The Truth About Content Marketing: What Your Lead Gen Team Doesn't Want You to Know
You will do well with this tactic. People know they'll be missing out on the content if they supply a bogus email address.
Rather than labeling your email field "email" use the phrase "your best email address" as a subtle reminder. Be sure to make it clear to the subscriber that they will miss out on the content they want if they do not give you their "best" email address. Try it, it works!
Bottom Line: Fewer Leads, Better Quality and Stronger Conversion
Giving "starter" content away creates fewer inbound leads. This is true. However, you'll receive higher lead quality and better conversion-to-sale ratios from the leads you generate.
Here's why. This strategy:
- Is honest: it's a refreshing, welcomed approach to starting a broad conversation w/ buyers
- Filters: only the most qualified leads respond to your second offer
- Converts: because reps & dealers waste less time on chasing bad leads
Let me know how you feel about this trend and my solutions in comments? Good luck!