In order for website visitors to provide value to your business or organisation, they need to become subscribers, customers or leads through your site.
The use of a lead magnet is one of the best ways of converting your visitors into leads.
What is a lead magnet?
A lead magnet is offered to a prospect or potential buyers on your lead generation page in exchange for their name and email address. Anything more will scare people away.
Besides obtaining the valuable contact information you want, it also gives you permission to market to such prospects directly. In order to incentivize your prospects to give you their valuable contact information, you must offer them something they deem of high value to trade the information for it.
Therefore, your lead magnet must provide higher value if you hope to gather more information.
Types of lead magnets
Your customers are more likely to provide their information in exchange for your valuable content.
Therefore, the type of lead magnet you offer will vary depending on whether you are selling products or a service company among other factors.
Digital toolkits or templates are popular. For instance, offering a Time Management Toolkit or a service that creates infographics from posts would be super cool!
Here are some of the most popular kinds of lead magnets:
- Email series and mini-courses
- Cheat Sheets
- How-To Guides
- Buying guides
- Industry guides
- Free assessment
- Free consultation
- Educational material (this could be on ways to use the products you are selling)
- Free video, report or demo
- Software download or free trial
Besides being highly valuable, your lead magnet should also be relevant to your company and business in order to attract your target prospects and not just everyone
How can you create a lead magnet?
There are four main steps of creating a quality and effective lead magnet:
1. Choose a product or service to promote
Besides being highly valuable, your lead magnet should also be relevant to your company and business in order to attract your target prospects and not just everyone’.
2. Determine the kind of value to offer
After determining the product or service you want to promote using your lead magnet you should now think about the kind of information you will put in the digital product to make it valuable and practical to your ideal prospects.
For instance, you can use Ebooks to put your expertise into documents that can educate and inform potential customers who are researching in order to make purchasing decisions.
Therefore, if you can put together a worksheet with self-assessment questions of a spreadsheet with vital formulas that can help your visitors with their problem, it is something worthwhile to attract potential customers.
On the other hand, if you mainly sell products, you can provide real value to your customers and get them to make purchases by simply offering free shipping or discounted prices.
You can also drive quick membership and sales by offering coupon codes that are emailed when prospects when prospective customers sign up on your website.
3. Create a landing page for the lead magnet
After successfully creating the lead magnet, you need a place where prospects can actually sign up for it. The sole purpose of a landing page is to convert visitors into leads.
It is vital to ensure that your landing page is simple and concise; clearly telling prospects what they are getting, what the value is and how they can get it.
The information provided by your prospects can be collected in a form.
4. Set up Email auto-response
Instead of having someone emailing prospects manually after filling out the form, you can use various available technology options that send email responses to prospective clients automatically.
Besides saving you time, this ensures that prospects get lead magnet offers immediately after filling out the form.
5. Drive traffic to the landing page
After setting up your landing page, you need to attract visitors.
There are various useful techniques for driving traffic to your site. For instance, you can use content marketing to drive traffic to your website.
Do this by creating different articles that primarily focus on the same topic of your products and services. Then, promote them via different social media platforms.
You will need to include a link in the blog posts as well as a call to action graphic at the bottom of the post and in the sidebar in order to encourage readers to go to your landing page.
You can also drive clicks to your landing page by running a PPC (pay per click) campaign for your lead magnet.
6. Measure results and make the necessary adjustments
It is vital to set goals for your website using Google Analytics which makes it very easy and convenient to track and analyse the value of your lead magnet.
In order to measure the ROI (return on investment) and effectiveness of your campaign, you need to understand how many people actually visit your landing page, how many visitors are converting into leads, where they are coming from and how many of those leads actually become customers.
The sole purpose of a landing page is to convert visitors into leads.
Quick Links that you might find useful
Once people subscribe you will need somewhere to store them. And something that has the capacity for effective marketing and management of those valuable leads.
Here are some suggestions for CRMs you may want to look at.
… to name a few.