The overarching concept is a familiar one.
You give a useful piece of content, and in return, your get someone’s personal information.
In today’s digital society, our information is currency that can be willingly traded for other goods, services, or resources that we deem valuable enough.
For us as advertisers, the phrase “valuable enough” can almost feel like a wondering target. We whip together what we feel is an attractive offer, send it out into the world, and next thing we know it comes walking back home with its tail between its legs.
No clicks, no conversions, and no sales to its name.
If this sounds all too familiar, fear not! There is a simple and easy solution you can implement TODAY that could put the pep back in your funnels step.
And the answer is………GIVE MORE!
If your primary offering is a big ask, such as a consult call, a survey with no incentive, or a 15-point questionnaire about someone’s entire business history and goals; then you may want to think about adding in additional value ahead of your primary offer.
Here’s an example.
Take the case of Stephen Oliver, a martial arts school coach how helps martial arts studios realize their full potential. In the beginning, the primary offer was a toolkit that offered a bundle of resources and a consultation call. The goal was to keep costs per consultation request under $80, and more importantly, keep the qualified cost per lead under $400.
When driving direct to this offer, we would see cost per consult range from $50-$75, and cost per qualified lead anywhere from $250-$350.
We then inserted a secondary offer in front of the primary offer as a way to give them just a little extra value. This was a simple, 10-point check list that would give quick tips on running a more profitable studio. Once this element was added to the funnel we began to see a drastic drop in cost across the board.
The checklist would run $8-$11 per opt-in, the consult call takers dropped down to $36 each, and the cost per qualified lead plummeted to $125 per lead. Check it out:
WOW! One simple, additional edit to the funnel delivers such a higher value to the user and further built trust, which in turn, encouraged the user to take further action on a more frequent basis.
So here’s the step by step for you:
- Think of a quick win you can give your target audience and turn it into a simple lead magnet. {checklist, video instructional, chapter from your book / literature}
- Whip together a landing page with a strong & compelling call to action
- Place that landing page in front of your primary offer, and make the main offering the thank you page.
- Start pushing traffic to it and watch the magic happen!
Given all the high profile cases in the media about data breaches and hacks, consumers are more guarded of their personal information than ever. So that puts us marketers at a critical juncture where we must recognize the value of the data we are seeking, and meet the consumer in a mutual place of understanding:
I give you real, truly useful content, and in return you give me your information so that either now or down the line I have the opportunity to turn you into customer or client.
Want to see a lower cost in your funnel and need helping pinpointing the exact place to give more value? Schedule your FREE ROI Strategy Session with our Director of Client Strategy, Claire Wallace by clicking here.