Free Downloads Connect You to Customers Putting Your Business in the Internet Marketing Spotlight
If you tuned in along with the other million+ people to watch the 85th Annual Academy Awards on Sunday, then you know that Best Actress winner Jennifer Lawrence got a bit tripped up before reaching the podium to accept her Oscar statue. As she looked into the crowd of people giving her a standing ovation, she jokingly said “Thank you. You guys are just standing up because you feel bad that I fell and that's really embarrassing but thank you.” She made a relevant connection with her audience, and it was memorable, not because of what she did, but the emotion she left them with. What does this have to do with free downloads? As an internet marketing consultant I’m here to tell you.
Internet marketing allows us to build relationships and reach customer’s emotions so they will take action; however, it’s easy to get tripped up because we don’t have the advantage of face-to-face interaction like Jennifer Lawrence did. This means that if we fall, it’s harder to get back up. Free downloads, also called “offers,” are one of our methods for connecting with our audience by providing good quality content that is interesting and relevant, and being successful at it. We want to leave our potential customers with a positive feeling that will make us memorable. We want them to remember us as a credible source so they come back to us again, and ultimately become a customer.
When a potential customer comes to your website they see a call to action that leads them to download your offer. A potential customer visiting your website is like seeing a movie trailer. After seeing the short movie clip (the call to action) you are left with an emotional feeling that resonates with you somehow and makes you want to buy your movie tickets or forget about the movie altogether. A call-to-action motivates a visitor on your site to download a free offer. The free offer is like the movie script. It’s the story or content you make the connection with. In the internet marketing world, this might be a free ebook, white paper, template or anything else you think is helpful.
As an Internet marketing consultant I have learned the value of these offers. It’s this process of offering information a little bit at a time, slowly building to more detailed information that shows you are willing to help them achieve their goals. Bit by bit you build a stronger bond between you and your potential customer which leads to a greater percentage of them actually turning into customers.
It’s as simple as building a relationship and it works. So after you’re in the spotlight for reaching internet marketing superstardom, walk the red carpet and graciously make your way on stage to look out on all of your adoring fans and customers - maybe you could give us a shout out in your acceptance speech.
What kind of free download could your business offer to connect with potential customers?