Introduction
Despite what we’ve learned as children, strangers with candy aren’t always bad people. This holds true for those in any type of SMB development atmosphere, especially if your goal is to cultivate and nurture leads. We’re talking about the principle of providing an incentive for those who are interested in your product; this could be something that prompts your customer to fill out a form, take a free trial, or buy a product. Don’t know what type of candy to use? We’re happy to show you three ways (or types of candy) to get more leads through your website’s forms.
Tiplets
These are the hints, processes, and tricks of the trade. We like these the best because it’s often cheap for SMBs to develop. Start by coming up with a list of tips that your customer would be interested in reading. We’re talking about the juicy stuff that isn’t universal knowledge, or the stuff that isn’t readily available online. For instance, if you’re digital marketing consultants, like Noggin, then you may want to think about offering some sort of digital marketing checklist to help SMBs and their digital marketing efforts. Maybe it’s a 7 step process that goes into depth about how to check if your website is optimized or your email marketing efforts are working. Just remember, provide your potential lead with something they can’t get anywhere else.
Checkups
We’re sure you’ve heard of the “free consultations” and “free evaluations.” Wait, don’t go! We know, we know - you hate hearing this crap. But it might be something you could offer your potential leads that runs along these lines. Think audits, checkups, and assessments. This would be an ideal incentive for businesses offering some sort of software or detailed process. For example, Noggin could offer its potential leads with a free website audit that would cover 5 areas of SEO. You’d ideally want the “free audit” to be something that isn’t going to take you a ton of time, and I wouldn’t suggest this for a SMB that is already getting a ton of leads.
Promos
Ah, the most common approach to marketing - the promotion. You’ve probably all seen the offers along the likes of “free trials” and “we’ll include a free paring knife with the purchase of this one-of-a-kind knife set.” We like this type of offer because it’s versatile for almost any type of industry:
Heating and Cooling - Fill out the form and get 15% off your next clean and check.
Chimney Sweeps - Fill out the form and get $50 off your next inspection.
Software - Fill out the form and get a free 30-day trial.
Conclusion
I’m sure there are many other offers to entice your potential leads, but these will get you thinking about what to do for your SMB website. Remember, these tactics are used to incentivize the completion of a form on your website. That means they should be next to all of the forms that relate to the incentive.