Top 5 Calls To Action
This could also be entitled Top 5 Free Give-Aways. It is directly in reference to a previous post on the importance of highlighting calls to action on your website. One of the key challenges is striking a balance between what to offer as open content on your site and what you think is "good enough" to entice a visitor to provide their contact details (and thereby convert to a lead).
As Brian Carroll mentioned in a recent post, offering a lot of good open content on your site will provide a huge boost to your online lead generation efforts. But at some point you need to actually convert the visitor to a lead. Here are 5 most common free offers for software prospects:
1. Trial - This is generally considered the homerun. Most buyers will love this since they can immediately start using/testing something to see if it meets their needs. The downside is that many software companies find that their product is just too complex to offer a free trial.
2. Demo - A big step down from an actual trial, but at least the prospect can get a feel for how something would work. However, if you have a slick automated online demo, it may be tempting to have this as open content on your site.
3. White Paper - The white paper would take a specific issue (often technical but not necessarily) that the prospect deals with and explains how technology can be applied to that issue. It will often conclude with why your technology is ideal.
4. Case Study - Describe how a current customer of yours is successfully using your technology to solve their problems and enumerate all of the benefits they are receiving. Also tempting to provide as open content.
5. Consultation - Yes, offer a free consultation with a salesperson. Just be sure that your salesperson can play the role of the consultant. That means, have them ask lots of questions and focus on the needs of the prospect, less on actually selling. (This actually works.)
There you have it. Start offering something for free!
As Brian Carroll mentioned in a recent post, offering a lot of good open content on your site will provide a huge boost to your online lead generation efforts. But at some point you need to actually convert the visitor to a lead. Here are 5 most common free offers for software prospects:
1. Trial - This is generally considered the homerun. Most buyers will love this since they can immediately start using/testing something to see if it meets their needs. The downside is that many software companies find that their product is just too complex to offer a free trial.
2. Demo - A big step down from an actual trial, but at least the prospect can get a feel for how something would work. However, if you have a slick automated online demo, it may be tempting to have this as open content on your site.
3. White Paper - The white paper would take a specific issue (often technical but not necessarily) that the prospect deals with and explains how technology can be applied to that issue. It will often conclude with why your technology is ideal.
4. Case Study - Describe how a current customer of yours is successfully using your technology to solve their problems and enumerate all of the benefits they are receiving. Also tempting to provide as open content.
5. Consultation - Yes, offer a free consultation with a salesperson. Just be sure that your salesperson can play the role of the consultant. That means, have them ask lots of questions and focus on the needs of the prospect, less on actually selling. (This actually works.)
There you have it. Start offering something for free!
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