Professional tips for optimising your next lead-generation campaign
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In Februrary 2015, Techday moved exclusively digital. This enabled us to not only focus our advertising to very niche audiences, but also provide additional offerings to our advertisers.
Here are some of our key tips to get the best out of your lead-generation campaigns:
A valuable download
Readers will only give you their precious contact details in exchange for something of value. For CIOs & IT Managers, that is generally highly valued whitepapers from well-known analysts. A case study, infographic or blog entry often aren’t attractive enough.
Also, if your enticement is a whitepaper, it’s better to only hint at your big findings rather than reveal them all. For example: “The report found that ransomware was the most popular tool for cyber criminals” VS “The report made some startling findings, including the most popular tool for cybercriminals. Find out more here.”
Likewise, prizes often attract the wrong target market. If you are going to give a prize, then ensure it’s not attractive to consumers and the wrong audiences i.e. give away a year of accounting software, not an iPad.
Make it short and sharp
Your landing page or story needs to explain a bit about who you are and what you’re offering in the download. We generally write 100-150 words in the form of a news story with the lead-generation form below.
It's also very important that you keep the questions within the form to the bare minimum. We recommend asking no more than their name, company, job title, email address and phone number. Every additional question beyond that will limit your registrations.
Let the title and content of your story/landing page qualify people and ask fewer questions.
Make it personal
It’s crucial that your landing page/story doesn’t sound like a press release or that it’s written by a marketing department. Readers are wary of providing their details - if it appears too much like a sales process they’re entering then you will receive fewer registrations.
If your enticement is a whitepaper, then your story above the form could focus on the industry trend or the analyst that is writing it. Don’t mention your brand too many times.
The reader must also be clear about what they’re downloading, make it clear and consistent throughout your landing page/story.
It’s much easier to collect leads for a recognised brand. If you’re wanting to capture leads for a new or low profile brand, then consider more awareness style articles before racing straight into lead capture. You will have to build trust and brand recognition with the readers before they’ll trust you with their details.
Let us do what we do best
For optimum lead generation, rather than provide your own content, let us write it for you. Our editors are writing multiple stories every day so our readers are used to their style and engage well with it. It's also best to allow us to host the lead-capture form on our end, as our audience trusts the Techday brand and it simplifies the process instead of being redirected to another page.
If you would like to know more, get in touch with Techday's team of Digital Account Managers for an obligation-free quote for editorial integration (including lead-generation) and/or advertising. Our team is well trained on how to get the best return on your marketing investment.
With many unique tech news websites within our Techday network, we've got a perfectly targeted site for your next campaign. Call our Asian team on +65 3129 2765, our Australian team on 1300 092 195, our New Zealand team on +64 9 376 8121 or for more information email firstname.lastname@example.org.