If you’ve developed a solid content strategy, you’re nurturing leads through the buyer journey with no-risk and low-risk offers, providing them with educational content and disrupting their status quo by speaking to their specific pain points. What comes next is critical for converting leads into customers.
The late-stage offer is at the end of the Cyclonic Buyer Journey™. Its purpose is to encourage prospects to engage with your business, whether that’s in the form of a consultation, an assessment or a software demonstration.
Whatever your offering is, it needs to be enticing enough to convince your leads that it’s worth their time. The messaging must be aligned with your previous content to create a cohesive experience that builds trust with your prospects. The offer has to be valuable, unique and, most importantly, about your prospects, not about you.
Here are some tips for developing late-stage content that converts:
1. Be Specific
Many companies fall into the trap of using language that is overly generic, like “Schedule A Consultation” or “Request An Evaluation.” While these may be technically accurate, they’re not likely to catch a prospective customer’s attention.
Instead, when you’re developing a content strategy, take a closer look at your offer. What’s unique about it? What makes it different than your competitors’ offerings? What exactly are you providing your prospects when you ask them to engage with your business?
2. Offer Value
Once you determine the specifics of your offer, you can point to the value it provides for your prospects. People want to know that they’re getting something out of engaging with you.
Consultations and assessments take time, a resource your prospects can’t afford to waste. Make it clear that in exchange for their time, they’ll walk away with something valuable.
Here are some examples of late-stage offers that offer clear value:
- Give us 30 minutes and we’ll give you five tips to make your factory safer
- Get 10 blog ideas to drive more views, leads and subscribers
- Grade your website and learn how to generate more leads
3. Focus On Your Prospects
Most importantly, make sure your offers are about your prospects and not about you. You’ve likely built out your target personas, including their goals and their pain points, so use that information. What problem can you solve for your target audience?
If you’re targeting more than one persona, the language you use may need to shift, even if the actual offer remains the same. For example, perhaps you want to engage with both the head of IT and the chief of human resources.
A late-stage offer delivered to your IT prospects might read, “Give us 30 minutes and we’ll show you how to streamline your internal software,” while an HR-directed offer could say, “In 30 minutes, we’ll give you five tips for improving employee engagement.”
Your offer should always be:
It’s a simple fix, but changing the language around your late-stage offers can increase interest, boost engagement and drive revenue.
Posted By Author Mike Lieberman, CEO and Chief Revenue Scientist
Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.