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Growth Tip #31: The Gated Content Method

“The money is in the list” is a common phrase heard by marketers everywhere. And it’s true. If you don’t have a list of people you can send offers to, how are you going to grow affordably?

How do you build that list you ask? Great question! And here’s the answer. Gated content. This is also known as a lead magnet. Lead Magnets are kind of like asking for the phone number of that cute guy or girl. The act of getting the phone number means they are interested in and giving your permission to contact them again. 

BUT, most people don’t give out their phone numbers for free. You probably had to do something to earn it. In the dating world that would be good jokes, great conversation, something that made the person think, “I want to get to know this person better!”

In business, we do the same thing with our potential customers. We want to provide them some content that solves a specific pain point, answers a killer question, provides them a confident checklist, and more so that they say, “yeah, I want to know more!” and give us their email.

The Lead Magnet Method is the best way to grow your email list and give value first, which is always the best way to build a customer relationship.

How to execute this growth tip

1.

Research what are some of the top questions or challenges your target customers (and actual customers) face or ask a lot. Look on Quora.com, Answerthepublic.com or run a quick Ask Survey to find out what the single biggest challenge they face with XYZ topic and then create a new piece of content to answer that question as specific as you can.

2.

Decide how you want to gate this content and implement one of the tools below. Depending on your goals you may want to get their email, or pay with a tweet, a share, or refer to a friend. Keep in mind that the action you ask for must be less than the perceived value of the content they are getting. For example, if I'm the worst at public speaking and your content is on how to create a killer speech I'm more likely to share this with a friend in order to get it than say if the post was on five tips to a cleaner desk (that's a tweet, less valuable to me).

3.

Publish your lead magnet with a landing page that sells your lead magnet and how it helps solve the customer's problem. Remember, just simply putting up a page that says, "Here's my guide to public speaking...enjoy!" isn't enough. You have to cut through the noise and  write your short story about how these tips helped you overcome your fear of public speaking and that they will work for the reader too!


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