What is a lead magnet? Essentially, it's a free, downloadable piece of content that is used to generate interest in your company's brand and add marketable customers to your contact list.
This blog post is part of “Your Definitive Guide to Lead Generation” blog series.
Learn how to create one for your business in this short 4 minute video from our Marketing Technologist Nick.
And if you would like us to create a lead magnet for you, check our our Lead Generation Packages.
Hi. I'm going to teach you how to set up what we call a lead magnet and start converting website visitors into customers. What is a lead magnet? Essentially, it's a free, downloadable piece of content that is used to generate interest in your company's brand and add marketable customers to your contact list. Cool. Why do we even care about something like this? Let's start with one scenario. This is your website without a lead magnet. Naturally, when people come to visit a small percentage is going to immediately turn into a customer. While this is great unfortunately, a much, much larger percentage are going to leave your site immediately, most likely to never be heard from again. This is not good, but on the flip side if your website does have a lead magnet you're still going to have a certain amount of people that are going to buy immediately and a certain amount of people that are going to leave immediately, but you're also going to be able to capture the information of a certain percentage of people who are attracted to your lead magnet.
Once you've captured their information you can start nurturing and educating them on a long-term basis and potentially turn them into customers down the line. Cool, so we want one. How do we create one then? First we have to figure out what, exactly your customers are looking for. Do they share a particular problem or concern that needs addressing? Or are they lacking a certain knowledge about your product in particular? Put together an offer that can address those issues. The next thing you have to do is write up interesting content in a way that appeals to your target audience and is appropriate for your product. A person who is spending thousands and thousands of dollars on a purchase is going to do a little bit more research than someone buying a pen, for example. Once you've done that you've got to design it and package it. Put in some design work, make sure it aligns with your brand and, of course, is attractive enough for somebody to be interested in. Voila, you have your magnet.
Let me show you a quick example of one that we put together. This is called, "Intro to Lead Generation." A big part of what we do here at Campaign Creators is exactly that. Lead generation, so we created this piece of content to introduce people and educate them on the concept of lead generation. We have the definition of the lead, we have qualification of the lead, the mechanics of lead generations, building landing pages, forms, etc., etc. Great, we have our lead magnet. Of course, it does us no good if we can't get it in front of people so how do we do that? The easiest way to do it is to have it live on your website. For example, with a dedicated resources page, like you can see now. Here we see all of our lead magnets living in one place.
We can also put together what we call a signature sub footer at the bottom of each page. This is another lead magnet that we put together called, "The Buyer Persona Workbook." It's living on each and every single page. Another way to do it is to set up a website popup so that all visitors to your website are exposed to that offer. Finally, we can also have it live on a landing page that is optimized for conversion. This would also give you the ability to send traffic from elsewhere and still have people exposed to your offer. What do we do next? Once a viewer has read to the end of your magnet we can also set up what's called a CTA page, which is optimized to conversion and can nurture people to the next stage of the buyer journey.
Would you like us to create a lead magnet for you? Check our our Lead Generation Packages.