- Get traffic
- Sorcery (just kidding!)
The trouble is that when prospects first come to our website, they will not be ready to buy from us. If you want your leads to be converted, they need to be convinced, nurtured and win their trust.
Enter Lead Magnets
Lead magnet, as the name implies, aids to attract leads. Lead magnets come in various shapes & sizes. From free product samples to infographics, their scope covers anything designed with the goal to attract & capture the contact details of a potential lead. Having attractive lead magnets will accelerate your lead generation like it’s on steroids. Mastering how to use lead magnets is pretty much like having superpowers to grow your business as fast as you want. But there’s a catch. Creating lead magnets is easy but creating lead magnets that get targeted leads is the challenge. Customers today are bombarded with emails, newsletters and offer advertisements that the lead magnets must be truly exceptional and pertain to their needs. Simply inviting an audience to sign up no longer generates the results it once did.
So what to do?
The goal is to build lead magnets that make visitors super excited. A lot of websites try to capture leads with same “Me too” strategy -Become a marketing rebel. Your audience should go through your lead magnets, gain something useful and experience an “oh cool” moment. Why don’t you take your ideas regarding lead magnets & check it against this list….?
- Does it add enough values as possible?
- Does it create an emotional reaction?
- Have you been honest in your work?
- Are you setting false expectations?
- Can your idea be better?
It takes time to build the best possible lead magnets. Yes, it’s okay to start off with something average while you work on the side to develop your killer lead magnets. But what generally happens is that temporary solutions have the annoying ability to become permanent ones. Structure your Lead Magnet should offer.. Awesome headline: As any form of content, it’s important to start with the hook. Quality Promise: what to expect when they subscribe. Connect: why the lead magnets were created & for whom. Key points: issues and their solutions. Call to Action: how to continue. For Pete’s sake….don’t ask them to fill too many fields. In majority cases, just email is enough.
Maximizing the use of lead magnets
To maximize the benefits, it’s important to consider where your prospects could be in their customer journey and create lead magnets for each stage.
Marketers can divide customer journey into three major stages to identify which lead magnets can be used:
Awareness stage: This is the stage where your prospect begins to identify the problem & become aware of the opportunities and possible solutions.
Consideration stage: This is the stage where the prospect has identified a problem & is researching to find the best solution. Here your prospects discover and consider different approaches & solutions to grow further.
Decision stage: Here your prospect is almost ready to buy. This is the stage where your prospect compares, shortlists potential solutions and decides to buy one.
Now listen my dear marketers…..each of these stages require different types of lead magnets contents to provide value.
In the early stages, the value can be provided by educating the problems & solutions your business category can offer.
#1: Free guide
This is one of the most common and effective lead magnets that can be used in the awareness stage. You can provide free information in the form of an eBook or a report to aid your prospects to sort out a specific problem. Offering free information also provides you the opportunity to frame the problem in a favorable light for your solution.
#2: Cheat sheet
Well, most of us, if presented with a quick way to become more productive which involves little effort – who won’t say no? Right! Cheat sheets are centered on this particular advantage by promising a piece of content that allows the prospect to cheat or hack a particular activity.
A toolkit or a resource list can offer a ton of perceived value just for contact information. Prospects would give anything for a comprehensive list of the best & most useful resources, specific to their niche industry. This is because even Google isn’t entirely reliable for attaining information on a particular niche. So bloggers who are on the lookout to expand their audience reach can draw in traffic through this technique.
In the middle stages, education can be continued along with positioning your company as the solution to your prospect’s needs & challenges.
There are very few things that are as powerful as a live webinar, which can offer a sense of personalized interaction that other forms of content can’t match. The time-sensitive nature of webinars allows not only for high conversion rates on the front end, convert visitors to leads but also on the back end where limited-time promotion can be pitched.
#5: Value-rich subscriptions
Normally, newsletters do not convert well & are too much work for the payoff. But certain businesses are ideally suited to offer value from regular newsletters or other subscription-based email offers. If you are able to think of a few benefits that the prospect can achieve from your newsletter, then it could be the perfect lead magnet for you.
#6: Catalogs & Brochures
Many times, your target prospect will be actively looking to buy your products/services & all you need to do is give them a small push. Catalogs or brochures can be the perfect lead magnets if you are in a product-centric industry, such as manufacturing, hospitality, retail or tourism.
In the final stage, the content should be product-centric. Here you should convince your prospect that your product is the right choice.
#7: Case studies
Case studies are said to be the perfect final stage content as it offers a specific, detailed account of your customer who has used your product or service before. This matters because with a well-timed case study, marketers can influence their prospects right when they are in the process of making a decision.
#8: Free consultation
Once your prospect is in the decision making phase, they usually would like to get in touch with a salesperson. Free consultations are perfect for this as they’re highly effective at obtaining permission to be contacted from these prospects, which, when qualified, can yield high quality leads for salespeople.
#9: Live Demo
At the final stage, there is nothing more effective than live demos as they provide prospects a personalized walkthrough of your offering & the chance to ask questions directly, something your website can’t do. They also enable you to assess whether your product or service is a good fit for them & highlight your most relevant attributes.
With the help of marketing automation software, marketers can deploy relevant lead magnets at the right time, based on the customer’s journey.
Wanna try out these lead magnet techniques on your website?
Acquire marketing leads from DataCaptive & strategize your strategies as per prospects.
Now, it’s your turn
The lead magnet techniques mentioned above are both tested & proven to work in almost all niches and the variations are endless. Pick one of the ideas from the top & start. As you understand your growth continue with the rest.