If you are in the online world you have probably heard of these by now. And if you haven’t heard of lead magnets, then you have probably downloaded one without even realising. But why do we need lead magnets, and do they actually work?
What is a lead magnet?
A lead magnet is something that you provide, usually for free, in return for someone signing up to your mailing list. It’s a fair exchange. You give away something free and juicy that someone can make use of, and in return they give you their contact details.
When we think of a lead magnet, many people tend to think of a free downloadable PDF. These are the lead magnets you will see the most of. The trouble now is that because everyone is doing them, you really need to make your lead magnet stand out to make it worth someone’s time and effort to download and possible add to their every growing spam.
So other ideas for lead magnets can be:
- Swipe files
- Free Trials
- Free Initial Consultations
- Cheat Sheets
- And so much more
You get the idea – it doesn’t HAVE to be a downloadable PDF with a bunch of tips.
How to make a GOOD lead magnet
Firstly lets state the obvious, if you are a dog trainer, don’t create a lead magnet for cake recipes, there is no link there! Do your research. You know what your ideal clients are looking for so make a long list of their problems. Do your research on your competitors – what are they creating (needless to say don’t COPY! But it will hopefully trigger some fresh ideas for you.)
Make sure your lead magnet leads into your funnel. For example. You don’t want to solve ALL of your clients problem in that lead magnet as that’s just giving it all away for free. Leave them needing more. So for example, if you work in marketing, you might create a lead magnet that helps someone with one aspect of marketing like social media, or email marketing. That might lead into your offering of a marketing webinar, which leads into your offering of creating a marketing plan, which then leads into the implementation of that plan.
Can you see where this is going? Hash out a clear bottom to top line of your services. If someone isn’t ready to go to the next step, is there anything else of a slightly lower value that you can offer them instead?
Whatever you do, make it very clear in your lead magnet what the next step is that you want them to take.
Make it easy to use. A great idea is to create a short video on the download page to explain how to use the lead magnet.
When you’ve created your lead magnet, get a few people to take a look at it. ACCEPT the constructive criticism. Yes you may have spent hours creating it, but you need fresh eyes to make sure they really understand what it is they are supposed to do with that lead magnet, and to ensure that they will come away with some sort of tangible outcome.
And going back to what I said earlier about thinking outside of the box. One of my clients has a lead magnet which is to spectate one of her dog training classes for free. Why? Because she runs a membership. And we know, that once someone spectates a class, because they are so unique and SO good, the conversion rates are higher than they would be to say send out a PDF with some dog training tips. Seeing the work in action in real life, and to be able to have that face to face dialogue with someone is priceless. And, it costs nothing as she’s already running the class. It’s a win for everyone. Free trials can work really really well.
Nurture nurture nurture
Make use of the thank you page. Where else can you send them? A group? Your socials? What are your objectives right now? Don’t waste the opportunity.
Email them a copy of the download so they have to check their emails and make sure you have a nurture sequence set up. Tell them a story. Then drop in what the next step is. It’s all about connection. And then make good use of your mailing list and email them every week. Be real, show up consistently, add some personality (levels vary of course depending on your audience – I can drop the odd swear word but some of my clients absolutely can’t – do what works for you)
Give them good content. Add value. Share industry insights, advice, tips – you should know your audience better than anyone. What do they want? What’s going to keep them on your list?
Once you have your clients in your mailing list you have a captive audience! You don’t need to keep spending money on advertising to them because you already have them. This is why mailing lists are so incredibly important.
One important thing to remember – if people unsubscribe – don’t sweat it. They’re not your people! Now if you are getting people unsubscribing constantly and your list is dwindling then that might be different. But don’t get offended by the odd unsubscribe.
I could talk about lead magnets all day long! But for now I hope that given you some food for thought.
If you want to download one of my lead magnets (also known as my very awesome kick ass tips and advice that will make you go “WOW I didn’t know that!”) then just click HERE to head to my free resources page. Which one will you choose?