Last week, I discussed some ideas on how you can improve your landing page to increase registrations. As a follow up to that, this week, I'm going to provide a quick suggestion on how to take advantage of the leads you receive from your landing page.
It's simple: instead of providing an immediate download of the offer (e.g. white paper, webinar, etc.), send an email with a link to it.
This may seem elementary, but I would make a very wild estimate that I only receive an email with a link to something I registered for about half the time. In fact, as much as I hate to admit it, I've been guilty of providing someone with an immediate download and considering my job done.
Consider all the reasons why you want to send your offer in an email instead of providing an immediate download:
- There could be technical issues that prevent the prospect from downloading the offer, and, quite frankly, people's attention spans are so short that they won't work long to solve the problem.
- People are more likely to provide a valid email if they know they will receive the offer in email.
- Emails can easily be forwarded (and, admittedly, while it's not difficult to forward a URL, email is just easier).
- The link in the email serves as an easy way to find the document if someone doesn't have time to immediately view the offer.
- You can use email tracking software to tell if and when someone has downloaded the offer and if the email was forwarded.
- The email provides a second-touch to your company. And, the email will likely sit in the person's inbox for a bit, reminding them of your company every time they see it.
- The email provides your contact information, which is a great reference for the reader.
Convinced? I hope so.
If not, think about this. These types of emails have very high open rates, so they're a great way to start a dialogue with your prospects and provide them with more information about your solution.
In fact, prospects want more information from you. The TechTarget 2008 Media Consumption Benchmark Report found that 85.6% of IT buyers view even more content from a vendor after the view something they consider to be helpful. Even though this study was specific to IT, it is likely relevant to most industries. Bottom line: you want to make sure you stay in contact and provide more info.
When you draft that email, consider including a couple of other links to information the prospect may find useful, such as other white papers, webinar, case studies, product demos or your blog.
When someone registers for one of your offers, do you send it via email? If so, what additional information do you include in the message?
Read more Savvy B2B posts from Michele.