Understanding Lead Magnets

It’s a well-known fact that your business website has less than 15 seconds to gain a user’s attention. That can be a formidable challenge, especially if you depend on your website as the main driver of leads and contacts. This is why building a mailing list is a key to gaining leads. Subscribers agree to receive email from you that allows you to build value and promote your goods & services.

Here’s the catch – web users know the value of their email address. Simply offering an opportunity to subscribe is useless; you must offer something of value in return. This is where effective lead magnets can be a truly golden resource. Offering something of real value (a lead magnet) in exchange for something of real value (an email address) is old-world trading, digital marketing style.

Understanding Lead MagnetsWhat Is a Lead Magnet?

“A lead magnet is an offer that you can promote to prospective customers in exchange for their email address and perhaps other forms of information (such as name and phone numbers).”

This offer must be something attractive to users who may be good prospects for your business. What makes a good lead magnet? The most effective lead magnets all have these things in common:

High Value to Your Prospects – What do your prospective clients need? What can you provide that will solve a problem or meet a need? Below we’ll share a list of suggested lead magnets that are proven to work. For now, ask yourself, “What would I want to receive free from my business that is of high value?”

Instant Gratification – Your prospective clients are likely seeking a solution for a problem or need. If you can provide something that will fill that need right now, you have found the perfect lead magnet to rapidly build your email list.

Demonstrates Your USP – Your lead magnet should demonstrate why users should be doing business with you and not your competitors. This is your Unique Selling Proposition (USP). What do you do different/better than anyone else? This needs to be obvious in your lead magnet.

Why Do Lead Magnets Work?

Lead magnets work because everyone wants something for nothing – or for as little in exchange as possible. Although Internet users know somewhat about the value of their email address to companies, they often still see trading it for something of real value as a good deal. Everyone is looking for a good deal; so when your lead magnet is perceived as a good deal, it’s money.

Another benefit to effective lead magnets is how they drive awareness and credibility for your company. When users view your lead magnet as valuable, then receive it and understand it really is valuable, this grants you some trust points in their book. You gain some legitimacy as an expert or leader in your industry – and someone worth doing business with.

In a way, lead magnets also help to pre-qualify prospective clients. They wouldn’t perceive any value in your lead magnet unless they are already interested in your industry, goods, or services. Plus, their willingness to trade contact information for your offer also means they are more than casually interested – they may be considering your goods and services already, and seeking a worthy partner with whom to do business.

Great Lead Magnet Ideas

You can likely troll the Internet and find dozens of lead magnet ideas, and you should. See what other companies in your industry are offering and how attractive the offers are to people seeking your type of services. Maybe choose a few of the top ones and subscribe to actually receive them and try them out. This is a great way to get ideas for your own lead magnets. Here is a list of the top most effective types of lead magnets in common use:

  • Free samples/downloads
  • Digital products
  • Free product trials
  • Video how-tos
  • Video training
  • Webinars
  • Cheat sheets
  • Checklists
  • Definitive guides
  • Templates
  • Case studies
  • Discount codes
  • Free software
  • Swipe files
  • Resource lists
  • Calendars
  • Planners
  • Recipes
  • Access to gated content
  • eBooks
  • Guides
  • Tickets to live or online events
  • Email course
  • Free book
  • Audiobooks
  • SlideShares
  • Mobile apps

Which of these could you use to harvest more emails for your company mailing list? What other lead magnet ideas have you used with great success? If you’re in need of digital marketing in Johnson City or the surrounding areas, including lead magnet creation, contact us right away!

Casey Carmical
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