5 Serious Mistakes To Avoid (in Offer) In Lead Generation Campaign:
First of all, let's understand, what is an offer? Offer is the lead magnet or solution you offer to your audience in exchange for their details or persuading them to become your lead.
Your offer decides the performance of your campaign - how many leads you get and how good those leads depend entirely on your offer's quality.
Creating an irresistible offer is probably the most challenging part of building the lead generation machine, and that's where many marketers make mistakes.
Let's start to understand one by one explained in the below sections:
Mistake 1: Not telling what the offer is:
If you don't tell your audience what the offer is - what your audience gets in exchange for the details, your audience will not know it or become your lead. It is simple and straightforward!
Remember, your job as a marketer or business is to make it clear for the audience to understand what they get in exchange for their details.
If your offer isn't clear for the audience, they aren't going to decode, understand, and become your lead.
He or she will close the browser tab and get on with their life. You lost a lead and potentially a future customer.
Make it clear to the audience - what your offer is and why your audience should care about it.
Mistake 2: Focusing on features instead of benefits:
This is the second-most-common mistake marketers or business owners or product owners make.
Many marketers/business owners think that a massive list of features will convince the audience.
They go on talking about the features after features of their offer or lead magnet or software or app or product or service. Unfortunately, it isn't.
People don't buy features! People don't buy a program or course because it has 100 videos or 30 hours of videos or 50 cheat sheets or other bonuses.
People don't buy a book for the number of pages or the cover design. People don't buy things because of what is in it for them, what it does for them.
People buy a program because of what it can do for them or because it can make them smarter or help them get a better job and earn more.
People buy for the benefits and results.
If you want to persuade someone to exchange their details for whatever you are offering them, you need to tell them how "your offer" can change their lives, make them better, or help them achieve something.
Which means stop talking about the features and start telling them the benefits.
Mistake 3: Irrelevant Offer:
This one is another lead killer. People think if they create a lead magnet, the audience will take it and give their details.
As soon as someone wants to generate leads, they rush some lead magnet, set it up, and expect it to work. That's not how lead generation works.
People don't exchange their details for anything or everything. They do so for something valuable to them or can help them.
The entire concept of lead magnet exists for that reason. You need to create something people will want or need and will give their details.
This means you need to make the right offer, which makes sense to your audience.
Assume your audience wants to lose weight. You cannot offer them a guide to exotic foods and expect them to join your email list.
But if you offer them the guide to exotic foods they can eat without worrying about gaining weight, people will gladly join your list in exchange for the guide.
Your lead magnet or the offer should solve your audience's problem or answer your audience's question or help your audience to do something smarter, faster, getting quicker results.
Free alone doesn't work. It should be a "valuable something free" in exchange for the details.
Mistake 4: Not having a variety of offers:
You cannot have one lead magnet and hope to build a quality lead list.
Even if you are expanding your audience and reaching new audiences, your lead magnet will start losing its attraction.
Also, if you are creating ebooks after ebooks as your lead magnet, you'll be missing out on people who prefer content in audio or video formats.
You should have a variety of lead magnets. You should have ebooks, infographics, webinar recordings, audio recordings, checklists, and so on. Because no one offer fits all!
Mistake 5: Poor Ask vs Offer ratio:
What you offer and how much details you ask should have a reasonable ratio and relevancy.
For example, you cannot ask your audience to fill 10 fields in a lead form to access an ebook or checklist.
People sometimes go overboard and try to collect as many details as possible in exchange for a poorly designed guide or ebook.
At the same time, you cannot let people have an in-depth research report or case study for just a name and email.
You should make sure you are collecting relevant professional and business details before giving them such valuable materials.
Of course, asking for more details will reduce the number of leads you get, but it will improve the quality of leads if you are doing it the right way.
Striking a balance between the ask vs offer is a challenge. I recommend you to approach it backward.
Before you decide on the number of details you are going to ask your visitor, ask yourself:
- What are the details you need to collect to identify the right lead?
- Is it possible to break the form into two stages so that people don't feel overwhelmed with it?
- Is it possible to collect some of the required details afterward?
Choose the minimum number of details you need to begin. And then ask the question:
- What could be the right lead magnet you can offer to convince people that it is worth providing you with the details you ask for?
If you avoid these mistakes, you'll be able to develop the perfect lead magnet or offer to generate the number of quality leads you desire, and you might even blast your lead and sales numbers!
All the best...
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