Take a look at your digital marketing strategy. You have a website, a good social media presence, and keyword optimised content, but how is your conversion rate? Are people coming to your website and staying for a while, reading what you have to say? If you have everything else ready to go but struggle with getting potential customers to come to your website, it’s time to invest in a lead magnet.
Before we dive head-first into this proven digital marketing strategy, here are some basics.
What is a lead magnet?
A lead magnet is an online marketing tool that offers a piece of valuable content in exchange for a potential client’s contact information. You want a lead magnet in order to maximise your website, stand out from your competitors and boost your overall conversions. Depending on your industry and what services you offer, lead magnets can take the form of:
- A free PDF checklist
- An eBook
- An instructional video
- A whitepaper
- An infographic
- A slideshow
- A quiz
The 5 Ingredients Of a Killer Lead Magnet
Time to whip up something amazing!
When creating your lead magnet, you’ll want to keep your target audience at the forefront of your mind. Considering that a lead magnet is an incentive for potential clients to learn more, you’ll want to offer them something that’s both interesting and unique.
Lead magnets are not without their challenges though. Online users can be very hesitant to give away their contact information, which can really affect your opt-in rate. This is why you need to make sure that you’re expertly targeting your marketing in a way that leaves them feeling like they simply have to have what you’re offering. To do this, you need to be sure you really understand your target market, and what they’re looking for online.
When thinking of your target audience, ask yourself the following questions:
- Who is my ideal customer?
- What is their biggest pain point and how can I offer them a quick solution for it?
- What value can my business bring to someone who is unfamiliar with it?
- What demographic am I targeting?
- What type of content does this demographic usually enjoy? I.e infographics vs. ebooks and videos vs. a quiz.
- What type of content would I want to see from a consumer standpoint?
Value, Value, Value
Consider this; the average attention span of an internet user in 2018 dropped to just 8 seconds compared to 12 seconds in 2000. With this in mind, you’ll want to entice potential clients with reading material that has value to them. This means your lead magnet shouldn’t be riddled with multiple ideas. Instead, choose one clear message to promote throughout.
Remember, a new visitor may not be willing to give up their contact information right out of the gate, so make them an offer they can’t refuse!
One Message for One Pain Point
One of the easiest ways to focus on a specific message is to determine your customer’s pain point. A pain point is what your clients are struggling with and the reason they are coming to you. For example, a pain point could be a struggle with eating whole foods or difficulties losing weight. Address how you can help ease this pain, and you’ll be able to catch your audience’s attention.
Your Service and Product
This ingredient may seem obvious, but it is all too easy to forget that your lead magnet needs to be representative of something tangible you can actually provide to your customers. While generic content is always a great start, you’ll need to find a way to relate that back to the services and/or products you offer.
When it comes to a client looking to grow their health practice, be specific. Do you offer business coaching, wellness advising, or even offer your own supplements? If so, create your lead magnet around these topics and what exactly your product, services, or offerings can do to enhance their brand and make their business goals come to life.
Some more specific examples for the health and wellness niche can be:
- An infographic with step by step pictures and instructions on how to cook meals for an entire week.
- A checklist for those starting their weight loss journey.
- A 5-minute exercise video that promise to focus on a specific muscle or area.
Easily Digestible Content
Here’s another interesting fact; 81% of all Internet users simply skim the content they read online. So make sure your content is still skimmable, and easily digestible. A few tips to help you do this include:
- Adding bullet points
- Include subheaders
- Use relevant statistics
- Include a call to action at the end
- Write your content in a colloquial way, don’t use language that can be confusing to someone who is new to the industry
Now with these ingredients in mind, you’ll be on your way to creating the best lead magnet for your business and brand. Do some research on what your competitors are offering, and adjust their strategies to match your own personal brand. There are so many options for creating amazing lead magnets out there - go out and find the one that works best for you.