By Scott Lake
Most people don’t like to give up their email addresses or “Like” a brand of Facebook without good reason. That means for any campaign to be successful, you’ll need to provide real incentive. Your offer doesn’t always have to be free, but it does need to useful, valuable, engaging, and/or entertaining. Some common offers include:
Information about something your audience is interested in
- Sneak peak at a new product or product video
- Exclusive discounts
- Social media contest
A key to developing worthwhile offers is having a tieback to your product or service, either directly or indirectly. You might get a lot of social love for providing a link to a free movie pass, but if it’s not related to the software product you sell then what’s the point? In and of itself, the movie pass does nothing for brand loyalty or generating targeted sales leads.
Make the offer valuable to people who would also be interested in your products or services. For example, if you sell social marketing software, consider offering a downloadable guide to social marketing. The people who will convert will be much higher qualified leads.