It's all about "head-on sales" - people like to buy, but they don't like being sold to. To make a person want to buy your product, you need to win their trust . Namely, gradually introduce them to your company and products using email newsletters and other communication channels.
And for this, it is very important to convince site visitors to leave their contact information . And a lead magnet is the most effective way to collect contact information (in other words, lead generation ).
In this article we will take a closer look at:
what is a lead magnet;
what is its value;
how to create a lead magnet;
examples of successful lead magnets for different areas of business.
Content
What is a lead magnet?
A lead magnet is a lucrative offer to a consumer in exchange for their contact information. Often, this is free useful content (for example, a guide or a checklist ).
How does it work? The visitor enters his email address on the site and receives the promised valuable information as a gift.
In other words, a lead magnet is an improvised “bridge” from “head-on sales” to a multi-step funnel. It helps to make several contacts with the client in order to explain the value of the product .
That is, you do not offer goods and services directly, but first generate interest in them, which you gradually warm up and develop. Over time, your lead develops a need to make a purchase , and he becomes your client .
Signs of an effective lead magnet:
Solving a real problem of the CA (target audience) . To formulate the right offer, you need to analyze the audience's "pains" - what worries and concerns your customers, what are their desires and needs, etc.
Ease of perception . If you prepare checklists or instructions, first of all, make them really useful. And also, if possible, short, concise and visual.
A speaking title . It should be simple, and it should also be immediately clear what problem a person can solve with the help of your lead magnet.
Instant download . If you have to go through 7 circles of hell to download content, a person will refuse your offer - even if it is free and the most useful.
Expertise/value of the product . The lead magnet should inspire confidence in you as an expert in your field. This is the only way you can convince potential clients of the value of your product and the need to purchase it.
Originality . Template offers, which are full on the Internet, will not attract the attention of customers. Quite the opposite. Try to offer something that is not yet freely available and that your competitors do not have. Unique content is the key to the success of a lead magnet .
What is the value of a lead magnet for your business?
The main value of a lead magnet for your business is that it is the most effective way to build a contact base . You get contacts of potential clients that you will use for marketing purposes. For example, when launching email newsletters.
Why Lead Magnets Convert Well:
Solve the primary problem of visitors leaving your site and never returning. In other words, converting “leaving visitors” into your potential customers .
Helps to gradually "warm up" your audience by demonstrating your expertise and the value of your product. When a subscriber sees you as an authoritative expert whose advice works in practice, their trust increases. Consequently, it is psychologically easier for them to buy a product from you.
A lead magnet helps to "drag" the audience into the sales funnel , acting as bait. This is especially important in performance marketing, focused on applications, because it provides those very leads.
The benefits of a lead magnet in practice
To see the benefits of a lead magnet in contrast to other methods of collecting contact information, let's analyze several options.
Case 1
Let's say you have a blog post on the topic "10 ways to increase customer loyalty." At the end of the article, you ask to subscribe to updates so as not to miss interesting and useful content. How many contacts do you think you will be able to collect?
Case 2
Now let's imagine that you offer a pdf file with a case study of how one company tried all these methods in practice. Of course, in exchange for contact information.
Case Analysis
In which of the proposed options do you think a visitor to your site would be more willing to leave their contact information?
In the first case, the probability is much lower. This is a standard technique that has become so hackneyed that its effectiveness is extremely minimal.
What about the second case? You don't just ask for contacts with a promise to send useful articles there someday, but immediately provide unique content - a real business case that confirms your expertise.
At the same time, trust in you, your brand and your product will increase. You will also receive contacts from a warm audience that is already familiar with your product and understands its value.
Lead magnet examples
There are several types of lead magnets:
A webinar is a free online lesson that helps demonstrate your expertise in a certain field. Most often used in the infobusiness. It is assumed that after it, a person will want to buy a product or service, sign up for a paid course.
Checklists, instructions, toolkits - step-by-step guides that help you achieve a specific result.
Discounts and gifts are lead magnets that increase customer loyalty, motivating them to make their first purchase or return to your site. For example, you can offer free shipping for all new customers or give a discount on the first order. If your goal is returns to the store and repeat sales, you can arrange attractive promotions for the second, third and subsequent orders.
Videos — educational or informative videos that should teach the client something new. For example, you sell memberships and personal training at a gym. A video lesson with one of the trainers, where he explains how to correctly perform exercises for a certain muscle group, can serve as a lead magnet.
A case is a detailed description of a solution to netherlands phone number resource a specific problem. A real practical example with details and particulars. For example, how you managed to increase profits in two months thanks to the right target, etc.
Before we get to the step-by-step instructions on how to create a lead magnet, let's look at some striking examples of lead magnets for different niches . This way, you'll have a clearer idea of what a lead magnet is and what it should look like.
Lead magnet for clothing store
Here are examples of a classic lead magnet with a discount. This is not only one of the most effective ways to get contacts, but also to increase sales.
Lead magnet for clothing store
lead magnet for email collection
Lead magnet for cosmetologists and beauty salons
Here's an example of a lead magnet that increases customer loyalty. Visitors are offered a free breakfast in exchange for signing up for services. As a result, this lead magnet brought in 7,840 "warm" applications.
