Lead Generation: How To Master Offer "Regifting"
We've all had that foolproof offer that took all night to do. That one offer that just made you smile when it was done, the one that everyone and their dog will want to download. And they did! And your lead generation was great.
But then, unexpectedly, those download numbers level off. What? No! They were supposed to download that offer forever! All that work for nothing? Don't be discouraged! Your time and effort was not wasted, you can see those same numbers again! You just need a little more promotion, and you offer will once again go off the chart.
So how are you supposed to promote the same offer again without hurting your lead generation? How is it not "regifting"? Well, good news. There are many different ways that you can repromote this offer, without having to re-wrap that disgusting fruitcake you got this holiday season.
If you're interested in learning more about turning these tips into actual results, check out our free ebook "How an Inbound Marketing Agency Does Lead Generation."
Designate Your Offer to Different Lists of Your Lead Generation
So your golden offer was an ebook about writing killer content that will get reposted (ironic huh). Well now, make things a little more specific. Break down your offer based on your different lead generation lists. Instead of just killer content, rework it to be killer content for contractors or medical professionals or people who have green eyes. The possibilities are endless. And then you can repost and repromote those new offers all you want, while seeing your lead generation skyrocket.
Do some repackaging as well. Many leads can be afraid of downloading and subscribing to you with their emails. Well, take that same awesome ebook, and break it down into 3 or 4 blog posts! They can be a lot more friendly, and they can hook those scared leads into reading the rest of your ebook.
Repromote On Your Blog
This is probably the easiest way to keep that awesome offer going. Also, it's the sneakiest. You'll feel like a marketing ninja after I tell you this.
Whenever you post a new article on your blog, a relevant call-to-action comes with it, right? Whether it's in your footer or sidebar, you should have some offer on the post so that your readers have something to do when they are done reading. Well, going back to that awesome content ebook, start posting more about content marketing and content-related subjects. Then you can have all your calls-to-action sending your readers to that awesome ebook!
Now you don't want to do this too much, because you shouldn't change the whole direction of your blog. You still need to have variety so that your readers don't get bored, but increasing the frequency of your post on a particular topic doesn't hurt.
You can also place links in your posts that send readers to your post. Whenever say something related to your ebook, place a link there and they are more than likely to click to see what your talking about. This will ultimately increase those lead generation numbers, giving you that "I'm special" feeling back.
Heads up! Now just because there are ways to promote old lead generation offers and see great results, doesn't mean that everything you do can be beneficial to your lead generation. There are a few things you should be careful of:
- DO NOT RESEND OLD PROMOTIONS. This is obviously a huge point. Never resend the same lead generation emails or post the same things on your social media channels. Believe me, the audience WILL notice, and it's not worth the hassle. Find new ways to promote, new angles, different approaches. Just don't say the exact same thing twice.
- You want to promote your awesome offer in a bunch of different ways, but don't do these at the same time. Yes you should post on Facebook and write a new blog post, but don't send an email along with a tweet and an obnoxious blog post all at once. It's impossible for leads to see all of them this way, and those that do will just get annoyed with you. The opposite of what you want.
Now get to regifting!