What is a Lead Generation Offer?
A lead generation offer—or top of the funnel offer—can be any number of things. However, you'll most often see them in the form of an e-book, guide, checklist or another type of PDF download.
A lead generation offer is intended to do two things. First, it's designed to provide a ton of value to your website visitor. Second, it enables you to capture your visitor's information, which means you have now captured a lead. When someone exchanges their name, email address and potentially more information, they have basically raised their hand and said, "I'm interested." They may not be completely ready to buy, but they are interested.
Setting Up the Lead Capture Sequence
So, how we do we set this process up? First, you'll need a few different components.
- Lead Generation Offer. If you don't have a lead generation offer, there are companies that can help out with creating one, or you can build it yourself. It doesn't have to be super fancy, but it needs to be extremely valuable. A Remodeling Checklist, a Kitchen Design Guide or a Remodeling Process e-book are just a few examples to get you started.
- Call-to-Action (CTA). A CTA is a graphic that you place on your website and blog to catch your visitors' attention and cause them to click. Once they click, they will be taken to a landing page (or conversion page).
- Landing Page. A landing page is simply a page on your website that allows a visitor to fill out information and receive their lead generation offer. For more on creating effective landing pages, click here.
Leveraging Email to Move Leads Down the Funnel
Once we've captured a lead, the next phase is to move them down the funnel and into a sales process. Automated email nurturing campaigns are a great way to accomplish this. Once someone fills out a form to download our lead generation offer, we want to set up a series of five emails. These emails are designed to add more value to our prospect, as well as give them the opportunity to take the next step (remodeling consultation, tour an open house, visit a showroom, etc.)—whatever your first step in the sales process is. That's what we want them to do. I actually walk through this entire email process in my latest webinar. You can download that here.
Overall, the main objective is to build up a massive subscriber base of interested buyers and potential clients. Not all of them will be ready to start a project right now. That's OK. The long-term goal is to build relationships with these subscribers by adding value, educating them and helping them through their research process. Once they are ready to start their project, you'll be top of mind.
Ready to start building a pipeline of hundreds of potential customers? Get started with our free e-book that explains the entire inbound marketing process from start to finish.