Want to refresh your lead generation tactics? Gated content is a popular form of lead generation, and for good reason. It’s an effective way to hook users and gain contact information from people who are actually interested in your business. Studies have shown that gated content can have conversion rates as high as 45%.
But variety is the spice of life — and the spice of lead generation, too. If gated content isn’t working for you, or if you want to add something to your lead generation strategy, here are a few lead generation ideas that aren’t gated content.
#1: Interactive Tools
Rather than a landing page which leads to a gated ebook or whitepaper, consider building an interactive tool. One popular option is a type of random generator to help spark ideas. Another is a keyword search tool. These tools are often partially gated, but not fully. For instance, a keyword search tool might provide the keywords but not some of the data surrounding them without further interaction. A quote calculator might ask for your email address in order to use it. You may also allow users a certain amount of free uses before they have to sign up.
This gives your audience a limited problem solving solution risk free, while also offering them a taste of what you and your company can do for them.
#2: Soft Gates
A soft gate is an optional invitation for your website users to sign up to learn more about your brand. You may add it to the end of an informative and helpful blog or other content such as videos or infographics. The soft gate is more of a call to action: sign up for notifications when the blog updates or for more information sent directly to your email. It’s not pushy, and it may not draw in as wide of a net as gated content. However, it does ensure that those who sign up are truly interested in your brand.
#3: Virtual Courses
Virtual courses are a great form of lead generation for several reasons. It gives you an opportunity to show off your expertise and provide in-depth, helpful information to your audience. More than that, it gives you the opportunity to teach them a skill. Most virtual courses also require at least an email signup in order to participate. The link to the course will be sent to the user who requested it, and from there, you have a promising lead.
Virtual courses have grown popular in the digital age. The idea of learning new skills from the comfort of home is appealing to many, and especially after 2020. Plus, these virtual courses are a considerably affordable alternative to something like a college course. It gives your leads something useful that will last far beyond the course itself, which makes a great impression.
#4: Podcasts
Podcasts continue to rise in popularity. They’re the new radio. People listen to their favorite podcasts while they’re on their way to work, driving out of town with friends, or on their morning run. Listeners love a podcast with an expert perspective. You have insights into your industry that they might have. Why not draft an outline to turn those insights into a series of a podcast? Once that’s up and running, you can ask your listeners what they would like to see you dive into.
Podcasts can serve as a form of lead generation because there is often some kind of subscription involved. A subscription might not be required to listen, but it may mean getting access to the podcast sooner, being able to provide further input, or getting notifications when a new podcast is released. A subscription also serves as a potential lead for your business.
#5: Webinars and Web Conferences
This is similar to virtual courses, except that it offers your leads the opportunity to network with others in the industry. A webinar is a digital version of a seminar. They may tune in to listen to speakers and learn insights into the industry. In a web conference, they can attend panels, participate in discussions or ask questions, as well as networking with other web conference participants. These digital conferences, like virtual learning, have grown in popularity since 2020.
Much like a virtual course, a webinar requires a registration, which typically involves the user giving their email. From there, they will receive the link to the webinar or web conference in their inbox. You can also send them further information about your brand, such as similar upcoming events or promotions.
