Many types of proven website offers and giveaways, such as eBooks, are a great way to draw website visitors into your sales funnel. Yet, sometimes the typical offers aren’t quite enough to convert your ideal customers into a signup, email inquiry or phone call. Instead of giving a lower value item to a large group of visitors, for better website conversions try giving a higher ticket item to a smaller group of highly targeted prospects.
One example is from BlueValley Cosmetic & Family Dentistry in Overland Park, Kansas. Dr. Todd O’Neil has done a terrific job with content-driven SEO and getting his practice to rank at the top of the search engines for dental search terms in and around his city. As part of his inbound marketing strategy, Dr. O’Neil offers lifetime teeth-whitening to all patients that commit to regular checkups and exams. Teeth-whitening is a highly competitive search term and is a desired cosmetic service by many of the practice’s ideal patients. This offer is perceived to be of much higher value than a free teeth cleaning or free dental X-Rays like many dentists typically offer to new patients.
Successful search engine optimization is only half the battle. Once you get the horse to water, you have to get it to drink. Think out of the box in terms of your online conversion strategy and if you can tailor an offer to a highly targeted group, don’t be afraid to experiment with higher-ticket free offers.
About the Author: Phil Singleton is the owner of Kansas City SEO, a full-service internet marketing services company that provides organic search engine optimization and other online marketing services, and Kansas City Web Design, a WordPress web development firm specializing in custom SEO-friendly websites and custom web applications. Phil is also a Duct Tape Marketing™ Certified Consultant at The Kansas City Marketing Agency.