Don’t we all love a lead magnet that captures our attention and entices us to provide our email address to receive something in exchange? We all do it from time to time when there’s an irresistible offer or we want more information about a particular topic.
From a business perspective, a lead magnet should be embedded in your marketing strategy. It helps attract potential customers, enables you to build your email list and assists your business to nurture the relationship, with the aim of converting to sales.
Let’s explore the elements of creating an irresistible lead magnet to support your business growth.
What is a Lead Magnet?
It is a free asset or special deal offered to potential customers in exchange for their contact details. As humans, we are all curious creatures so there are lots of ways you can motivate a potential customer to sign up for a lead magnet.
Here are 15 ideas that will provide some inspiration for your business:
- Guide to…
- Quiz / survey
- eBook
- Template
- Checklist
- Planner
- Free trial
- Discount Code
- Product sample
- Workbook
- Market Trends
- Industry Report
- Audit
- Cheat Sheet
- Calculator
Tip: your lead magnet should be educational in nature or provide a special offer.
5 Step Guide to Creating an Irresistible Lead Magnet
Lead magnets are a powerful way to kickstart the customer journey, support your marketing strategy and increase customer sales.
1. Know Your Target Audience
Tailor the lead magnet to your target audience or a segment of your target audience. Establish who they are, their pain points, what information they are seeking or would find helpful. If you don’t have a clearly defined target audience you might like to access my Step by Step Guide on How to Develop a Customer Persona.
2. The Lead Magnet
Once you have decided on the type of lead magnet your audience will find irresistible, you can begin to create it. Ensure the branding and overall aesthetic aligns with your Brand Guidelines so that there’s consistency at all touchpoints of the customer journey – it builds trust.
If you’re creating a lead magnet that the customer can download, ensure it’s in a format that is accessible, such as PDF. Additionally, create a thumbnail and various images that can be used in your content marketing via your website, social media, email marketing, etc.
Don’t forget to include:
- Captivating headline
- Valuable content that relates specifically to your audience’s wants/needs
- Your logo and brand elements
- Link to website and URL
- Social media icons and links
3. Landing Page
Your landing page is where you will direct those potential customers who want to access your lead magnet. It is where your efforts will convert visitors into leads as they happily supply their contact information for something in exchange.
An effective landing page should include:
- Your visual identity (logo)
- A clear and compelling headline
- Short overview to communicate the value of your offer
- Prominent and strong call to action (download, sign up, access, etc)
- Sign up form capturing the information you seek (name, email, phone, etc)
- Visual of what the visitor will receive
In some instances, you might consider including a longer form landing page which also offers:
- Persuasive copy highlighting the benefits of your offer
- Benefits of your offer and how it addresses the visitors needs
- Background on your business or biography
- Testimonials in video or text format
Tip: ensure your landing page is mobile friendly and loads quickly to provide a seamless user experience.
4. Nurture Through Emails
There are several important steps to maximize the effectiveness of your lead magnet. These steps will lead to engagement, relationship building and conversion of potential customers.
Once a visitor has provided their contact details on your landing page, what are your next steps? There are several ways you can approach this, such as:
- Send a welcome email with details of the offer or
- Create an automated sequence of emails to nurture the prospect
- Integrate the capture of details with your CRM or email marketing platform
- Filter and segment the audience and send a regular email campaign
- Send personalised emails or text messages to move them through a sales funnel
Email marketing is great for small businesses. It offers an affordable marketing strategy, allowing you to communicate directly with customers, provide tailored messages and offers and build trust and brand awareness. If you’re new to email marketing or are building your email marketing strategy, you may like to read How to Master Email Marketing.
Tip: plan, create and prepare all the elements needed with the lead magnet before you begin promoting it.
5. Promoting the Lead Magnet
Once the lead magnet and landing page have been established, you can get started on promoting it. You should align the promotions with your marketing strategy via the following channels:
- Website
- Social media
- Email marketing
- Online advertising
Tip: evaluate the effectiveness of your lead magnet by analysing data and results. Is it generating leads? Are they the right leads for your business and offer? Refine and adjust to ensure the best results.
If you need support to develop an irresistible lead magnet, we are here to help. Our aim is to make marketing accessible and as easy as possible to our business community. Register for a free 30 minute Marketing Chat and let’s discuss how you can harness the power of lead magnets for business growth.
