Your website receives many anonymous visitors every week, arriving through a variety of channels and landing on many different pages.
Getting these visitors to fill out a lead generation form should be a top goal for any marketer - putting a name, email, organization and other details to each anonymous visitor brings them closer to converting.
Since Gartner insights are known and valued by technology buyers everywhere, they are the perfect assets to use for this purpose.
Make sure to actively promote your Gartner reprint on key internal web pages - anonymous visitors will flow to your landing page and fill out the form to read the Gartner report.
Here are some ideas to get you started:
Promote the Reprint on your home page
If you share news or new website content on your home page, make sure to announce your Reprint here too.
Make the Reprint sound as appealing as possible to your ideal target audience - the better it sounds to the right people, the more will click through to the landing page and fill out the lead form.
Quick tip: Let your visitors know the Gartner report is available for a limited time only (it is!) - this will create urgency and drive conversion.
Include a Reprint offer on blogs and articles
If you write blogs or articles aligned to the topic of your Reprint or its target audience, make sure all readers know they can access the Gartner report.
You can do this by linking to the article within the text of the blog, or running promotions outside the main content area, such as:
A display-style ad in the sidebar
A pop-up notification
An alert banner at the top of the page
Feature the Reprint in your resources section
Don't let the Reprint get buried underneath dozens of other white papers. White papers or reports written by your internal teams will always be available; Reprints are available for a limited time only.
So make sure to call the most attention possible to them by featuring them at the very top of your resources section, or make them visually distinct to draw the most attention.