After several years of working the corporate grind, Cherise Washington caught the entrepreneurial bug and started her own financial planning business—Rainy Day Financial Planning.
Increasingly, potential and existing clients are coming to her for advice about whether they should put extra savings into their retirement account or their child’s college fund. To attract new leads, Cherise decides to share her expertise in a free report that provides tips and strategies for funding the future. She promotes the report online using organic methods like PPC and banner ads on local websites popular with her target audience.
Using Infusionsoft’s Drag-and-Drop Web form Builder, Cherise creates a lead capture form to place on the report’s landing page.
Cherise follows best practices for web forms and asks only for the information she needs: name and email address. She knows that, according to permission-based email marketing guidelines, she won’t be able to send other marketing communications to these contacts, so she smartly includes a checkbox that gives contacts the option to opt into other messages.
Confirmation and Download Email
Cherise uses Infusionsoft’s automation capabilities to trigger a confirmation email directly to contacts once they submit the form. The email thanks them for their interest and invites them to download the report by clicking a unique link within the email.
Infusionsoft’s reporting tools allow Cherise to see real-time click-through results. She also attaches a tag to the link so that she can track who clicks the download link, which gives her the information she needs for additional follow-up.
Because Cherise has tagged the link in her confirmation and download email, she knows which contacts to follow up with to ensure they download her valuable report. She creates an email in Infusionsoft reminding them about the report and then schedules it to deploy the next day to only the people who haven’t yet downloaded the report. She uses a different unique link so she can track the results of this email versus the first one.
Though the report offer wouldn’t necessarily expire, Cherise sends one more email three days later with a final reminder to download the report. In addition, she links to two of her other popular reports. Each of these links is uniquely created so she can see the results for each communication and tag click-through appropriately.
Offering a free report is the perfect way to establish your credibility and expertise with target customers. Like Cherise, pay attention to permission-based marketing practices when setting up your data-capture form.
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