What should be your free giveaway?
It’s very interesting how opinions have changed over the last few years in marketing about what your free giveaway should be. I don’t mean the format it should take (i.e. report, e-book, newsletter etc), but what the topic should be and the type of people it should attract.
I know I have certainly changed my opinion.
For the last few years in my business, I’ve been giving away 50 free ways to promote your business and you know what, it’s got results. I’ve attracted lots and lots of new contacts to my business and they’ve all been very happy to give me their contact details.
The theory then goes that once they’ve given you their contact details and therefore expressed interest in what you do, they should go onto buy from you, right?
Well no actually. Not necessarily.
The chances are actually much higher that they’ll grab your free giveaway with both hands and you’ll never hear from them again.
Now I’m not saying that offering a free giveaway is the wrong thing to do, but you must be very careful with what information you give away in order to attract the right people to your business.
If I offer 50 free ways to promote your business, who am I attracting with this information?
I’m attracting people who DON’T WANT to spend any money on marketing.
Is that who I want to attract? Well, no not really.
Who I want to attract are small business owners who want some help with their marketing AND who are willing to pay for someone to help them with it.
Could I change my free offering to attract these sorts of people? Absolutely! While I may not as many people signing up, they would be much more qualified and therefore much more likely to turn into clients.
While this doesn’t mean that I’m not going to give these people free information, what they do get will a) much more tailored and personalised to them and b) much more likely to result in sales.
So if you currently offer something free to your contacts in order to get them to sign up for something, make sure that what you’re offering appeals the right set of customers that you’re trying to attract.
Think carefully about your offer and make sure you are attracting the right people to your business.
Ed: Thanks to Helen Dowling for another great blog.