Lead magnets are a great way to gain contact information for potential customers – when they’re used correctly. Today’s web surfers and online shoppers are wise to companies attempting to collect their personal information, including an email address, and are only willing to share it when the offer is worth the risk of a company filling their inbox with spam and offers they may never use. There are many types of lead magnets, but no matter which you utilize, the most effective campaigns share some common factors.
1. Know Your Audience
The first key to a good lead magnet doesn’t begin with your content. You have to know your audience – who they are, their age, their profession, what content engages them most – to build a lead magnet for which they’ll sign up. When you understand who you’re trying to reach, you’ll know where to place your lead magnet. For example, if the majority of your website traffic comes from Facebook, it would make sense for you to run a Facebook ad campaign promoting your lead magnet.
2. Decide On The Offer
A lead magnet is information you offer in exchange for something from your audience (usually an email address). For your readers to readily offer their information they want something beneficial in return, so you have to decide what tool you will offer. Below are some options:
- Buying Guide
- Educational Material On Ways To Use Your Product
- Email Series or “Mini-Courses”
- Free Assessment
- Free Consultation
- Free Demo
- Free Shipping/Discounted Price
- Templates or Digital Toolkits
3. Be Specific
No matter the outlet you choose to use to showcase your content, the key is to make it specific to your audience. We’ve all seen the Facebook posts that instruct users to like and share the post for a chance at winning a certain amount of cash. That type of offer is sure to get tons of engagement – who wouldn’t like some more cash, after all? But just because someone could use an extra $100, doesn’t make them a good candidate for information you want to provide. Offer specific information your audience can use, a “how to” guide, industry secrets, discount for a product, or a free webinar. Don’t promote to everyone; promote to your audience.
4. Simple Landing Page
Make your landing page simple and specific. When customers click through to the page, they should find exactly what you promised. The landing page isn’t to promote a barrage of products or to give an overwhelming amount of information about your business. In fact, the page should have as little text as possible with the capture box being the focus. Customers can quickly and easily type in their email address for the offer or information you’re offering.
5. Quality Content
Even the best designed lead magnets won’t help you with future sales or returning visitors to your site if you don’t provide quality content. Develop usable content that is easy for your audience to understand and put into practice. If your readers feel they’ve genuinely learned something from your lead magnet content, they’ll take the time to read your future emails and return to your website.
An email list is essential to nearly all online or ecommerce businesses. A strong lead magnet can help you grow that marketing list. By knowing your audience and offering quality content, you’ll secure returning customers and online growth.