Creating and sharing Premium Content has become the de-facto way to attract new business customers and pique their interest in your company's services and products.
This proven technique has some major benefits:
High-interest Premium Content establishes you and/or your company as an authority in your industry. In other words, you can build both your business and your reputation—simultaneously.
To build an effective new customer pipeline we followed a step by step process. (See our blog post on lead generation for details on the steps).
Our first step was to work with the experts at Terri Lynn Fundraising to discover the perfect topic that would attract new customers to their core services and product offerings. As you may know, Terri Lynn makes high-quality, delicious chocolates, nuts, and natural snacks. But the essence of their business (as their full-name suggests) is supporting fundraising organizations by offering all-in-one tools and programs to sell those snacks and raise money.
They offer three different time & money saving programs:
With these fundraiser offerings in place, we agreed that the best knowledge Terri Lynn had to share with their customers was the insight they had developed about the fundraising process itself. (With over 80 years of experience in the fundraising space, Terri Lynn had a wealth of valuable knowledge to offer.)
We set out to create an eBook that no fundraiser would want to do without: "Seven Steps To Your Best Fundraiser Ever."
We also created some compelling design assets to give it that irresistible eBook look and feel. Once we had packaged their insight into a tidy, sharp-looking eBook format, we built out a multi-step email automation (drip campaign) for customers who want to download their own copy.
The email automation customer journey highlights the products, the
programs, testimonials, and sample offers in a fine-tuned order and
frequency.
This campaign automation included a landing page, a confirmation email, and a thank you follow-up for downloading the eBook. Respondents can also opt in to receiving Terri Lynn’s future blog-posts which expand on the fundraising tips established in the eBook.
The goal was to make a strong connection that associates the name Terri Lynn with fundraising, and drive customers to try one (or all) of Terri Lynn’s three main programs.
Collaborating with the marketing team at Terri Lynn, we created social posts on Facebook, Instagram, and Twitter to promote the eBook offer.
We also used a combination of distribution tactics to bring the offer in front of more prospects, including:
The combined result grabs a lot of attention!
...and finally, everyone's favorite part of the process—watching the email list grow and hearing the phone ring with new inbound prospects.
If you want to get a lead generation process in place for your company, give us a call or send us an email. Our team would love to share ideas about super-clever, impossible-to-resist ideas for your business’s eBook.
Our Role: Websites and Digital Marketing, Landing Pages, Email Marketing, Strategy and Execution, Content Creation, Pay Per Click Ad Management, Social Media Ad Management
