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Freebies, Ethical bribes, Free offers…. Call it whatever you want but there is no doubt about the importance of Lead Magnets in the world of digital marketing. Customers are the key to any successful business. To attract visitors in order to convert them to customers, you need something that can make them fall in love with your products or services, at the same time that’s mutually beneficial too.
Let’s be honest. Lead generation can be really frustrating as many marketers are unsure of where to start. The majority of the marketers imagine it like this:
A 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.
The goal is to build lead magnets that make visitors super excited. A lot of websites try to capture leads with the 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 them against this list….?
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: Like 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 the majority of cases, just email is enough.
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:
Now listen my dear marketers…..each of these stages requires 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.
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.
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.
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 continues with the rest.
Also read: SALES AND MARKETING ALIGNMENT – TIPS TO SAFEGUARD
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