There’s been chatter on social and blogs around moving away from relying on gated content as a primary lead generation effort. So we asked #ContentChat attendees to share if that was the case within their organizations.
Q1: Are you still using lead forms on your website? If so, over the past year, are you using: 1) more lead forms 2) less lead forms 3) I never use lead forms
Poll Results
Q1: Are you still using lead forms on your website? If so, over the past year, are you using them more or less frequently? #ContentChat
— Erika Heald | Chief Content Officer for hire (@SFerika) December 11, 2017
Lead Forms Still Rule
My perception is that more and more use forms. Download our free whatever for all your information. #ContentChat
— Christoph Trappe (@CTrappe) December 11, 2017
We rely heavily on forms but we recently started email campaigns to drive more brand awareness-thoughts on email campaigns? #contentchat
— BusinessExpoCenter (@BizExpoCenter) December 11, 2017
Lead Forms Can Work, But Not For Everything
A1: Lead forms work when applicable to the topic. It all depends on what you want the consumer to do. You have to provide them with some sort of value before you can ask them to do anything. #ContentChat
— Maria Marchewka (@_MariaMarchewka) December 11, 2017
Agreed. When I get sent to a lead form that doesn’t give me a good idea of the value I’ll get in return for my contact information, I’m not filling it out. #ContentChat
— Erika Heald | Chief Content Officer for hire (@SFerika) December 11, 2017
Better to Not Lean Too Hard on Lead Forms
A1 We started with one lead form and we haven’t expanded beyond that yet. We don’t have the traditional “exclusives” one can typically offer as an incentive for signing up on a lead form in a government office. #contentchat
— Derek Pillie (@dpillie) December 11, 2017
Lead Forms Don’t Work for Us
A1 As a consultant, I don’t use lead forms on my sites. It’s better for my content to be freely accessible. #contentchat
— Erika Heald | Chief Content Officer for hire (@SFerika) December 11, 2017
A1: On my sites, I don’t have any lead forms but have set them up for clients. #ContentChat
— Berrak Sarikaya | Content Strategist for Hire (@BerrakBiz) December 11, 2017
A1: Simply put, lead forms do not apply to the industry we work in. #ContentChat
— SRB Communications (@SRBComm) December 11, 2017
Q2: If you see a juicy piece of content locked behind a lead form, which of the following do you do, and why? 1) fill out the form accurately 2) Fill out the form with fake info 3) Leave the page without the content
Just because you put a lead form on your site doesn’t mean it will be completed‚let alone with accurate information.
Poll Results
Q2: If you see a juicy piece of content locked behind a lead form, which of the following do you most often do, and why?#ContentChat
— Erika Heald | Chief Content Officer for hire (@SFerika) December 11, 2017
There Are Many People Who Submit Fake Lead Form Information—Here’s Why
A2: (1/2) If I’m not at all interested in hearing from the source, I’ll provide my junk email, “definitely.not.a.lead@gmail.com.” If I am able to add any comments to the form, I’ll explicitly state that I don’t want to buy anything and that I’m not a lead. #contentchat
— Laura Ferruggia 🌻👽 (@lauregg) December 11, 2017
A2: (2/2) Why? I value the time of salespeople. I’ve been contacted via manual phone calls as a result of filling out forms in order to do research. I’d rather the salespeople pursue real leads and be successful. #contentchat
— Laura Ferruggia 🌻👽 (@lauregg) December 11, 2017
It’s Important to Give Accurate Lead Form Information. But There Has to be an Exchange of Value
A2: I would definitely fill in my real information. It’s not fair to the content creator if you submit fake contact details.
If you start receiving emails you don’t want, you can always unsubscribe. #ContentChat
— Express Writers (@ExpWriters) December 11, 2017
A2: Value is at the core of whether or not people download content. Things I’ll download: reports from credible sources. Guides that helps me walk through a challenge I’m facing. The end. #ContentChat
— Maureen Jann (@SuperDeluxeMo) December 11, 2017
A2) Really depends on who’s providing it. If it’s a source I trust (like @CMIContent or someone similar), I’ll insert my real info b/c I want to connect with them. If it’s someone I don’t trust, they get the email with “junk” literally in the email address #ContentChat pic.twitter.com/StlOCPOJWA
— Jason Schemmel – Podcaster. Speaker. #GSDChat🎙️🤯 (@JasonSchemmel) December 11, 2017
A2: I’ve received a TON of @nospamplease.com and lead forms from Mickey Mouse in former jobs. I never fill in fake info but I do often leave w/out the content. #contentchat
— Erika Heald | Chief Content Officer for hire (@SFerika) December 11, 2017
A2. Definitely the real information. It is not fair to the business to provide fake information. #ContentChat
— Pro-Social (@prosocialyvr) December 11, 2017
I leave my info. I assume that if I’m interested in the content, then I must fit their buyer’s persona. Who knows – I may be interested in what they’re selling! #contentchat
— Ashton Hagood (@Ashton_Hagood) December 11, 2017
Gated Content is Frustrating
A2: That’s a great question and the answer differs depending on the situation. Gated content in my own opinion is frustrating. I want direct access to the content and don’t want to have to fill out field after field just to get it. #ContentChat
— Maria Marchewka (@_MariaMarchewka) December 11, 2017
No Spam Please
A2: I’m happy to give my credit card number if I think it’s worth it. But I’m just as quick in unsubscribing and marking spam when what I signed up for is not what I received. I never visit that site again and discourage others from doing so. Now, who wants my info? #contentchat
— Youness Bermime (@YounessBermime) December 11, 2017
Q3: No one wants to be thought of as a “lead”. What is a better way to think of—and talk to—your prospective clients?
Just be Human
A3: Speak directly to their interests/pain points/FAQs. Gear your content to cover theses topics to make it seem personal….My motto for content creation is “Personalize DON’T generalize.” #contentchat
— Maria Marchewka (@_MariaMarchewka) December 11, 2017
A3: Start by thinking of them as people, not job titles. Speak to them as human beings and not a future commission. #ContentChat
— Erika Heald | Chief Content Officer for hire (@SFerika) December 11, 2017
A3: Really tough question, but since no one uses the word “lead” directly to their leads, it’s not easy to find an alternative. What’s important is that you always position yourself as the problem-solver and on the other end is “someone with a problem you can solve. #contentchat
— Youness Bermime (@YounessBermime) December 11, 2017
Think of Them as Prospects and Partners
A3: There’s a fine line to walk between giving your people a name and creating cutesy crap that makes people die a little inside when you refer to them internally. I feel like the phrase “potential partner” is a safe bet unless you sell widgets. #ContentChat
— Maureen Jann (@SuperDeluxeMo) December 11, 2017
A3: Spot on. Prospect is a better definition of this. I’d try to provide added value to all potential customers / audience. This is how I treated my customers to this point #contentchat
— Benny Gelbendorf (@BGelbendorf) December 11, 2017
Give Your Community Members a Nickname
A3: As a consumer, I like when there a cute name for the community/leads like fan clubs for brands. #ContentChat
— SRB Communications (@SRBComm) December 11, 2017
Treat Them Like Existing Customers
We talk to all of our “leads” as if they are already customers. This helps us to build a strong foundational relationship and helps them to trust our expertise right away. #contentchat
— BusinessExpoCenter (@BizExpoCenter) December 11, 2017
A3: Always think of your leads as a customer in waiting and treat them like you treat a good customer. This shows that they are not just a revenue target.#ContentChat
— Wayne Hendry (@ideakid88) December 11, 2017
Q4: What are some ways other than lead forms to start building relationships with your potential customers?
Connect With Customers Through Social Media
A4: I like to create Twitter lists of people/brands I’d like to work with. Building relationships 1 person at a time isn’t fast, but it does pay off. #ContentChat https://t.co/ONAXuyw9ff
— Erika Heald | Chief Content Officer for hire (@SFerika) December 11, 2017
A4: Comment section, contact forms, and interacting with them on social media whenever possible. Twitter, Quora, Facebook, and Reddit are great platforms for that #contentchat
— Youness Bermime (@YounessBermime) December 11, 2017
A4: Easy, social media! Be more engaged with your customers on their level and they will come to you more and more. But, be authentic! #contentchat
— SRB Communications (@SRBComm) December 11, 2017
A4: A couple off the top of my head: Getting them to follow you on social media. Repeatedly turning up in Google searches when they’re looking for helpful info. #contentchat
— Laura Ferruggia 🌻👽 (@lauregg) December 11, 2017
A4. Social media has become a critical tool for not only building relationships with potential customers via conversation, but also building your brand’s voice which customers can relate with. #ContentChat
— SourceMedia (@SourceMediaCo) December 11, 2017
Focus on Giving, Not Getting as You Engage Over Time
A4: I think the core of building those relationships is not about an exchange. Much like real, new relationships… you need to be willing to give without expectation to build trust. #ContentChat
— Maureen Jann (@SuperDeluxeMo) December 11, 2017
A4b: If you give without expectation, especially with highly skeptical audiences, and what you give is exceptional and useful and relevant.. they’ll come back… they might even *DUN DUN* call you! #ContentChat
— Maureen Jann (@SuperDeluxeMo) December 11, 2017
A4: Engage with them. Don’t just pump out content. Divvy up your time and spend a chunk of it engaging with the people in your community. It’s the yin and the yang to building your community. #contentchat
— Maria Marchewka (@_MariaMarchewka) December 11, 2017
A4: There are couple of effective ways for onboarding new customers:
1. Offer preliminary consulting to new comers
2. Offer free content / training to potential audience#contentchat— Benny Gelbendorf (@BGelbendorf) December 11, 2017
A4: Any sort of engagement opportunity from commenting on posts to meeting up at conferences to taking them out Mad Men style. #ContentChat pic.twitter.com/IZnkO82fXS
— Alan Fleming (@alan_fleming) December 11, 2017
A4: Interacting with people as a businessperson is to establish relationships. These build your reputation, lead to business and referrals. Don’t shove people in your sausage making funnel. #contentchat
— Josh McCormack (@joshmccormack) December 11, 2017
Take the Social Conversation to New Channels
A4 I find it helps establish trust to move conversations from social media to email/phone #contentchat
— Dan Goldberg (@Jonas419) December 11, 2017
Basic permissioning for email newsletter(s). First earn trust and an opt-innwith your content, then deliver great content with “rolling profiles”. ESP with #GDPR – best practices. #contentchat
— SqueezeCMM (@SqueezeCMM) December 11, 2017
A4b: Create high value, serial content such as an email course or a meaty reader-focused email newsletter that asks only for an email address to sign up and doesn’t trigger unsolicited sales emails. #ContentChat
— Erika Heald | Chief Content Officer for hire (@SFerika) December 11, 2017
Q5: What kind of content do you personally subscribe to by giving up your email address?
A5: It depends. For me to give up my email address, it just needs to be something that I perceive to be valuable.
It needs to solve a problem I’m dealing with and be informative. #ContentChat
— Express Writers (@ExpWriters) December 11, 2017
A5: Motivation streaming, self improvement & professional content of my area of expertise. #contentchat
— Benny Gelbendorf (@BGelbendorf) December 11, 2017
A5: Typically eBooks that focus on a very specific topic that I happen to need info on. #ContentChat
— Ashton Hagood (@Ashton_Hagood) December 11, 2017
A5: Ebooks, competitor newsletters, and I’m subscribed to almost all credible sources of info about SEO and content marketing. Doesn’t mean I open all emails, and I barely click on any links. #contentchat
— Youness Bermime (@YounessBermime) December 11, 2017
A5: I mostly subscribe to ongoing content from folks like @MarketingProfs @CMIContent who I know will send me high-quality content that will help me do my job better. #contentchat
— Erika Heald | Chief Content Officer for hire (@SFerika) December 11, 2017
A5: I’ll happily subscribe if I trust that I’m going to get real, valuable information in my inbox rather than someone merely trying to sell to me (but I won’t be turned off by a little selling mixed in with great info….I get it). #contentchat
— Laura Ferruggia 🌻👽 (@lauregg) December 11, 2017
A5: For me, I’m looking for info I may not have access to, particularly if it has been exhaustively researched. Or entertaining. #ContentChat
— Alan Fleming (@alan_fleming) December 11, 2017
A5 Honestly? Very few. I know exactly what will happen as soon as I give my email address to a biz for their ebook. #contentchat
— Martin Lieberman (@martinlieberman) December 11, 2017
A5: Content that is useful to me professionally or personally. If I get more than 3 emails after I sign up, I unsubscribe. My inbox is cluttered enough. #contentchat pic.twitter.com/sTe7KiN7km
— SRB Communications (@SRBComm) December 11, 2017
A5: #marketing and #nonprofit industry-related companies that offer valuable content and tools/resources that I am able to use. #contentchat
— Julie Lichtenberg (@jalichtenberg) December 11, 2017
Q6: How do you nurture relationships without having a lead in your CRM?
Use Your Regular Relationship Building Skills
A6: The same way you nurture relationships in your professional network. Follow up with them on social, keep serving up great content on your channels, be responsive to comments. #ContentChat https://t.co/uxP4lppxC2
— Erika Heald | Chief Content Officer for hire (@SFerika) December 11, 2017
A6: Keep conversing with potential audience is the key element. Creating and maintaining relationships with them is the base customer source #contentchat
— Benny Gelbendorf (@BGelbendorf) December 11, 2017
A6: I only deserve a lead in my CRM if I’m willing to do my part… and my part is making a connection outside of my properties… being in the market, connecting with people. So, show up! Make sure your brand represents a passion that you customers share. #ContentChat
— Maureen Jann (@SuperDeluxeMo) December 11, 2017
A6 Use tools like Twitter to actually have conversations and stay in touch. Use (private) lists to monitor prospects. #contentchat
— Martin Lieberman (@martinlieberman) December 11, 2017
Keep Serving Up What They Signed Up For
A6: More awesome content, always responsive, and never shy away! Also, don’t be a robot, be human! #contentchat
— Youness Bermime (@YounessBermime) December 11, 2017
Q7: Share your favorite tool or resource for building prospect relationships without lead forms.
A7: LinkedIn is really great these days for networking. They even have a dedicated app for just that. If you follow network updates, join relevant groups and actually take time to involve yourself, you can forge some useful, genuine connections. #ContentChat
— Tiffany Howard (@HelloTiffy_) December 11, 2017
A7: I love @SproutSocial and have used it for years. It gives me more context into my prior interactions with someone so I can easily pick back up where I left off. #ContentChat
— Erika Heald | Chief Content Officer for hire (@SFerika) December 11, 2017
A7: LinkedIn (https://t.co/PR6q1VDD4l) and here on Twitter! #contentchat
— Julie Lichtenberg (@jalichtenberg) December 11, 2017
A7: Subscription Form – build a solid audience who subscribes to your content. Good east to nurture audience without selling to them. #ContentChat
— Scott Lum (@ScottLum) December 11, 2017
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