The lead magnet is the tool you need to build your email list-the perfect way to reciprocate users sharing their contact. Here I explain what it is, what features it must have to be effective, and how to use it for a successful lead generation campaign.
You know how important it is email marketing and so you've probably already taken the first step: you've put a sign-up form on your website to add new contacts to your list, to whom you can send your newsletter and product promotions.
For you know that a solid e-mail list gives you ongoing access to a loyal and receptive audience.
Only then ... the results were a bit disappointing, right?
You thought tons of people would sign up, but it didn't quite work out that way.
"Sign up for our newsletter!" simply no longer seems to work as a tactic to make lead generation...
Don't worry, we've all been there!
You are aware that the content of your emails is indeed useful and valuable, but you must always look at it from your users' point of view: their inboxes are chock-full of promotional messages, which are often deleted without even being opened.
Consumers are now more tired than ever of increasing the volume of e-mail they will receive.
Indeed, who wants an inbox full of spam or irrelevant offers?
In other words, just because a person enters your site does not mean you have secured his or her following: to increase the likelihood of this happening, you need to 1) attract the right customers and 2) lay the foundation for a solid relationship with them.
How can you then convince them to join your list?
Well, let's say you should make your offer a little more attractive....
And lead magnets can help you do that.
As the name suggests, it is a tool that succeeds in attracting potential customers in exchange for something of interest.
Read on: in this article I explain in detail what a lead magnet is, what makes it effective, and how to use it to your advantage.
What is a lead magnet?
The point is this: if you want him to leave you his email address, a person must have a good reason to do so.
Do you agree?
And usually, this good reason is a resource that has two well-defined characteristics: it is free and of value.
Whether it is a discount code, webinar or ebook, you will be able to get it if you agree to share your personal information with you, which you can then use for various purposes.
Therefore, the lead magnet is any content that provides information that engages a potential customer and arouses his or her interest in your product or service.
It is an incredibly effective lead generation tool that drives higher conversion rates and is therefore a key component of any customer acquisition strategy.
How come?
Because it creates a two-way, mutually beneficial exchange (it is not just the client doing something for you, but you are mostly doing something for him).
A lead magnet can take many forms: for e-commerce brands, the most common example is a discount code or coupon for free shipping. For blogs, on the other hand, it can be a free eBook.
But you can also get more creative with videos, audio files and more-I recommend choosing a format that showcases your expertise and meets the needs of your potential clients.
From there on, it will then be up to you to make the so-called lead nurturing, that is, carefully curating such users in order to convert them into paying customers.
You do this through content that creates brand awareness, answer questions and reaffirm your company's reputation as an expert in its field. Every interaction is an opportunity to connect with leads and push them further down the sales funnel.
What makes a lead magnet effective?
Not all lead magnets are the same.
Sure, you could quickly create a pdf or whatever, but it might not be enough to get the gain you expected.
Taking your time to create something really useful for their audience is critical.
A strong lead magnet provides value to people; it gets their attention and encourages them to engage with you.
In particular, in order to be successful, every lead magnet should have certain qualities, that is, it should be:
Useful
A lead magnet is useful when it focuses on the customer: it should save time, solve a problem, or provide a new perspective.
Relevant
Even the best offer will fail if it doesn't resonate with your intended audience: make sure your lead magnet serves a very specific purpose.
Therefore, what you offer must be relevant to your audience or industry. Choosing a broader topic might get you more leads, but those leads may not be quality leads interested in your product or service.
Credible and valuable
Lead magnets must establish your credibility or reaffirm it by offering valid insights backed by research and experience.
What are you offering that is worth leaving my email address for?
The best lead magnets offer expert insight, insider knowledge, a faster way to do something, or some other creative and unique solution that solves a real problem for people.
How will you help me? Will access to your lead magnet save me time or money or improve my life in any way?
If it's something I can find elsewhere in a quick Google search, I probably won't be interested in subscribing to your list.
Shareable
If your lead magnet is useful and credible, your audience will want to share it. Make sure it is easy for people to spread the word, especially through social media.
Strategic
While it is satisfying to see your database of sales leads grow, you need a plan to turn those new leads into paying customers.
You have a user's name and email address, now what? Do you continue to follow up with a personalized email campaign? Will you treat leads who open the email differently from those who don't? Create a system to classify user behavior and get a better idea of who to pursue.
Reliable and authoritative
A lead magnet helps you to positioning your brand As an authority on a particular topic.
However, your audience should not simply take your word for it: prove your expertise with data and results.
Also, pay attention to details (such as making sure your content is well-written and error-free).
Stimulant
Find the right balance: you need to give your audience what they want, but without giving away too much for free.
You don't want to lure them in and then disappear, but neither do you want to completely solve their needs to the point that they no longer need your product or service.
How to use a lead magnet to your advantage: best practices
The contact information that your lead magnet allows you to acquire will be used to put potential customers into a sales funnel that will push them toward an actual purchase.
Basically, the conversion path that turns visitors to your website into leads basically consists of these steps:
#1 Call to Action (CTA): the button phrase that people click on to access the resource you are offering;
#2 Landing page : after clicking, they are directed to a page where they fill out a form with their name, e-mail address, and any other pertinent information you feel is important;
#3 Thank you page: the visitor who became a lead now arrives on a thank you page with information on where to access their resource and is added to your mailing list;
#4 Follow-up email: is your first message to the lead shortly after the exchange.
From here you then begin your email marketing campaign, establishing a conversation with the lead to keep them engaged with your business.
Given that this is a starting point and not an ending point, the success of a lead magnet depends not only on the type of resource you offer.
Therefore, here are some best practices to increase your chances of acquiring leads.
Be strategic with the required number of fields
Lead magnets typically include a form where people submit their contact information.
Although there is no ideal number of fields to include in the form, the one you choose should be related to your goals.
Do you want to attract more leads in general or do you want to get more high-quality leads?
Usually, leads who take the time to fill out multiple required fields are more valuable than those who fill out only one.
Send a thank-you email
Gratitude is always a good idea.
A lead who shares their contact details wants to know that you are grateful for their time and trust.
A thank-you email shows this appreciation and also confirms that the address entered exists and that the lead will receive the content.
Optimize your lead magnet
You could create a perfect lead magnet for your target audience, but if people can't find it, you might as well.
What to do then?
You have to optimize it, so you can increase visibility: you basically do this by creating a landing page SEO-friendly.
This means selecting and using the most relevant keywords (in the text, title tag, meta description, image names), but also making sure your page load time is fast and taking advantage of internal and external links.
Also promote your lead magnet on your social channels and make it easy for people to share it in their networks.
Turn your new contacts into customers
Lead magnets draw people into your sales funnel.
But once you get their contact information, you need to tools equally powerful in turning those new leads into paying customers.
You can do this through a well-structured email marketing campaign that allows you to track and engage leads, automating even customized message sequences for different types of leads at different stages of the sales cycle.
Conclusion
As you may have guessed, the lead magnet is an indispensable tool for any digital marketing strategy.
This is because it allows you to have the first thing that is important to your success: being able to reach an audience composed of potentially new paying customers.
As we said, however, people will be willing to share their contact information the moment they are offered something valuable in return.
So focus on your target audience's problems and offer quick and effective solutions-I'm sure you will soon get great results.
But tell me, do you already use lead magnets? And what kind?
Let me know in the comments!