So you’ve done a great job developing and implementing your lead magnets and you’ve got some traffic coming into MOFU (Middle of Funnel). You can continue to nurture your leads carefully down the tube until you feel they’ve reached SQL (Sales Qualified Lead) stage, or you can choose to ramp things up a bit.
Tripwires are low-dollar offerings that are (hopefully) perceived as high-value by potential customers. Generally, they are extended immediately after a customer has opted into the lead magnet and their #1 purpose is to get people to part with those initial few dollars that will shift them from potential customer to actual customer.
Since tripwires follow closely behind lead magnets, they typically exist in MOFU, which means they make conversions happen more quickly and get customers acclimated to giving you their money before they even set foot in BOFU (Bottom of Funnel).
Tripwires can be anything from useful content to trial memberships to sample packs; really anything prospective customers recognize as an incredible bargain. And not only can a good tripwire establish new relationships, but as Digital Marketer points out in its “Content Marketing Mastery” certification course, some have even been known to cover the cost of traffic.
Tripwire’s Hidden Talent
While contingent upon getting all the numbers right, it is possible for tripwires to cover most, if not all, of the cost of traffic your lead magnet brings in.
Let’s say you’ve found a host that charges $.60 per click and your awesome lead magnet garners 1000 clicks. If 50% of those opt in and give you their contact info, you now have 500 new leads for a cost of $600.
Now you’re going to follow up with your spectacular $12 tripwire offer and reel them in. But even if only 10% of those leads take your offer, you’ve now gained 500 leads at zero out-of-pocket cost, since 50 x $12 = $600.
Not bad for such a small chunk of well-placed, well-timed incentive.