COLLECT LEADS
Use this play to collect leads and bring them into your sales funnel by providing a valuable free asset.
PLAY SNAPSHOT
A lead magnet play is where you offer something of value to a lead in exchange for their contact information.
An effective lead magnet draws visitors in with an irresistible force. Lead magnets come in many shapes and sizes, but the key is to understand your customer’s problem and create something of value to start off the relationship on the right foot.
Once you have an asset to give away, you can build an automated process to capture their contact information (using a form on a landing page) and deliver the asset (via an automated email).
Now that you have the lead’s contact information, the door is open to educate and nurture them towards a purchase in the future. This is a great play to capture visitors even if they aren’t ready to buy from you right away.
Let’s dive into the specifics of what you’ll need and how to set it up.
QUICK-START GUIDE
What you’ll need
Lead magnet
Opt-in page
Delivery system
Effort Level
Design
Copywriting
Automations
Lead magnet
A lead magnet can be anything of value you create to solve an immediate need for your ideal potential customer, such as:
Ask yourself: “What is the most valuable thing I can give to a potential customer to get them started on the path to solving their problem?” Ideally, this is something your ideal lead would be willing to pay for, because it solves the most immediate hurdle standing in their way of moving forward.
Once you get them started with the free lead magnet, you’ll lead them down the path to your paid offer.
Remember: The more valuable the asset you create, the more powerful your lead magnet will be, and the more leads you will attract. You are not restricted to having just one lead magnet — many businesses have a variety of lead magnets, each targeted to the needs of a specific audience segment.
Opt-in page
Your opt-in is an online form that captures the contact information for visitors who want access to your lead magnet. The form may be embedded in your website, on a popup, or integrated into a dedicated landing page.
it’s important to communicate the value of the lead magnet and make the steps very clear. People who want the lead magnet will fill out the form to give you their contact information in exchange for getting access to the lead magnet.
Best practices
The copy promoting the lead magnet should sell the lead magnet, not your paid product or service.
Be sure to only require information that you’ll use in your follow- up or your sales process, because the more contact information you require, the less likely potential leads will fill out your form. Most lead capture forms should include first name (for personalizing emails) and email address (so you can follow up!). If you plan to send text messages or make follow-up calls, collect a mobile number.
For increased personalization of messages, consider adding one single dropdown field to capture the biggest problem your lead has, relative to your offering (e.g. “What is your biggest marketing challenge?”).
Delivery system
Your delivery system ensures new leads get access to the lead magnet. Usually this is done through email or text messages that link directly to the lead magnet, or provide access credentials.
Best practices
You can also automate additional follow-up nudges if the lead does not take the desired action to download the lead magnet in a reasonable amount of time.
IN-DEPTH ACTION PLAN
How to set up the play
Below is a step-by-step plan to execute this play like a pro.
In addition to attracting leads and starting the relationship off right with them, a lead magnet is powerful because it gets cornerstone content in the hands of your prospects so that they’re more educated and prepared for the next steps in your sales process. It builds trust, delivers value and starts a conversation.
Your lead magnet should contain relevant (to your product or service) and enticing information that educates and moves prospects to action.
Pro tip
If you’re a Keap customer, you can use Content Assistant to help you write the copy for all your messages and set up the automation. If you’re not yet a Keap customer, start a free trial to test it for yourself.
Step 1: Create your lead magnet and related content
To create your lead magnet and other content for this play, you’ll need:
Checkpoints to launch
Create your lead magnet and host it somewhere shareable
Write your landing page copy, thank you page copy, and follow-up email copy
Step 2: Set up your landing page for lead capture
To build your landing page, you’ll need:
Checkpoints to launch
Design your landing page to clearly show the value of opting in to download the lead magnet
Build the correct contact fields into the form used to collect data
Decide if you want to apply a tag to segment contacts who fill out this form
Publish and test the form
Step 3: Set up the delivery and follow-up emails
At the very least, you’ll have one email that delivers the lead magnet after the prospect signs up. But don’t stop there. Automate additional emails that:
After you set up the automated emails in your small business CRM, be sure to test the automation yourself to make sure everything is working the way you want it, and so you can check for typos and such. Test out all links by clicking on them.
Checkpoints to launch
Create automated emails to deliver your lead magnet and follow up with next steps
Test the automation to make sure everything is working correctly
Optional: Create additional nurture emails to continue the conversation with prospects after they receive the download
MEASURING SUCCESS
Primary metric: Number of opt-ins
To track the success of your lead magnet play in your CRM, look at these stats:
Ready to get started building this play so you can collect more leads? Sign up for a free trial of Keap, then watch this replay as the Keap Academy experts walk you through how to set up a Lead Magnet Download play in your Keap app.