Hi everyone, Laurel Mintz here with Elevate My Brand. Today I want to chat with you a bit about irresistible offers. You may or may not have heard this term before. I feel like it’s kind of our term that we use at Elevate. You’ve probably heard of a pop-up or some sort of offer or freemium model, something along those lines, but the long and the short of it, when you are out there in a digital universe, your goal is to connect with your audience and use that connection point to build your email marketing list or increase your engagement on social, whatever that key performance indicator of success for your brand or campaign might be.
It is absolutely critical that you do this by offering something of value to your audience. So, most of you are very familiar with this from a retail model perspective. So you go to, I don’t know, Forever21.com, Gap.com, wherever you shop, don’t judge me on those two, and there’s a pop-up that comes up that says “10% off your first order” or “free shipping”. Now as a consumer, that’s really exciting. We’re like, “yes, I will sign up for that because I see the value in that for me as the consumer”.
But there is also an enormous value on the brand side because they’re being really smart and capturing your information. That means that they could remarket to you over time because it might not be in that moment that you’re ready to make that purchase or that hiring decision. So it’s really about building up your list, building up your contacts, building up that audience, and remarketing to them and building that relationship in a very smart and meaningful way so that when they are ready to make a purchase decision, you’re the one that stays the top of mind.
So at Elevate, we call it your “IO”, or your irresistible offer, and we typically test these on a quarterly basis because what might deliver for you today might not deliver for you quarter, next year, next month, whatever. You want to make sure you are always testing and iterating. I would say one of the best starting points for developing that IO is thinking to yourself, “what are the questions that I get every single day about my business?”. Right, so for us it’s things like “what’s the difference between marketing and advertising?”, “how do I define a marketing budget?”, “how do I get higher social engagement or click-thru, conversion?”. All of those things, and so we develop content on our pop-up that helps to solve for that problem and provides value again, in exchange for information.