In the second of our seven-part series, we’ll show how Lifecycle Marketing gets visitors to provide contact information, even if they’re not ready to buy.

Most visitors to your website, blog or social media channel aren’t ready to become clients or purchase your products. You’ve seen the website traffic data. Most visitors drop in, look around and then go away. They may be back or they may not.

What if you could increase the number of visitors who provide you with their names, email addresses and other information? Every lead you capture is priceless, but traditional contact forms and other methods just don’t cut it today. Powerful magnets will attract visitors and convince them to give you their personal information in exchange for the valuable information you’re offering. Once you’ve captured the leads, the other steps in Lifecycle Marketing can help make the sale.

Offer Great Value at Zero Cost – Dynamic Information Visitors Can Use

The old standby open-ended email newsletter is old school. After being disappointed by those from other websites, your visitors may be hesitant to sign up. Offer something concrete, concise, limited and immediately useful, and visitors will identify themselves. Here are some examples of appealing information magnets:

• A limited email series – A simple three-part series of emails that helps visitors avoid mistakes, prevent problems, meet goals, or just provides useful information related to your solutions will help get them signed up. Offer one or several of these simple email magnets, and start capturing leads.
• Ebooks and whitepapers – Offer these educational vehicles in PDF format to visitors and answer their questions, explain complex topics or solve their problems. Many will trade their contact information for access.
• How-to videos, webinars and guidebooks – Show visitors how to save money, be more productive, enhance their personal lives or use a product, and you’ll have many takers.

Combine Your Knowledge of Your Customers with Attractive Inducements

You know your customers better than anyone, so use that intimate knowledge to choose dynamic topics that offer the information they need. Focus on their pain, frustration, and goals, and offer your expert help.

Keep the topics relevant to your business and focus on your visitors’ needs, not yours. Use powerful selling language to make your information irresistible. Make those free offers ubiquitous on your website, blog or social media venue, and you’ll capture the leads you’re looking for.

Deliver the Goods

Most visitors to websites, blogs and other venues are looking for primarily one thing: information. That’s why they clicked through. Do a great selling job on the exact information they need, and they’ll take the next step and return the favor with the personal data that opens the door to the next step.

Next up: Nurture Prospects