5. Convert with a Call to Action
Convert more leads by using an enticing call to action within your free content. “The most basic offer is simply contact firstname.lastname@example.org or visit this URL for more examples or a case study, but a more compelling offer might be a free assessment,” Stelzner says. One of his clients, a B-to-B printer, offered 500 free business cards as a premium tied to a whitepaper. “That was really compelling because they were targeting the ultra-small business owner, and that business owner was looking to improve their marketing. The whole paper was about marketing your business on a shoe-string budget,” Stelzner says. Within 60 days, 5,000 leads registered to read the paper, and because of the free business cards, 10 percent of those became paying clients.
6. Work in Widgets
“For B-to-B, news is king … It’ll be interesting to see how people start pushing information widgets as another way to get content in front of customers on a constant basis,” Flynn remarks. Widgets that distribute industry news and free-content offerings will be valuable platforms to tie in with whitepapers and studies. Flynn explains that for one of his clients, a metals pricing company, a widget that broadcasts updates on metals trading news would be highly desirable for that company’s audience. “Companies are trying to use this new media to build deeper relationships, in a sense that they’re providing a lot of value, that they’re helping people absorb all of this information flying at them,” he concludes.