Posted by Jim Monteleone on Mon, Jun 07, 2010 @ 01:10 PM
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What do prospects really want when researching a purchase on the web? A big part is a comfort level with the decision they are about to make.
Comfort is a function of information -- because nobody wants to make a bad buying decision. That's why even in today's information-overloaded society, people read long copy when it tells a convincing story. To do so effectively, here are 4 ways to create long copy content that generates leads:
1. Make It Personal -- the beauty of long copy is that it weaves a story that makes you feel that you know the writer. Keep the language conversational, and avoid jargon and corporate-speak at all costs.
2. Use Examples -- it is one thing to talk about how to use a product or service, another to show it being used in a compelling way. Prospects search for "how to" demonstrations and videos on the web, and often reward the provider with their business.
3. Keep It Local -- if you sell nationally, use testimonials from customers in different regions to show prospects that your products don't just work, but work for people like themselves.
4. Make It Safe -- when comparing two products or services of equal value, the one with the better guaranty usually gets the sale. So if your products or services come with guarantees, be sure to talk about them.
In the world of internet marketing, long copy gets results because few people can resist reading just a few more lines of a really good story. It is surprising how much existing content can be repurposed into compelling long-copy stories or videos -- content that attracts prospects like a magnet.
For more information about what makes a website attract prospects and generate leads, download a new Leadsource eBooklet, "How to Turn Your Website Into a Lead Machine".
Posted by Jim Monteleone on Thu, Apr 29, 2010 @ 05:22 PM
To get comfortable with a buying decision, people search for "good content" on the web such as how-to articles, white papers, and informative videos.
But in a down economy, the FUD Factor (fear, uncertainty, doubt) can stop sales cold. Here are some content offers that can be used to give prospects sound reasons to buy now:
Overcoming Fear -- buyers are more likely to make a purchase when they have the option to return it free, and also feel that they have gotten extra value. So to overcome buyer resistance, feature a 30-day free trial, no-interest financing, an extended warranty, or no payments for X months.
Defusing Uncertainty -- the more confidence a prospect has that they are making the right decision, the more likely they are to act. "Try before you buy" helps close the deal with a free or heavily-discounted sample, buy one get one free, introductory rate, or a money-back guaranty.
Erasing Doubt -- because doubt feeds on disbelief, it is important to show prospects why your product will do the job better than the competition. Content that shows a feature-by-feature comparison helps, but nothing beats an impartial third party endorsement. So if you have testimonials -- or your product is highly rated by a trade or consumer organization -- create content that showcases its superior performance and value.
Find out how your website's content compares to your competition -- PLUS get ideas for re-purposing your content to attract more prospects and make your site work harder.
Posted by Jim Monteleone on Mon, Apr 12, 2010 @ 11:21 AM
What makes some websites attract prospects and generate business leads -- while others languish?
One thing is certain -- it's no accident. Regardless of the product or service being offered, great lead generating sites typically share these best-practices:
1. They Burst With Good Content -- when ready to buy, prospects search the web for informative "good content" -- information they can use to make the right choice. When a site offers "how to" booklets, instructional videos, or tips and techniques from a firm's subject matter experts, prospects gladly provide their contact information to receive it -- generating solid leads.
2. They Are "Content Optimized" -- search engine optimization can get prospects to a site, but if there is nothing to keep them there, it's a short visit. That's why every page of lead generating sites is both optimized and packed with solid informational content that gives prospects a reason to ask for more.
3. They Are Simple and Easy to Use -- the best lead generating sites read like highway signs, not reference libraries. Sites that use simple language, sparse graphics, and put their good content right up front attract and hold prospects long enough for them to reach out for more information and become leads.
4. They Provide Real-Time Information -- marketing, sales, and top management need to know what's happening on their website in real time. They want to know who is visiting the site, what they are interested in, and why -- to create new content to keep a steady stream of fresh leads flowing. The best sites provide this information through an easy-to-use dashboard available to all management levels.
5. They Can Be Easily Changed -- lead generating sites need to change frequently to reflect prospect interests. Yet all too many websites sit behind a "Chinese Wall", where only a technical person can change the site. When the time needed for changes stretches into days or weeks, these sites fall hopelessly behind more nimble competitors.
6. They Also Reach Out to Customers -- each new website blog post is a great way to stay on the radar of both prospects and customers. By getting permission to email each new post to their house list, lead-savvy firms insure that past and present customers get the same good content as prospects.
For more information about what makes a website attract prospects and generate leads, click here to download a new Leadsource eBooklet, "How to Turn Your Website Into a Lead Machine".
Posted by Jim Monteleone on Tue, Feb 16, 2010 @ 04:46 PM
Content marketing is about generating inquiries and leads. But of course, not every inquiry is a lead.
Nothing kills a marketing program faster than giving raw inquiries to salespeople, when they were promised leads.
With this in mind, if an inquiry has at least one of the following criteria, you can confidently pass it to your sales force as a solid lead:
1. The Prospect is Real -- most salespeople find it hugely de-motivating to screen raw marketing inquiries. For this reason, many firms use a sales administrators or a telesales group to find out if a prospect is a potential buyer, has a budget, etc. The surviving inquiries are genuine leads.
2. There is Pain -- unless there is "pain" that can be resolved with your product or service, it's not a lead, and there will be no sale -- never, ever. The greater the pain, the more likely a sale, and the faster it will be made.
3. Time Is Running Out -- when a project or purchase has to be made soon, the nearer to the purchase date, the better the prospect. At this point, it is not a question of "if", but of "when". Typically, a budget is already set -- all that is left is choosing a viable provider.
4. It's a Referral -- with a referral, half of the sale is already made -- the first half where issues like company integrity, product quality, and dependable delivery are established. With a good referral, the sale is really yours to lose. Referrals should always be flagged, and never included with inquiries.
Because content marketing can generate a stream of inquiries, it's important to qualify them to provide only the best to your sales force. In this way, content marketing can do what it does best -- fuel your sales engine.
Posted by Jim Monteleone on Tue, Jan 05, 2010 @ 02:18 PM
You may not know it, but your company is probably sitting on a goldmine of internet marketing content.
Information -- not advertising -- is what people search for on the web when thinking about a purchase. And chances are that a ton of informative content is locked inside of your existing marketing materials -- the same ones that nobody downloads today.
The trick is to re-purpose it into blogs, videos, podcasts, white papers, etc. that provide information to help buyers decide -- without the hard sell.
Companies that offer informative content become trusted providers -- something that all the ad money in the world can't buy. They also stretch their marketing budget by re-purposing existing materials into informative web content.
There are many places to mine quality content within a company - but here are 5 great places to begin:
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Showcase Your People - your subject matter experts are an invaluable source of information that purchasers want to know before deciding what to buy. Brief "how to" interviews can be turned into blogs, videos, and much more.
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Capture Speeches - executives spend days crafting informative speeches, only to have it lost forever. When videoed and transcribed, they are a great source of podcast and video content, and feedstock for blogs, white papers, press releases, and e-books.
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Repurpose White Papers - think about how much valuable technical content is locked inside of your promotional white papers. This can be a huge source of good web content.
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Mine Your Training Materials - this is a major source of "how to" articles. You've figured it out to train your people, why not use it to help prospective customers make better buying decisions?
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Expand Press Releases - with a little bit of magic, a promotional press release can be turned into a blog article that contains useful information for a prospective purchaser, along with links to more "how to" information.
Turning existing marketing materials into direct response content is a great way to build trust with prospective buyers, and leverage your past marketing investment. Companies who do "get found" on the web by the people that matter -- prospects looking to buy now.
Posted by Jim Monteleone on Mon, Dec 28, 2009 @ 05:17 PM
The difference between a website that generates leads and do-nothing brochure-ware comes down to one word - content.
No matter how artful the site, or the number of videos, blogs, case studies, white papers, etc. it has, unless people respond, it's a flop.
The lack of compelling content is why many websites don't work -- there is little or no reason to do anything, so nobody does.
Sites that generate leads are heavy with direct response-based content. It's easy to spot, as it always has three important elements that get interested prospects to self-select:
1. A Strong Offer- with no cheese in the trap, the chances of finding a mouse are pretty slim. David Kobs, a direct marketing legend, said it best: "The offer will usually make more difference in results than the copy that tells your story, the graphics that display your product, or the format you use". A superb collection of offer ideas can be found in his classic list "99 Proven Direct Response Offers".
2. A Logical "Next Step" - sometimes the next step can be placing an order - other times, it is an information download, a free trial, a sample, a coupon, etc. that leads the prospect down the road to the ultimate sale.
3. Multiple Calls To Action - it's imperative to make it easy for the prospect to respond, and provide lots of ways to do so. And it is also important not to confuse the prospect with too many offers. Smart marketers offer only one choice on a landing page - the choice they want the prospect to take.
When direct response content has a solid offer, people want to know more - and will tell you about themselves in exchange for the content they want. So if your website isn't generating enough leads - or any - it could be because of a serious lack of direct response content.