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To Generate B2B Leads, Give Away Tools

You should be giving away free stuff. As lead generation goes, it’s a tested and proven method of gaining leads (if you scroll down to the bottom of any page on this website, you will see the free Smart PR Communications tool). The concept is simple:


1. Create a tool that your target market wants.

2. Give it to them for free.

3. They give you their email address.

4. And then, Voila, you have a lead.


A conversion rate of 10-11% is reasonable. This means that even if the traffic isn’t astronomical, that’s a heck of a lot of leads. Following are a couple of guidelines.


Your free tool should be digital.

The idea behind free tools is that they can be delivered instantly in exchange for an email address. The best option right now is some digital transfer. Just because your tool is digital doesn’t mean it’s going to be free to you. It will, of course, cost time if nothing else, and it may also require the services of a content writer, programmer, or other contract or in-house professionals.


There are other options, aside from ebooks.

eBooks aren’t the only digital tool that you can provide. Whatever you choose to give away, make sure it’s directly relevant to the audience to which you’re marketing. Whether its free vector images, royalty-free photographs, WordPress templates, fonts, gifs, or some other widget, make it, promote it, and give it away.


Bottom line

Directly meet the needs of your target audience with a free digital resource. Regardless of your industry, people are willing to exchange their email addresses for free stuff--as long as it's at least an even exchange--meaning whatever you are offering needs to be worth an email address.


Much of the above is from an excellent Crazy Egg article on lead generation. Read additional effective ways to generate leads in subsequent blog posts here. For a no cost discussion of your situation and the volume of quality traffic we can drive to your website via organic search call 630-363-8081 or email

jeanna@smartprcommunications.com. Scroll down to the bottom of any page on this website to get a free automated technical analysis of your website.

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