The goal of any business is to generate revenue. This is the same everywhere even on the internet. When you’re a businessman you want consumer to come to your website. You want them to buy from you. But there are thousands of e-commerce sites online and many of them are clamoring buyers’ attention. All of them want to sell more so that they will have more profit. If you’re one of these online businessmen, how can you sell more?

• Create Unique Content

Writing content does not seem like marketing. But in an indirect way it is. According to studies, companies that have blogs have 97% more inbound links. The more content your blog has, the better it is. If a website has 400 to 700 pages it will have 6 times more leads compared to websites that have 50 to 100 pages.

However, do not create content for the sake of having something to put up. Your target audience will only appreciate your content if it adds value. Your content should also create relationships, solve problems, build an audience and create connections.

• Create an Email List

Email lists are the modern day equivalent of a Rolodex. It can also be translated to “warm lead” in layman’s term. Contrary to popular belief, your email list is not out to sell anything to anybody. A good email marketer focuses on building relationships, providing solutions and delivering valuable content. If it is a non-sales related email, does is it worth the effort? The answer is yes because email lists can drive revenue.

• Call To Action

Get those Call To Action buttons working. In layman’s terms the CTA button “closes” the sale. Create a smart and compelling call to action button. If you’re not sure what kind of CTA works, do a split test. Perhaps a green CTA button is better than the red one. Monitor each page to get to know what kind of CTA buttons your audience responds to.

• Help Your Clients

Many businessmen do not like selling their products too much because it makes them feel as if they are pushing their customers and it makes them uncomfortable. To solve this dilemma, businessmen should focus on helping their clients instead of selling to them. When clients feel as if your product is useful to them and answers their need then they will buy your product. This is why content is important in the selling process. If it is informative and helpful, the content will do the selling for you.

• Retain Customers

Did you know it takes 5 times more money to acquire a new customer instead of retaining an old one? Because of this, businessmen should be about retaining customers. This can happen by maintaining relationships with your clients. Happy and satisfied customers will always buy again and even recommend your product or service to their friends and family. Best of all, it only required little effort to maintain these relationships.

What is Content Marketing?

Content marketing refers to any marketing that involves the creation and sharing of media with the purpose of acquiring and retaining customers. When it comes to businesses the type of content they share depends on their product or service. In most cases, the content is not really aimed at selling but focuses on the need to prospect. Content comes in a variety of formats such as video, podcasts, email newsletters, news, infographics, photos, blogs and many more.

Here’s a graphic from Moz.com that shows the core of Content Marketing (more on this later) and the end goals.  Believe it or not, sales are not the immediate goal of Content Marketing

History of Content Marketing

In the old days, advertisers were content to disseminate information about a brand in an attempt at building their brand’s reputation.  John Deere changed the game in 1895 when he published a magazine called The Furrow which provided farmers guides on how to be more profitable. Today, the magazine is still in circulation reaching 1.5 million people in 40 countries and a dozen languages.

The same happened with Michelin when they published the Michelin Guide in 1900 providing auto care tips, accommodations and travel tips. 35,000 copies were distributed for first publication.

But it wasn’t until 1996 that the term “content marketing” was first used. Author Jeff Cannon wrote in 1999 “In content marketing, content is created to provide consumers with the information they seek”. According to Forbes Magazine in 2014 use of content marketing had risen from 60% from the previous year to 93% as part of a company’s overall strategy.

Modern Use

In today’s modern world, content marketing is the norm even if most of us do not realize it. James O’Brien of Contently, told Mashable that the idea of content marketing is for companies to give something of value to get something valuable. “Instead of being the commercial, be the show. Instead of the banner ad, be the feature story”, he adds.

For example, personal finance website Mint.com uses content marketing to sell their product MintLife. But instead of selling directly, they use blogs and provide useful information to readers like how to get out of debt, paying for college, or saving for a house. They have built an audience independent of the product. They even hosted an in-depth interview called “Trainwreck Tuesdays”. As popularity of the site rose, so did the demand for their product. The company quickly grew and was sold to Intuit 3 years after their launch to the tune of $170 million. By 2013, the site had grown to 10 million users thanks to their blog’s useful content.

Content Marketing Means Great Content

The core of content marketing is useful content. No one wants to read something that you, the author, spent 1 hour making at the most.  A great piece of content that gets circulated can take between 5 and 20 hours of manpower to complete.  Its purpose is to attract and retain customers by consistently providing relevant and valuable information with the purpose of enhancing or changing customer behavior. It is an ongoing process that should be integrated to the overall marketing process. Companies like P&G, Cisco and Microsoft regularly use content marketing to attract more customers.

Thought leaders and marketing experts like Seth Godin conclude that content marketing is the future of marketing. However, content that is published must be great content. Regardless of the kind of content marketing a company employs, it should be part of the overall process and not something separate that business owners check off their list just to check it off and say they did it. Quality and useful content should be part of any marketing strategy including but not limited to:

• Social Media Marketing – Content should always come first before focusing on a social media presence.  When potential customers visit your Facebook page and see no activity, it’s harder for them to want to trust you as a legitimate business no matter how many people you actually have working at your company.
• Search Engine Optimization – Search engines reward companies that provide quality content and you can consistently rank for more than just a few keywords.  The more blogs and content you have, the more specific keywords you can rank for.
• PR – Readers like companies that address issues and not just focus on getting your business.  Would you want to read a sales pitch over and over or something you enjoy reading.
• Pay Per Click– Needs great content to work effectively.  If you are advertising using Google’s Adwords Program, then you need to really entice your visitors because they are seeing you for the first time.  Making a great impression can really help the buying process.
• Inbound Marketing – Inbound revolves around focusing on bringing prospects in rather than going out to find them.  This really needs quality content to drive inbound traffic and leads.

Why Marketing Content Is Powerful?

Content marketing involves writing blogs, using social media and video to provide useful content. Traditional marketing focuses on the creation of persuasive advertising to entice customers to buy products and services. These two worlds are clearly very different.

By harnessing the power of marketing content, companies can get readers to subscribe to your content and share it with others. If you provide something of value, people who need it will show their appreciation by sharing this content with others. The process of sharing is akin to a domino effect where you are able to reach more prospective clients by giving them information they find useful. In turn you are rewarded with more potential customers and possibly an increase in sales.

Best & Simple Content Marketing Strategies

Since most companies are now employing content marketing to get new and retain old customers, it can be very hard to break through particularly if you’re a new company or brand. There are many complex strategies that can help you breakthrough and maybe even get the top spot. However, some of the best strategies are pretty simple and straightforward.

1. Personal Approach – if you want your content marketing to be relevant, always make sure it has the personal touch. While this does not necessarily mean knowing your audience personally, it pertains to talking or communicating with them as if you know them. Put yourself in their shoes, use simple words and write content that is not only useful but easy to understand. Try to approach content writing as if you’re making it for a friend.
2. Be Relevant – Say for example you’re a jazz club but provide content appropriate for knitting enthusiasts. Right of the bat, you are going to have a hard time reaching the right audience. Using the example of Mint.com, they provided information that many people found useful. They provided advice for people struggling with money problems or wanted investment advice. This is appropriate because they are a financial company. By keeping content relevant you are providing useful information to readers.
3. Be Entertaining – Aside from using easy-to-understand information, it does not hurt to be entertaining. You don’t need to be funny but studies have found that readers are bound to remember information that makes them laugh, cry or cringe more than any other form of content. If it elicits emotion even on a basic level, chances are they will remember and appreciate it, and even share it.
4. Be Consistent – People like patterns. They like information that is easy to find with minimal surprises. If you change it too often readers will suffer from this inconsistency. Good content strategy has a repeatable system that governs content creation and frequency of messaging.
5. Be Honest – Do not be scared to tell your audience what you really think. Do not be afraid to share your opinion or show your personality. This is what they want. They want a face, name and back story to your content.

Why Many Companies Fail at Content Marketing

What We Have Learned about Content Marketing

So far we have learned that people do not want to be sold to when making buying decisions. They want useful content that helps explain more about the business and improve their trust level with them. This useful information could spread to other potential customers through social media and word-of-mouth exposure.

Content is not only what the people want, it is also what Google and search engines want. Websites and companies who provide useful content do not only get new and repeat customers; they are also rewarded by search engines through higher search engine page ranks.

3 Ways To Spend Your Small Businesses Money Instead of Buying Followers

6 Essentials Elements You Need On Your Business Website

Now that you have a new business website you’re probably eager to get started on selling and earning some revenue. However, web development can be a long and laborious process. Some website owners and developers can lose track of goals and the outcome of your website could be different from the initial plan. To avoid this for your business website, make sure that your site has the following essentials.

1. Business Information

Basic information like menu, product descriptions and directions are important when you are running an online business.  We all have short attention span so this kind of content should be something readers can skim through. If you have a website for a restaurant for example, the site should feature a menu, location of your branches, delivery info if needed, photographs and descriptions of food. Even 2 sentences can be very powerful.

2. Contact Information

We cannot stress enough how important contact information is. Even if you only have an online store and not a brick and mortar store, clients will want to contact you. Some reasons they might want to get in touch is after sales care, information or to register a complaint or give you their suggestion. Forming good relationships with clients is important so you want to make it easy for them to find you.

3. Clear Navigation

You want your website not only to be accessible but also be easy to navigate. Make sure you have clear menu labels on your site like FAQ, Products, Contact Us, Call To Action and the like. Your customers will like knowing where to go while being cryptic will just turn them off.

4. Security

Shoppers online can be paranoid when it comes to their online security. Give your clients peace of mind when shopping on your website by protecting their financial information. Secure your site with a SSL certificate and they will encrypt credit card information, social security and other critical data shared between you and your client.

5. Social Media Integration

One of the best ways to get your business noticed is to get your clients to talk about you in social media. Social sharing buttons for popular channels like Facebook, YouTube, Twitter, Pinterest and LinkedIn should be present in your website. This works not only as a sharing tool for your clients but will also help foster relationships with clients.

6. Frequently Asked Questions (FAQ)

People have lots of questions; make it easy for them to find answers without contacting you by providing a FAQ page. Gather questions most frequently asked and provide concise answers. This will usually revolve around operating times, shipping and return information, sizing, privacy and payment concerns.

There’s is a strong chance, like most businesses, that your business becomes slower during summer. Summer is a time where you try to spend as much time away from the office or at least having your office become the beach. Given the technology and world we live in, it’s totally possible but there are some industries and businesses that NEED to the office and attention that comes with an office.

This blog is for you!

We wanted to give you a few tips to help bring more business during the summer months and hopefully by using these tips you can NEVER have a slow summer again!

Social Media

Ok. So yeah, this one’s obvious. Social media is definitely important but as the weather gets nicer there is one that that people LOVE to do.

BRAG!

People love bragging about where they are going, what they are doing, and even who they are with. So as more individuals are on social media, it’s a huge opportunity for you to capture your audience on social media!

Take pictures that resemble a vacation and add your business INTO the content. You don’t have to be a travel agency to win on social during the summer. Find ways to make it relevant. Like this blog for example 😉

Ask Customers to Spread the Word

Once you have your summery content down pat. The next thing to do, is ask!

Ask your customers to spread the word about your business. As mentioned before, we all find an excuse to have a more time for leisure during the summer. Use it to your advantage. By having good content and offering something that is mutually beneficial to your customer, they are more likely to spread your brands message online.

Incorporate asking within other marketing channels as well. Email, advertisements, and more are also great ways to simply ask for the sale!

Offer Financial Incentives

CUSTOMERS LOVE SALES DURING THE SUMMER! Think of the summer of a time where people like to spend money on extra things. This is a great for your business. Time to capitalize. While you market our business do your best to offer financial incentives that help us save a few bucks.

Try to offer BOGO (Buy One Get One) If you sell a premium service, there is still a way to make this happen. Try pairing your services together for an additional bonus for your customers.

Make an Excuse To Give a Gift…Just Because

The most obvious gift givings are during the holiday season, primarily between November and December. Although its great to give gifts, let’s try to be less obvious. Summer is a great way to give gifts, (not chocolate of course) but gifts that don’t require eating.

We all know how much you like being outside, but you can take your clients out with you. Golfing/other sporting events are great ways to get to know your clients and networking partners.

Lastly, we strongly encourage you to create your own holiday! There is enough information throughout the internet to find out the meaning of each day ever in existence. There is also a holiday for just about any occasion. There’s “Speak Like a Pirate Day” or “Dinosaur Day”. The list goes on, but do the research and invest in people. You’ll win every time.

People are what makes your company tick. By investing time in your people during the summer, it may open them and have them coming back during your busier season.

The word persuasion for some reason just sounds negative. Realistically it’s not all that bad if you persuade in a positive manner. For example, we all have those pesky prospects that have been giving you the run around for the past month.

It happens to everyone!

I’d say that’s life, but I’m sure it will only make you more mad that they haven’t converted yet. We wanted to set the record straight and give you some techniques to help turn a prospect into a customer. But first, let’s get to know the basics.

Persuasion IS NOT Manipulation.

Just because you can get a prospect to convert after a long hiatus, does not mean you manipulated them to perform the act. Persuasion is the art of getting people to do things that are in their own best interest that also benefit you. In this case, your services. You know how good your services are, and there is a strong chance they do too. Why aren’t there converting yet? Well that’s an entirely different question, but the goal is simple and it stems from one word:

YET!

Think about it. How often have you asked your sales rep.

You: “Hey _____, Has _____ converted into a sale?”

Rep: “Nope. I’m trying. Can’t get to the decision maker for some reason.”

Sounds pretty negative right? Immediately it puts you into an awkward situation and potentially lets a negative energy throughout the rest of the office because your sales rep now feels worthless.

Now, imagine the conversation if they added just this one word.

You: “Hey _____, Has _____ converted into a sale?”Build a Rapport

Rep: “No, not yet.”

Now, there is hope! The following 7 persuasion techniques will help turn that prospect into a customer!

1. Timing

As I am sure you’re aware, timing is everything. It’s not different with sales. If your prospect hasn’t responded to your emails or even voicemails. It’s probably because you’re trying to reach the individual during normal working hours. Try a new strategy. Call the individual either before or after working hours.

Yes, that means you might have to get up early.

Try calling from 7am to 9am or 5pm to 7pm. There’s a good chance they are working late on a project, or just busy. Catch them during these hours for optimum success.

2. Sound Genuine

Once you get a hold of the prospect make sure you sound genuine. Ask the individual how they are doing. Don’t trash talk the individual for missing your calls, just act like they never happened. Remember, it’s summer time. Although you might be thinking business 24/7, theres a chance they might be thinking of their boat!

3. Persistence Pays Off

One of the biggest issues in today’s business world is the follow up. If your client hasn’t responded, find a way to set alerts on your phone to remind you to reach out. The more persistent you are, the stronger chance you have at proving to your prospect how serious you are about their business. Remember, persistence IS NOT annoyance. Don’t be that loud,annoying, and obnoxious drunk guy/girl at the bar. No one likes them, and neither will your prospect. Be respectful to them as a person and to their time.

4. Create Urgency

This technique can be a tad risky, but it solely depends on your product/service. If you are trying to sell a product, there is a good chance you can attempt to offer a discount. If you are a service based company, you might want to try bringing up your teams random lack of time. A classic technique is to mention that your teams schedules are being raided with other projects and that if they don’t act quickly, they may lose out on your next month’s availability. Who likes waiting? Exactly, no one!

5. Maintain Confidence

The minute you lose confidence, the minute you lose the prospect. Assume at all times that it’s not that they haven’t signed up, it’s that they haven’t signed up, YET! Find ways to increase your confidence and positive mental attitude.

6. Continue on Your Path 

Focus! Yes, they haven’t signed up yet, but the show must go on. Continue working on bettering your clients experience, continue building rapport for other prospects and network. There will be plenty of other prospects, but you can not focus on the ones that haven’t signed up yet. Eventually the more you harp on the ones that haven’t, that confidence and positive mental attitude will slip away from you.

Happy prospecting!

Over the past week I have been traveling across the nation to meet with prospects in multiple cities to expand our client base. It’s been a surreal experience thus far, one that I will truly never forget. Along the way, I have met a ton of great people, experienced great food, and learned a lot about myself and in business.

Sometimes in life we have so many things going on, that we neglect the small things that we take for granted. For example, you’re a dang business owner! You have an awesome product, an awesome company, and an even awesome culture! You have created a product / service, in by far one of the busiest and loudest periods in the history of man kind.

There is a ton of noise and it’s extremely difficult to disrupt that and break through. So to you, congratulations!

With that said, you truly don’t know that your product works, until you’re not only able to expand your business into another city/state, but successfully sell within that city/state. And I don’t mean the city/state across the bridge. I’m talking, half way across the nation cit/state!

I had the privilege to meet with a few brands in Chicago and San Francisco to pitch our business. Each meeting I gave them the same pitch I give everyone else, only more tailored towards the company’s goals. Each meeting was a huge success and after I went home to my hotel, I had my “ah ha” moment.

Here are 4 Ways to Know Your Product / Service Works:

Solves A Problem

During my meetings, I used a few discovery tactics to find the customers pain points. After finding out what the client was interested in, we developed a solution to meet the client’s needs. It doesn’t matter where you are in the world, people have problems. It’s up to you to discover how you and your company can solve the equation.

Bring Immediate Value

You’ll know your product is good because you can reach in your utility belt of services and produce value to your client. Your product / service needs to bring the customer value because regards of who you are, where you’re geographically located, the customer can see if solving the company’s main issue. Being value now a days is such a buzz word and it truly does pain me to use it in a blog post, but there is a lot to be said about it. Value can mean several things, but the most important piece of value that you need to focus on, is the value that is MOST IMPORTANT to your prospect, in that EXACT moment.

If you try to bring value in ways that have been used in the past, or has worked for past clients, it simply won’t work. Bring immediate value that gets them to sign that day! Time is valuable and you have a whole world to conquer!

Low Risk and High Reward

This is a no brainer and allows the client to simply sign on the dotted line. After all of the steps within your sales process, you need to show that your client isn’t losing much by using your product / service. By showcasing the above two ways, it’s only a matter of time before the client sees that you’re the company for their organization.

In conclusion, there are a ton of businesses out there that want to work with a local company and that’s great, but the fact of the matter is that you shouldn’t worry about location. What you need to focus on is getting your problem solved. It could mean that the solution lies in Philadelphia, it could also mean Chicago, San Francisco, or maybe even over seas. The fact of the matter is, you will know that your product / service works because your language is universal. It’s recognized and respected by the world, and not just the individuals within your back yard.

So you’re about to get a website, and you’re doing your research online to find the right company to build it for you.  That’s probably the best and safest place to start because you can see their work and gauge how fast they respond to you.  If the works look good and they’re responsive…HANG ON!  There are 3 things you MUST clear with them first before you  make that deposit!

1.  How will you make my website load fast?

Asking if your website will be fast is a rhetorical question.  Of course they’re going to say YES.  The last thing you want is a beautifully designed/coded website…that takes 1 minute to load.  This is a problem in our industry.  Many companies know how to make websites, but don’t know how to make them FAST, and you unfortunately pay the price.  Just because the site seems fast on your computer doesn’t mean it’s fast for others, especially those in other states.  Your computer may be saving a cache version of your site, allowing it to load lightning fast (Chrome does this).

A good Web company will tell you exactly HOW they will make your website fast and will give you third party options such as CDN to enhance speed if necessary.  Never accept “Our sites are just…fast”, trust me that’s not good enough.  They need to be able to list the things they will do to enhance speed if necessary.

Asking this question will help you weed our bad companies early on.

2.  How are you coding my website?  Can other developers fix it?

If they’re using CMS (content management system) to build your website, chances are it’s going to be WordPress, Drupal, or Joomla.  If they’re using something custom, you need to know ASAP.  Because if whatever they’re using isn’t open-source (meaning it’s freely distributed to other developers and others can work on it) then you have no choice but to stay with them, even if their support is garbage.  So make sure they’re coding your website using something common and that other developers can jump in to fix their mistakes or take over their job if necessary.

Now…there are exceptions to the rule.  For most websites, using a common CMS is appropriate, however for larger projects it may not be the best.  If you’re asking a company to build you a scalable Social Network with complex features, chances are it’s going to be completely custom from the ground up.  And it’s appropriate in such instances to maximize performance.  If you want to see examples of such awesome work check out our website https://dinoenterprise.com.

Asking this question early on will give you an EXIT if you don’t like the company.  Otherwise you are stuck with them.

3.  Will you give me a FULL backup of my website?

I know this sounds pretty silly. We’ve had clients who came to us asking to rebuild their website, and when we asked them for access to it they tell us their old web company refused to give them back their website or any access to it.  Sure, you can eventually get access to your site and files after a long drawn out court battle that shouldn’t happen in the first place.  Why don’t we just skip all this headache and ask them up front if they will give you the FULL backup of your website, and the keyword there is “FULL”.  A FULL backup of your website will contain all the graphics/images/files AND Database, and you can upload it to any new host you desire.  Trust me, you will be glad you have a full backup of your 50K investment.

Asking this question will save you a lot of money and time on pointless legal battles.

With the Proper Research Consider your Competition as Prey!

With the on-going changes on sites like google, Facebook, and many more businesses from around the world know exactly where their customers are going and where they are searching. The problem now is, how do you get in touch with your specific customers. Paper ads and other forms of traditional media don’t work the same way they once did, and although you may beg to differ that social advertising doesn’t “Work” statistics speak differently. Here are 5 ways to capture your target audience.

1.) Competitor Research

Guess what!? Facebook is free and you can stalk and creep on any and every public business in the world! The world is your oyster and you’re allowed to see what your competition is doing right and of course doing wrong. We all know who the top brands are. We all know our favorite CEO is from that top brand. We all have different brands we love and follow. Use this to your advantage! Remember the time when a Comcast rep wouldn’t let a customer cancel their account? Don’t just read and listen to the phone conversation, analyze this and see how you can adapt this to your business.

2.) Find Brand Advocates

Businesses from around the world are all loyal, work hard, and put the customer first. We get it, and have all heard it before. Being more realistic we all can’t hit a home run at every at bat, but the times we do, everyone better know about it. In order to find your target audience on social media, simply ask your client to either write a review or promote the brand on social media. Because your current customer is happy and content, use that person to promote your brand and find other customers exactly like him/her.

3.) Encourage Phone Use at the office

We all agree that we hire individuals that fulfill a need within our business and are able to fit into the company culture. The people you hire are more than likely individuals that you are trying to reach. Use that to your advantage! Check-in, tag, and take pictures at your facility. It is simply a win win!

4.) Create Targeted Ads

Facebook Dark Posts. Consider it the Snapchat of Facebook. Facebook specifically has allowed us marketers the ability to target individuals so specific that you can find out what they ate for lunch. Kidding aside, using ads on social media is so important! Figuring out how to properly use ads to leverage your content and brand is essential. This will allow you to capture your audience and at the least let them know who you are and what it is that you do. Create engaging content and may be customers for life!

5.) Execute

Take what you have learned from this blog and simply EXECUTE it! Use your skills, trust your brand; You know who you’re trying to capture. It’s just a matter of time until they convert to customers.

Types Of CTA’s Your Blog or Website Needs

CTAs or Call to Action buttons are usually those “click here” buttons website and blog owners put on their site usually to generate leads or sales. These buttons are important because the button gets visitors to do different kinds of things. This is why there is no one size fits all buttons. Remember that your button is there because of a number of different reasons depending on what you want: more visitors, information, leads, promotions and many other things. Website and blog owners want their visitors to become leads and then customers and eventually promoters. This is why you need different types of CTAs in your website.

1. Lead Generation

Before visitors become customers they become leads. A lead generation CTA is perhaps the most common kind and is most effective in a page in your website that attracts new visitors. The most popular places for this kind of CTA is at the end of blogs, in the sidebar or as a floating banner in the corner. These CTAs are usually eye catching and communicate the value of clicking it.

2. Form Submission Buttons

This CTA is when you want your visitors to fill up a form usually for information or registration purposes. Before visitors become a lead they have to register and you need to get them to click the submit button. Because you don’t want them to slip through your fingers you want your visitors to get something more specific for the marketing offer they are trading their information for.

3. Product or Service Discovery

New visitors and guests to your website are usually looking for useful information about your product or service and you want to make it easy for them to do so. This kind of CTA does not need fancy buttons and graphics. All it needs is useful information and a button that stands out against the background. Remember your product and service is what keeps your business afloat. Make it easy for visitors to get useful information.

4. Social Sharing icons

Social media is a big part of the internet. The purpose of the social sharing button is to encourage visitors to share your blog or product. This is can be an effective CTA because it is a low commitment way for visitors to share your blog or website. Place these buttons in areas that make sense such as the end of blog posts, landing pages, etc.

Sumome does an awesome job, and is extremely easy to install, to help small business owners with setting this up.

5. Lead Nurturing

In some cases, visitors are just not ready to buy your product or service. When this happens you want to entice them with another kind of offer, something that is aligned with the one you are offering. To nurture your lead, offer them free demos, free trials or quotes. Showcase these CTAs in pages of your website where you know there are a lot of lead visits such as the bottom of another marketing offer or on a blog post.