Internet Marketing Digital_marketing_for_dummies

packed with professional tips and a detailed breakdown of some of your strategies. Educational resources (and all forms of MOFU content, for that matter) must be of high quality or the consumer is likely to feel cheated. Also, if prospects feel that the content you gave them in exchange for their contact information is subpar, your brand awareness suffers. Keep in mind that the point of the MOFU is to help people evaluate your company and entice them to make a purchase. You entice with quality, not garbage. Useful resources: Useful resources are tools such as Handouts or cheat sheets Resource lists Templates Software Surveys Assessments Discount and coupon clubs Quizzes and surveys We explain these useful tools, which serve as powerful content for MOFU, in Chapter 3. Instead of using a consumer ’s time (such as an e-book that may take an hour or more to read), useful resources promise that they will not only educate your prospects but also save them time. These resources save them time because the content is easy to consume and the resource is complete; it doesn’t depend on another resource to deliver its value but can stand alone. For example, a company that sells vegetable gardening tools can create a resource called the “Seed Starting Cheat Sheet” that allows people with an interest in gardening to quickly determine the best time to plant popular vegetables in the garden. Don’t pin all your lead-generation hopes to a passive gated offer on your home page or the sidebar of your blog, because the gated offer can get lost among the many elements of your site. A missed gated offer won’t capture leads. Be sure to also create a dedicated landing page for every gated offer (some call this a squeeze page) and drive traffic directly to that page using social media, email marketing, search engine optimization (SEO), and paid traffic. A dedicated landing page, which we go over in more detail in Chapter 7, increases opt-ins. See Figure 4-5 for an example of a landing page.

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