If you’ve heard anything about content marketing in the past year or so, you know that an effective strategy involves giving consumers the information they want. A unique way to create an exchange between business and consumer involves creating a free report to generate leads. The report allows businesses to discuss their products/services in a non-threatening way, showcasing the benefits consumers get from making the purchase and answering questions they have. For many businesses, creating the free report is the easy part. The difficult part is figuring out what to do next, or rather, how to get leads from the report.
Here’s a strategy for setting up a path to convert people who sign up for the free report into buyers. In marketing, we call this “converting sales.”
A free report can’t “live” in the virtual world by itself. To generate leads from any kind of offer (which includes content like a webinar, white paper, ebook, research report, etc.), you need to lay out a foundation for the offer, which is strategically designed to guide consumers down a specific path—a path to buying.
Here’s what that path should look like:
Include these strategic steps in your free-report campaign, and you’ll guide consumers down a purposeful path to becoming leads. With concise text, compelling graphics and branding on every communication, starting with the website to the landing page, including the sign-up form and the thank you page, and ending with the follow-up email, you’ll put consumers on the right course, and build your business’ leads to drive conversions.
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