4 lead magnet ideas you can try this year (and what you need to know to make them a hit!)
If you’re in business, you’ve very likely heard the terms ‘lead’ and ‘lead generation’ before. A lead is someone who is interested in your business, products or services, and lead generation is the process of attracting those leads to convert them into sales.
Lead generation represents the top of the sales funnel (as shown in the below diagram) with the final step (action) representing the sale. In the middle is the process by which you nurture and convert leads by helping them become more acquainted with your business, thus building trust and loyalty in your brand.
The Sales Funnel
For example, a potential sales funnel process might employ a free ‘lead magnet’ to generate leads, followed by a series of emails, surveys or blog posts to build interest. The offer of a discount or incentive may lead to the purchasing decision and ultimately a sale.
So, what is a lead magnet exactly?
As the name suggests, a lead magnet aims to grab the attention of your ideal audience and have them drawn to you, like a magnet!
A lead magnet is a valuable piece of information or resource generally given for free in exchange for someone’s contact information, ideally their email address. This gives you the chance to build on that relationship and offer them your paid products or services down the track.
Keep in mind this tactic shouldn’t be used just so you can push your selling agenda onto them, you need to build trust and really engage with your audience so they get to know and like you, and you can learn more about what your customers actually want. Ultimately people do business with people they like and trust, so this should be seen as a long-term strategy.
Wondering what you could be offering your target audience as a lead magnet? Here are our favourites:
How-to guides are great as they give the reader some actionable items to complete in order to achieve the result promised.
You might offer a how-to guide on ‘setting up a Facebook ad’, or ‘how to make fluffy pancakes’ – as long as it is relevant to your business or brand, you can offer information on it to someone who may need or want to learn.
Guides can be created in Google docs or Word, and converted into PDFs for easy sharing.
Webinars are a great way to speak to your audience and let them get to know your personality and how you operate. Typically a webinar is a live or pre-recorded video with either a screenshare so you can show them slides, or your face on camera. Ideally you would aim for about a 20 – 40 minute webinar, depending on your topic.
You could run a webinar on ‘the top 3 things to know when planning an event’ or ‘what I’ve learnt after 2 failed businesses and how you can avoid my mistakes.’ If you make the content enticing to your potential audience, they’ll be eager to hear what you have to say and learn from you.
Mini email course
Mini email courses are a fun option you can run over however many days you choose. For example, you might have a 5 day mini course, delivered one day at a time via email, on ‘5 things you need to know about customer buying psychology to help your sales soar’, or ‘Marketing tips you can use this week!’ The good thing about this option is that you will be popping up in people’s inboxes on a daily basis, which is a daily reminder of you and your business. With that in mind, it’s best not to have a mini email course running for too many days as they can drag on and people lose interest. Ideally you’d want it to be between 5 – 12 days.
E-books are widely popular and useful when it comes to sharing information and building trust in your brand. As they’re longer than a how-to guide, e-books are great at engaging a reader for longer, and allow you to go deeper into a topic. This helps to build you and your business as thought leaders in those areas.
You could offer an e-book such as ‘Thinking of renovating? The top 3 things you need to know to save money’, or ‘An introduction to meditation – let’s clear your mind of worry.’ It depends on the nature of your business and what your target audience finds relevant. An e-book should be about 5 – 10 pages and as long as you are offering information that is relevant and interesting to your reader, you’ll attract the right people.
How to make your lead magnet a hit
It’s easy to get carried away when creating a lead magnet, because you know so much about your topic and you might not be sure how much to give away, or where to cut it off. Overall, you need to keep it about one topic, result, or outcome or you risk losing people to overwhelm.
A good lead magnet should be fairly concise and to the point, while also being as aesthetically pleasing as possible. You don’t want to be giving away all of your best information, but do make sure you include some real gems in your lead magnet so that people are surprised that you’re giving it away for free, and will think ‘if this is their free stuff, their paid stuff must be awesome too!’
To make your lead magnet a hit, you need to make it so that the person reading it or using it can achieve some easy success out of it, so they get that feeling of instant gratification. For example, if you’re teaching how to make a particular food, then by making it fun and straightforward, readers can complete the recipe and enjoy their food, all while feeling proud of themselves – and with your business to thank.
At the end of any lead magnet, remember to include a call to action. A call to action is a prompt for the audience to take a next step, for example ‘call us for a free quote’, or ‘if this course was helpful, check out my other courses!’ You don’t want to overshadow your free offering, but if someone has enjoyed your lead magnet and found value in it, they are definitely a candidate for buying with you
At Green Door Co, we love helping brands create fun and interesting lead magnets for their audience. If you’d like to know more about creating your next lead magnet, contact us today!