Best Practices

20

Free Product Trial 07

Free trials drive new leads into your marketing funnel.

You get valuable feedback from users about your product.

You can analyze the users’ activity in the product and learn the

features of most interest to your users and features your users

don’t care about.

Lead Generation Offers & their Best Practices

21

Automate the free trial registration process.

Keep the free trial CTA above the fold on your website.

Clearly state the trial duration. Mention “No credit card required” if you don’t need one for the trial.

Online video or demo explaining the benefits of the product for your audience is likely to increase

the relevant leads in the funnel.

Give customer support if your product requires assistance in setup and getting started. Remember

– the trial is free, but customers’ time for using the product has value and they are choosing to

invest it.

Best Practices

Lead Generation Offers & their Best Practices

22

Free Consultation Session 08

Free consultation drives new leads into your marketing funnel.

You get the opportunity to interact with potential customers and

assess their needs and requirements.

The feedback from users will help you modify your offerings to

tailor to the market requirements.

Lead Generation Offers & their Best Practices

23

Setup auto response when somebody signs up for the session.

If you need additional information from the lead before the session then send them your questions

before the session to ensure you make the session relevant and provide best value.

Have the mechanism to collect the feedback from the session. This could be a simple survey with

questions to gauge how valuable the session was for the lead.

Clearly state the session duration and “No obligation” if it is no strings attached session.

Best Practices

Lead Generation Offers & their Best Practices

24

09 Research Report

A research report is a presentation of facts and interpretation of the research outcome from

a research study.

Research reports help audience learn about the trends and use the learnings to drive their

business decisions.

Lead Generation Offers & their Best Practices

25

Research topics need to be useful and of value to your audience and relevant to your business.

Use research data to present the business case of interest to you, but do not change the facts.

Often research reports are data centric; hence, it will be good idea to explain the analysis in simple

language for the audience.

If you are using third party data in the report then mention it clearly in the report.

An ideal research report should include: • Thesis Statement: title (concise & indicative of what the paper is about), author name, affiliations (if any).

• Abstract/Introduction: study summary, hypothesis, methodology, tools, results & conclusions.

• Body: introduction, research design, analysis & interpretation, result, conclusion & suggestions.

Best Practices

Lead Generation Offers & their Best Practices

26

Discounts 10

Discount offer should be time bound.

It should be perceived as good value to drive interest in the offer.

Typically used to

close a sale,

liquidate inventory,

match the competition offer,

meet financial goal or target.

20% off

Lead Generation Offers & their Best Practices

27

Giveaways 11

Giveaways are marketing offers of direct value to the user – gift card, coupon, etc.

Used by businesses in variety of ways to encourage audience for survey participation,

promoting an event, driving foot falls, encouraging users to try something new and

more.

Also used by businesses to say thank you to their customers and stay top of mind.

FREE

Lead Generation Offers & their Best Practices

28

Ensure the offer has enough value to be attractive to the audience.

Giveaways will have certain budget allocation. If it is too good you run the risk of exhausting them

(which is good) but it is important to mention that it is limited, if indeed it is limited.

When the giveaway is winding down, let people know they have less time left to opt for it. There’s

always an uptick in giveaway entries at the last minute.

Ensure you collect lead before handing over the giveaway.

Encourage social sharing of the giveaway.

Best Practices

Lead Generation Offers & their Best Practices

29 Relative Cost for creating each Offer

Relative Cost for Creating each Offer

Marketing Offer Cost

Blog Medium to High

Webinar Medium to High

Answering Relevant Questions on Q&A Sites Low to Medium

White Paper Medium to High

Quiz Low to Medium

E-Book Medium to High

Giveaways Medium to High

Product Free Trial Low to Medium

Research Report Medium to High

Free Consultation Low to Medium

Discounts Low to Medium

30 Marketing Channels that can be used for each Offer

Marketing Channels that can be used for each Offer

Ads Social Media/Bookmarking

Sites

Q&A Sites

PPT Sharing Sites Marketplaces, Community Sites

Blog/Website

E-Book Y Y Y Y Y Y

Webinar Y Y Y Y Y Y

Answers on Q&A sites

Y Y

White Papers Y Y Y Y Y Y

Quiz Y

Y

Y

Y Y

Blog Subscription Y

Y

Y Y

OFF

ER

S

31

PPC Ads Social media/Bookmarking

Sites

Q&A Sites

PPT Sharing Sites Marketplaces, Community Sites

Blog/Website

Giveaways Y

Y

Y

Y

Product Free Trial Y

Y

Y

Y

Research Report Y

Y

Y

Y

Y

Y

Free Consultation Y

Y

Y

OFF

ER

S

Marketing Channels that can be used for each Offer

Marketing Channels that can be used for each Offer

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