Would you like to increase lead engagement, and improve your prospect potential? If so, you need to learn about building enticing attractors. Great attractors will provide value to your audience which in turn sells without “selling”!

In this session Kim Albee and Margaret Johnson explore some of the best practices around building effective attractors.

So, what is an attractor anyway?

Attractors can be white papers, webinars, contests, checklists, how-to guides, etc. Anything of value that will – wait for it – Attract – your audience and leave them wanting more.

Another approach is to take a larger piece of content and divide it up into multiple pieces of content which can be distributed out to your audience little by little. We call this practice “Info-snacking”.

How do I know if my content is relevant?

Once you’ve decided you want to build an attractor you need to figure out what content your audience is going to find relevant. One of the best ways to do this is by click testing, and using buyer personas.

What is Click Testing?

To put it simply – test through the use of scoring and metrics. Data doesn’t lie! Present a variety of topics in an email and measure interest through clicks (hence “click testing”). That’s how to decide what your audience thinks is relevant, and what is not. You never know what will be relevant to your audience, unless you test.

Are buyer personas really that important to increase lead engagement?

Yes! Buyer personas are extremely important. They provide valuable insights about your customers and what is relevant to them, if you set them up correctly. However, many marketers think of buyer personas being more of a “Buyer Profile.” Does your buyer persona include the kind of car they drive? Or their marital status? If your answer is yes, that is a Buyer Profile, not a Buyer Persona. A useful, buyer personas should include insights about the buying process.

The “Right” Way to Drive Traffic.

There are many ways you can drive traffic to your site and obtain more information about prospects and leads. Broadcast emails can be very valuable! You can find out exactly what your leads like and don’t like, and break it down to decide who you’re going to target.

Last thoughts…

Make sure your attractors are gated! Meaning, that your valuable information requires the audience to give you, at a minimum, their email address. For example, what happens when you send out an email offering a download for a white paper, or a free webinar? It might get forwarded. If you don’t have a lead capture form gating your attractor you won’t be able to gather information on new leads that are interested in you content.

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About Margaret Johnson

Margaret is a business and technology veteran who started marketing accidentally nearly three decades ago - when she was five and a true marketing prodigy (ahem). When not coming up with awesome ideas, presenting webinars, or teaching about marketing, she's living with two cats, a crotchety fellow, and a house full of antiques and collectibles. She does not use Pinterest.

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