According to Exact Target1, 91% of consumers check their email daily. As a marketer, you surely want your offer to be part of the messages they read—actually, 74% of consumers prefer to receive commercial communications via email2. Email marketing is definitely a great opportunity to connect and persuade your potential clients to buy your product or service. The greatest thing of all is that it’s mainly free. The biggest challenge is to actually obtain the potential client’s email addresses.
You won’t tell somebody, out of the blue, to give you such personal info just because. Marketing Week3 states that 40% of customers are willing to give permission to be emailed in return for something of value—in other words, a lead magnet.
OK, So What Is a Lead Magnet?
A lead magnet is, in brief, an ethical bribe on your website in order to convince potential buyers to want to give you their name, email and any other info you’re asking for. They can have many forms and formats, don’t take a long and tiring period of time to create, and have the great potential of double your opt-in rate.
There are no written-in-stone rules for lead magnets. You can have as many as you want—but not all at the same time! For example, a diet website can have a specific lead magnet for its recipes section and a different one for its lifestyle section. The great thing is, the opt-ins in each section can be measured and compared, and the marketer that runs the site can define better strategies for the customers.
Creating a Lead Magnet: Step by Step
Choosing the Topic
Don’t choose any topic for your lead magnet: choose one your ideal customers will care for. Go and do a little spying: what are your ideal customers talking about in the social media? (Using Buzzsumo is a good starting point). What do they want to know about? What are their new areas of interest or topics that are controversial? Then, define which of the discovered topics is easier to create (for you) and what content format would be the best, brief and practical way to deliver it.
Let Me Insist: Be Brief and Practical
Nobody has a whole day to spend reading a 100-page lead magnet. Nobody. So, don’t expect people to occupy their time with a lengthy online course. Be brief, but be useful. Whatever you create has to have a purpose and a value. That value is what will convince your visitors to give you their email address and become potential customers.
According to IMScalable4, it’s best to provide a tool and not just content, i.e., “A list of WordPress plugins. A calculator. A toolbar. A screensaver”. Possibilities are infinite.
It’s not just the correct topic but also the relevance of the content. When creating the lightbox, slide in, bar or whatever format you define to offer your lead magnet, the more detailed your headline is (and the more it compels to emotions), the better. Create as many as you can and then try the Emotional Marketing Headline Analyzer for testing them.
Revise Your Copy—Again
Your opt-in button is actually your call to action, and I cannot insist enough on the importance of it. The copy of your “subscribe” button has to encourage people to get your lead magnet—to type in their personal information.
As a basic premise, use action verbs like “view”, “download”, “get” and assign it to your reader: “your ebook”, “your report”, “your video” etc.
Ideas for an Effective Lead Magnet
MarketingProfs5 offer 15 lead magnet ideas “to capture and convert”. Check them out:
- Free reports
- Coupons and offers
- Creative forms
- Loyalty programs
- Free education
- Limited-time free trial
- Gate pricing and other information
- Assessment or test
- Online seminar/webinar
- RSS feed
- Email Series
Do you know of any other lead magnet idea? Do you have any questions? Please write it down in the comment section!