If you want to encoSmall business owners and marketers need to find new customers regularly. But what should you do when customers have already visited your site? Your website can help you collect quality leads and build email lists.
Unfortunately, many businesses don’t use their websites effectively and expect customers to convert on their own. Others may not know how to turn website visitors into leads.
urage website visitors to enter your sales funnel, consider using a lead magnet. A lead magnet is a tool that encourages customers to share personal information, such as their email or phone number.
This allows you to contact them and help them become paying customers. Let’s explore the best lead magnets, examples of lead magnets, and how an effective lead magnet can benefit your business.
What is a Lead Magnet?
A lead magnet is something companies offer customers for free in return for the contact information of the customers. It might be a discount code, a free webinar, an ebook, a template, or other resources that one uses.
The lead magnet would have to be acquired to release the contact information, such as the customer’s name, email address, or sometimes the company details.
Equipped with this, you can engage your prospects with value through content such as educating them, informing them, and answering their questions. With each interaction, trust and familiarity are built between you and your lead, moving them closer to the sale.
Studies have indicated that lead magnets are effective in lead generation. Almost 50% of marketers realize higher conversion rates when using a lead magnet.
This is because lead magnets help you understand what interests your potential buyers, allowing your sales team to better convert them into customers. Therefore, lead magnets are essential for any customer acquisition strategy.
How to Create a Lead Magnet?
Before building a lead magnet, you need to understand the marketing funnel and how to convert passive website visitors into active customers.
Recognize that lead magnets are part of an overall strategy. So, remember how you would want to convert these passive visitors into active customers. A lead magnet encompasses more than just the resources you offer.
You also need a call-to-action, a landing page for collecting customer information, a thank-you page for access to the resource, and follow-up emails for starting conversations with prospects.
The process might change, but it usually goes like this: a visitor gives away personal information in exchange for the resource. They can then download it through the thank-you page or get it via email. After a while, one can strike up a conversation to learn about their needs and see if they align with their ideal customer profile.
Creating a lead magnet has been summarized into four steps :
- Identify your target audience
- Build your lead magnet
- Publish it
- Analyze data and improve it
Finding Your Target Audience
Before developing your lead magnet, it’s important to learn about your targeted customer. Of course, if you have marketing experience or customer data, you might already know who your audience is.
Otherwise, proceed with the data review for topics of interest to your customers. Knowing the target audience and their problems will help create a relevant lead magnet.
Building Your Lead Magnet
Once you have identified your audience and type of content, develop your lead magnet. Writing the content and designing the graphics are essential elements of a successful lead magnet.
The writing should be straightforward, considering the targeted audience. The design should also express your brand and be appealing to the eye.
Publishing Your Lead Magnet
After your lead magnet is complete, publish it on your website or set it up inside your email marketing software. Most of the time, people downloading your lead magnet will still be in an awareness stage of the marketing funnel. You can just have a simple form on your homepage or service pages.
Sometimes, a straightforward form that asks only for the name and email address gets more leads. If you want them to call you, you can add an extra field for a phone number, but the longer the forms are, the fewer leads you will get.
You can create a dedicated landing page and drive traffic to it using marketing strategies, such as social media ads or Google Ads.
Using Data to Improve Your Lead Magnet
After launching your lead magnet, closely monitor its performance. Track the conversion journey and the number of customers it generates. Conduct A/B testing by experimenting with form lengths and varying the content to boost conversions and attract more customers.
Lead Magnet Examples
Lead magnets can take many forms. Check out the examples below, and then brainstorm ideas for lead magnets with your team. You’ll want to choose a format that best shows your expertise and caters to the needs of your potential customers.
Infographics
Infographics can be a fantastic source for bringing in leads when you don’t have the time to create an eBook or whitepaper. Take that and create a cool, engaging infographic highlighting key points from your existing content.
Template
Templates are another effective lead magnet if your service requires them. For instance, a digital marketing agency might offer a template for a social media marketing audit, while an accountant could provide personal finance tracking templates.
Templates engage customers quickly because they are simple and actionable. They also help you show your expertise and build trust with potential clients.
Free Trials
Free trials are a popular and effective way to attract new customers. People like trying products or services for free, so they often share their information to get access. Setting up a free trial doesn’t take much time for companies. Once it’s ready, potential customers can sign up on their own.
To encourage users to keep using your product, combine the free trial with email marketing and offer a special discount on a subscription. You can mention this discount in the email confirming the free trial or send it closer to the end of the trial.
Webinar
Webinars are an excellent method of letting prospects learn about a topic and ask questions to you online. They showcase your industry expertise, building trust with potential customers before a buying decision is made.
Whitepaper
A whitepaper is an in-depth paper explaining several company features. It is similar to a case study but more profound when complex issues are concerned. From IT to e-commerce, whatever your industry, whitepapers help educate your prospective customers without actually selling your services.
Case Studies
Case studies are an easy way for businesses to show the benefits of their solutions and their success with clients. They serve as proof of a company’s skills and can also generate leads. For example, you can offer case studies for download in exchange for email addresses.
Conclusion
Lead magnets are probably the most powerful tools for converting website visitors into potential customers. They offer valuable resources in exchange for contact information. Lead magnets can establish trust, nurture leads, and drive conversions if implemented correctly.
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FAQs
1- What is another name for a lead magnet?
A lead magnet, also called gated content, is valuable material like e-books or webinars. Users can access this content only after they give their contact information, usually their email address, making it useful for generating leads.
2- Why create a lead magnet?
Lead magnets aim to boost lead generation. They help you gather contact information from potential customers and guide them into the sales or marketing funnel. Any business that depends on customers should use a lead magnet.
3- What is the difference between lead generation and lead magnet?
Lead generation is about attracting potential customers. Lead magnets are free resources, ebooks, or tools that help you get that attention. They offer something valuable in return for contact information, making them a great way to generate leads.
