Spill the Beans
If you share free information with potential customers, they're more likely to remember you when it's time to buy.
Do your marketing campaigns promote offers that only apply to
purchases? If you're not marketing free information, then
you're not connecting with internet researchers on the verge of
becoming internet shoppers.
When you give away information, it seems like you're sharing
secret stuff. You're not, but that's the perception,
because you're offering people value without asking them to
open their wallets. Help people solve a problem or teach them
something, and they'll want to learn about your company. Tips
to try:
1. Choose information your prospects want. Your website
is probably loaded with valuable free information: articles; a
newsletter, forum or blog; a calculator or assessment tool; a
how-to or FAQ section; maybe even an events directory. Check your
web analytics reports to see which pages of your site people visit
most often. Write down the benefits of these site
sections--you'll use these in your marketing copy.
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2. Use the right communication channels. A per-impression
or per-acquisition ad program is the ideal pricing model for
promoting free information because you won't be charged for a
spike in traffic. But carefully track per-click campaigns--you
could pay for clicks that don't convert into leads or sales.
Don't forget to mention your site's free resources in
articles you give to other websites for use or in any other free
promotional opportunities for your site.
3. Direct people to the data. If you attract visitors by
promoting free information, send them to that exact site page.
Otherwise, visitors will get frustrated and leave.
4. Get visitors' contact information. Offer
additional free goodies if visitors give you their names and e-mail
addresses. For example, invite them to subscribe to your newsletter
or e-mail alerts. If first-time visitors don't buy anything
because they're in research mode, your follow-up communication
will remind them to shop from you when they're ready.
Swapping sales pitches from a few marketing campaigns with free
information offers doesn't cost you a penny, but your future
customers will see it as a priceless gift.
Speaker and freelance writer Catherine
Seda owns an internet marketing agency and is author of
Search Engine Advertising.