Like meeting a person, visitors judge a website in a matter of seconds.
At ORLA, we often come across technology and software companies who are looking for the most effective ways to connect with their target market and generate high quality leads.
A common example is with a software or mobile app, looking to gain new users. How can businesses involved in technology and SaaS market themselves to attract new customers?
A proven way to turn visitors into customers with your website, is by utilizing entry point offers (EPOs). There are three types of EPOs used by successful websites: Ungated, Gated and Deep Discount.
These types of offers come in the form of blogs, podcasts and videos. They offer value to the reader without requiring anything in return, such as money or contact information.
Something of value is given to the visitor, in return for something else. For example, signing up for a newsletter in return for customer contact details, which can later be used for marketing purposes.
Offers the customer a purchase at an extreme discount, usually at 50% off or more. A word of caution with this method; regulation authorities tend to clamp down on websites that have continuous deep discounts. So, these offers must be changed out.
Creating Ungated Offers
Ungated offers are very successful because they are no-risk for the customer.
There are three prime methods to create these deals:
Entertainment – People love to be entertained! They will willingly give their time, attention and money to content that makes them laugh. That's why funny content goes a long way.
But it doesn't always have to be hilarious content to entertain your audience. If you're trying to get people to download your software or app, why not make a series of videos about a related topic?
An example for this is the Canva YouTube channel which boasts entertaining content like: "#CanvaChallenge: Design a logo in under 5 minutes".
Inspiring – Customers love the ability to picture themselves using a product. The fitness industry epitomizes this method with inspiring stories and motivational before/after photos.
How does your technology product or service make people's lives better? Does your software optimize lives? Is your app saving the planet with ecological or charitable initiatives?
Education – Websites like YouTube and Wikipedia are successful because they educate consumers. People love finding information on their passions, interests and hobbies.
People also crave education to help them to grow their businesses. That's why business YouTube channels are watched so much!
Are you able to educate your clients about something related to your tech service? For example, if you offer a software that is used for events, maybe you can create a free video course about what it takes to create a large event. Do you know who would watch that? The desired target audience, that's who.
Tip: Why not make an introduction to your course as an Ungated Offer and have it lead onto the rest of the course as a Gated Offer?
Creating Gated Offers
Gated offers require customers to give something in exchange for an item of value. Often, visitors will give their e-mail address, which can be later used in a marketing campaign.
This method can make customers a little uneasy, so offers must be well crafted.
Examples Of Items For Gated Offers
- Video series
- Cheat Sheet
When writing about your Gated Offer, you should include at least one of the following:
Make The Customer A Promise – This method works especially well for eBooks. Promise your customer what they’ll receive with the offer in clear, concise language.
Give The Customer An Example – Customers love seeing other people who've had great results with a product or service. Case studies and testimonials are a sure-fire way to impress your visitors so that they will consider purchasing what’s being sold.
Offer The Customer A Shortcut – We all want products and services that make our lives easier. One of the reasons why meal subscription boxes like Hello Fresh are so popular, is because they offer customer’s a shortcut when making dinner every night.
Answer A Question – Do your visitors have a specific question that has some value? If you're able to provide the answer as a Gated Offer, you will be perceived as a thought-leader in your space, which builds trust with your prospect.
Give A Discount – Customers love getting a deal! Capturing them with a discount sets the stage for repeat business. Examples can be found on many shopping sites, usually at around 10% for joining a mailing list.
Educational Gated Offers
Educational content provides the tools for consumers to grow and learn more about about a specific topic.