The Truth About Content Marketing: What Your Lead Gen Team Doesn't Want You to Know
What You Should Do
Two strategies are emerging:
- Stop taking email addresses when you don't need them.
- Start writing more effective, responsive prospecting emails
I'll tackle No. 1 above in this post. For help with No. 2, please click the link above and I'll see you at the Direct Marketing IQ free Brunch & Learn webinar on Aug. 20.
So, the most effective solution is to un-gate high-quality content. A handful of small business owners have been piloting this bold approach-dealing with the problem head-on.
I have made the commitment myself as a B-to-B marketer. Increasingly, I am NOT demanding an email address for my "lead gen bait" (give away) unless it is needed to deliver the content.
In other words, you don't need an email address to give-away the e-book or whitepaper. So don't ask for it.
Give the content away—no strings attached. Experiment with this strategy today. Literally. Next time you're setting up a landing page for gated content, ask yourself, "Do I need to take an email address from the prospect to deliver the content?"
If you don't need it, don't take it. Give it away.
Put your call to action (for a real email registration) inside the publicly available e-book or whitepaper.
Also, don't forget to focus on outbound email efforts—improving your LinkedIn InMail response rate.
When to Request an Email Address
Yes, there are times you do need a prospect's email address, and should ask for it. In particular, after you've given away the initial content and created sufficient hunger for the next lead generation offer; the time when you take the real email address in exchange for a series of content-or content that requires an email.
For example, when you give away a series of email tips, video tutorials or a string of content that the subscriber is hungry for. Or when your prospect wants to attend your webinar. Registering for the webinar gives them the ability to be reminded via email and, also, pose a question to your webinar host.