Why Closed Content Strategies Might Turn Away Potential Customers.
A few days ago, I found myself on the website of a promising SaaS company. Their services seemed tailor-made for what I needed, and I was particularly impressed by their track record of working with top brands. Eager to learn more, I delved deeper into their website, hoping to uncover valuable insights through their case studies and reports.
However, my enthusiasm quickly turned to frustration as I encountered a common obstacle: The almighty gated content. Every attempt to access their case studies or company reports was met with a lengthy form, demanding personal information that I am 100% certain would have led to a cold call or email that I did not want just yet.
Reflecting on this experience, I realized how counterproductive such tactics can be for lead generation. While the intention behind gatekeeping may be to capture valuable leads, it often has the opposite effect and can drive potential customers away.
First and foremost, gatekeeping alienates casual browsers who may not be ready to commit to sharing personal information. Customers today have a plethora of choices and it is essential to offer them a seamless and frictionless user experience even if they are just browsing. By situating barriers at every turn, companies risk losing the interest of curious visitors who could have eventually converted into valuable leads.
Also, closed content strategies can breed frustration and distrust among prospective customers. When individuals feel coerced into divulging sensitive data in exchange for basic information, it erodes the foundation of trust essential for building lasting relationships.
So, what can companies do differently to avoid these pitfalls and cultivate a more inclusive approach to lead generation? Here are a few helpful tips:
1. Transparency and Accessibility: Rather than hiding valuable content behind gated forms, consider making it readily accessible to all visitors. Transparency builds goodwill and establishes credibility, enticing individuals to engage with your product/services on their own terms.
2. Progressive Profiling: Instead of bombarding visitors with lengthy forms upfront, adopt a progressive profiling approach. Gather information gradually over time, starting with basic details and progressively requesting more as the relationship evolves. This allows for a more natural and less intrusive interaction with potential leads.
3. Value Exchange: If you must gate content, ensure that the value proposition is clear and compelling. Offer something of tangible value in exchange for the user’s information, such as exclusive insights or access to premium resources. Make it very clear why providing their information is beneficial to them.
4. Personalization and Segmentation: Leverage data analytics to tailor your content and offerings to the specific needs and interests of your audience segments. By delivering personalized experiences, you demonstrate that you understand their pain points and can provide relevant solutions, thereby increasing the likelihood of conversion.
Although gatekeeping and closed content strategies may seem like a logical approach to lead generation, they often do more harm than good. Instead, companies should prioritise transparency, accessibility, and value exchange to foster genuine connections with potential customers and position themselves as trusted allies rather than intrusive gatekeepers.
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