A Guide to Developing an Offer & Value Sequence
Building an offer and value sequence all starts with your database. Your database is one of the most important marketing tools your business will ever have, which is why it’s important to continuously grow it and keep it up to date.
It’s important to note that a quality database is not about the size, but the responsiveness. You can send an email to 2,000 recipients but if only 10% of them are actually engaging with it, it’s hardly worthwhile.
Building an Offer and Value Sequence
An offer and value sequence consists of three important steps:
Below we go through each step individually.
Step 1: Build an opt-in page
The purpose of an opt-in or landing page is to give people something of value in return for their personal details. You’re also getting their permission to market to them later on.
Your opt-in page is the first point of contact with your brand and the start of your relationship. You’re making them a promise to deliver so this is your chance to prove yourself.
There are various ways that you can drive people to your opt-in page, text and email marketing being some of the most popular and effective options. As much as your marketing needs to stand out and grab the attention of potential customers, your opt-in page needs to do the same. Use images of people, video, audio or strong graphics to grab a visitor’s attention and convince them to fill in your opt-in form.
To get started you’ll need a landing page, a landing page host, and a database collector.
Step 2: Create a valuable reward
Now you need to decide what you will be offering in return for a potential customer’s details. Your reward or offer needs to be free, compelling, and relevant. It also needs to solve a specific problem. This can be brought across in the title. A good offer title is sometimes all you need to get people to opt-in.
You’re in a proving model at this point, which means your free product needs to be so good that a potential customer can’t wait to try your paid products.
Examples of free products that you can use as a reward include eBooks, research reports or white papers, video series, audio series, interview series, templates or trial software. eBooks always have high conversions rates if the content is good. If you’re a B2B brand, research or white papers see good conversion rates too.
Step 3: Develop an Offer
Now that you have the attention of your potential customers, you need to create an offer that stands out so that you can start seeing conversions.
Most businesses create an email campaign that is sent out to their database to drive people to their offer page. Email marketing is still a very effective tactic.
Your offer page needs to be well designed and have killer copy. If writing is not your forte, it’s best to hire a copywriter to assist you. Take a look at a few different sales and marketing landing pages of high profile brands to get an idea of what their pages look like as well as the length and style of their copy before you start creating your own.
You can even add a free event or strategy session offer to your page in order to get in front of prospects and increase your conversion rates.
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