There’s a reason why technology companies are some of the most powerful brands in the world. They have a very distinct ability to influence people. However, to do that, they need to continuously fill their sales funnel with qualified leads that can be converted into happy, loyal customers. Lead generation for technology companies can be tricky. Many factors go into it, and it takes time to develop the right strategy.Continue reading
As Apple’s iOS 15 update rolls out, it’s time to take stock of how this change may impact your email marketing. The update was officially released on September 20, and while it initially had email marketing professionals up in arms with news of new privacy features, has it had the shocking impact that had so many worried?Continue reading
To build a winning B2B sales strategy, you must first create a strong buyer persona. But to do so, you need to know who your ideal prospect is.
By understanding your buyer persona, you can develop your messaging to highlight your company’s products and services and build a more relevant experience for your prospects.Continue reading
Machine learning has become a mainstay in the world of digital marketing, and we’ll be seeing it come into new applications in the near future. But can it be used to help with conversion optimization? Absolute – and many big brands are already using machine learning in conversion optimization.Continue reading
Cybersecurity is a hot industry, and for a good reason! Cybercrime is costing the world billions of dollars, and companies are getting hacked left and right. Every business needs to protect its data and networks from cyberattacks. As a cybersecurity company, you can help your clients fight back against hackers and cybercriminals. But to do that, your team needs to know how to market a cybersecurity company to potential clients.
Cybersecurity Companies Are Growing Fast
The cybersecurity market is growing fast. According to Statista, the cybersecurity market is expected to his approximately $217.9 billion by the end of this year. However, the market is expected to grow significantly in the next five years, reaching nearly $345.4 billion by 2026.
That’s because the cyberthreat landscape is constantly changing. Hackers are getting more sophisticated, and cybercriminals are getting better at finding new ways to attack your clients and steal their data.
That’s why businesses and other organizations are continuing to spend more on cybersecurity. In fact, studies show that businesses spend an average of between 5.6% and 20% of their IT budget on cybersecurity.
The good news for cybersecurity companies is that they can use their cybersecurity expertise to help their clients build a better defense against cyberthreats.
How to Market a Cybersecurity Company: 5 Strategies Worth Trying
When it comes to marketing a cybersecurity company, there are many different strategies you can use. But if you want your business to reach its full potential, you need to make sure you use the right ones.
Here are the five strategies you need to know:
1. Social Media Marketing
Social media marketing is the number one marketing method used by B2B marketing teams today.
It’s a powerful marketing tool and an excellent way to keep in touch with your current and potential clients.
- You can use social media for several different purposes, including:
- Promoting your company
- Generating leads
- Building brand awareness
- Increasing sales
But if you want to use social media to promote a cybersecurity company, you need to make sure you focus on the proper channels. This will depend on your target audience, their age, and where they spend their time while browsing social media.
2. Content Marketing
Content marketing is one of the most effective marketing strategies used by organizations of all sizes. It’s a great way to keep your clients and prospects informed about the latest trends in your industry. You can also use it to share tips and tricks to build a better defense against cyberthreats.
Content marketing can take on several different formats, including:
- Blog posts
- Video content
- Case Studies
- How-to Articles
Even better, once the content is created, there are dozens of available ways to distribute it to your audience, including email and via your social media platforms.
3. Email Marketing
Another excellent marketing method is email marketing. You can use email to send your clients and prospects a variety of information and updates, including:
- News updates
- Sales messages
- Updates on product launches
Email marketing is an excellent way to keep in touch with your clients because it’s one of the few marketing tools that can be used across all devices, including desktops, laptops, tablets, and smartphones.
Even better, email marketing is one of the only methods that allow you to keep in touch with those who actually want to receive your messages.
4. Paid Advertising
If you’re looking to promote a cybersecurity company, paid advertising is a great marketing strategy. Unlike other marketing methods, paid advertising allows you to direct your ads/content right to a specific audience. This is a great way to boost your company’s visibility and connect with your clients.
Depending on the platforms you’re utilizing, the options for placing paid advertisements are endless. These include:
- Google AdWords
- Facebook Ads
- LinkedIn Ads
- Bing Ads
- YouTube Ads
- Instagram Ads
- Pinterest Ads
- Twitter Ads
The only downside is that it’s one of the more expensive marketing strategies. But with a strong campaign, you can attract a wide range of clients.
Webinars are a great marketing strategy that allows you to broadcast live events to your clients. You can use webinars for a wide variety of purposes, including:
- Presenting new products and services to your clients
- Building relationships with your clients
- Educating your clients on the latest cybersecurity research
- Informing your audience of the latest threats/breaches
- Sharing training on how to maximize their security using your products/services
Webinars are an excellent tool because if you choose to record the event, you can then save and repurpose the content in various ways at a later date. You can take snippets of the webinar and share them on social media, or you can take facts/data from the event and use them to create a report or blog post that you can then share on your website and as part of your next email campaign.
This form of video content is worth exploring, especially as more consumers turn to videos than more traditional content when searching for information about a brand or their products/service. One study showed that approximately 96% of users found videos helpful when making a purchase decision, while 93% said they found videos helpful for instructions post-purchase.
Take Your Cybersecurity Marketing Up a Notch with ABM
When trying to find out how to best market a cybersecurity company, it’s vital that you look for methods to stand out from the competition. One way to do that is through account-based marketing (ABM).
ABM is the marketing and sales strategy that helps build lasting relationships with your clients by targeting their specific needs. It works especially well for those in the cybersecurity market because you must have a deep understanding of your audience, their problems, and how to help.
If you’re curious how AMB can help you market your cybersecurity company, then download your copy of our eBook, “Why Your Cybersecurity Company Needs an Account-Based Marketing Strategy.”
Whether you’re responsible for producing content or managing an entire content marketing team, monitoring content engagement metrics is vital.
Your content engagement metrics are the key to your content marketing strategy. You and your team spend countless hours creating the best content you can that addresses your audience’s needs, but if you’re not tracking your content’s success, you won’t know how to make the next moves.
How Important are Your Content Engagement Metrics?
Your content engagement metrics are vital to the overall success of your content marketing strategy. They help you monitor the success of your content strategy and play an essential role in helping you identify user behaviors and user needs.
As the content marketing industry continues to grow, it’s essential to understand what content engagement metrics you can measure to help you monitor and improve your content marketing strategy.
As analytics tools like Google Analytics continue to evolve and give you access to more and more data, you must take the time to understand which content engagement metrics are most important and why.
8 Content Engagement Metrics You Need to Know
Content marketing is an integral part of a successful digital marketing strategy. But how do you know if your content is effective? There are many different kinds of metrics that you can use to assess the effectiveness of your content. These eight metrics are some of the most important ones you should know.
1. Page Views Per Session
Page views per session tracks the total number of pages a visitor views during a single session. This metric is an important indicator of how much content a visitor is consuming and indicates how long a user stays on a page.
Page views per session is also an important metric for marketers to understand because it helps them measure how much time users spend on a page. This metric can help you determine which pages are most popular and which ones are less popular.
2. Time Spent on Site
Time spent on site is an important metric to measure because it can help you understand the amount of time a user spends on your website before exiting and heading somewhere else.
This metric is a great way to measure how much time users spend on your website. It can help you determine if your website is too slow or any issues slowing down your website’s performance, which can lead to a poor user experience.
3. Bounce Rates
A bounce is defined as a visitor who lands on your website but swiftly clicks off your page. Bounce rates are important to measure because they help you understand how much of your content is being ignored.
A high bounce rate can indicate that your content isn’t being read or that your website isn’t engaging with your audience. Bounce rates can also tell you if there’s a problem with your site’s performance or whether your content isn’t addressing the right audience.
You also want to pay particular attention to your bounce rate because it can affect your SEO if it gets too high.
4. Click-Through Rates
Click-through rates are important to measure because they help you understand how effectively your content converts visitors into leads.
When a visitor clicks on a link within your content, this is considered a click-through. The more clicks you have on a link, the more conversions you’re likely to have.
Click-throughs on a particular link can also help you understand the type of content your audience is interested in. This, in turn, can help you determine which types of content are most effective at converting leads and which types of content need to be improved.
Comments are an excellent way to measure how effective your content is at engaging with your audience.
A high number of comments on a specific post or blog can indicate that your audience is getting value from your content and that they’re interested in what you have to say.
However, just because a post has many comments doesn’t necessarily mean that your content is effective. Comments can be a sign of a positive user experience, but they can also be spam, so it’s important to pay attention to them and filter out the garbage.
When you publish content, you want to make sure that people are sharing it with others. If they’re not, you’re missing out on an excellent opportunity to reach new audiences.
Shares are a great way to measure the success of your content. When people share your content, it can lead to more likes, comments, and views on your content, which can help increase your overall reach.
Shares are also a great indicator that your content is of some value to the reader.
Conversions are the ultimate goal of any content marketing strategy. Conversions are essentially a metric that measures the effectiveness of your content.
When a user interacts with your content, they complete a goal or action. For example, a user may click on a call-to-action button to download a file, or a user may fill out a form to sign up for a newsletter.
Conversions are a great way to measure the success of your content strategy because they indicate that your content is effective at converting users into leads or customers.
8. Share Ratios
Share ratios are often defined as a post or piece of content’s amplification rate. Essentially, the share ratio of a post is the average number of shares per post. The share ratio is an important metric to measure because it’s a good indicator of how effective your content is at getting your audience to share it.
When a post’s share ratio is high, it indicates that your content is being shared a lot. That, in turn, can lead to more engagement with your content.
Learn More About These and Other Important Metrics Today
Taking the time to understand these content engagement metrics can help you monitor your content strategy and identify any issues preventing you from reaching your goals.
Want to know how your numbers stack up? Then download our Comprehensive Data Analysis Benchmark Report of B2B Content Engagement & Lead Conversions.
When it comes to marketing technology (martech), your martech stack is one of the most important things you need to take care of. When you have a stack of technology that is tailored to your business’s needs, it will work for you. However, many brands get wrapped up in all the new technology released. So much so that their stack often becomes bloated and inefficient, which is why martech stack optimization is so crucial.
What is MarTech Stack Optimization?
A brand’s marketing tech stack is a combination of software that you use to help you market your business. It can include software for advertising, social media, analytics, email, customer service, and CRM.
Today, there are thousands of available tools for marketing teams to use, and as new tools continue to be updated and released, it can be hard to stay in your lane.
The urge to try new tech tools often leads to a bloated stack. That’s why martech stack optimization is so important.
Martech stack optimization is the process of building your marketing technology stack to optimize all of your marketing efforts.
Unfortunately, when you have a bloated stack, it becomes inefficient and can hurt your business. If you don’t have the right tools in place, you won’t be able to reach your goals.
That’s why it’s so important to have a stack that is tailored to your business. Instead of wasting time and money investing in dozens of different tools, you want to ask yourself a few questions:
- What are your marketing goals?
- Which technology/tools will help you reach those goals?
- Do they need to work together? Or can they be used independently from one another?
- What is your budget?
Answering these questions are the first steps in your martech stack optimization. From there, you’ll want to move on to this handy checklist.
MarTech Stack Optimization: Your 8-Item Checklist
There’s no denying that optimizing your marketing technology stack is crucial for your digital marketing success. Approximately 86% of marketers say they invest in martech stack optimization.
What’s important to remember is that it’s not enough to have the right technology; it has to be optimized for your goals. And while this checklist is by no means exhaustive, it should be a good starting point to ensure you’re getting the most out of your marketing technology.
1. A Content Management System
A content management system is a tool that allows you to create, edit, and manage content online. This is one of the most critical components of your martech stack because it enables you to create content that can be published on your site, social media, and email campaigns.
A content management system will allow you to create content for all of your digital campaigns. It will also make it easier to update your content and manage your content in one place.
2. An Email Marketing Platform
The next piece of your martech stack is your email marketing platform.
An email marketing platform is a tool that allows you to create, edit, and manage your email campaigns. It will give you the ability to create templates, send emails, and track your performance.
Most email platforms will also allow you to connect your data with your other marketing tools, allowing you to market to your audience based on their behavior.
3. An SEO Tool
SEO tools are essential for boosting your search rankings. They will allow you to track your keywords and monitor your search traffic.
Search engines like Google and Bing use SEO to rank websites. They look at a variety of factors, including how relevant a website is to a keyword, how well it is optimized, and how often people are searching for that keyword.
This is why SEO tools are so important. They will help you see where your site is ranking for keywords and where you can improve.
4. An Analytics Tool
Analytics tools help you understand what your audience is doing on your site and how they are engaging with your content. They allow you to see how often your audience is visiting your site, how many visitors you have, and where they are coming from.
Analytics tools will help you understand what is working and what isn’t to make changes that will improve your engagement.
5. A Mobile Marketing Tool
Mobile marketing tools are a must-have for any business. They allow you to reach your audience on their phones, so they can engage with you wherever they are. With mobile internet traffic making up 54.8% of all traffic, having a mobile marketing tool in place is crucial.
Mobile marketing tools include things like push notifications, mobile websites, mobile apps, and more.
6. CRM Software
A CRM system is a tool that allows you to store and manage your customer data. It will help you manage your customer relationships to stay in touch with them throughout the entire customer journey.
You can use CRM software to store customer demographic data, contact information, sales forecasts, and more. It will make it easier to track your customer interactions and see how you can improve your customer experience.
7. An Advertising Tool
An advertising tool is a tool that allows you to create, edit, and manage your advertising campaigns. It helps you track your performance and plan your advertising spend.
8. Automation Software
Finally, if you’re a growing brand, you will want to make sure your martech stack includes automation software that works with your most important tools. Automation software will allow you to automate your marketing tasks, so you can spend less time managing your marketing and more time doing what you do best: growing your business.
Make the Most of Your MarTech Stack
When it comes to marketing technology (martech), what you have in your stack can make or break your business activities. The right technology in place will help you reach your goals and make it easier for you to do your job.
But if you have a bloated stack, it can be hard to get things done. That’s why it’s crucial to optimize your stack.
Do you have a bloated MarTech stack that needs trimming? Then download our guide on how to make strategic cuts!
Leads are the lifeblood of any business. The best way to turn them into customers is through marketing. However, it can be challenging to determine which leads are qualified and which ones aren’t. Identifying and targeting marketing qualified leads (MQLs) is an essential part of a successful marketing strategy.
However, before diving into tips for tracking your MQLs, it’s crucial that you take a moment to understand what they are and why they matter so much.
What are MQLs?
Marketing qualified leads (MQLs) are leads that have demonstrated interest in your business but haven’t yet purchased from you. They are leads that have expressed some level of interest in your product or service – from a simple inquiry to a sign-up for your newsletter.
Why are MQLs Relevant?
MQLs are critical to a successful marketing strategy because they provide a source of customers that are already interested in your business. These are individuals who have:
- Added items to the shopping cart (then likely abandoned it for one reason or another)
- Downloaded a free eBook
- Filled out one of your online forms
- Have clicked on an ad to find your website
- Have contacted you to request more information
- Have repeatedly visited your website
- Provided you with an email address for a newsletter/mailing list
- Used your software demo
They’re an excellent start for building your customer base, and they also help you understand your audience.
With the right nurturing, MQLs are a golden opportunity to convert leads into qualified sales leads and eventually customers.
5 Steps to Effectively Track MQLs
Tracking MQLs stands out as one of the most critical tasks in online marketing. If you’re not doing it right, it could be costing you quality leads and money. Fortunately, there are several ways you can start tracking MQLs.
1. Define Your MQLs
The first step in tracking MQLs is to define them. At this point, you’re not looking for leads that are actively searching for your product or service. Instead, you’re looking for leads that have expressed interest in your business and need more information.
You need to take the time to sit down and outline what an MQL looks like for your brand. One of the easiest ways to do this is to create user personas. User personas are fictitious representations of the people who will use your product or service. These can be used to understand your audience’s needs and help define the behaviors your leads will engage in once they’ve expressed interest.
2. Track Demographic Data
Once you’ve defined your MQLs, the next step is to gather demographic data. This is an essential part of the process because it helps you understand the types of people who are interested in your products or services.
Demographic data typically includes:
To gather this data, you can use a variety of sources such as Google Analytics or Facebook Audience Insights.
This information can then be used to further define your MQL and help you plan and create your ideal customer experience.
3. Track Behavioral Patterns
While demographic data is important to track, it’s only part of the picture. The other part is behavioral data. Behavioral data is defined as the actions your leads engage in that help you understand how they interact with your brand.
You can measure and track a variety of behavioral patterns, including:
- Website visits
- Time spent on your website
- Lead forms filled out
- Leads that are added to your email list
Again, this data is important because it helps you understand your audience and their needs. It can also help you create more targeted content and lead nurturing campaigns.
4. Analyze Engagement
Engagement is the key to successful marketing. The more engaged your leads are, the more likely they are to take action, such as buying from you or signing up for your newsletter.
To better understand how engaged your leads are, you can use a variety of tools to track their activity.
Analytics tools are a great way to get an overall look at how your leads are engaging with your brand. For example, you can use Google Analytics to see how many visitors you have, which pages they’ve viewed, and which links they’ve clicked on.
You can also use tools like Google Search Console to see how many people are searching for your brand.
You can also use social media to measure engagement. For example, you can use Twitter and Facebook to see how many people follow you, like your posts, or comment on your posts.
5. Develop a Lead Scoring System
Lead scoring is a great way to track and analyze your leads. A lead scoring system is a scoring model that assigns a numerical value to a lead based on specific criteria.
This could mean assigning a value based on their behavior or based on specific demographics – or even a combination of each of the above.
Your lead scoring system will help you define exactly where on the lead qualification scale they fall. The more points in their favor, the higher their quality. This allows you to spend your time and money more effectively nurturing the right set of individuals, ensuring that they move through the sales funnel and ultimately become customers.
Improve Your Lead Quality with Smart Microforms from Hushly
Marketing qualified leads (MQLs) are a treasure-trove for any business, but they can be elusive for marketers. Tracking them can be a challenge, but there are ways to make it easier.
Improving your lead quality is a critical part of any marketing strategy, and if you’ve been struggling, Hushly can help.
One of the easiest ways to turn your potential leads away is to present them with long, complicated forms that ask too much of them. Hushly’s lead form builder can help you create forms that are easy to fill out and gives you the tools you need to make sure your leads are qualified for your business.
For example, you can use Hushly’s lead form builder to make simple microforms that ask for the bare minimum of information. From there, you can follow up with your lead, get to know them better, and start building genuine relationships with each one.
Ready to get started? Then request your demo today!
Imagine being able to make the most of your audience’s attention in the most effective way possible. Imagine being able to understand exactly what your target audience wants when they want it.
Account-Based Marketing (ABM) is about making your marketing efforts more effective by focusing on the right people at the right time and understanding your audience’s preferences and how they interact with your brand. But what about those who have already interacted with you without making a conversion? They’re still relevant to your brand, and you need to be reaching out to them as well, and account-based retargeting can help.
What is Account-Based Retargeting?
Account-Based Retargeting is a way to retarget a specific audience within a B2B company.
Once you’ve found out these things, you can then retarget those visitors with ads and content specifically tailored to their interests and behavioral patterns.
Account-Based Retargeting is a similar concept, but it takes things one step further. In B2C, traditional retargeting methods work because companies are targeting specific individuals. However, in B2B, you have to be careful whom you are retargeting and how you approach them.
How you approach these B2B individuals will require very specific information that speaks to their role within their company. This is where account-based retargeting comes in.
With ABM, you can retarget a specific account, which is a group of people who share a common interest or are part of a specific team. This makes it easier for you to understand your audience and reach out to them in the best way possible.
Does Account-Based Retargeting Work?
Account-Based Retargeting effectively targets your audience and converts them into customers by sharing engaging content and advertisements that suit their specific needs.
In 2020, RollWorks, a Hushly client, found that approximately 40% of their retargeting traffic was actively engaging with the brand’s content. How? They were delivering the right content to the right people at the right time. They accomplished this by leveraging intent data and personalization to serve the right message at the right time.
Thanks to the active engagement from their retargeting traffic, RollWorks was able to see conversion rates that were 950% better than the B2B retargeting average.
5 Benefits of Account-Based Retargeting
Sometimes, the best way to gain new customers is to keep in touch with your existing ones and connect with those that never converted. Account-based retargeting is a great way to do this, and it’s a lot more effective than traditional retargeting. Not quite sold on the benefits of account-based retargeting? Here are five things you’ll want to consider:
1. Can Help You Lower Total Retargeting Costs
With account-based retargeting, you can be sure that your retargeting is focused on the right people, and this means that you can spend less time and money on your retargeting campaigns.
With traditional retargeting, you need to spend a lot of time and money trying to reach an extremely broad audience. When you’re working with a B2B clientele, you can’t be spending time and valuable resources on the wrong people.
With account-based retargeting, you only have to spend time and money on the people relevant to your brand, which can save you significantly.
2. Deliver Specific Messaging to Specific Individuals
When you’re sending out retargeting messages and advertisements, you want to focus on the people who are most likely to convert.
You can use ABM to reach out to specific individuals within an account and deliver content that speaks to their specific needs. This same concept is then applied to your account-based retargeting efforts, ensuring that you’re only sending out information that speaks to the right people at the right time.
3. Allows You To Develop Meaningful Relationships
When marketing to a B2B audience, you have to focus your time and attention on the decision-makers. These are the people who will make the purchasing decisions.
With account-based retargeting, you can establish meaningful relationships with your target audience and develop a rapport with them. With the right messaged that is targeted directly to the decision-makers, you can create a lasting impression.
4. Helps Sync Up the Efforts of Your Marketing and Sales Teams
One of the most significant benefits of account-based retargeting is that it allows you to synchronize your sales and marketing team. When you have individual accounts for your target audience, you can make sure that your sales and marketing teams work together on the same goals and are all on the same page. This means that you can work together to coordinate and create a plan for each account.
Not only that, but they can work together on brand language, messaging, and content to ensure that your audience is getting the same experience no matter who they are talking to.
5. Drives Sales
The primary goal of any retargeting campaign is to drive sales. With account-based retargeting, you can be sure that your retargeting is focused on the right people, allowing you to personalize the type of content and advertisements that you percent to each account.
This ensures that you’re only sending out relevant information and that you are also directly addressing them in a way that is both informative and engaging – resulting in better relationships and more sales
Bring More Focus to Your Next Campaign with Hushly’s ABM Campaign Pages
Account-based marketing is an outstanding way to make sure that you are reaching out to the right people at the right time. By understanding your audience and developing a rapport with them, you can ensure that your retargeting efforts positively impact your overall bottom line.
Here at Hushly, we can help you bring more focus to your next campaign by helping you build your own ABM Campaign Pages. With our ABM Campaign Pages, you can create account-focused microsites with personalized content that is tailored to each individual.
Curious how we can help you create stand-out ABM campaign pages? Contact us today for more!
Gated content has been a popular topic of discussion in the marketing world in recent years. For a while, gated content was an effective way to generate new leads. However, recently, the concept of gated content has been criticized for being outdated. Should you create gated content? Is it still a viable method for collecting new leads?
To answer this question, it’s essential to understand what gated content is.
What is Gated Content?
Gated content is content that is locked down to a specific group of people. This means that those who are interested in the content will have to apply to get access.
The goal of this content is to generate leads and build relationships with people. However, businesses used to allow just about anyone to enter an email and gain access to the content, even if they had no intention of doing business with your brand in the long run – which is why the question of whether or not gated content is a viable lead-generation has become so popular.
Should You Create Gated Content? Is It Worth It?
Gated content, when done right, can be a powerful lead-generation tool. However, if the content is too difficult to access, it will turn off your audience.
This is why you have to make sure that you create gated content that is accessible to everyone and is worth the person giving you something in return. Complicated forms on a mobile device are an instant turn-off for someone trying to get more information from your brand.
A form with multiple entry fields, a high number of questions, and a long wait time to access the content are not worth the person’s time.
Gated content that is difficult to access will not generate leads.
If you want to use gated content to generate leads, make sure it is accessible and easy for those looking to apply for access.
Here at Hushly, we believe in micro gating content. We give customers direct access to a sample of our gated content, and when we finally ask them for something in return for the entire piece of content, we keep that form simple.
In these instances, less is more. By giving your audience access to some of your content, you are giving them a taste of what you have to offer, and if your content is up to par, they will be more than willing to exchange their email address for full access.
So yes – gated content does work when done correctly. However, you don’t want to simply give anyone access to your pieces. Instead, you want to filter out the garbage requests for access by filtering out garbage email addresses.
To do this, consider filtering out generic email addresses, such as Gmail and yahoo, and limiting access to only those with a verified business email.
4 Tips for Creating Gated Content that Works!
Gated content is a great way to generate leads. However, if you are thinking of using this method, make sure that you are using it correctly. Here are four tips that you can use to create gated content that works:
1. Make Sure to Create Content for Every Stage of Your Buyer’s Journey
One of the most common mistakes that companies make when using gated content is only to create content for one specific stage of the buyer’s journey.
If you are only creating content for the stage where your audience is most likely to be looking for your product or service, you are missing out on many opportunities.
To be successful with gated content, you need to be creating content for every stage of your buyer’s journey. Your audience doesn’t just want to know about your product or service when they first start their research. They are looking for very specific information to address a pain point or answer a specific question.
You need to create and share content that answers these questions and provides solutions to these pain points – no matter what stage in the buyer’s journey the searcher is in.
2. Never Make Gated Content Your First Touchpoint with Your Audience
A touchpoint is defined as a point in time when someone interacts with your brand. These interactions can be as simple as a tweet or as complex as a conversion.
While gated content is a great way to generate leads, you shouldn’t make it your first touchpoint with your audience. If you gate all your content and hide it away from your audience, they will get the impression that your brand is out to make money off them, and they are going to be less likely to trust you.
If you want your audience to trust you, you need to make sure that you interact with them.
You can start by sharing content relevant to them and their interests in the way of a blog post that is open and free to read. From there, you can then suggest related gated content for your audience who wants to learn more. That way, you create a relationship with your audience before you ever ask them to give you something in return.
3. Provide an Incentive for Your Audience
If you will use gated content to generate leads, it is essential to give your audience a reason to want more.
Instead of completely locking up your most valuable content, why not consider giving your audience a sample of your content before asking them for their personal information?
This is a great way to get your audience excited and curious about your content. If they are excited by the content, they will be more than willing to give you their contact information, and you can then use that information to follow up with them.
4. Repurposed Gated Content
Creating a piece of content should never be approached as a one-and-done process – gated or not. Updating and repurposing your content is an excellent way to get more out of your content.
If you have gated content that is not getting the results that you want, you should be using it to create more content in the same vein.
You can create a second piece of content using the same information but with a different approach. For instance, if you have a piece of gated content that focuses on a recent industry report you published, you can use some of the statistics from the report in a blog post that your audience has full access to. From there, you can invite them to learn more by accessing/downloading your full report.
You can use this same approach for creating engaging social media posts that help boost your activity on your platforms and help draw interested individuals back to your website for more information.
Boost Your Content Engagement with Adaptive Content Hubs
When it comes to content, the more engagement you have, the better. However, you also need to be making sure that you are presenting the right content to the right individuals.
To do that, you need to be using adaptive content hubs. These hubs are a way for you to segment your audience and present them with the content they want.
Here at Hushly, we have a content experience that revolves around the content that our audience wants to learn about.
With our adaptive content hubs, we can segment our audience into different groups that are looking for different types of content, and we can do the same for you!
Contact us today to learn how!