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Lead magnets have become almost a requirement for eCommerce. Designed to draw potential customers to your site and entice them to register their email in exchange for the lead magnet offering, lead magnets can be a very successful way to grow your leads list—or not. What makes the difference between lead magnets that work and those that don’t? Read on for six lead magnet tips we have to share that may revolutionize your marketing strategies.
Let’s begin with the most important tip. Keep it brief and simple. In an era of information overload and increasingly short attention spans, it’s critical that your message be clear and preferably up front. That means introducing the lead magnet at the beginning of an email or in the feature box at the top of your website. Be sure to consider your audience and think about how your offer can bring value or solve a problem for them. Feature that value in a concise, measurable statement and position your lead magnet where even the briefest visitor to your content can’t miss it.
Consider a lead magnet that’s less traditional than the usual giveaway, tool or eBook. Some ideal customers may be intrigued with learning a behind-the-scenes story from your own journey. This approach is particularly effective with fellow entrepreneurs. You can use your opt-in button as a ‘get-the-inside-scoop’ option.
Do you know anyone who suffers from Fear-of-Missing-Out (FOMO)? Okay, this isn’t a real psychological diagnosis, but it’s certainly a real phenomenon. In fact, many of us make decisions to ‘opt-in’ to an activity or event just because we don’t want to miss out on what happens when we’re not there.
Use this psychology to create FOMO motivation which drives potential customers to your opt-in option. For example, this could be a how-to infographic with two opt-in buttons. The first button might say something like, ‘Send my picture of success’ and the second button could say ‘I reject the picture of success.’ While your prospective customer might be unsure of choosing your opt-in, they will naturally be reluctant to choose the more negative option too.
Rather than offering a single opt-in button, offer three opt-in buttons with specific offerings that will help you sort leads into groups based on the interests or needs their selection identifies. This works because it operates on the same principle as asking ‘Which one would you like?’ instead of asking ‘Do you want one?’
Consider leading with a question like, ‘How can we help you?’ followed by three opt-in buttons that might include 1) Create your business plan 2) Design your product 3) Launch your product. With this approach, visitors are guided to choose from among all opt-in options as opposed to responding to a yes/no option. Opt-in choices also serve to create categories of leads based on interest so you can craft follow-up strategies that are more aligned with potential customer needs.
Creating a clean, useful template is a great way to bring immediate value to your potential customer. One option is to make a template out of your existing product. Not only will a well-made template be valuable, but it also becomes a sample of the product you’re selling. A template can be created from most forms, worksheets, diagrams and other tools. Consider the below examples.
1. If you sell business consultation for career coaches, you can offer a template for customer intake assessment that coaches can use in their initial consultation.
2. If you’re selling home organization, you can offer a closet organizer infographic.
3. If you’re an accountant, you can offer a budget worksheet template.
No matter how effectively you design a lead magnet, it will begin to expire as soon as you launch it. Some lead magnets will have a longer shelf life than others, but most should be refreshed with some regularity so they don’t get stale. Record and evaluate data on the traffic generated by your lead magnets. Use your data results to determine what works—and get rid of what doesn’t.
Lead magnets can be an extraordinary way to expand your leads list. Take the time to learn what your ideal customer wants and needs. Use lead magnets to provide genuine value to prospective customers. Not only will you get a new lead, but that lead will also be eager to learn more when they experience great value from your initial lead magnet.
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