To practice safety and avoid spam, you won’t give out your number, email, or address to just about anyone. And that’s because it’s personal information and is direct access to you. However, you are willing to share this information if you are getting something out of it. Like when you sign up for a raffle, get deliveries to your home address, or receive important information.
Your target market behaves the same way. And they wouldn’t give you their email addresses for no reason. This makes getting leads more challenging, but fortunately, there are ways to make it happen. One of which is leveraging content upgrades in your blog posts and pages to attract users into providing you with their email.
What is a content upgrade?
A content upgrade is a lead magnet in the form of a freebie offered to a site visitor in exchange for their email address. Content upgrades are created and explicitly related to a particular blog post or page. Think of it as bonus content to get more information or valuable assets you can use relevant to the post they read.
You can generate qualified leads using content upgrades because the only people who will be accessing or downloading a gated asset are those who are already interested in what you have to say.
Types of content upgrades you can do
There are several formats of content upgrades you can use to generate leads for your business. Depending on the niche you are in, the majority or all the types of content upgrades listed below are a good opportunity for your business to leverage.
Cheat Sheet Cheat sheets can be an easy reference guide for any topic. For example, if you have a blog post explaining uncommon Microsoft Excel formulas, you can create a cheat sheet for all the formulas and a short description of what they do.
Checklist A long blog post can be converted to an easy-to-digest actionable checklist such as “what not to forget” lists or a list of materials for a DIY project.
Quick Start Guides Guides that teach how to do things can be a content upgrade you can also add to blog posts. For example, a blog post can explain how to use a particular application, and the content upgrade can be how to set it up from the beginning.
Whitepapers If you’ve done extensive research or conducted surveys, you can turn it into a report or whitepaper to educate readers about a specific topic. It also shows expertise in the industry.
Go beyond explaining concepts by creating worksheets for your readers to apply the learnings.
Templates Templates can be a lot of things, from social media posts, to email templates, to budget templates, and so on. These are resources that simplify the work for your visitor and can still be extremely valuable.
Case Studies People want to learn what other people are doing. If you have clients who are willing to be the subject of the case study, then that also increases your credibility.
eBooks Create more detailed posts as a content upgrade for those who would like to know more about the topic you have.
Challenges Challenges can be simple reminders to your readers, or you can let them take on assignments or projects about the post’s topic.
Free Courses Courses can be a great way to educate readers and teach them something valuable.. It can be one long set or a series of emails, eBooks, or even videos.
Infographics Create easily digestible content using a good infographic. Visuals are more appealing to many as it is easier on the eyes.
Keeping your new leads opted in
If you want to keep your leads opted in even after you sold to them, you must be able to nurture them. Make them feel valued, give them what they need, and make them feel like you care. Because when subscribers opt-out, you lose the direct channel to convert them into clients, cross-sell, or upsell to them.
To make sure they don’t opt out before you convert them to your goal, make sure that you deploy emails sparingly and only for the best of the best value. Some of the things you can do are:
Send them emails based on their actions or behavior Did they visit your website several times this week? Did they have something in their cart but decided not to checkout? Email marketing services can help you determine this and create automated triggers to nudge them to the right objective
Good deals such as discounts or promos If you have upcoming promos, send them personalized emails based on their behavior, so you immediately pique their interest. In addition, when people think that something is time-bound, it creates a sense of urgency that pushes them to decide.
Focus on quality over quantity No one wants to receive emails every single day, let alone several times a day. That can drive your subscribers away. For every email you send, make sure you prioritize giving value.