How to Create Offers That Drive Sales
One of my favorite Janet Jackson songs is, "What Have You Done For Me Lately?" And when it comes to gaining and keeping customers and clients, that's what they want to know. People typically don't follow a brand or purchase from one unless they're receiving some type of value in return. Creating a good offer is the precursor to a good sale.
So, what constitutes as a "good offer"? Well, first let's talk about what a good offer is not. Offering someone to read your blog post, case study, or watch your YouTube video is not an attractive offer because, chances are, they wouldn't have read or viewed your content in the first place (even if it's really, really great content). The key is to offer something to your prospective client or customer that is brand-related but isn't all about your brand. The offer should be something that the prospect receives value from, that they can access for free, and that shows what you can do for them.
Try one (or some) of these offers to help drive more traffic and increase leads:
- Helpful industry-related tips via social media and video content
- Industry study
- Free Trial
- Free Product
- How-To Lists
Now that you know the different offers that you could utilize, it's important to determine which one is right for your brand:
- Will the offer appeal to your target audience?
- Does it fulfill a need?
- Does it align with your brand?
- Where does this fit in the buying process? (Will it appeal to someone who is browsing, someone who has contacted you for your product or service? Or someone who is a client or customer that you are looking to up-sell to?)
You reel the prospect in by including a sign-up form that is required in order for them to access the information. When providing offers via social media, you can use the content as a teaser to get the user to "read more" on your website or landing page.
After you've determined that the offer is right for your target audience, remember to place the offer in relevant places online where your prospect will see it, such as the proper social media channel, on the most frequented visited page on your website or a page relevant to the offer, or in your e-newsletter. You can even create content that is relevant to your offer, such as blog posts, social media posts, and short videos specific to the offer.
So after you do all of that, it's time to sit back, relax, and track! Be sure to stay on pulse with your analytics and identify what channels your offers have had the most success on and where they didn't gain any traction. And don't be hesitant to run different offers at once. The more offers you run, the higher your chances of converting. Have any of these offers worked for you? Let me know in the comments.