The New Zealand Herald’s Graham McGregor says businesses should offer what he calls an “information magnet” on their websites.
“An Information Magnet is simply information that would be helpful to a potential client for your business,” McGregor says.
As an example, McGregor says a business consultant with an accountancy practice could offer a short 6 page booklet that can help a business owner use new technology to save an extra 60 minutes a day.
Visitors to this particular website would enter their names and email addresses to get access to the booklet (and maybe some informational videos to go along with it), meaning they become potential leads for the business owner.
“So what an info magnet does is give visitors to your website a reason to make contact and give you their name and email address,” McGregor says.
Getting these leads is important for a business, the Herald columnist says, because there are three groups of potential clients who will visit your website.
- Potential clients interested in buying the type of product or service that you have in the near future. (Within the next 30-90 days.)
- Potential clients who are interested in buying your type of product or service in the next 3-12 months.
- Potential clients who have an interest in buying your type of product or service in the next 1-2 years.
If you offer a helpful info magnet that is related to what you sell you will usually get potential clients from all three groups to order it and can then start communicating with these people; you can add value and position your firm as an expert in your field and so on, developing an excellent relationship with these people.
This increases the chances of them choosing to do business with your firm at the appropriate time they need what you offer.
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