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Opting out of opt in resources - B2B inbound Marketing for ROI

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Word-of-mouth certainly affected us, but in the best way possible—people couldn’t stop talking about the “beautifully designed eBooks housed Help Scout’s site,” and on customer service no less!
From a strategic standpoint, they helped us establish an early footing for our blog. As we managed to land on great business sites like FastCompany and Copyblogger, we found having an incentive to offer their readers far and away outperformed linking to our homepage and hoping for the best (example below).

Why show them to newsletter subscribers only? Sure, we do have a small army of 35,000+ people, but one golden rule of content is if 10,000 people love it, 100,000 people will love it. Once the traction is there, it’s just about scaling up to a new audience. Your job simply becomes getting the content in front of them, and open resources make this much easier.

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Opting out of opt in resources - B2B inbound Marketing for ROI

  1. 1. WHY OPTING OUT OF OPT-IN RESOURCES - KNOW THIS THEORY Your business will face multiple crossroads
  2. 2. OUR RESOURCES BEHIND OPT-IN PAGES • We faced a recent conundrum of this sort in regard to content: is it really the right approach for us to gate some of our resources behind opt-in pages?
  3. 3. THE GENESIS OF OUR RESOURCE PAGE • The thing is, our company has been built on content. Doing right by customers via free education has been the strategy that has carried our business to where it is today. Needless to say, we take content very seriously. • We’re a company that truly believes in looking after customers. We want ease of use and long-term value for each piece of content we create, and the resources we put out need to reflect that. Working to maximize the short- term value of each transaction rarely scales. If you hoard information, for example, today your prospects will simply click and find it somewhere else.”
  4. 4. • It began as I’m sure many do—we wanted to have that little something extra to show our appreciation for folks kind enough to give our newsletter a chance. As it was just finding its legs at the time, it made sense to add an element of exclusivity for people who chose to follow along via our preferred medium. • Truth be told, it worked well then and it certainly works well now. Email is a channel guarded like few others, and word gets around fast if your company is overly aggressive or irresponsible with people’s emails. • Word-of-mouth certainly affected us, but in the best way possible—people couldn’t stop talking about the “beautifully designed eBooks housed Help Scout’s site,” and on customer service no less! From a strategic standpoint, they helped us establish an early footing for our blog. As we managed to land on great business sites like FastCompany and Copyblogger, we found having an incentive to offer their readers far and away outperformed linking to our homepage and hoping for the best (example below).
  5. 5. BUILDING A RESOURCE PAGE, WITH A MULTITUDE OF METICULOUSLY DESIGNED EBOOKS
  6. 6. STORM THE GATES: CONTENT OPEN FOR ALL • Building a resource page, with a multitude of meticulously designed eBooks, also served to win over those on the fence about subscribing to a new blog. I’ve personally received dozens of emails that have read: “We found you guys through [X resource], and have been • reading the blog ever since!” • These weren't “bribes,” they were bonuses, and qualifiers that sorted out people who were truly interested in customer service content that was a bit different than what was out there. If you were willing to enter your email to get great customer service information, it was obvious that our blog would be to your liking. • The transition to open resources, once the topic had been up for debate, honestly came down to a few simple arguments.
  7. 7. • The long term value of reciprocity. That's a subject we tackle a lot on this blog—the practice of giving without an ulterior motive and allowing the goodwill to make its way back to us. We believe open resources will accomplish that. This is an ongoing experiment that I’d love to update you on, but the gut feeling is that the love comes back tenfold when you give and ask for nothing in return (even a simple email sign up). • Why show them to newsletter subscribers only? Sure, we do have a small army of 35,000+ people, but one golden rule of content is if 10,000 people love it, 100,000 people will love it. Once the traction is there, it’s just about scaling up to a new audience. Your job simply becomes getting the content in front of them, and open resources make this much easier.
  8. 8. CONTACT US • About Prabhakar Dalvi SEO and SMO, SEM with over 8 years of experience in Google Analytics, Webmasters, Google Adwords, Content Management, Email Marketing, Social Media, Search Engine Optimization, Analysis and more. Follow him on Google+. • prabhakara.dalvi@gmail.com • mobil : 09664509906 • Mumbai, India • http://www.www.prabhakaronline.com • Source : http://guestpostbloggerworlds.blogspot.com/2014/05/why-opting- out-of-opt-in-resources-know.html

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