Have you ever heard of a “lead magnet”? If you’ve worked in the marketing space or have been marketing your business on your own, you’ve probably heard the term tossed around.
Simply put, a lead magnet is a way to get a prospective customer’s information in exchange for something they will find valuable.
You’ve no doubt encountered them as you’ve shopped for goods and services online.
Ever filled out a contact form in exchange for a free e-book, newsletter, or whitepaper? Those are all examples of lead magnets.
Lead magnets can also be a free sample of a product, trial subscription, free demo, or other incentive.
The key to an effective lead magnet is to provide value to your prospective customers and website visitors so they think it’s worth it to provide you with their contact information.
4 Elements Of An Effective Lead Magnet
Whether your lead magnet is effective or not can depend on a variety of factors, but in general you want to focus on these four key elements.
1. Target Your Ideal Customer
This means that before you even begin creating a lead magnet, you need to understand who your ideal customer is and what their pain points and interest are. Simply put, how will this lead magnet and its services help or appeal to them?
2. Be Specific
Successful lead magnets tend to provide specific solutions to a problem your ideal customer has. Don’t fall into the trap of trying to make your lead magnet appeal to everyone.
Instead, consider developing 3-5 different lead magnets to attract different customer groups.
3. Prioritize Instant Gratification
Make it as simple as possible for someone to access the lead magnet. Leading them through a complicated multi-step process increases the likelihood that they’ll decide it’s not worth their time.
Once they provide their contact information, they should receive the promised lead magnet via email immediately.
4. Provide Real Value
Your lead magnet needs to immediately represent your business and communicate value. Just because you’re giving it away “for free” doesn’t mean it should look haphazard or poorly thought out.
Making sure your lead magnet looks professional and polished can set the tone for what a customer can expect from your business.
Lead Magnet Examples
Hubspot uses an interactive approach with this lead magnet. You input your website and email address and it will scan your site, providing a score based on a variety of factors.
This recipe-based website created a free e-book full of recipes to use as a lead magnet. This can be a great way to give potential customers something they can use in a tangible way.
Discount Code Or Coupon
If you’re in retail sales, a discount is a lead magnet you can easily use. Shoe Carnival does this on their website, if you provide your email address, they’ll provide a code via email for an extra $10 off your order.
Get Started With Lead Magnets
No matter the type of business you’re in, a quality lead magnet is a great way to provide value to potential customers and start turning them into customers.
If you’re ready to stop stressing about whether your business’s digital marketing is working, click below to start a conversation with us today!
Em Rohrer earned her Bachelor’s Degree in Journalism and English at Grace College in 2005. As a published author and content marketing specialist, she worked in non-profit and corporate business environments before bringing her 15+ years of digital marketing expertise to 1Eighty Digital.