Lead magnets are irresistible freebies you give visitors so they will eventually become your loyal customers.
Although the definition sounds simple, creating a lead magnet that will keep visitors engaged is a tall order for modern businesses.
Why? With all the tools and technology we have, why is it still a challenge?
- It’s a competitive market and you’re not the only one using lead magnets. In fact, 36 percent of businesses are using more than one lead magnet.
- Consumers are already aware of businesses using lead magnets so they know how to avoid them.
It is challenging, but here’s the good news: it’s not impossible to create an engaging lead magnet.
Creating a Lead Magnet that Really Draws People
Before we delve into creating lead magnets, here’s a quick question — why do you need a lead magnet?
If you say that a lead magnet should give you more customers, that’s partly true. That’s because a lead magnet does not give you customers right away. They have to go through a process first before they get to that point.
Therefore, lead magnets attract people who are genuinely interested in your message first. As their interest grows, they become loyal customers who also bring your message to their friends and family.
With that goal in mind, the lead magnet you create should:
- Be very impressive – as cliché as it may sound, first impressions last
- Provide value to your target audience
- Easy to understand – unless your target audience is a specialized group, you don’t need to use incomprehensible jargon.
- Actionable – they should be easy to do and will yield results
If your lead magnet does not have even one of the criteria above, you should go back to the drawing board and change it.
If you delay this, you are just wasting your time, money, and effort in attracting the wrong people.
With the foundation clearly in place, it’s time to create your own lead magnet.
Different Strokes for Different Folks
You’d better not suggest creating a downloadable ebook or PDF file that says “Download it now to grow your business” because that does not work anymore.
The heading of this section is a hint: different strokes for different folks.
In other words, the lead magnet you’ll create depends on the type of business you have. There’s simply no one-size-fits-all type when it comes to attracting prospective customers.
If you are a graphic designer, the best way to attract prospective clients are free printable templates, vector images, and more. Think of Canva — they allow even those with zero graphic design knowledge to create beautiful posters, social media posts, cards, etc. through their free downloadable/printable templates.
If you are a restaurant owner, you can give out discounts or promo prices on special days. Another novel idea is to hold a monthly food tasting of your signature or new dishes. You can also create short cooking videos of your bestsellers (just make sure not to disclose your secret ingredient ☺).
If you have an e-commerce store, giving out free samples or discounts of a new or bestselling product never fails. Netflix and Spotify were able to grow their subscribers exponentially using this strategy.
Here’s another hint — if your freebie is so good, they won’t hesitate buying the premium.
Even if someone copies your strategy, they cannot copy the experience you are giving.
Here are other ideas for you:
- Meal plans – this will not only appeal to food lovers but busy people who might be looking for meal ideas, especially on weekdays. Since people are health-conscious these days, creating healthy meal plans will be more appealing.
- Trainings/webinars – people thirst for knowledge, especially if it will amp their skills. If you can do it live, the better because you can interact with your target audience and you get to showcase your expertise in real-time. Once people get a taste of your expertise, they will begin to trust you.
- Toolkit – if you’re a web or graphic designer, sharing the tools you use to your readers or subscribers is a cool move. Surely, they are curious about what kind of tools you use to create those amazing images and websites.
- Infographic – allows you to share important information and statistics in an easy-to-digest format.
- Podcasts – if you are able to feature the thought leaders in the niche or industry you are in, you have a great lead magnet going for you. One thing about thought leaders, they’re not difficult to invite because they love sharing their ideas and seeing people grow.
- White paper – this works well in the B2B setting, especially if you want to establish yourself as a leader in your niche or industry.
- Group Membership – having access to a community of like-minded people is very appealing because they can learn new ideas, get insights, and have the support they need.
The Final Solution to the Lead Magnet Question
“Where should I place my lead magnet?” That’s the next most important question after you create it.
Should it be a pop-up?
According to statistics, pop-ups convert to only between 1.95 percent and 2.9 percent on average. In other words, they are a bad idea if you really want to attract people.
One of your best lead magnets is still your homepage. If you’re not convinced, look at Apple, Food Panda, Spotify, and Netflix among others and learn from them.
Aside from your homepage, you can also place your lead magnet in your blog posts as an internal link or your footer. You can also create a dedicated page that you can easily share on your social media accounts.
In a day and age where consumers are more informed, it is very hard to convince them to choose you and become your loyal customers. That is why you have to create a very convincing and impressive reason why they should choose you.
So make sure that your lead magnet impresses your target audience — it should be easy to understand, actionable, and valuable. Otherwise, you are just wasting your time.