Let’s think for a moment about the person or business that will benefit the most from the product or service that you offer. Who is your prospect, and what do they do? You’ve probably got a really good idea of the persona of your ideal customer, the one who will be happiest, and you’re an expert at what you do. With everything that you know, there must be some part of their day that you can make just a little better, or a little brighter. Search yourself, odds are that you have information, data, or even great inspiration for them.
Gated content is that information or inspiration that we only provide when our customer joins the “inside circle.” Basically, this just means that they provide their contact information in exchange for access to the online content delivery.
When we exchange our information for the customer’s contact information, they are giving us permission to follow up with them. We build our list of active participants in whatever the relevant conversation is about our product or service. This type of content delivery will build trust, allows you to gain access to your ideal customer’s Email or phone information, and most are willing to readily provide it in exchange for content that’s right for them.
To set up gated content, you should first set up a nurturing Email system, such as Constant Contact, where you will gather the customer contact info. If you don’t already have an account, you can try it out for free. Gathering the leads of course is the first step, then you must follow through with your sign-ups by staying in contact and being relevant to their needs.
Whatever email system that you use, be sure to have your follow up messages thought out and planned ahead of time.
For the content that you offer, first decide what type of information will be deliverable to the end user and how it will be delivered. Most of the time we use PDF documents because they are so simple to deliver and read. But, other types of information could be in the form of video content or password protected pages or sections of your website.
Use social media or your website to bring visitors to the gateway to your information. Most importantly, always follow up with your visitor to thank them and to open a dialogue.
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