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The Dos and Don’ts of Gating Content for Lead Generation

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Many people draw a fine line between pop-up ads and gated content. Both can come across as obnoxious, and — if you’re not careful — blocking access to content with an in-your-face landing page can rub your audience the wrong way.

Published in: Marketing
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The Dos and Don’ts of Gating Content for Lead Generation

  1. The Dos and Don’ts of Gating Content for Lead Generation Sam Brennand Customer Success Lead #uberflip
  2. HOUSEKEEPING! Get your tweet on and join the conversation with #uberflip We’ll send slides and the recording Q&A at the end - ask questions in the chat box! (If we run out of time, tweet us!) Uberflip demo at the end The Dos and Don’ts of Gating Content for Lead Generation #uberflip @uberflip @sambrennand
  3. THE BASICS GATED CONTENT NON-GATED CONTENT ▪ Content that can be accessed without having to provide information through a form or a CTA ▪ Typically: blog posts, YouTube videos, social media posts, etc. ▪ Anything behind a form or a CTA that requires the user to trade information for access ▪ Typically: eBooks, webinars (like this!), white papers, etc. The Dos and Don’ts of Gating Content for Lead Generation #uberflip @uberflip @sambrennand
  4. WHY GATE CONTENT? ▪ Great way to generate leads ▪ Demonstrates the inherent value of the content you’ve worked hard to create ▪ Helps filter out prospects and customers versus people who are just browsing The Dos and Don’ts of Gating Content for Lead Generation #uberflip @uberflip @sambrennand
  5. WHAT TRIGGERS PEOPLE TO “BUY” CONTENT? ▪ Value ▪ Start with a conversation ▪ Play the “long game” to build trust and a relationship before you ever ask for a conversion The Dos and Don’ts of Gating Content for Lead Generation #uberflip @uberflip @sambrennand
  6. The Dos and Don’ts of Gating Content for Lead Generation #uberflip @uberflip @sambrennand
  7. JASON MILLER LINKEDIN: “The content purists will tell you not to gate any top of the funnel content. I say gate content if it has value.” The Dos and Don’ts of Gating Content for Lead Generation #uberflip @uberflip @sambrennand
  8. JAY BAER YOUTILITY: “Youtility is marketing that is so useful that people would pay for it” The Dos and Don’ts of Gating Content for Lead Generation #uberflip @uberflip @sambrennand
  9. THE GOLDEN RULE If you’re going to gate your content, you must provide some serious value to be successful! The Dos and Don’ts of Gating Content for Lead Generation #uberflip @uberflip @sambrennand
  10. TO GATE OR NOT TO GATE THAT IS THE QUESTION The Dos and Don’ts of Gating Content for Lead Generation #uberflip @uberflip @sambrennand
  11. GOALS The Dos and Don’ts of Gating Content for Lead Generation #uberflip @uberflip @sambrennand
  12. SO WHAT ARE YOUR GOALS? Create content What is your goal? More leads Increase awareness and reach Is the content high value? Yes! No Do you have a large enough audience? Not gated No Yes! Gated content The Dos and Don’ts of Gating Content for Lead Generation #uberflip @uberflip @sambrennand
  13. HOW TO GATE CONTENT: 2 APPROACHES (1) LANDING PAGES (2) OVERLAY CTAs The Dos and Don’ts of Gating Content for Lead Generation #uberflip @uberflip @sambrennand
  14. 1. LANDING PAGES ▪ Keep forms short to increase conversions ▪ Progressive profiling can help ▪ Keep forms longer if you want to weed out low-quality leads and spammers ▪ Design matters The Dos and Don’ts of Gating Content for Lead Generation #uberflip @uberflip @sambrennand
  15. Responsive Descriptive (highlighting the value and explaining the purpose) Images Number of fields weeds out “fake” leads Clear call-to-action The Dos and Don’ts of Gating Content for Lead Generation #uberflip @uberflip @sambrennand
  16. Responsive Brief description (straight to the point) Large, attention grabbing image dominates page Clear calls-to-action The Dos and Don’ts of Gating Content for Lead Generation #uberflip @uberflip @sambrennand
  17. PROBLEMS ▪ Process can be long ▪ Lots of drop-off opportunities ○ Fill out form ○ Go to ‘Thank You’ page ○ Go to ‘Download’ page ○ Read eBook The Dos and Don’ts of Gating Content for Lead Generation #uberflip @uberflip @sambrennand
  18. 2. CTA Overlays ▪ Keep the focus on your content ▪ It’s all about the message! ▪ Using progressive profiling to increase conversion rates The Dos and Don’ts of Gating Content for Lead Generation #uberflip @uberflip @sambrennand
  19. Responsive Compelling messaging Eliminating steps Limited fields (using progressive profiling) The Dos and Don’ts of Gating Content for Lead Generation #uberflip @uberflip @sambrennand
  20. Responsive Fun and engaging copy 5 second delay (“carrot”) Limited fields (using progressive profiling) The Dos and Don’ts of Gating Content for Lead Generation #uberflip @uberflip @sambrennand
  21. LANDING PAGES vs. CTAs HOW DO YOU DECIDE? The Dos and Don’ts of Gating Content for Lead Generation #uberflip @uberflip @sambrennand
  22. LANDING PAGES: CTAs: ▪ Use landing pages when there’ s no need to direct people to a piece of content afterwards ▪ Use landing pages when the offer is complex and requires explanation ▪ Use CTAs when the “next step” is consuming a piece of content immediately ▪ Use CTAs to keep conversion rates high The Dos and Don’ts of Gating Content for Lead Generation #uberflip @uberflip @sambrennand
  23. REMEMBER TEST, TEST, TEST The Dos and Don’ts of Gating Content for Lead Generation #uberflip @uberflip @sambrennand
  24. The Dos and Don’ts of Gating Content for Lead Generation #uberflip @uberflip @sambrennand
  25. The Dos and Don’ts of Gating Content for Lead Generation #uberflip @uberflip @sambrennand
  26. KEY TAKEAWAYS ▪ Gate high value content that was created with lead generation in mind ▪ Use CTAs to keep conversion rates high ▪ Don’t make people jump through too many hoops (remember, you’ll be nurturing them afterwards!) ▪ ABT - Always Be Testing The Dos and Don’ts of Gating Content for Lead Generation #uberflip @uberflip @sambrennand
  27. THANK YOU! QUESTIONS? @uberflip info@uberflip.com hub.uberflip.com #uberflip

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