Lead Magnet definition:
A lead magnet is a piece of content that is designed to attract potential customers, and have enough value to them that they’ll offer up their contact details to get it.
It's the first step in many marketing/sales funnels.
It can take a huge range of forms, including (but not restricted to):
- Free Resources
- Premium Video Content
Here is one of our lead magnets...
Creating the Right Lead Magnet
Essentially, for a lead magnet to be effective it needs to be something that pulls people in. To do this, one of the best approaches is to find out how to solve a problem for them.
For most potential customers, the first time they land on your website they’re not ready to make a purchase. So to get them on board, you need to build trust by showing them that you know what you’re doing.
To find the right lead magnet for your business, it can be helpful to think about some of your existing customers’ most common pain points. It might be in understanding a complex topic, or answering a common question.
It’s a good idea to conduct some research around what your customers are looking for. You can ask your customers directly, or you can use Google for keyword research.
This is also helpful to see if someone else already offers the kind of lead magnet you have in mind — unless you can improve on what your competition has, it’s probably worth thinking of something unique.
Marketing Your Lead Magnet
The final stage is in marketing your lead magnet. Many businesses include it as a feature on their website at the bottom of blog posts, for example. But you can also broadcast to your email list, or run ads on social media to get the word out.
By offering your potential customers something useful, and for free before they think about making a purchase, you’re showing that you can offer more than just a product.
You’re a business that can offer them help and support in the long-term, and establish trust and memorability for when they’re ready to covert.