When offering whitepapers or other high-value content, the question often comes up as to when is it appropiate to ask for specific information in return.- When should I ask for a phone number?
- When should I get their job title?
- When should I ask for their buying horizon?
I think the answer to this really hinges on two criteria:
- Where they currently are on the Buyer Journey
- Their perception of a “Fair Exchange”
#1 The Buyer’s Journey:
Obviously asking for much less at the Interest stage and asking for much more at the Evaluate stage makes sense. It’s like building any relationship – you ask for information over time as trust evolves.
So for example you might map when to ask for what this way:
#2 Their perception of a “Fair Exchange”
This is where a customer evaluates the fairness in what they perceive they will be receiving, in exchange for divulging specific information. As long as the customer perceives there is a fair exchange, then they will provide the info.
The more valuable the asset is perceived, the more answers you will be allowed to get.
A good way to test the perceived value of a given asset is to require a form submission but leave ALL the fields optional – except for email address. See what they voluntarily fill out. This will give you a good gauge as to the perceived worth of the asset.
BTW – Just because something is FREE doesn’t automatically make it a good perceived value. We’ve all seen forms that include 30 fields just to download a FREE [something]. Geez.
Of course just because they give you information doesn’t guarantee it is accurate. When was the last time we were truthful filling out our height and weight :) In fact asking typical BANT questions usually spells trouble as frankly many people either don’t know the answer or won’t be honest.
It all comes down to testing, like most everything. But these seem to be pretty good guidelines.
Steve Kellogg
Eloqua-Certified Marketing Best Practices Consultant
On Twitter? Tweet this Post
Posts
very informative writing. keep it up Alarm monitoring Naples FL
ReplyDelete1. Pengertian SEO on page
ReplyDeleteDilansir dari Baclinko, SEO on page adalah praktik mengoptimalkan konten pada halaman website agar dapat masuk peringkat teratas Google dan mudah dicari oleh pengguna.
Planet Lagu
Pada dasarnya, SEO on page lebih berfokus pada cara membuat konten agar terlihat SEO-friendly. Dalam artian lain, kamu harus memahami SEO on page supaya mampu mengalahkan kompetitor website-mu.
Menurut Digital Insitute Marketing, ada beberapa hal yang harus dioptimalkan dari SEO on page:
Planet Lagu
meta description
URL title
alt text untuk gambar
tag title
internal link
site speed kk
Semua aspek tersebut harus dimaksimalkan dengan baik. Sebagai contoh, di dalam meta description yang kamu tulis harus sesuai dengan kaidah SEO yang berlaku. Misal, harus ada keyword di dalamnya dan tidak terlalu panjang.
ReplyDeletePlanet Lagu
Hal tersebut dilakukan supaya pengguna mudah mencari website-mu di mesin pencarian Google.
Tidak hanya itu, aspek lainnya seperti URL title, tag title, dan lain-lain juga harus dimaksimalkan dengan baik. Jangan lupa, untuk meletakkan internal link di setiap konten yang kamu buat di website.
>
Planet Lagu
Internal link adalah link atau tautan yang ditanamkan di dalam satu konten dan akan mengarah ke konten lainnya di satu website.
Dengan melakukan itu secara konsisten, perlahan-lahan akan website-mu akan terangkat peringkat pencariannya.
ReplyDeletePlanet Lagu
Baca Juga: 5 Contoh Pertanyaan Interview SEO Specialist
2. Pengertian SEO off page
Berbeda dengan SEO on page yang berfokus ke internal website, SEO off page justru lebih berfokus kepada eksternal.
Dilansir dari Neil Patel, SEO off page adalah aktivitas yang dilakukan untuk mengoptimalkan website dari luar.
Planet Lagu
Dalam artian lain, SEO off page juga bisa dibilang sebagai cara mempromosikan website dengan melakukan link building, backlink, dan sebagainya.