Incentivising an audience to encourage click throughs and conversion is necessary regardless of the marketing channel or medium used to delivered that traffic to a website.
Regardless of the fulcrum used to leverage a traffic source (SEO, SEM, Editorial Exposure, Email Marketing or Advertising); the most significant objective is that the audience can:
- Quickly skim and identify the incentive (to assess the value proposition) &
- Have a favorable emotional reaction
This emotional reaction – in turn, fuels curiosity and encourages viewers to get off the bleachers and take action due to (a) fear of losing their competitive advantage (b) missed opportunity or (c) just because the idea, product or service appeared novel to them and they liked it.
Understanding Commercial Intent
Once you understand the mechanism or tipping point of the psychological triggers that push the buttons of a specific type of individual, market segment or audience, if you provide them with useful suggestions and solutions to cater to their lifestyle, situation or mentality, the lifetime value of that individual represents an immense opportunity for ROI (if you position your product, service or brand properly).
Getting traffic to your website is not enough, that traffic must convert or you need to determine what is stopping it from converting into customers. After the courtship the next modality is repeatability, lateral scaling (creating more exposure and opportunities to engage the funnel) and reinvesting the profits to leverage even more traction, traffic and conversions.
What’s in it for me?
Considering the key motivators are:
- What’s in it for me?
- What do I have to do, to get the offer?
- What are the repercussions (if any)?
The old action / reward modality reduced to websites, email auto-responders and landing pages are all reduced to this simple, yet effective summary of transactional analysis.
If your offer falls flat, you are wasting your time and theirs; so make each offer count and refine the rough edges until a gleaming, simple conversion objective is push-button simple to facilitate.
Attention is fleeting and on the verge of overload, so, there is no need or time to over-think an offer, just appeal to the senses or common sense at most. For example, compelling calls to action such as:
- Download these 3 FREE Tips to Increase Newsletter Subscription Rates
- 4 FREE Techniques to Improve Conversion by 77%
- Download 5 FREE Proven Website Landing Page Templates
The idea is, segment your audience, find their pain point, provide a solution and then use a succinct, compelling call to action with a simple obstacle (like filling out a short lead-capture form) to in turn give them something in return.
Although the purpose may be to build a targeted-list that is segmented by the types of offers each prospect responded to, you can then proactively approach them with targeted related offers and test conversion rates through a variety of traffic sources to facilitate ROI.
The affiliate mindset in me suggests that with the new found authority or good grace your website or brand can receive from “giving away FREE stuff” provides opportunity for you to monetize that traffic or increase the value of the relationship through tactful cross promotions or upsell once you provide “an offer they can’t refuse”.
People don’t mind sharing their name and email address to get a free report, e-book, download, etc. if the offer is what they need. Just keep in mind that short term objectives and long-term reward need to be managed to work in tandem.
The old 80/20 rule that 80% of your business comes from 20% of your base has never been more appealing. If you can pitch a broad funnel to screen traffic and coral prospects based on the varying degrees of their purchasing intent, then you can cater to parallel offers (as an affiliate) and create a lucrative residual source of income from building your list of targeted buyers.
Think of the first tier of traffic acquisition as the initial step in a long line of miniature campaigns that if leveraged properly can yield thousands of times in ROI from (a) giving people what they want and (b) being smart enough to know that a need exists and either you or someone else will facilitate it.