Businesses, website owners, and digital marketers spend a lot of time and energy on increasing organic traffic, from consistently updating content to skilfully obtaining links.
However, what you need are not just visitors who would leave at the slightest provocation but high-quality leads – potential customers that have a high probability of buying your product, subscribing to your newsletter, or taking any other action that will eventually profit you.
It is where a lead magnet comes in. A lead magnet is anything of value that you give away for free in return for a visitors’ contact information. In doing so, you get their permission to send more offers in the future and ultimately convert them into buyers.
It is important to note that not all lead magnets are effective. Below are a few tips on how to come up with a lead magnet that customers can’t resist.
Understand the Needs of Your Target Audience
While the idea of drawing the attention of a very broad audience is exceedingly tempting, doing so might actually work against you. In this situation, there is a good chance that you would only end up burning precious resources on people who were not really inclined to do business with you in the first place.
Your best bet is to understand who you want to attract and be as specific as possible. It will allow you to come up with a buyer persona that matches your business goals closely. Building your lead magnet on this foundation will put you in the best position to convert visitors later on.
Be Specific About Your Value Proposition
Once you have decided who your target audience is, it’s time to think about your value proposition. Your lead magnet must give potential customers enough reason to click the download link and give you the information that you need.
Keep in mind that an effective lead magnet should be something that your intended audience needs and finds valuable. If these conditions are met, the smallest efforts on your part will convince them to download it.
Another thing to consider is being as specific as possible. For instance, if you have identified your target audience as people who love Mediterranean cuisine, you could offer them recipes for healthy Mediterranean dishes and not just a general cookbook.
Choose the Appropriate Type of Lead Magnet
Lead magnets can come in many shapes or forms, so choosing which one to use can be overwhelming. The key is to pick one that will ensure a smooth user experience for your potential customers. It must be simple and easy to follow since very few people have the time or the patience to go through an enormous e-book or a month-long online course.
In case you are not familiar with what types of lead magnets there are, here are the most popular:
- E-books
- Guide
- White Papers
- Checklists
- Templates
- Quizzes
- Free Trials
- Demos
- Discounted Promos
Which of these lead magnets can provide a quick solution for your target audience will depend on the buyer persona you identified.
Come Up with a Compelling Headline for Your Lead Magnet
Once you have figured out what to offer and to whom, the next step is to figure out the how. You can do this by coming up with a persuasive headline that will grab the attention of your target audience and reel them in.
Some people might think that this is not important, but much of a lead magnet’s success depends on its headline or name. Your website’s visitors will decide whether to pursue your lead magnet or not on the strength of this headline.
Build Your Lead Magnet
At this point, you know who to reach out to, what to offer them, and how. It is finally time to buckle down and craft your lead magnet. It is important not to lose track of your goal from the very start, which is to generate quality leads that will leave you with a high conversion rate.
To do this, you need to remember who the lead magnet is for and the value that you are promising them. Just keep these things in mind and the process will be simple enough.
Promote Your Lead Magnet
Now that you have your lead magnet, it’s time to get the word out! Use the right keywords and optimise your content to get more eyes on your pages. Choose the best places to put your lead magnet, like in your home page, landing pages, resource page, or blog posts. Once they are in place, you can start cultivating a lasting relationship with your target audience and grow your business.
