Are you creating Lead Magnets your visitors want?
If you want to convert prospects into paying customers, the first order of business is to find a good way to communicate with them. With a reliable communication channel, you can start to build a relationship in which your target customers can grow to know, like, and trust you. That ‘know, like, trust’ equation is the basis of all repeat sales. It’s also very difficult to build unless you can communicate regularly. One tool used to start the process is to offer a Lead Magnet. Make that an irresistible Lead Magnet.
What’s the best way to communicate with your prospective customers? Email. It may sound outdated but for most demographic groups, email is still a primary form of communication which people check daily. Once you have someone’s email address you have a direct channel for building a relationship. The best part is that you have control over that channel.
Lead magnets are used in the Lead Generation stage of the Customer Journey (get more info on this in the 4 Types of content you need in your business post here):
Why this focus on email?
People have the option of opening your email or not, but regardless of that there’s no third-party company who can randomly take away your contact list. There’s no social media platform who decides whether people see your messages or not. And there’s no search engine that calculates whether to show your information or not.
Your lead magnets can be used on different platforms including social media, regardless where you are on the spectrum – In person meetings, online, or social media systems, one of your primary systems that work for you will be email, and lead magnets help you get there.
The question is: How do you go about getting those email addresses in the first place? One of the best ways is to create a ‘lead magnet’ that’s so irresistible that your target audience will be eager to give you their email address.
Why do we want the email address so badly?
We want this address because it gives us a direct route to building a relationship with our reader and allows us to make offers directly on our latest paid offer. Can you do the same on social media? Definitely, to some extent and you can use Lead Magnets here, too.
Lots of people give away something and most aren’t making the best of it. Why? Because most of the time there’s no strategy behind the lead magnet or what happens after… what we call the (lead magnet) funnel.
What many people do when using "lead magnets."
- Offer random stuff because “you need to offer something - it doesn’t really matter what it is as long as they give you their email”
- Offer low/no value content. Readers get a mediocre lead magnet (not memorable, useful and quickly forgotten)
- Spend time, energy and resources building a list of names who will never buy from you.
Remember the reason you want and need to collect this contact information. It’s not about the numbers, it’s about meeting the needs of an identified group of potential clients. This will change when you start to recognize the value of a well-prepared Lead Magnet.
Start with the end in mind: Your goal
Before you even think of creating a Lead Magnet, you need to determine your goal, or your "Why" for this particular piece.
A properly designed lead magnet can convert any relevant prospects into subscribers, leads, and then eventually into customers. The goal of your lead magnet is to bring people into your sales funnel so that you can convert them to customer status. To accomplish this, your lead magnet needs to be so much more than a freebie. It must be a truly valuable offer that acts as a magnet to pull in your most ideal target customer.
The golden rule
The golden rule for your Lead Magnet is.... Every Lead Magnet must support a paid product or service you offer.
Think about some lead magnets you’ve signed up for recently from companies or people. What worked for you or what didn’t work? Write your responses down and consider them when creating your own lead magnet.
Time to brainstorm
As previously defined, a Lead Magnet is a valuable product, solution, or benefit that you give to a prospective customer in exchange for their contact information. Consider what this would look like for your upcoming lead magnet.
Choose what will sell
What product or service will you be selling to your prospective client? You've probably got this planned out. Make sure your lead magnet supports this product or service.
How do you know what problem to solve? What will your client be able to achieve when they successfully use your product or service?
Remember: your offer should solve ONE problem
Things to keep in mind
After doing the hard work of determining the “Why (problem to be solved) and the Who (your clients’ needs)”, we’re ready to decide the “What” and follow it up with the “How.” You should have a good idea of what you intend to create, and how it fits into your paid product/service campaign.
Now’s the time to brainstorm your lead magnet options. You can start by making a list of your content possibilities. Only the content that would be valuable to the client should be considered and offered.
Although it might all seem daunting, there are a lot of tools out there that cover all design skill levels, and particularly for the design-challenged. The key is to make sure your finished piece reflects you and your business, (because first impressions matter).
One of the most popular apps is Canva, loaded with lots of templates for those who would benefit from the help. It also has both free and paid options. Creating powerful lead magnets that your clients would be glad to receive, so much so they can't wait to give you their email address so you can share your expertise, valuable information and business personality, on the way to buying your fine products and services. Its worth the time to create a quality Lead Magnet. What to do now? Download your free copy of the Create your lead magnet infographic right here!