Companies that sell to other companies know that their prospects are inherently self-guided. These corporate buyers are refined and, when they are looking for a solution to buy, they conduct extensive research on the internet. These prospects have a need that you can solve… only if you knew where to find them! To identify these anonymous potential customers, a compelling offer is one of the best tools a marketer can find in the toolbox.
If you are satisfied with your traditional marketing approach and it works well today as it did in 1996… this article is not for you. No one is questioning the fact that a person-to-person conversation with your prospects works wonders and is timeless. But that doesn’t exclude the fact that many more potential clients out there, wandering anonymous, intrigued to learn more about your solution… but they don’t want to talk at this point with a salesperson. Unless you can get them to talk to you, they remain forever anonymous for you.
Companies that understand that the internet is here to stay, must think of ideas to encourage anonymous visitors to start a conversation. That’s the work of a compelling offer: something your business offers that is irresistible for your target audience. Something that is so valuable that, in exchange, the prospect is willing to give up on this anonymity.
From an online brochure to a lead generation machine
You are the expert. You have the best/more efficient solution in the market and work hard to keep your competitors away. But how can you get this message across, and communicate your value to a new business prospect for the first time, when you have no chances for a face-to-face interaction?
That’s a job for your website. When strategically planned, you can transform your website into a 24/7, high performing sales rep, whose job is to connect your business with a group of very targeted leads within your specific niche target market.
How? Well, it requires some real strategic work. We’ll talk about your offer today.
A Compelling Offer Cuts through the Noise, Offers Value and Creates Potential Opportunities
There is so much competition out there on the internet – how do you get your prospects to hear what you have to say?
Cut through that noise with a strong, compelling offer.
People are constantly filtering the vast amount of information they receive. They become experts at filtering. They know how to separate the message that could offer a benefit to them.
Why should someone hear from you? Because you have something good to offer. Especially when that:
- will provide a solution to the problem they are trying to fix,
- will offer new opportunities, or
- save crucial time.
Whenever a prospect is downloading your content or asks questions, this becomes the very first, basic agreement to a potential relationship. This shows a very basic level of trust, enough so they accept to open the door for you. The fact that someone is willing to share this contact information with your business marks the first sign of trust and the opportunity to nurture a new relationship.
When you meet the prospects’ expectation and provide them something of value, something you know and they are open to learning, you are investing in the future of this relationship.
In niche markets, your expertise helps you create more of these valuable connections. Offer your expertise in a way the prospect wants to hear more. Package your expertise into compelling offers, which prompt visitors to convert and introduce themselves.
Choose the Right Bait
If you’ve done your homework, you should have a clear picture of the value your business offers to your niche audience. It is important to know their interests, challenges, and language (the business language they speak!).
Your potential clients are super smart. They are adept at smelling cheap marketing messages from far away just like you. If they can identify a marketing message, they will slip away.
Awch. Your goal was to attract and convert them, right?
Then use the right bait. Don’t rely on the same marketing offers that others are using in the market.
Your compelling offer should be unique. That’s the bait for your targeted clients and potential clients. Something no competitor offers. It should be a giveaway they cannot refuse.
Offers that Convert
The experience your prospects should have when they visit your website should be same as visiting a brick-and-mortar store. Your website should always present a variety of attractive offers to help create engagement. Calls-to-action, invitation to download resources, subscribe to a newspaper or watching a video are widely used in B2B.
Think about a different type of offer. An offer that targets only those who are ready to test you. How can you help them “try” your business before further commitment?
What if you give away your electromagnetic analysis software for free, for a limited period of time (a demo)? How about offering to read, for free, the test results of the water analysis at a hospital? Would a plan reviewed by design engineering experts help your client define next steps in their planning process?
If a prospect requests a demo of your electromagnetic analysis software, chances are that they will need to conduct some analysis. Either now or in the future, qualified enough or just not yet, you know that this person is in or close enough to your target market.
Whenever a team reaches out to you for free advice, you gain the knowledge and opportunity to connect with a new company, worth it even when that costs you your free expertise and an hour or so of your valuable time.
The big question is, what “freebie” do you have that you can give away for free, something that could have a tremendous value for your niche audience?
This “freebie” may change from one market segment to the next. The success of your lead generation efforts depends on the success of your compelling offers, and how reliable they are to compel your prospects to connect.
Transmit Confidence in your Value
Your marketing message needs to awaken the feeling that something can be done better. The right message creates an idea of urgency, as you offer business support to your clients so they can keep providing value to their own customers, remaining relevant in their own industry.
Craft a message that nicely articulates your value. A potential client must believe that your solution will enable them to improve the work they do today. Prepare an offer that prospects can’t refuse. Take over the risk out of your customer’s hand and display your confidence when you help them.
Remember, it’s not about the product you sell. It’s about how it is going to provide a value to your client, and the client of your client.
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Identify and Reach your B2B Niche Market
When industrial manufacturing/technology/scientific companies focus on appropriate, targeted niche markets, they discover many advantages. Download our strategic guide that outlines 10 key questions to ask yourself, to help you draft your own successful strategy.
