In the ever-evolving landscape of direct to consumer (DTC) marketing, companies are constantly searching for innovative ways to boost growth and attract more customers. Ben Billups, the Founder of NOBLE Digital, recently shared how businesses can enhance their marketing strategies to achieve these goals on the podcast, Ecommerce Optimizers. In this episode, Ben outlined two fundamental structures for creating ecommerce opt-in offers for collecting emails and phone numbers, significantly impacting a company’s engagement and sales.
One of the strategies Ben discussed involves the use of giveaways. This approach, he explains, is what you’d call a lower intent offer. Imagine, for instance, your company decides to give away one of its hero products every week to a lucky winner. At first glance, this might seem like a simple tactic, but its value shouldn’t be underestimated. According to Ben, while giveaways might attract individuals who have just a passing interest in your brand, they can also be a goldmine for collecting email addresses. This pool of contacts, although varied in their purchasing intent, can become a crucial asset in your marketing arsenal.
However, Ben emphasizes that not all strategies should focus on lower intent offers. He also talks about the power of higher intent offers, which are designed to attract individuals with a stronger interest in your products. Examples of these offers include incentives like free shipping, discounts on specific products, or even site-wide discounts in exchange for an email sign-up. The rationale behind this approach is simple yet effective: if someone finds a 20% discount enticing enough to sign up, they’re likely to make a purchase sooner rather than later, using that coupon code to its fullest.
These insights from Ben Billups and NOBLE Digital highlight the importance of understanding the different types of offers you can make to your audience. By distinguishing between lower and higher intent offers, businesses can tailor their strategies to not only increase their customer base but also to foster a deeper interest in their products. Giveaways can serve as an excellent tool for broadening your audience, while higher intent offers can convert that audience into loyal customers.
For B2B companies looking to refine their marketing strategies, taking a page from Ben’s playbook could be the key to unlocking new levels of growth and customer engagement. It’s not just about making offers but making the right offers that resonate with your intended audience. Whether it’s through the allure of a giveaway or the immediate benefit of a discount, the goal is to create opportunities that encourage potential customers to engage with your brand, ultimately leading to a successful conversion.
As businesses continue to navigate the complexities of digital marketing, embracing these strategies could very well be the difference-maker. With expertise like that of Ben Billups and the innovative approaches employed by NOBLE Digital, companies have a roadmap to not only surviving but thriving in today’s competitive market.
