Lead generation is tough. We ask prospects to provide us with their personal data for free, in exchange for some unclear benefits. If you find it a bit unequal, we’re on the same page. Why should we give away private information?
Today’s online customers can mute almost anything advertising-related. For example, AdBlock extension counts over 200 million downloads both on Chrome and Safari. People rely on several other services that block all sorts of unwanted messages.
There’s no engagement if all you do is ask a user to type in their email to become a subscriber. Standard web-forms are very common, but how often do forms like this actually persuade you to subscribe?
It is no surprise that lead generation is a challenge. Probably the smartest way to overcome this is to offer something valuable in exchange for your customers’ effort: a free guide, service or discount.
Enter the lead magnet!
Lead magnets are the smart approach to lead generation.
Also, known as a bribe-to-subscribe offer, a lead magnet is a way to get your visitors’ information in exchange for something valuable.
From free trials to innovative online audit services, you are free to offer anything that can be received immediately via email. If it hits the target, visitors will subscribe and you’ll earn your leads without annoying them.
Lead magnets compensate user’s efforts with an obvious advantage.
1. Lead magnets are engaging. There are magnets with the capacity of generating literally thousands of leads in a relatively short period of time (like these 35,000 emails received in 60 days).
2. Lead magnets generate quality leads. According to IDG research, 61% of marketers found generating high quality leads to be problematic for their business (via Marketo). While lead magnet leads are already interested in some of your offers, they want to learn more.
3. Lead magnets provide good brand experience. If your “bait” is smart and relevant it shows a customer what the brand experience is all about. Wouldn’t you opt for such an opportunity if it was given for free?
4. Lead magnets are shareable. It’s easy to share the link to your research, or to embed your video in a blogpost.
5. They promote your brand as an expert, as well. Lead magnets such as case studies, manuals or research will do their job in this case.
Lead magnets “know” your customer’s problems and can offer an immediate solution – that’s why they can be so irresistible.
Depending on your prospects’ problem, lead magnets differ.
You want to be able to promise instant gratification when you offer a lead magnet, so you need to make sure it’s delivered automatically when someone opts in.
If you use Leadpages, this is incredibly easy. You can use their built-in Lead Magnet Delivery system to upload your lead magnet files and link them to your Leadbox opt-in forms. Then, when someone opts in, they’ll get what you promised right away.
If you don’t use Leadpages, you’ll want to set up an autoresponder email in your email service provider. Have the first email that goes out when someone submits the proper form in your email service contain a link to or attachment of your lead magnet file.
• X ways to get Y. For example, “6 ways to create a landing page that converts”.
• X ways to get Y for Z time. Like in “5 ways to get perfect ABS for a month”.
• X resources for/to Y. “7 resources to manage your groups in social media”.
• X tips for Y. “9 tips for success in a career interview”.
• How to do X without Y. “How to create a web-page without HTML”.
Your lead magnet is a part of your brand, your mini-product. It will affect your brand reputation as it engages people in your brand experience.
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