The lifeblood of every business is customers. In this article, I’ll discuss what exactly is a lead magnet and how to create the perfect lead magnet for your business. You’ll also learn how to nurture leads and turn them into customers.
What is a Lead Magnet
A lead magnet can be anything from a PDF report, free training course to a physical product. A lead magnet is something that is given away in exchange for a prospect’s contact information. The perfect lead magnet should be very specific to attract your target market and match what product or service you are offering.
Why Lead Magnets are so Important
The perfect lead magnet can double or even quadruple your prospect list. How many times have you been asked to like a page or sign up for a free email newsletter? How many times have you actually done so? You’ve probably worked very hard to attract visitors to you site. Once they are on your site, you must create a compelling offer or gift in order for you visitor to give you their contact information.
10 Steps to Creating the Perfect Lead Magnet
1) Give Your Lead Magnet a Memorable Name
If you give your lead magnet a generic or weak name, it’s not going to be very easy to remember. A benefit-rich name makes it easy to share and discuss. This also helps the discoverability of your lead magnet in search engines. Most of all, a great name will increase the perceived value and desirability of your free gift.
2) Make it Simple
At this point, your prospect or lead is only making a small commitment. Giving them too much information will only confuse and overwhelm them. Even if your solution has many benefits, only give them the top one or two. This makes it much easier for them to understand and what they are going to receive.
3) Solve a Problem and Make it Specific
Your visitor has come to your site because they have a specific need or problem. They have already decided that you may have the solution. This is your opportunity to give them the solution to their problem. If the problem is fairly simple, you may actually give them the full information they need. A lead magnet for a complex issue or problem will give them the steps they need to take. This is where you can show your expertise in a specific area.
4) Show the Value
This can be as simple as testing different names. Your lead magnet will be the same but how you describe or name it will increase its perceived value. Instead of just calling it a “Free Video” test calling it a “Video Tutorial”. One of the most common offers is the “Free Report”. We have consistently seen a dramatic increase in opt-ins when we have simply changed the title to “Free Course”. Combining a “Video Tutorial” and a “PDF Cheat Sheet” will often result in an even higher click through rates. While you are at it, consider offering the MP3 version of the video.
5) Under Promise and Over Deliver
This is the cornerstone of increasing perceived value. You want your prospect to think that if your free stuff is this good, your paid solutions must be incredible. Give your lead actionable content. You don’t want your content to be passive. Give your lead actions they can take today.
6) Offer Fast Results
This ties back into under promising and over delivering. You want to give your prospect immediate gratification. Give them simple steps they can take today to see results tomorrow. This will encourage your lead to buy into your paid solution. At this point, you need them to believe that your solution will give them almost immediate results.
7) Keep Them Engaged
If you are offering free training, don’t break it up into a nine-week course. Keep it bite-sized and easy. If your training takes longer than 20 minutes, break it up and send the link to the next video in another email. Even if you are only offering a single video, consider following up with free bonus training. If you are sending a physical product, send them something they can immediately use or benefit from. This will help keep them engaged until they receive the delivery.
8) Don’t Frustrate Your Lead
Empower your prospect and make them realize that they can take action. If you make your offer too complicated you will frustrate your lead, If you make the actions too difficult, you will lose your lead. The last thing you want to do is make them feel as though your paid solution is too much for them to handle.
9) Pre-Sell Your Paid Solution
Your lead magnet should be designed to overcome any objections they may have for your paid solution. The whole idea of a lead magnet is to warm your cold leads and encourage them to buy from you. Your lead must know, like and trust you before you try to sell them. Use your lead magnet and follow up emails to nurture your relationship. This is your soft sell stage. In this stage, you want them to know what they must do but not how to do it.
10) Solve the Problem
You want to give your prospect the solution to the problem that keeps them up at night. You have to address their biggest need. It has to be a needed solution and not a nice to have solution. Combining both need and desire will both dramatically increase the value of your offer and sales.
The perfect lead magnet is one of your most valuable resources. It must be specific to the needs of your target market. You have to offer a solution that is compelling and easy to digest. Your magnet should include action that are easy to take and encourage your leads so they see immediate results. Follow up emails are used to overcome common objections and warm your lead by nurturing your relationship.