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Return To Leads Article Archive   How an Information Product Strategy Develops Lead Generation Beyond Your Current Borders By Cindy King Businesses with strong international sales know how to use information products effectively in their lead generation strategies. Your business is probably already using these products, but are you getting all of the sales value you possibly can from them? Offline Information Products Businesses traditionally use offline versions of these products in the following ways: Special reports Case Studies PowerPoint presentations These are often used on a one-on-one environment, at a conference or at a trade event. And these special reports, case studies and PowerPoint presentations only have limited pass along value. Wasted Opportunity Online Most businesses simply put these same information products online. It is quick and simple. And that is all they do with it. The limited choice of products and how they are used offline is simply transposed online. This is a terrible waste for your of what can potentially be a great sales generating product. You need to give these more exposure so they can give you more sales power. Very often your company\'s knowledge and expertise can be represented through this existing material. They represent your company. They are sales documents and should be treated as such. Online Information Products Online material is promoted differently than offline. Online, there is a wider choice of information products. The simple report can be promoted in many different types of information products: A PDF document An E-Book A Special Report A Guide Choice Of Online Information Products There are also a wider variety of information products. The same special report can be re-formatted and presented online as: An E-Course sent in multiple emails A Video An Audio A Teleseminar A Webinar A Newsletter And even a software. This wide variety of modern products combined with internet marketing creates a dynamic environment where you can incite your readers to go from one on from one information product to another or directly your landing page. This way you can create a real sales presentation to prospects before even meeting them. Examples Of Use If you give one type of handout at an event for example, you can start your sales presentation there. Ask your clients to go on to a newsletter and continue your sales presentation there. You can then ask him to continue with a teleseminar and then an e-course and so on. Each time you build on your sales presentation. The Special Ingredient In order to this you need to place links and call to actions in appropriate areas. Not links to dozens of locations, but carefully targeted locations. This is what is usually missing in the offline report you simply place on your website. You must think about what your prospect needs to hear and when he needs to hear it in order to buy from you. Only then do you start to create the material necessary to respond to each one of these needs and include the necessary links and call to actions to get your prospects from one step to the other. Types Of Links The links you can include into your information product can have different goals: Get your reader to the next point, Create traffic to your website Generate feedback for your market research Generate referrals to other prospects But don\'t be confused by this choice of links. You should not link to everything from one information product. Link Strategy You need to give some thought into the links you choose to incorporate into your information product. It all depends what your intention is for each item, and you will get better results with fewer choices. Internet marketers typically create one product for one specific action. Information Product Strategy This is why internet marketers create an information product strategy. There is an information product for various points of contact with your prospects. Each information product targets the most obvious need for the prospect at that particular point of the sales process. The easiest way most people find to start, is to start with a free ebook in exchange for signing up for a free newsletter. The newsletter is then used to promote other information products. The B2B newsletter will also include some form of interaction device to get feedback from readers. This feedback is used to create another information product. Ideal Lead Generation Tool A good lead generation process includes: Interlinking both online and offline versions of sales material Using a variety of formats A steady call to consume additional information Regular promotion - both online and offline Information products can be used for more than branding tools and one on one persuasion tools. Promote your all of your available information both online and offline to create an active lead generation process. Target your information products to foreign markets and you have an easy cost effective way to get international clients. Are you committed to speeding up your international sales cycles? Learn how to combine cross-cultural marketing tools and international sales strategies for faster sales. Join us on the International Sales Road Map Would you like to develop your international business? Are you a beginner at international sales and marketing? Read the Beginners Guide Discover Your International Business Cindy King is a Cross-Cultural eMarketer & International Sales Specialist, aligning businesses with different cultures. She has over 25 years field experience in international business development and helps mid-sized business owners create international business development strategies that shorten time to profitability. keywords: online | offline | information product strategy | international business Auto Insurance Leads

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