A lead magnet is anything of value that can be exchanged for consumer contact information. The primary goal is to increase the number of leads you get for what you are offering. As a business owner, you need a strong lead magnet in order to strengthen the efficacy of your marketing efforts. Simply put, consumer email addresses are valuable as they give you the power to convert leads into paying customers as you now have the ability to market to them via email. Generally speaking, people do not easily offer up their contact information unless they stand to benefit in doing so. This is your queue.
Your lead magnet needs to be irresistible, attention-grabbing, and valuable to your ideal customer. Underwhelming lead magnets will drive consumers to other brands, so yours needs to be especially interesting and valuable in order to begin your customer relationships on a high note.
Establish your purpose and zero in on your target.
Identify your ideal customer persona and design a lead magnet that is extremely specific and relevant to the desires of that consumer profile. If you can’t entice them with characteristics of what they need or want, you will lose them to your competition. Narrow down the problem you wish to solve with your lead magnet for your ideal customer and focus on one topic.
Make your proposition. What is going to compel your leads to download your magnet? The amount of leads generated by a lead magnet is directly proportional to the promise you are willing to make to your prospects. Remember: the bait is something the buyer already wants or needs. In other words, you won’t really have to convince them because they already see the value in what you are offering.
Identify the consumer’s problem. What is the common problem challenging your ideal buyer and how can you offer a simple solution? The faster you are able to deliver results, the better.
Choose the right type of lead magnet. Whether downloadable guide, e-training, or a free trial, select a lead magnet that will best deliver your value proposition.
- Don’t overcomplicate! You will defeat the purpose entirely by creating an intensely complicated lead magnet. Consumers won’t appreciate it if they have no idea what it means. Keep things short and sweet, riddled with value.
- Be quick about it! You want to move consumers quickly through your sales funnel, by solving their problems as fast as you can. Think rapid consumption and fast delivery.
- Flex your muscles! If you don’t know how to write, don’t create an eBook lead magnet. What are your strengths? If you are a great speaker, consider doing a video offer.
Name it and claim it! Once you’ve identified what you are offering, name your freshly birthed lead magnet and make sure the title reflects your appealing value proposition. A great title makes all the difference in conversion rates:
- Use interesting adjectives.
- Be specific!
- Address the common problem (or enemy).
- Be bold in your proclamation!
- Think numerically. Examples: “5 Reasons Why You Need ____” or “3 Reasons ____ doesn’t work for you”.
Now that you’ve successfully strategized, it’s time to implement your plan. Create your lead magnet with your ideal consumer in mind as well as the promise you are making to them: your value proposition, and you should find the process to be fairly simple. Remember: your lead magnet will act as an introduction to the type of experience customers will have with your brand. Your lead magnet enables you to provide consumers with something that is useful in exchange for their contact info, thus delivering value to your business even before they make their first purchase.
