offering a free white paper in banner buy (4)
Hey STM,
I'm working on a media buy on an educational website in my niche. The website is a membership website. The manufacturer I'm working with who is going to pay for the ad wants to offer a free educational white paper in the ad copy of the banner, link to a landing page, where we thank them for clicking and give them a link to download the white paper, some recommended products, and our contact details for more information.
I was wondering if anyone had any examples of landing pages and adcopy to do this?
Feel free to give me your 2 cents on this!
Thanks,
-Matt
You could always use a tool like WhatRunsWhere to see what sort of things competitors are doing. Also I would think it would be better to get an optin rather than just giving them the link to the whitepaper, if you just give them a link you wont be able to follow up
I'd test both approaches if I were you.
Asking for the optin rules out a lot of the traffic because most won't subscribe... but you'll be able to follow up with the ones that do.
On the other hand, if you make sure the white paper is jammed with exciting information they've never seen before, and presented
in a compelling way, it could work well as a lead generator on its own, eliminating the need for the opt in.
Both are valid, both can work, but it's going to depend on how good the white paper is, and on how much "Holy fuck these guys are
amazing!" factor you can generate with it.
What's the action that you hope the visitor/subscriber takes once they get the white paper?
PS- I did have a great example of this with URL but I can't find it any longer. It was from a guy that ran ads in the Wall Street Journal,
the hardcopy version. He'd send them to a website and get them to opt in in return for a report on how they can get more growth from
their biz. The report was decent, but contained quite rudimentary marketing strategies, and these guys ate it up and a lot of them got
in touch (via contact details contained in the report) and hired him for consulting.
The funny thing is that although the guy was asking people to opt in, his AR sequence was empty. As soon as he started getting opt
ins he had so many people approach through the report that he never had the time or the need to get a follow up sequence together, and
after running the ad for a month or two he pulled it because his biz was maxed out for a year from just those leads. Pretty cool. Can't
remember where I saw the case study though, or where I saved the landing page and report. Sorry.
I would love to read that.
On first suggestion ya spy tools are as well way to go. Learning on mistakes is great thing especially someones else 
(or successes for that matter)
Thanks,
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