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Plugging prospect "leakage"

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The better you know your audience and what they’re looking for, the better able you’ll be to create content that engages them.

Seems obvious, right?

The tricky part is gaining that crucial audience knowledge.

Sometimes it comes about through trial and error.

That was the case for Melissa Alvares, VP of Marketing at MindBeacon, a digital platform that provides asynchronous, “guided therapy” as well as live therapy sessions for people seeking mental health treatment.

Alvares and her team spent a lot of time and money driving search traffic to MindBeacon landing pages. But when people who searched for help with depression, stress, or anxiety made their way to the MindBeacon website, they weren’t signing up for therapy. They would stay for a minute or two and then leave—what Alvares calls “leakage”.

Eventually, Alvares reasoned that while people were interested in learning about therapy, they weren’t necessarily ready to take the leap to actually sign up.

And so, she added a pop-up on the landing page that says, “Not quite ready for therapy? We get it. How about some information instead?” Visitors are then prompted to subscribe to the MindBeacon newsletter.

So far, more than 50% of people that see the pop-up have given their email addresses, and the newsletter is gaining around 1000 subscribers per month.

“We’re not leaking them anymore,” Alvares says. “We’re able to capture them and nurture them through content that’s helping them see what therapy is like and making them feel more comfortable with the idea.”

And once they’re comfortable, a decent percentage of the newsletter subscribers do eventually take the next step and sign up for therapy.

The lesson, as always, is that giving prospects what they really want and need, at the right time, makes all the difference.

“When you’re a brand that’s really out to build the best experience and actually support people, it works,” Alvares says. “It builds brand trust, and people will become customers, or they’ll recommend the brand to other people. But if it’s only about converting people to paid therapy, even when paid therapy isn’t right for them, that’s going to hurt you in the long run.”