1. Create a persuasive landing page
For optimal conversion, make sure your landing page speaks directly to your target audience and clearly states the value of the Reprint.
Tell you audience what they will learn and share an insight or two, teasing more.
Create urgency: "Available for a limited time only!"
The page should be highly skimmable – primarily headings and subheadings, little body text.
2. Email the report to your entire list
Invite your current customers to read the report - the Reprint will educate them, helping them better understand the value you deliver.
Prospects, especially those actively engaged in sales cycles, should also receive the report via email. Reprints can be crucial documents to help tech buying teams reach consensus and build a business case.
Noticing who engages with the Reprint content can also be a signal that the prospect could be in active buying mode.
3. Link from 3 high-traffic pages
The vast majority of your website visitors are totally anonymous - don't miss out on leveraging the Reprint to turn them into known leads.
By promoting the Reprint on your high-traffic pages, you'll draw visitors to the landing page and capture their information with the complimentary report.
Top performing clients also use chat bots, banners, and pop-ups to share the Reprint with visitors.
4. Use "employee amplification" on LinkedIn
Create a series of LinkedIn posts that address your target audience:
Persuade them to read – tell them what they will learn
Share 1 relevant quote or insight, tease more
Use a custom image that shares an insight or tells readers what they will learn
Speak directly to your target audience in your post copy and visual.
Don’t make the post only about you – if you’re mentioned and want to highlight that, go ahead, but make sure you’re also communicating the overall value of the report to your audience.
Have individual employees (ideally leaders and executives) make the original post, then make sure your entire employee network share that post.
We recommend creating 6-8 posts with different insights and/or aimed at different audience segments.
5. Create Content
Make sure you’re leveraging graphics, quotes, and insights from your Reprint in other content you create, and link back to your Reprint landing page to convert anonymous readers into known leads.
Use the topic of the Reprint as inspiration for your own blogs or other content – write on the same subject, highlight relevant insights from the report, and share your own company’s perspective or insight.
This will continue to drive traffic to your Reprint but is an excellent way to position your own marketing messages alongside Gartner insight.