When should businesses consider using gated versus ungated lead magnets?

Businesses should consider using gated lead magnets when they want to capture contact information from potential customers before giving them access to valuable content or resources. This helps businesses build their email list and nurture leads into customers over time.
For example, a software company may offer a free eBook about industry trends in exchange for a visitor's email address. By gating the eBook behind a form, the business can collect valuable contact information and follow up with those individuals later.
On the other hand, businesses should use ungated lead magnets when they want to provide immediate value to their audience without requiring them to provide any personal information. Ungated content can help build trust with potential customers and showcase the business's expertise without creating any barriers to access.
For instance, a marketing agency might publish a blog post with tips on social media advertising that is freely accessible to anyone who visits their website. This allows the agency to establish credibility and attract visitors who may eventually choose to work with them based on the value they've already received.
In summary, businesses should use gated lead magnets to capture contact information and nurture leads, while ungated lead magnets can be effective for providing immediate value and building trust with potential customers. The choice between gated and ungated lead magnets depends on the business goals and the intended outcome of the marketing strategy.