Content upgrades are a great way to increase lead generation, especially with the use of opt-ins. Opt-ins are an exchange of information for a resource. For example, in exchange for a customer providing their email address, you might give them a checklist about performing a DIY site survey at their facility as a reward for reading a blog or social media post and requesting the checklist.
And, content upgrades aren’t just checklists they can be eBooks, calculators, guides, diagrams, as well as a variety of other digital assets.
In the systems integration market, content upgrades are a significant resource for your partners. Many people, due to budget resources and a wide range of other reasons, are looking for ways to do some portion of systems maintenance in-house. For example, a systems integrator could offer a guide called “Top 7 Things to Consider When Cleaning Security Cameras.” This would be a great resource for a security manager to send to the facility maintenance staff. Now, she can save a little money by doing basic maintenance in-house without worry of damaging the cameras…and your company gets the email address of the manager to use for promoting the benefits of scheduled software and firmware maintenance…likely something the security team shouldn’t be doing on their own.
In practice, offering the content upgrade as part of a blog post and social media teaser. For the blog post, each checklist item maybe listed with a short explanation of why it’s important to the overall health of the system. Then, the downloadable checklist is offered behind a form requesting an email address. Once submitted, the link to download the checklist is sent to the inbox of the person requesting it. Then, add this email address to your CRM system for future email notifications about related services that your company offers.
Check out our Content Upgrade Example for
System Integration Salespeople
(Click the image below to see how it works)
Eight Things All Sales People Should do Before Starting
Any Type of Sales Call
Ideas for content upgrades are virtually endless, especially in the systems integration market. New technology considerations, service and maintenance best practices, and site survey tips are all starting points for creation of content upgrades.
Pro Tip: keep the content upgrade simple. Keep the asset to a page or two that is easily usable in that person’s daily operations. Your value-add content will go a long way in building a new or existing relationship!
Content for Growth
Creating and promoting content upgrades that resonate with each persona you are focused on communicating with will push your value-add messaging deeper into a customer or prospect’s organization.
Vector Firm has years of experience and can provide fresh ideas on what content upgrades may work well for each specific campaign on your preferred social media, blog, and marketing platforms. We are here to support your marketing programs by helping create successful, customer-centric content.
Are you struggling with online marketing? Writing blogs, social media and designing content assets for lead generation? We can help!
Contact Vector Firm today to discuss your content marketing needs.
