| a. URL = See table
at end of spec
b. Copy on Right
Page Headline = Using Content Offers for Customer
Acquisition and Retention
First Paragraph = Choosing the “right
topic” is the secret.
We recommend the use of a strategically chosen “topic”
for your “content offer” that will attract
visitors to your site to take advantage of the offer
and “register’ with you at the same time.
The “topic” is often an informational piece
on a current controversy or an innovative new use for
an existing product or service with high ROI. Sometimes
a paper on how to calculate ROI for a particular product
or service can be a content offer by itself. Sometimes
it can be a Software Guide, Product Guide, Network Guide
or Best Practices paper. [Link all these internal links
to the respective home pages] Once there, the prospect
must be engaged in the “registration process”
which we recommend be as simple as asking for an email
address before permitting download of a pdf file [or
other fulfillment instructions] to your sales prospect.
We can not only help you determine the appropriate topic
for your content offer, but also help you create the
offer.
Second Paragraph = A little self promotion is
always allowed.
If you provide truly definitive information on a current
topic of interest to your target group the readers will
often accept a little promotion of your product relative
to your competitors. But this needs to be handled carefully.
We once wrote a Storage Architecture Guide [this links
to the SAG I] content offer – that resulted in
millions of dollars of orders including a [single] $650K
order that happened with very little Sales Department
Involvement. The customer happened to be a reseller
searching for a product line in the client’s competitive
market, and the procuring team was pre-sold based on
the credibility or our written arguments in favor of
our clients’ products. This was done after our
objective review of our client’s competitors.
Third Paragraph = The tone of any follow up
communication is key.
We can also help you craft appropriate language for
your initial response to a prospect using our Intelligent
Customer Engagement™ [ICE] process. There is a
fine art in communicating with Web visitors who have
registered to get a paper of interest to them. YOU CAN’T
BE TOO PUSHY. Rather a polite acknowledgement email
is the best way to go.
Fourth Paragraph = Increased site traffic boosts
your Organic SEO.
A strategically optimized content offer not only sells
product through increased “registrations”
[sales leads] after the prospect has been engaged, but
it can also increase your organic [natural] SERP ranking.
Fifth Paragraph = Put informational selling
to work for you.
The use of informational selling [i.e., “content
offers”] to drive [qualified] buyers to your Website
is major trend in marketing today Thus it is particularly
important that marketers understand the latest buyer
behavior and vendor behavior relative to his trend in
demand gen marketing. In a major study7 conducted among
technology buyers and vendors by KnowledgeStorm [This
links to http://www.knowledgestorm.com/MainServlet?ksAction=aboutus
] certain
trends became clear.
In fact, you may want to read the links in the footnote
below and give us a call, or just
send and email, “tweet” or “twit”.
c. Graphic on Right under Copy
i. None
d. On Page Links under or around the Graphic on Right
i. None. The only links on the right are in the copy
e. Left Column Caption
i. Line 1 = Content Offer
ii. Line 2 = Click Here to Download
f. Left Column Top Image
i. This is a pdf of the Document marked “T”
in the Pubs List
g. Left Column Links List
i. Same as the Drop Down Menu in #6 above BUT without
the Home Page AND without
the Top Image T [which is in the caption line #1]
h. [Other] Left Column Image Links
i. Same as the Drop Down Menu in #6 above BUT without
the Home Page AND without
the Top Image T [which is in the caption line #1]
i. HTML Tags
i. See table below for keywords and title tag copy
ii. We are not putting in description tags, just title
tags and Keyword tags
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