One of the main reasons to have a website is to get people "into your world." By that, I mean they’re actively engaged with your company at some level: they’re on your email list, connected with you on social media, or are in conversations with your sales team.
The only way to get someone into your world is to get them to willingly give you their contact information. It’s a little counter-intuitive: we usually think of prospects running away from salespeople as fast as possible, and yet here I am saying that they need to self-select into the sales process.
How in the world does that happen?
You have to offer something of such high value that the prospect will exchange their contact information for it (by filling out a form on your website). We call this "something" a content offer. Here are some examples of content offers:
- eBook: The Ultimate Guide to Hiring an Inbound Agency
- Tool: Blog Process Template
- Kit: Value Proposition Kit
- Webinar: How to Prevent a Website Redesign Disaster
- Audio file: Top Seller LinkedIn Strategies
There are no “specifications” that make something a content offer. My rule of thumb is that if you’ve invested a significant amount of time and effort creating something that is useful to your target audience, you have every right to ask for contact information in exchange for getting it.