If you want to generate leads online your business must have a lead magnet. A lead magnet is essentially a bribe to nudge your target audience into your marketing or sales funnel. You ‘bribe’ a prospect with with a specific piece of value in exchange for their contact information that you can use to create a relationship that hopefully eventually leads to a sale.
A lead magnet (a.k.a. “opt-in bribe”) is an incentive that marketers offer to potential buyers in exchange for their email address, or other contact information. – Optinmonster.com
Even if they like you, people aren’t going to part with their email address unless you can give them something special in exchange.
As an example of the lead magnet in action, suppose you have a blog post titled the top 10 ways you can improve your customer service. At the end of the post, you ask readers to join your email list for “updates”.
Or, suppose you ask readers to join your email list and get a free, downloadable PDF case study, detailing a real-life example of one business that used these 10 strategies to improve their customer service.
The second example is a much more powerful lead magnet because the offer is clear and specific.
The value offer of lead magnets are often pieces such as:
- Case studies
- White papers
- Exclusive videos
However lead magnets can also be:
- Free shipping
- Free trials
- Tickets to an event
Make Your Lead Magnet Irresistible
Super Specific – the lead magnet should not be general. The more specific you are about the benefit of the lead magnet, the better job it will do in terms of generating leads.
Solves a Real Problem – the lead magnet must solve a real world problem. If it doesn’t help your prospective client, it’s not a good lead magnet.
Easy Win – the lead magnet should be quick, simple, and straight-forward and allow your prospect to achieve an easy win.
Quick Read – you don’t want to overwhelm your prospect. Something quick and easy to read and consume is best. PDF lists work really well.
High Value – this is really important. The lead magnet must actually deliver high value. To make it irresistible, it has to appear like a really good deal.
Instant Gratification – people love instant gratification. Create a lead magnet they can see and use immediately.
Demonstrates Credibility/Value – the lead magnet should reinforce what you do.