What is a Lead Magnet?
As business owners and marketers, we are constantly looking for new ways to nurture leads and engage with existing customers. One of the best lead generation tools is your email list. Done strategically, you can target the right people at the right time. The problem is that it’s not always easy to stay connected. Luckily, there is an answer. Enter the Lead Magnet. A Lead Magnet is when you offer an incentive in exchange for their email address. Usually, the Lead Magnet involves a downloadable piece of content that has some value to the consumer.
Lead Magnets can take on many forms such as checklists, ebooks, and tutorials. You’ll want to create a sense of urgency and high value to entice the user to take action. Therefore, having a strong call-to-action is key. The offer should also solve a real problem that your audience faces. This allows you to show the user that you and your company are experts in solving that problem.
Creating a Lead Magnet
When creating a Lead Magnet, there are a few tips that you should remember.
- Create a Landing Page unique to the offer. You want to direct users to a page that is easy to sign up to receive the offer. Often times, removing your website’s header and footer is done to reduce the chances of the user being distracted from your goal. If the navigation bar is showing, the user might click away from the landing page.
- Have the most important information above the fold. Above the fold refers to the space on the screen before the user scrolls down. You want to have the call-to-action statement and the form above the fold, again to make it easy for the user to take action.
- Have a strong call-to-action. This is what is going to make the user take action. You are offering a solution to their problem. Let them know that you are the expert, and that by filling out the form, they will be able to have their problem solved.
- The contact form can make or break the Lead Magnet. First, decide what information you need to collect from the user and design the form accordingly. If you plan to follow up with a phone call, but you only got their email address, then you have missed the opportunity. Asking for too much information can also discourage users from taking action. This is where you can do split testing on your forms. Some email marketing software allows you to create 2 forms, and each form is shown randomly to users. You can then go back and see which form performed better and adjust the campaign accordingly.
Creating a Lead Magnet can be a powerful tool and has the potential to help you grow your audience. Do you need help with Lead Magnet ideas and how to bring them to life? Download our exclusive Lead Magnet Idea Guide and start growing your email list and audience.
bOB HOmer is the Co-Founder and Digital Marketing Director of Lethologica. bOB’s artistic vision extends across all media and reflects his art school training. His superior knowledge and ongoing education in all things web- and SEO-related affords him the expertise to be lead on all web projects, making him your best resource for inbound marketing excellence. bOB has been bringing his unique vision to art and the web for over 20 years