Creating effective lead-generation giveaways can be especially challenging in an industry perceived as “boring” or one that maintains low engagement rates. But with the right strategy and a talented creative team, even a less-exciting industry can create content or products that would successfully boost engagement and generate leads. Here are some of the best ways to do it.
What can companies in seemingly “boring” industries do to create good lead-generation giveaways (e.g. products, e-books, etc.) that are compelling for site visitors?
1. Think About the Value You Bring
First off, stop thinking of yourself as “boring.” If there’s a market for what you offer, then you’re not boring to those customers. Don’t think about a gimmick or a giveaway. Think about content that’s of value. Think about what issue or need you are built to solve and then develop content that could be helpful in that pursuit. – Britt Fero, PB&S
2. Come Up With a Powerful Brand Identity
If you are advertising something that is seemingly “boring” but that people are already familiar with, then the answer is to come up with a powerful brand identity that helps you connect with your audience while addressing customer hesitations. If the product is not well known, be careful. Research “outbound marketing” tactics and run A/B tests on your messaging and on various marketing platforms. – Ryan Meghdies, Tastic Marketing Inc.
3. Try to Understand Your Ideal Client
Good lead-generation giveaways are customer-centric. Try to understand your ideal customer, their buyer journey and how you fit into that journey. It should not be just about the product or service you offer. It could be anything that brings value to your customer. The goal is to start a relationship that eventually leads to sales. Get the strategy right and everything else falls in place. – Samuel Thimothy, OneIMS
4. Make Sure You Match Audience Interests
For your giveaway to produce conversions and gain attention, you need to make sure you create your campaign so it suits your audience’s interests. If you’re a sports company giving away baking tools, your giveaway isn’t likely to garner much attention or clicks. But giving relevant prizes means you understand your customer and can easily improve your lead generation. – Jared Atchison, WPForms
5. Conduct Thorough Research
If companies do thorough research on their target markets, then they’ll know exactly what makes their customers tick. For any campaign to succeed, you need to know what your audience wants, regardless of the industry. If you have trouble, research your competitors to see what they’re doing for their customers to boost campaign conversions. – Stephanie Wells, Formidable Forms
6. Focus on Solving a Specific Problem
I think the key is to focus on solving a specific problem. When someone needs a solution, the issue isn’t boring to them. It may not be something they want to discuss at a party, but they are still eager to find a solution. Don’t talk about your business in general terms or list your features, but address an actual problem or benefit in your e-book or free sample or trial. – Kalin Kassabov, ProTexting
7. Give Away Something Unrelated
If you’re in a boring industry, consider giving away something that is not directly related to your product or service, like cash or a gift card or something cool. What matters more is how you target your audience, not necessarily the giveaway itself. The giveaway can be anything. – Amine Rahal, IronMonk Solutions
8. Ask Lead-Qualifying Questions
If you’ve sold anything ever then you’re probably familiar with lead-qualifying questions. It involves asking the right questions and then looping them in with some “ethical bribes,” like e-books, products, etc. Asking questions will determine who is a good lead, and who isn’t a good fit. You should work closely with your sales team to determine types of questions to include on your landing pages. – Kelly Richardson, Infobrandz
9. Sell Something Unusual and Expensive
First, start selling a product that is very unusual or unapologetically expensive (the goal is not to actually sell it). Then give away quantities or trials of your core product. Examples include the Supreme brick, the Apple monitor stand and luxury items by discount retailers. This also gives you a chance to reposition your brand value as perceived by customers. – Joey Bertschler, uniworld.io
10. Find the Humor in Your Business
Humor is always a game-changer, even in businesses that have “boring” products or services. When creating your giveaway, try to make content that’s outrageous, fun and that tickles the audience’s funny bone. There are always industry jokes or tropes that can be used. Get your content creation team to find the funny in your business and to make it part of your communication to boost lead generation. – Syed Balkhi, WPBeginner
11. Add a Psychological Component
When a company belongs to a “boring” industry, the key to creating engagement is to use marketing strategies with a psychological component. Leverage the fear of missing out or build anticipation with a countdown timer on your landing page. Also, create lead magnets with a free e-book or product discount for subscribing to your site. Keep experimenting and you’ll find something that works. – Blair Williams, MemberPress