Lead magnets give your business an excellent opportunity to share something of value with your prospective customers. In exchange for your free offer, a prospective customer will share their contact details, thus becoming a lead.
The prospect of creating a lead magnet can feel a little daunting if you’ve never done it before. However, it’s a lot easier than you might think.
In this blog post, I’ll explain how you can create your first lead magnet and start generating new leads for your business.
Here are some thought points to get you started:
Lead magnet goals
Your first step is to define the goal of your lead magnet. The most common goal with a lead magnet is to generate a new lead, hence the name. However, lead magnets aren’t limited to a downloadable guide, white paper, or free video. A lead magnet can also be used to offer a trial for a service or even a sample of a physical product.
Customer problems
What problems do your customers face? These will be the same problems you solve through your products or services. For example, an accountant might help clients prepare tax returns, run payroll, and provide other services. Clients reach out to the accountant as they lack the expertise or time to complete the accounting tasks themselves.
What can you solve?
For each of the problems you’ve listed, think about what you could offer as a valuable free gift to help your new leads. Don’t worry; you’re not revealing all your secrets now. Your lead magnet shows that you’re not afraid to help and deliver value upfront, which helps to build trust. A good rule of thumb is to create a lead magnet that your leads can consume in less than an hour.
Choose a format
It’s time to pick a format for your lead magnet. You might choose a downloadable ebook, a video course, a checklist, a series of emails or something else. At this stage, the main thing to consider is how your ideal customers usually consume content. Do they prefer to read text or focus more on videos or audio? Pick a format that is suitable for your customers.
Create your content
Next, you can create your lead magnet. The type of content you make will depend on your chosen format. For example, if you are creating a downloadable guide, you might use a tool like Canva. This would give you an attractive document, and you can download the completed guide as a PDF file ready to send to your new leads.
Set up delivery
Your lead magnet should be delivered automatically to any leads who sign up to receive it. Automation is essential as it prevents you from sitting in your email inbox and wasting your precious time. You can use an email marketing service such as MailerLite, ConvertKit (soon to be Kit), or ActiveCampaign to create your email automation. Note: It would be beneficial to show your readers a visual demonstration that runs them through setting up an automation in your favourite email platform.
Promote your lead magnet
The final step is to promote your lead magnet. You should include an opt-in form on your website. The form can be on multiple pages. For example, you could include it on a service page, your home page and in your blog posts. You should share a link to sign up for your lead magnet on your social media profiles and via your email marketing efforts. There are also opportunities to utilise paid ads to drive traffic to your lead magnet.
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