Today, I want to talk about something every business with an online presence should have, the lead magnet. (I’m working on mine this week.) They go by many names:
- opt-In/sign up incentives
- ethical bribes
- free gifts
- content upgrades
- free downloads
So it’s alright if you haven’t heard them called lead magnets before. I think, however, you know WHAT they are – those magical, wonderful, hopefully valuable items that you get when you sign up for someone’s email list.
Types of Lead Magnets
They typically take one of these common forms:
- discount coupon
- free, short consultation
- short ebook or white paper-type report
- one to two page resource – checklist, tip sheet, cheat sheet, etc.
- free trial – software, online community, courses, etc.
- templates – emails, Facebook ads, LinkedIn profiles, etc.
- audio files
- training/how to videos
There’s nothing wrong with any of these. And just because everyone else is your business is using a free trial or a discounted coupon does NOT mean you have to, as well. When it comes to choosing your lead magnet, your audience may surprise you as to what works best.
Which brings me to another point – when choosing the type of lead magnet to use for your business, go with ones that YOUR PROSPECTS find most engaging and interesting. Experiment with what you offer until you find one that really clicks and has them signing up for your email list in droves.
Don’t make the mistake, however, of leaving it there for all eternity. It WILL get stale after a while. Switch it out with new content once numbers start to drop off. Fresh lead magnets every few months can really kickstart your opt-in rates again. And don’t be afraid to change the type of lead magnet, either. As your customers grow and change, you may find yourself with a whole new market to woo and win than you had this time last year.
Make Your Lead Magnet Valuable
Reread my description up there. Notice the word “valuable” in it? Don’t make the mistake I see many make – a lead magnet that’s 10% value, 90% advertisement for their latest greatest offer. If you PROMISE a great freebie, GIVE a great freebie. Remember, it’s ALWAYS all about them. Don’t slip up and create a lead magnet that breaks that rule.
Also, make your lead magnet relevant. There is a bit of a difference to relevant content and valuable content, by the way. I can create something very valuable in a holiday marketing idea sheet, but it’s not going to be very relevant here in June. I can also create a rather relevant, summer marketing ideas guide, but if the ideas aren’t that great, or they are just regurgitated from someone else, they won’t be of much value.
Shoot for BOTH – relevancy AND value – and you’ll have a lead magnet they’ll clamor to get their hands on.
Lead Magnets Don’t Have to Be Fancy
Don’t sweat and stress over the “fanciness” of your lead magnets. Focus on value and relevancy. You can create a quite passable lead magnet using the free version of Canva. Or a nifty little video with Lumen5. Or just your mobile phone’s camera. UNLESS you are selling graphic design or video production, no one is going to care much about the looks or style of the thing. (I would recommend you do a BIT of branding so they remember who you are whenever they use it/view it.) The VALUE it has to offer is MUCH more important than how pretty it is.
Need a Lead Magnet?
Here’s the part where I offer you my services. You knew it was coming. And the answer is, why yes, I can write your lead magnet content and copy for you. Whether you want a video or audio script, or an ebook, report, or a one page resource, I can do that for you. Contact Bloomers Marketing today. We’ll get you all valued up.