Ryan Deiss - Digital Marketing For Dummies

IKEA provides a wonderful example of the sales material gated offer. The Scandinavian chain collects contact information in exchange for its catalog, which lists all its products. Figure 3-3 demonstrates IKEA’s gated offer, and because IKEA can deliver its catalog digitally, it speeds up the delivery of value to the new lead.

Source: https://www.ikea.com/ext/us/ikeacatalog/

FIGURE 3-3:IKEA’s sales catalog is an ideal example of a sales material gated offer.

Tools make powerful gated offers because they often deliver value much faster than the educational gated offers discussed in the previous section. Although white papers, reports, and case studies require someone to invest time in order to receive value, a tool is often immediately useful.

Though similar to a free report, both handouts and cheat sheets provide a different value to prospects. A handout or cheat sheet is generally short (one page or so) and cuts straight to an ultraspecific point, making the information easily digestible. You can deliver handouts and cheat sheets as checklists, mind maps, or “blueprints,” to name a few examples. Figure 3-4 shows an example of a handout as a gated offer.

Source: https://www.digitalmarketer.com/digital-marketing/

FIGURE 3-4:A handout is a prime example of useful content that can be gated.

If people are learning to do something that you’re an expert in, chances are they’ll want to know what tools you’re using to get it done. This type of gated offer makes a list of tools or resources (be it of apps, physical products, hardware, or other items) available to the new lead or prospect. The toolkit or resource aggregates the list so that the lead doesn’t have to keep searching for more information.

A template is the perfect example of a proven, well-tested shortcut to better results and can make a tremendous gated offer. A template contains a proven pattern for success that requires less work on the part of the person using it. It might come in the form of a spreadsheet preconfigured to calculate business expenses. Or it can be a layout for designing a custom home. Templates make powerful gated offers because the prospect can put the tool to immediate use.

Software can work well as a gated offer. You might, for example, offer full access to a free software tool that you developed or a free trial (that lasts for 14 days, perhaps) of your software in exchange for an email address. Software companies often offer a free trial of their software as a gated offer. A software gated offer can turn a lead who is on the fence about purchasing the product with a risk-free means of acquiring it, while also providing the company a way to follow up with that lead.

Discount and coupon clubs offer exclusive savings and early access to sales. This is an effective type of offer that acquires contact information and allows you to continue the conversation by reminding members of specials and rewards available to them.

Quizzes and surveys are fun and engaging for people to take and can be a great way to generate new leads. For instance, a skincare brand might offer a “What’s Your Skin Type” quiz. These types of content are intriguing to members of your market because they want to know the results of the quiz or survey. To obtain the results of the quiz or survey, the prospect must first opt in by entering an email address. If the quiz or survey results provide value to your market, this type of gated offer can be powerful.

You can develop a gated offer that assesses or tests prospects on a particular subject. At the end of the assessment, offer prospects a grade and information on actions they can take to improve their grade, which would likely be a tool or service that you provide. For example, Figure 3-5 shows an assessment offer that has been generating leads for HubSpot, a company that sells marketing software, for years. Leads can use the assessment from HubSpot to grade their marketing and make it better.

Source: https://website.grader.com/

FIGURE 3-5:HubSpot generates leads with its gated offer of its “Website Grader” assessment.

At our company, we’ve tested gated offers in a lot of different niches and developed an eight-point checklist of factors that can improve your overall level of success by making more effective gated offers. You don’t have to be able to check off every one of the factors in the checklist, but if you find that your gated offer meets very few of these criteria, you have reason to be concerned.

We tell you about each of the factors on the checklist in the following sections.

The more specific the promise of your gated offer is, the better it will perform after you provide that promise. By delivering on your promise, you have given value. This, of course, assumes that the promise you are making is compelling to the market you’re approaching. Make sure that your gated offer isn’t vague and that it offers an ultraspecific solution to an ultraspecific market.

Believe it or not, your gated offer will perform better if it delivers on “one big thing” rather than a number of things. We live in a multitasking world, so you want to be sure that your gated offer focuses on one topic or theme and provides one path for your lead to take. If you include too many paths or offers, your leads can get distracted and go off course as they try to follow all the ideas presented in your gated offer, thereby causing them to not opt in. If possible, offer a single solution to a single problem rather than numerous solutions to numerous problems.

The members of your market are searching for solutions. What does your market really want? If you can craft a gated offer that promises that solution, prospects will gladly give you their contact information (and their attention) in return.

Your market wants a solution and wants it now . Establish and communicate how long it will take your leads to consume and derive value from your gated offer so that they know what to expect. If it takes days or weeks, your gated offer is not delivering immediate gratification — not by a long shot.

The best gated offers do more than inform; they actually change the state and mind-set of your prospects so that they’re primed to engage in business with your company. After your leads have taken advantage of your offer, determine whether the value it provides will actually teach the leads how and why they should trust and buy from you. For example, if you sell gardening tools and supplies, a checklist entitled “15 Tools You Need to Create a Successful Container Garden” educates prospects on the tools they need while simultaneously moving them closer to purchasing the products you sell.