Читать книгу Digital Marketing For Dummies - Ryan Deiss - Страница 55

In this section, we discuss five forms that your gated offer can take. These gated offers deliver value by educating the lead on a particular topic related to your brand while also highlighting features of a solution, product, or service you provide.

Your gated offer does not have to be the length of a Tolstoy novel. Besides being ultraspecific, gated offers should be easy to consume — they should not be a 14-day course or a 300-page book. Rapid consumption of the gated offer is important because you want to provide value to your lead as quickly as possible. The faster your gated offer provides value, the quicker a lead can become a paying customer. Because most gated offers can be sent digitally, they can be delivered instantly, allowing the lead to receive the value of the gated offer quickly. Ideally, prospects receive value from your gated offer within minutes of giving you their contact information. Speedily delivering value helps to build a positive relationship with leads, as well as to quickly move them through the customer journey. (Turn to Chapter 1 for more information on the customer journey.)