How do you incentivize prospects to visit your website and give away their email address? The answer to generating a continual flow of quality leads is to create lead magnets.
A lead magnet is a free offer like a piece of content (Ebook or whitepaper, for example), free consultation, webinar, or other experience valuable enough that prospects will share their email address to receive it. Lead magnets offer actionable, concrete, and helpful advice to solve prospective customers’ problems while also helping you generate more leads.
The goal of a lead magnet isn’t just to get people to read your content; you also want to move leads through the funnel. This is why creating a lead magnet can be so challenging — you want to create an asset that is entertaining and enjoyable to consume and, at the same time, compels prospects to learn more about your product or service.
Here are the four stages of the lead magnet funnel:
Technically speaking, anything that lives behind a form can be considered a lead magnet. However, there are certain types of lead magnets that perform better than others.
The three most popular kinds of lead magnet are:
Whether you’re ready to create your first lead magnet campaign or are looking for ways to optimize your current strategy, the number one thing you can do is test different formats, styles, and topics. And, don’t be afraid to do something completely different.
Here are three lead magnet ideas to try:
Lead magnets are versatile and flexible, working across industries and mediums. Here are three real-life examples of lead magnets:
This pop-up for a free Ebook appears right on the homepage of Jeff’s website, ensuring that the maximum number of visitors see it. He also keeps his form short and sweet so visitors are more likely to fill it out.
Tableau’s white paper on transitioning to the cloud is gated behind this landing page, which does a great job of conveying what you’ll learn.
Whenever you host a webinar or presentation, don’t forget to record it! That recording can become a new lead magnet, just like Moz is doing here. The SEO software company promotes a pre-recorded presentation about one of their products, Moz Local. When you click the button, you’re prompted to fill out a form before the video starts.
Lead magnets are successful because they rely on a fundamental principle: give before you get. By prioritizing a truly useful, valuable piece of content, you can create a win-win situation for everyone. Your prospects will find the information they need and you can continue to maintain a healthy pipeline of leads.
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