In the world of marketing, we’re bombarded with stats left, right and centre. But how many can we actually trust?
Take this commonly quoted number, for instance: the average person is hit with over 5,000 marketing messages each day.
I don’t know which lucky soul had the job of working that out, but it does certainly have a ring of truth to it.
One day, a few years ago, I whiled away the tedium of an hour-long commute by counting all the marketing messages I came across. After I’d reached 120 different brands, I got bored and gave up.
But if we assume 5,000 per day is reasonable, then when we’re marketing for our own businesses, it’s essential we employ strategies that capture attention and foster lasting connections.
Why? Because with the sheer volume of marketing noise reaching our potential customers, standing out in this crowded space isn’t just a nice-to-have. It’s a must-have.
That’s why it’s crucial to develop marketing tactics that not only grab attention but also create meaningful and memorable experiences for our audience.
Lead Generation Strategies
One way to go about this is by the innovative use of lead generation giveaways – a technique for generating business leads that combines the allure of free, valuable content with the goal of long-term customer engagement.
It’s nothing new. As I have discussed before, giving away value in exchange for customer access has been a popular lead-generation tactic for more than a century.
Bringing it up to date, let’s explore this strategy through a practical example of mine involving a team of architectural designers. We’ll then delve into the wider implications and benefits of such an approach for your business.
The Architectural Designers’ Giveaway: A Case Study
The journey into effective lead generation giveaways began with a simple yet strategic move. I worked with a client, a team of architectural designers, to create something of value for their potential customers.
Businesses often struggle to think of something valuable they are happy to give away for free. In this instance, I suggested we give away something they already gave for free without thinking about it – the answers to frequently asked questions.
We developed three PDF documents, each addressing the questions they were constantly asked about their services. After compiling the questions and answers, I applied a sprinkle of graphic design magic, transforming these FAQs into professionally branded downloadable PDFs (which were later printed and given away as well).
These PDFs were then strategically placed on three dedicated sales pages on the company’s website, each corresponding to a different service. Interested visitors could download the PDFs, but only once they had signed up for the company’s email list.
This setup not only provided immediate value to the visitors but also built a bridge for ongoing communication.
Part two of this strategy was a prolonged content writing programme on the company’s blog, creating valuable articles about relevant issues (e.g. planning permission, trends in architectural design, information about the local property market and case studies).
These articles provided the content of a regular monthly newsletter for subscribers to the mailing list.
The Results and Long-Term Benefits
The results of this strategy were noteworthy. Over a 15-month period, there were 95 sign-ups. 15 of those converted into paying customers, with an additional seven prospects in the pipeline. This translated to a 15.7% conversion rate, with the revenue generated in the initial phase nearly reaching £41k.
But the story didn’t end there. The client informed me that the final revenue figure was set to be much higher, as their service typically includes two phases, and most customers proceed to the second phase. This predicted final revenue was anticipated to be at least £80k.
And the beauty of these PDFs lies in their longevity; they continue to generate leads today, promising more earnings in the future.
Why and When to Use Giveaways for Lead Generation
The case of the architectural design project illustrates the power of giveaways in lead generation. Businesses should consider using giveaways to build their mailing list, establish authority in their field, or drive sales. Giveaways act as a first touchpoint, offering a glimpse of the value the business can provide.
Maximising Impact with Giveaways
Lead generation giveaways are not just about short-term gains; they are a sustainable method to grow and maintain a customer base. This strategy is akin to planting seeds – the initial effort to create and distribute valuable content can lead to a bountiful harvest in customer relationships and revenue over time.
As demonstrated in the architectural design project, answering a few customer questions can become a lucrative and enduring marketing strategy. It’s worth considering what insights or solutions your business can offer in a giveaway format – the results might exceed your expectations.
And if you need any help with the strategy or the implementation, give me a call on 01530 588 110.