Step 2: Attracting them with great content
In the last post I talked about the need present content on your Web site that is so valuable it turns your anonymous Web browser into a known sales lead. This post covers some of the types of content people use for this process with some examples for you to consider.
Firstly I always suggest that my customers to produce a number of different types of content presented in alternative ways. Some prospects will like to print out and read what you provide, others just want to sit back and listen or watch what you have to say. By appealing to each different group your chances of success increase.
Here are some examples of different content types and alternative ways of presentation.
To appeal to those that want to print and ponder later a “White Paper” could be produced that talks to the common issues that face prospects when they use your type of product. This type of document is supposed to paint an impartial picture of the issues facing buyers of your type of product. You can register to learn more about writing white papers here.
For those that are more visual in how they digest information a presentation could be created in a “Web cast” form that covers the points you want mentioned in a multi-media type of format.
These styles of presentations are ideal for getting across complex concepts as they allow a multiple mix of media options. Go here to see a recent Permission Web cast as an example of this technology in action.
If your product allows it you could produce a FREE CD Rom that includes a sample product for limited use and demonstration. Prospects would register with their postal address and contact details for you to send them a sample.
Or, if you cannot send your product on a CD Rom why not ask your prospects to register to receive a live Web demonstration of the product in action. Now you can purchase, at a reasonable cost per month, tools that will let you set up these Web demonstrations at a fraction of their previous cost.
Perhaps audio could be worth presenting. You could interview a well known identity in your industry and prospects could register to hear the interview. And last but not least there is the registration to receive an email marketing newsletter.