If you’re resting all your marketing ambitions on the hope that first-time visitors will make a purchase, you are going to have trouble making money. Only about 1% of visitors are ready to make a purchase during their first visit. On average, you’ll need about 4 or 5 points of contact before getting that sale. A lead magnet is something you offer for free to help you capture the email address of these visitors so that you can direct them back to your sales funnel over time. They’re designed for the 99% of prospects that leave your site without making a purchase. So, if you want to capture their email address before they go away forever, you need to take the time to create an effective lead magnet.
Research Your Competitor’s Lead Magnets
The first thing you’ll want to do is look at your competitor’s lead magnets. Look at the offers that they provide. What are they offering their visitors? You shouldn’t copy their offers, but you can use your research to ensure that you’re offering something original and more appealing than what your competition is offering.
This research will give you a better sense of what your potential buyers want. Use this information as you choose your offer. Generally, these offers will fall into one of these categories:
- PDF, eBook, or downloadable guide
- Video tutorial
- Discounts or coupons
The medium that you choose for your offer will depend on your market. PDFs and other readable content are useful when you don’t have a tangible product. So, if you offer digital goods or services, your customers will expect digital offers. Though, downloadable content can be applied to almost any industry. When creating your offer, the medium is not nearly as important as the actual content. Whether you film a video tutorial or put together a downloadable guide, you need to choose a topic that your potential buyers are interested in.
Researching the Top Concerns of Your Potential Buyers
Researching the top concerns of your potential buyers will help you choose a topic for your lead magnet. People want solutions. They want valuable information. You need to provide them with the answers or facts that they need.
There are several ways to learn more about the top concerns of your target demographic. You can search forums and communities. Look at the questions that people ask most frequently on these websites. You can also look at social media comments. This includes comments on both your own social media accounts and the accounts of your competition. Social media is the preferred method of communication for most consumers these days. A little bit of keyword research can also help you find a topic. See what keyword phrases are searched for most frequently. Focus on keyword searches related to questions or concerns.
After you’ve researched the top concerns of your potential buyers, you’ll have a topic to discuss. Make this topic the focus of your free content, whether it’s a PDF, video, or webinar.
Create a Killer Title and Sub-title
Once you have an offer, the rest is easy. You just need a great title and sub-title. Be specific and keep your title simple. Address the problem or concern that you promise to solve in your free content. The sub-title follows up on this promise by telling visitors what they’ll find on this page. Make it obvious to your visitors what they’re about to read. This same tip applies to the rest of your web page. Keep the content simple and direct. You need to stick to the point. The entire goal of the page is to get visitors to sign up to your email list by offering free content. Make sure that they understand exactly what they’re about to sign up for.
A lead magnet is an invaluable tool used for growing your email list. There are other methods to growing your list as well, but you will absolutely need a lead magnet in your arsenal.