How many high tech company Web sites have you visited where you have to provide information to get product details and white papers? Lots of them, right?
But some do it better than others. I was on a site yesterday, where I had to provide my name, email, and some demographic information everytime I requested to see a paper! I never left the site, but they did not take the effort to remember me (cookies, etc.). Instead, their marketing department now has about 10 duplicate leads (leads that aren't really leads because I was researching as an individual to gain some understanding of a new market).
How do you do it right?
1. Tell people ahead of time which content will require a registration.
2. Remember their registration information so they don't have to enter it multiple times.
3. Ask the purpose of the download---let your marketing team know if this is a real lead.
But beyond that, ideally, some (or most) of this content should be "free"---just give it to them on the Web site, or give them a synopsis of the three key messages of the material. Let them figure out if its of interest and if it merits a registration.
Forced registration to get information that is readily available on competitor's Web sites is one of the biggest turn-offs in high tech marketing. Why get "leads" that aren't really leads?
No comments:
Post a Comment