What is a lead magnet and how can it help your business?
Lead magnets are one of those terms you hear a lot from marketers and entrepreneurial blogs – they all proclaim you simply must have one; but what is a lead magnet and how can it help you?
While a lot of buzzwords and marketing trends come and go like the seasons, lead magnets show no sign of disappearing. You may think they wouldn’t work for your business, but they are a surprisingly versatile marketing tool and cost-effective too.
What is a lead magnet?
A lead magnet is a free download that offers genuine value and generates leads. Potential customers download your lead magnet and their details are automatically added to your mailing list. Your mailing list then receives an automatic mailing sequence that gives people further information and feeds them back to you.
Lead magnets demonstrate value and authority while helping your potential customer get to know the brand. The lead magnet or the follow-up sequence often include special offers to solidify the deal.
Why does it work?
The marketing rule of 7 suggests that potential customers need to engage with your brand seven times before they become paying customers. This can be accomplished via social media, advertising, emails, or any combination of the three.
How does it work?
A lead magnet only works if it offers genuine value (more on that later) and will only be effective if you also offer additional interest in the follow-up email sequence. A poor lead magnet or follow-up email sequence may have the opposite of the required effect – annoying potential customers and putting them off your brand.
How can it help me?
As your potential customer absorbs the information in your lead magnet, they will view your brand more favorably and as an authority in your field. The follow-up campaign will remind them of your presence and gently guide them towards a purchase while keeping you fresh in their minds. Your lead can convert at any point in the process.
It’s not uncommon for brands to offer several lead magnets aimed at different audiences or those at different stages in the purchase journey.
If a well-pitched lead magnet adds genuine value, it can convert many potential buyers into paying customers, while building authority for your brand.
Ideas for lead magnets
Every industry has different standards; every brand is unique. The following should give you some ideas that can be tailored to a wide variety of purposes:
- A how-to guide
- An e-book
- A template
- An ultimate guide
- A worksheet
- A checklist
- A resource guide
- A webinar
- A cheat-sheet
How to launch your lead magnet
You can launch your lead magnet via a landing page that can be hosted on your website or through a third-party app such as MailChimp. You can create a simple form that captures people name and email address, and if relevant, any other information such as job title. This information should then funnel into your newsletter app (MailChimp, Drip etc.) which will send out the emails at appropriate intervals.
Add links to your website and frequent calls to action in your social media campaigns to draw attention to your lead magnet, or you may have worked hard to create something of value that no one will see.
Want a hand?
If the idea of writing a lead magnet sends shivers down your spine, we are here to help. Our team have created lead magnets for many industries such as education, insurance and more. We’ll craft a lead magnet complete with a killer landing page, a carefully worded follow-up email sequence, and accompanying social media posts that will really pop.
Cyber PR Army. Understand where you want to be, and we’ll help you get there.