One of the best tricks we’ve seen from the sharpest video content creators in the industry is that they provide free samples of their brands or products so potential customers can get a taste of what to expect. Since this often serves as a prospect’s first impression, savvy businesses are willing to give samples of even their very best content away for free. Seriously! Put yourself in your customers’ shoes – if you’re getting great stuff as a sample, then imagine how great the paid content will be!
Here are some best practices on how to effectively sample what you’re selling to generate more customers and leads quickly and easily, without breaking the bank:
Offer Something of Value
A good place to start is by focusing on your audiences’ biggest problems. Sample what you’re selling by showing how you can help them solve their problems. But don’t give them everything at once … keep them wanting more from you. This technique helps you establish yourself as an expert and build trust with your audience. Sharing valuable content, whether it be educational, informational or inspirational will in turn result in others sharing your great content.
In today’s world where consumers are constantly plugged in, great content can go viral in a matter or minutes. Strive to offer samples of your product that are interesting, shareable and accurately reflect your brand and what you have to offer.
Develop Your Brand Identity
Make sure your sample reflects who you are as a person, or as a brand. If white papers are too corporate for your audience, perhaps an off the cuff video would be more authentic and appropriate.
Additionally, the free content you share doesn’t necessarily have to be created by you. For example, your social media followers or email list may benefit from a link to a video or article created by someone else, but one that you found interesting. Stick to original content for capturing email addresses, however, even sharing others’ great content on an ongoing basis can help strengthen your positioning with your audience.
Also, one of the best ways to develop your brand identity with your audience is by offering them a free trial of the products you are selling! What better way to give them a sense of who you are, what you do and what you’re all about?
Repurpose Your Existing Content
We all know that time and resources are scarce. One of the quickest ways to create a free download is to repurpose something you’ve already created, like a blog post or paid video content. Consider converting a popular blog post into a visually pleasing infographic that you make available for download to your audience, simply by asking them to enter their email address. Or turn it into a printable PDF that they can post in a prominent place and reference any time (featuring your logo and website of course). Or, consider editing some of your paid video content into a bite sized clip that will add value, but leave them wanting more (your paid product, of course).
Forget the Pitch… Save it For the Follow Up
Although you’ll want to be sure any free download content you create is branded with your company logo, website and contact information so that prospects can easily get in touch with you, save the hard sell for later. By focusing on adding value and building trust first, you start to establish yourself as the expert with great content and steer clear of the sleazy salesperson rep. Once you’ve captured a prospect’s email address, there will be plenty of time later to follow up and pitch your goods. There are, however, exceptions to this rule. Sometimes it can be very beneficial to sell right away. Use your gut as your guide.
Ask for Something in Return
Anytime you’re offering something unique and of value to your audience, it’s good practice to link all marketing efforts (social media, advertising, guest posts, etc.) back to your website and/or product content. If you’re offering your audience a free trial or free download so they can get a taste of the great stuff you have to offer, be sure to capture their email address too so that you can follow up with and remarket to them later.
We’d love to hear about the great ways you’re sampling your content to your audience! Simply drop us an email and share your story for a chance to be featured on our blog.