the episode

A great auto response campaign starts with an exchange, you offer something of value to a prospective customer, and in return, they give you their contact information. What can you trade?  What is your inbound offer?

The short answer is anything; any information that you have access to, that a prospective customer might be interested in. Here are just a few examples:

Industry data, survey results and how-to guides. Customers always want to know how other people use your product or service. Case studies also answer those same questions. Consider creating white papers, resources, checklists, and scorecards. Customers are always curious how they stack up to other customers.

You can also create invitations to special events, discounts, or product previews.  And one of the the very best thing to offer is something you probably already have , a collection of your blog posts. Sure, they can read them one at a time on your website, or you can pull together some of the most popular posts, bundle them in one white paper and offer them in exchange for contact information.

Curious about what to do next?  Be sure to check out the next session of Inbound Basics webinar. 

about the marketing minute

Each week, host Lorraine Ball shares just a few words on a marketing topic. She boils down creative ideas, practical tips, and decades of real-world experience into a mini podcast which is always less than two minutes.

Look for these mini bits of marketing inspiration every Sunday.  Then come back and enjoy the longer interviews every Thursday.

Look for the mini podcasts and full episodes on iTunes, Spotify, Google Play and wherever you listen  to podcasts.