Читать книгу Digital Marketing For Dummies - Ryan Deiss - Страница 45

IN THIS CHAPTER

Gaining more leads by deploying the gated offer

Turning leads into customers

Filling out checklists to ensure high opt-ins and conversions

Increasing your bottom line

Whether you’re asking people to buy something, give you their contact information, or spend time reading your blog, you’re making an offer. The way in which you make your offers — and perhaps more important, the sequence in which you make them — will make or break your ability to convert your prospects.

You should think of creating and nurturing relationships with your customers in the same way that you develop relationships with your friends and family. Your business might sell business to business (B2B) or business to consumer (B2C), but all businesses sell human to human (H2H). Real, individual people are buying your products and services.

Consider how perfect strangers become a married couple. The marriage proposal is an offer that is made after a sequence of other offers are made and deemed successful by both parties. Sure, the occasional marriage proposal on the first date occurs, but most relationships begin with a series of positive interactions over a period of time.

Although most people aren’t likely to propose marriage on a first date, many businesses do the equivalent of that with their prospects. They ask cold prospects to buy high-ticket, complex, and otherwise risky products and services before the relationship is ready for that offer. On the other hand, a customer who has received tremendous value from your company over a period of time is much more likely to make a high-dollar, complex, or otherwise risky purchase.

In this chapter, we unpack the different types of offers you can make, the goals of those offers, and the order in which you should present them to prospective, new, and loyal customers. The offers explained in this chapter focus on acquisition and monetization campaigns (discussed in Chapter 2).