Ever visited a website and been prompted to download their FREE checklist or e-book? Or invited to their FREE webinar? To access these freebies you provide your email address and consent to going on their email list. These checklists, e-books, webinars and other resources are lead magnets. Also known as opt-ins or freebies. Their purpose is to attract new leads to your business.
A lead magnet creates a mutually beneficial exchange between your business and a prospective lead. They get the benefit of whatever content is in your lead magnet, while you get to add them to your subscriber list. Once on your list, your email marketing chain kicks in to nurture each lead towards a sale. But don’t just focus on adding numbers to your list, you need to see each new lead as the start of a long term relationship.
Different types of lead magnets
There is no set list or template for what a lead magnet should be. The most common examples of lead magnets include:
– Checklists
– Hack-lists
– Worksheets
– E-books
– Reports
– Email series/courses
– Webinars
As some sectors become saturated with these freebies, new types of lead magnets are growing in popularity, including:
– Infographics
– Calculators
– Templates
– Quizzes
– Assessments
– Challenges
There are two key factors that drive the format of your magnet; 1) the nature of the content and the problem it solves, and 2) how your intended audience prefers to consume information.
How to create a lead magnet that converts
As with any marketing tool, creating something slap dash without strategic thought isn’t going to get you results. So, when putting together a lead magnet keep these tips in mind:
1. Target a specific audience
2. Solve a specific problem
3. Don’t try to sell
4. Show your unique value proposition (UVP)
5. Make it easy to digest
1. Target a specific audience
A business that tries to be everything to everyone is likely to fail – ever heard the saying ‘jack of all trades, master of none’? The same goes for your lead magnet. You need to get super specific about the kind of person you want to attract as a subscriber. And not just their demographics (age, gender, location, etc) but get deeper into their behaviour and psychology. Ask yourself:
– What are their goals and dreams?
– What makes them smile?
– What worries them most?
– What problems are they struggling with?
– What stops them buying your product/service?
Build a complete picture of this person in your mind, and then use it to design your lead magnet.
2. Solve a specific problem
A lead magnet must provide value to a prospective lead, otherwise what incentive do they have to give you their email address? Your target audience must perceive value in accessing your resource. And then you need to deliver on that value. A poorly thought out lead magnet can actually be detrimental to your brand if it leaves people feeling duped.
The best way to deliver value is by solving a specific problem your target audience have right now. Provide them with information and instruction that increases their ability to solve their problem and bingo, you are now on their list of business BFFs. You have also now primed them for receiving your emails, so when they see your name in their inbox they are curious to open it up.
3. Don’t try to sell
Content is not a sales tool, it is about growing the relationship with your audience. If you turn your lead magnet into a sales brochure, it will fail. You might get the initial email address, but they won’t stick around as subscribers for long. Remember, lead generation tools are about getting prospects into the top of your sales funnel. Then you need to utilise other tools to move each prospect through the funnel to a sale. Jumping the gun is probably going to backfire. What you must include in your lead magnet is a call to action encouraging people to take action and connect with you more directly.
4. Show your unique value proposition (UVP)
What is it about you and your business that sets you apart from your competition? It might come from your experience, your approach, your product/service attributes. How ever you define your UVP, make sure it finds its way into your lead magnet. Give your audience a reason to remember you. Because if you are helping them solve an immediate problem and offering a point of differentiation, there is a good chance you will stick in their mind.
Most lead magnets include a section upfront that introduces you and your business, explaining why you have created the resource and how it will help. But also try to sprinkle elements of your UVP throughout the bulk of the content.
Just keep in mind that a lead magnet is not about you and proving your expertise. Front and centre should be the problem you are solving for your intended audience.
5. Make it easy to digest
It feels like this goes without saying, but you need to create a lead magnet that is easy to read, free of errors and looks appealing. Less is more – don’t try to cram a thesis onto two pages. Use headings and bullet points to create structure. And break text into small paragraphs. Check your language to ensure you are speaking to your prospective clients in a way they understand and relate to. Make sure the look and feel are on point with your existing visual branding. There are many tools out there to help with the graphic design elements, like Canva. Or it may be worthwhile investing in the services of a graphic designer.
Follow these tips and you will be laying a solid foundation for creating lead magnets that convert your website visitors into leads.
I bet you will never look at a freebie resource the same way again!
