Lead magnets – often called content offers – are something we’ve all seen. From free eBooks, to templates, to other gated content that’s offered alongside blog articles, they’ve become a standard part of social media marketing. If a website visitor clicks and gives you their email address, they become a lead, and you have the opportunity to move to more personal email conversations.
The issue is, with the sea of content that’s out there, there’s also a sea of content offers. So how do you make yours stand out?
And if that problem weren’t hard enough, you also need to do more than just get the click. You want that content offer to resonate, you want that lead to see your expertise, and the value you offer so that they’ll want to come back for more – either more content, or for a conversation in email, or for a meeting.
Good lead magnets have to draw visitors in and get that click, entice them to download, then sell them on your value while helping them solve their problems. It’s not easy.
In this post, we’ll break down how we design lead magnets that win clicks and influence customers.
Barry Feldman recently wrote and article in which he covered some good fundamentals about lead magnets, and provided some great examples of lead magnets that compel action.
To summarize Barry’s list, lead magnets should:
- Be specific – Be absolutely clear what people are going to get, and, to take it a step further, what problem the lead magnet helps solve.
- Provide results – Tell them how you’re going to solve the problem and what result they will see.
- Provide instant gratification – When prospects consume the content, they should be able to use the information immediately to solve the problem.
- Build authority – The quality of what your offering and the information included should be valuable to your audience and, therefore, improve your brand’s standing as a strong resource and thought leader.
- Provide value – By addressing issues and helping solve problems. As Barry stated, it should be something people would be willing to pay for. More on that later.
To drive more clicks and conversions, we focus a lot of time on the results and value pieces of the equation. That’s what we’re going to talk about in this post.
You Have to Know Your Buyer’s Journey
To provide the best value, you have to have a detailed understanding of your prospects buyer’s journey.
Content, as well as the lead magnets near the content, should be specific to each stage of your buyer’s journey. For a better understanding of this, see this article by Rochana Rapkins on 6 Different Types of Buyer Journey Maps, and see our article How to Create the Right Content for each Stage of your Inbound Sales Funnel.
Content Near Lead Magnet Calls to Action Is Key
Lead magnets are included near, or are embedded in some form within, your content. They might be call-to-action buttons on your website.