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Lead Generation: 2 questions every marketer should ask themselves about prospect motivation

December 23rd, 2013

Originally published on B2B LeadBlog

The most important factor to keep in mind when creating your landing page is your prospects’ motivation.

Highly motivated prospects can make for highly motivated leads if your landing pages deliver the right message to the right prospect at the right time.

However, it’s the prospects who are not highly motivated that you need to worry about. They will quickly deter from your page unless you can convince them your product or service will provide them with more value than they need to exchange for it.

In today’s post, I wanted to share with you two questions to ask yourself about your prospects’ motivation, which will help you match your landing page content to your visitors’ motivation and ensure their expectations are met.

Who are my prospects?

First, you must ask yourself, “Who are my prospects, and where are they in the purchase cycle?”

Generally, your site will see three types of visitors.

  • The window shoppers – These are prospects who are very early in the sales cycle. They aren’t completely sure about all the details behind what they are looking for, so they are browsing to gain a general sense of the market and the options available to serve their needs.

Window shoppers may have little to no motivation and need greater convincing that they have a need for your product or service.

  • The researchers – These are prospects who know what they are looking for and are most likely comparison shopping.

Researchers have moderate motivation. They are interested in your product, but are looking for that extra boost. What sets your product apart from the competition? You could solve for this by providing an incentive, or guaranteeing a price match.

  • The patrons – They know what they want and are just looking for the next step in the purchase cycle.

Patrons are just looking to complete their transaction. Streamlining the purchase process to make it as clear, quick and easy as possible should be your main goal.

Recognizing which types of prospects are frequently visiting your pages is the key to appealing to those who need the biggest push.

Also, using copy and images on your landing pages that directly support the value proposition of your products or service is a big step toward helping you communicate and appeal to all prospects.

Does our landing page deliver on the expectations we are setting?

The second question to ask yourself is rooted in how your visitors arrive to your landing page.

Did they click on a highly incentivized banner? Or do you have targeted PPC ads on social media or a very specifically themed blog? The point I want to stress here is that whatever you promise in the prior step of the funnel is what they want to find in the next.

If most of your traffic is coming from banners that promise a $100 gift card incentive, then immediately address that incentive on your page; that’s what your visitors will be looking for because it is most likely what motivated them to click on the banner. If a large portion of your traffic is coming from PPC ads, consider what page that ad is on.

For example, if your visitors are coming from an ad on a blog specifically about a review of analytics platforms, they are most likely perusing analytics platforms or some other relative software to try and find the right one. Use this knowledge to you advantage.

Again, most prospects are not sales ready, so it’s your job to convince them that when they are ready, your product or service is the perfect fit for their needs.

As you will find, getting millions of visitors to your page will be insignificant if it doesn’t match their motivation for going to it. Always, always, always think about what your visitors wish to achieve by visiting your page, and how they got there.

Remember, you can always make multiple landing pages to match the different motivations of your unique visitors, but you only have one shot at a lasting impression.

Related Resources

Email Marketing: How do you create excitement around the content you have?

B2B Marketing: 6 essentials for testing your teleprospecting

B2B Marketing: 3 simple tips for creating PPC ads

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