If you can get web page visitors to give you their emails, you increase your chance of getting them to buy from you. But they won’t just do it willingly. That’s where lead magnets come in. A lead magnet is any free content that you offer those your site visitors. It can be described as an ethical bribe because you give your subscribers this free gated content in exchange for their email addresses or other content. Once you get their emails, they are closer to conversion.
1. It starts with a buyer persona.
Just as almost every initial step in digital marketing, you need a buyer persona for your lead magnet. The idea of your lead magnet appealing to a wide audience may seem nice to you but in reality, it rather reduces the probability of your lead magnet is useful to your audience. You need to tailor the lead magnet to a specific group of people and this can only be done when you create a buyer persona. Is it college students who walk to school? Or single moms who work in the corporate world. Keep it as specific as possible in order to achieve the maximum effect.
2. Create your value proposition.
So once you decide on your buyer persona, the next thing to do is to choose your value proposition. If you have done the earlier step of selecting a buyer persona carefully, this step should be easy for you. Think of all the problems that your buyer persona has and carve out solutions to these problems. We all love solutions and answers to our problems so doing this will help your audience develop an interest in your lead magnet.
3. Choose a matching title that attracts
You need a title for your lead magnet. Just as you need a headline for a blog post, you need one for lead magnet. Choose titles that appeal to the interest of your audience. Ensure that it is precise and reflective of your value proposition as this influences the conversion rate.
4. Choose the type of lead magnet to create.
After deciding on your title based on your value proposition for the buyer persona. You need to choose the type of lead magnet to attract people. Lead magnet types include; guides, checklists, free trials, cheat sheets, video training, and webinars among others. No matter the type of lead magnet you decide to create, always remember to keep it simple, straight to the point. Always remember to focus on your strengths before selecting the lead magnet to create.
5. Create your lead magnet.
This is where the real work is done since it is what your buyer persona consumes at the end of the day. Craft your lead magnet with reference to your buyer persona and your value proposition. Doing this will help your content stay true to its title as well as a mission which will eventually reflect in your conversation rate.
9 examples of lead magnets to inspire yours:
These are by far the most common forms of lead magnets according to HubSpot, and about 27.7% of marketers use them today. OptinMonster, used an ebook as a lead magnet by displaying a pop-up when a prospect navigates throughout the homepage. And due to how the ebook is crafted from title to its value proposition, prospects are enticed to download it making it an excellent lead magnet
#2. Free Trial.
Everyone loves free trials and so do your prospects. A great example of using free trials as a lead magnet can be seen as demonstrated here by Wild Apricot; an online membership management service. All the prospects need to do is to click “free trial for 30 days” and they fill a form to enjoy the offer.
#3. Swipe Files.
Swipe files are a great resource to everyone one and they make a very good lead magnet. They can include templates, link lists, or blog posts that your prospects can make reference to once they need it. They are reference materials that help people do their jobs better. This copyrighting guide by Harry Dry is a brilliant example of a swipe file.
#4. Videos and webinars.
Videos are one of the best content forms in today’s digital age. With great conversion rates, videos provide you with an advantage as a lead magnet. There are so many ways you can use videos as a lead magnet including recording special video episodes of a podcast or creating a special video guide series.
#5. Free Consultation
Service-based businesses can also offer free consultations to serve as a lead magnet. They work so well because many businesses want more information thus the idea of free information really captures the interest of prospects. To use free consultation as a lead magnet, Focus PPC currently embeds a call to action for the free consultation (Let’s Talk) on the top right corner of our homepage. The call to action leads to a signup page where the prospects name, email, and other information is collected.
If you want a lead magnet that works and entertains at the same time then, then you should try using a quiz as a lead magnet. Amoafoa, a Ghanian based fashion, and lifestyle blogger created a classical example of a quiz as a lead magnet by creating a quiz on travel; one of her niches. The quiz is great as a lead magnet works well because before people can see the outcome of the quiz, they will need to fill in their emails.
Templates are more like blueprints your prospects will readily accept because it makes their work easier since all they have to do is to fill in the blanks. The smart business revolution for example offered their prospects the “magic email template” which is an excellent lead magnet because everyone wants to write a good email that gets results.
#8. Email courses.
Another excellent lead magnet is an email course. Instead of sharing your knowledge or value as a one-time downloadable ebook, you can use email courses to lengthen extend the brand experience. For instance, the answer the public site offers a free email course on content marketing as this is a topic of interest to all those who visit the site. To make this work for you so well, you can include some testimonials from previous students to entice your prospects into signing up.
#9. Calendars and printables.
Creating printables like a planner, calendars, illustrations and many more are great ideas for a lead magnet. This is because these are all items that almost everyone needs in their daily life. Mindset blogger and coach Catherine of the Bliss Bean blog used printables as a lead magnet on her site and this worked excellently because the lead magnet was a self-care planner that fits perfectly into her niche. When looking to use printables as a lead magnet, ensure that it’s on topic and in line with the niche down of your site.
Overall, lead magnets are a great way to generate more leads. If you observe these steps outlined above, creating a lead magnet that works will be very easy. Now you give it a go.
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