Imagine you’re walking through a crowded street market, and you come across a beautiful piece of jewelry that catches your eye. You’re intrigued, but the seller tells you that in order to see the full range of their products, you need to provide your contact information. At first, you may hesitate, but then you realize that this is a smart marketing strategy – by offering exclusive content in exchange for your contact details, the seller is generating leads and building a relationship with potential customers. This is the power of gated content, and it’s not just limited to street vendors.
In the world of digital marketing, gated content is a proven tactic for generating leads, and we’re here to show you how it can work for you.
What is Gated Content?
Gated content refers to online material that is hidden behind a form or a barrier, such as a registration page, contact form, or subscription page. In other words, it is content that can only be accessed by users who provide their contact information or some other form of personal data.
This could include things like whitepapers, e-books, webinars, case studies, videos, and other types of content that are valuable to the user. The idea behind gated content is that by offering something of value in exchange for contact information, businesses can generate leads and build a relationship with potential customers. Gated content is a popular strategy for businesses looking to grow their email lists, build brand awareness, and drive conversions.
How to Generate Leads with Gated Content?
Gated content is a popular marketing tactic used by businesses of all sizes and industries to generate leads. By requiring users to provide their contact information in exchange for access to valuable content, businesses can build a database of potential customers that they can then nurture and convert into paying customers over time.
But how exactly do you create and promote gated content that effectively generates leads? Here are some tips and best practices to keep in mind.
i. Create valuable content
The success of your gated content strategy hinges on the quality of the content you’re offering. Your content should provide real value to your audience and address a specific pain point or problem they’re facing. This could be an e-book, whitepaper, webinar, or exclusive access to a tool or resource.
When creating your content, think about what sets you apart from your competitors and what you can offer that they can’t. Your content should showcase your expertise and give users a reason to choose you over other businesses in your industry.
ii. Use a strong call-to-action (CTA)
Your call-to-action (CTA) is part of your content that encourages users to fill out your form and provide their contact information. To be effective, your CTA should be clear, concise, and eye-catching. It should also clearly explain what the user will get in exchange for their contact information.
For example, instead of simply saying “Download now,” your CTA might read “Download our free e-book and start improving your productivity today.”
iii. Keep the form short
People are more likely to fill out a form if it’s quick and easy. To maximize conversions, keep the number of required fields to a minimum. In most cases, asking for a user’s name and email address is sufficient. If you need additional information, consider adding optional fields that users can fill out if they choose.
iv. Offer a preview
If you’re having trouble getting users to fill out your form, consider offering a preview of your gated content. This could be a few pages of your e-book, a short excerpt from your webinar, or a sneak peek at your tool or resource. By giving users a taste of what they can expect, you can help convince them to fill out your form and access the full content.
v. Promote your gated content
Once you’ve created your gated content, it’s important to promote it to your audience. Make sure you’re promoting your content on your website, social media, and other relevant channels to maximize visibility and attract potential leads.
Consider using paid advertising to promote your content to a wider audience. For example, you might run a Facebook ad that targets users who have expressed interest in your industry or who match your ideal customer profile.
vi. Follow up quickly
When someone does fill out your form, make sure you follow up quickly with a thank you message and any additional information or resources you promised. This can help build goodwill with your audience and establish a positive relationship from the start.
Consider adding users to an email nurture sequence that provides them with additional value and helps move them further down the funnel.
vii. Use a CRM tool
As your list of leads grows, it’s important to have a system in place for tracking and managing your interactions with them. Consider using a customer relationship management (CRM) tool to help you stay organized and prioritize your outreach efforts.
A CRM tool can help you identify which leads are most promising and provide you with valuable insights into their interests and behavior. This can help you tailor your messaging and outreach efforts to better meet their needs and increase the likelihood of converting them into customers.
Gated content can be a powerful tool for generating leads and driving business growth. By creating high-quality, valuable content that is gated behind a form or subscription wall, businesses can attract and engage their target audience, while also capturing important contact information for follow-up and nurturing.
To make the most of gated content, it’s important to approach it with a strategic mindset and a focus on providing real value to your audience. By understanding their needs and interests, and tailoring your content accordingly, you can create a win-win scenario where both you and your prospects benefit.
So, whether you’re creating ebooks, webinars, whitepapers, or any other form of gated content, be sure to keep your audience at the forefront of your mind, and always strive to deliver content that is informative, engaging, and truly valuable. With the right approach, gated content can be a game-changer for your lead generation efforts, helping you to attract new prospects, build relationships, and drive revenue growth for your business.
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