7 Elements of Highly Effective Lead Generation Offers

If you place two similar lead generation offers side-by-side, and then look at their campaign results, you might notice something. The better performer isn’t necessarily the one that “looks better” or says “the perfect thing.” It’s the one that’s more effective in connecting with its intended audience and driving response. Simple, right?

While there isn’t a secret formula for achieving a highly effective offer—one that always delivers on your hopes and dreams (and yes, your hard work!)—there are certain elements that demand careful attention. Why? Because you’ll identify them in the most successful campaigns.

Consider these 7 elements your must-haves for lead-gen offers that deliver the best results:Read more


Still Clipping Coupons? How Today’s Consumers Save Money

 

Exactly how are consumers engaging with coupons today? Are they still snipping along the dotted lines? Are they holding up their loyalty cards and smartphones to a scanner? Are they inputting coupon codes during online checkout? Well, yes.

No matter how they do it, what shopper—business or consumer—doesn’t use a coupon from time to time? We can’t think of anyone, either. According to a RetailMeNot survey, 96% of Americans are coupon users. It’s no wonder. People love a good deal; they want (or need) to save money. And taking advantage of a valuable offer just feels good.

The reasons for brands—again, B2B or B2C—to use coupons are just as compelling: to drive new leads and conversions, increase sales, and boost customer loyalty and repeat purchase frequency.

Join us as we take a research-based look at the couponing habits of today’s consumers. Some of what we’ve discovered might surprise you!

So Many Ways to Shop Wisely
For most shoppers, “clipping coupons” is exactly what it used to be: taking paper coupons up to the cash register. But for an increasing number of consumers, paperless coupons and loyalty cards are the way—or at least another way—to save.

Let’s consider some key findings from the 2018 Valassis Coupon Intelligence Report, which explores the behaviors associated with planning and shopping for traditional consumer packaged goods (i.e. food, over-the-counter medications, household goods, and health & beauty care products):

· 93% of consumers surveyed use paper coupons (up 5 percentage points from 2017)
· 75% use paperless coupons (discounts received on smartphones, mobile devices and shopper loyalty cards)
· The percentage of consumers who use mobile savings apps is rising—grocery/drug/mass store and/or supercenter savings apps are the most popular, with 56% of respondents saying they use these apps

As for the preferred sources of coupons and discounts in 2018,

· 48% prefer to get coupons in the mail
· 42% get coupons from a coupon book found in newspaper
· 39% get paperless discounts from the internet to download onto my store shopper/loyalty card
· 36% get paperless discounts on their smartphone/mobile device
· 35% print coupons from the internet

The breakdown of overall coupon usage:
· 53% print coupons (mail, magazines, newspapers, inserts)
· 36% digital media (email, text, QR code, internet sites/apps)
· 25% loyalty cards (preferred customer card)

We believe the most powerful finding is that 83% of U.S. shoppers switch between online and offline purchase channels across categories. It’s possible the same customer will use a paper coupon here, a mobile coupon there, and a loyalty program discount at their grocery store.

Maximizing Your Coupon Program
It boils down to this: if your company uses coupons in any capacity, you need to make them available in a variety of formats—and share them through the channels your customers prefer. This is the same general advice prescribed for all direct response marketing and content marketing programs. It’s essential to “meet your customers where they’re at” if you want to engage them and motivate action.

RetailMeNot shares insights that support the mighty coupon’s power of persuasion:

- 80% of consumers feel encouraged to make a first-time purchase with a new brand if they find an offer
- 67% made a purchase they weren't planning to make based solely on finding a coupon or discount
- 62% of consumers say they can’t complete a purchase before searching for an offer

Inspired? Here are some ideas to take your coupon program to the next level:

Give your paper coupons an online home. If you mail coupons out to your contact list, why not send them the same coupons over email? You could also post them to your website for printing or mobile scanning. Just make sure you code them for attribution purposes.

Bring your digital coupons to tactile life. Compile a targeted list of customers and send them a self-mailer containing the same offers that are popular online. As an alternative to direct mail, you could also have your coupons pre-printed and inserted into newspapers. Again, just make sure they get unique tracking codes.

Offer a coupon code to generate leads. In exchange for registering for your email list, subscribing to blog alerts, signing up for text alerts, or joining your Facebook group, provide customers with a code to save money on their next purchase.

If you’re giving any of these techniques a try, remember that it’s important to test. You can start small to find out if your new strategy “has legs.” Contact us to learn more about coupons and how they can help meet your sales and marketing goals.

 


4 Things the Best Customer Referral Programs Have in Common

As a strategy and practice, customer referral marketing relies on the built-in trust factor of human relationships—and that’s what makes it such a, well, trustworthy way to generate warm leads and new sales.

A person looking to purchase, say, accident insurance will often ask family members, friends, and even colleagues, “Do you know of a good agent?”Read more


Creating an Effective Top-of-the-Funnel Lead Magnet

If you want to generate a steady stream of top-of-the-funnel sales leads, you need a dependable, relevant, compelling, worth-sharing-my-contact-info-for lead magnet.

Not simply an offer that gets people to “buy now,” but a strategic content marketing device designed to pull potential customers into an engaging lead nurturing process—so they’ll remember you, know you, “buy when they’re ready,” and keep coming back.

It’s easy to see why an effective lead magnet is the direct response marketer’s best friend. But it’s something that takes considerable effort to create, get up-and-running, and optimized for winning campaign performance. The good news is a well crafted and finely tuned lead magnet can help you meet (and why not exceed?) your top- and bottom-line business goals.

In this first of a series of three posts about top-of-the-funnel lead magnets, we’ll explore the DNA of a great piece of content: what it’s made of, what it needs to come to life, and how it takes shape. Let’s start at its not-so-humble beginnings.Read more


7 Ways Your B2B Marketing Offers Can Break Through to the C-Suite

For many B2B marketers, the “Holy Grail of Marketing” is found in the C-Suite, that often-elusive place where doors are opened, decisions are made, and checks are written. It’s a place that’s hard to penetrate, with its proverbial gatekeepers and harried, over-marketed-to executives—and breaking through with an offer they can’t refuse is a feat worthy of crying, “Eureka!”

Clichés and metaphors aside, successfully reaching and eliciting response from a C-Suite audience is no simple task. Even with a solid contact list and compelling offer, how can you be sure they’ll take notice? How do you know they’ll take action on it (even if that means passing it along to someone else)? And are they even listening? They’re already bombarded with marketing messages, especially if they spendRead more