Let it be known unabashedly that you’re here because you either think that a lead magnet is a way for you to be more effective at attracting romantic prospects, or to learn how to increase marketing leads to help non-romantic prospects to conversion.
Known endearingly as an “opt-in bribe”, a lead magnet is a free offer your potential audience would find valuable, in exchange for an email address or other contact information. This can be anything from a
cupcake free swipe file, download for tips and tricks, or whatever that lead would find enticing. See some other ideas in my other article about mistakes when making lead magnets.
A good technique to choose your lead magnet is to look at the campaign you’re running. Ask yourself what your desired audience has been getting out of it, and tie that desired product or service into your lead magnet to increase its perceived value. A good example is if you’re selling satellite TV service. Think about a product that might go along with that service, like the box appliance that plugs into your television, and your lead magnet might be a mail-in rebate to purchase the box.
Do you want to turn that lead magnet from 10 to 11? Or maybe from 1 to 11? Follow these, and ye shall never be led astray.
1. Solve a problem
You’re already offering solutions for your current audience, so look at the problem that brought them to you. From there, step outside of the imaginary box and free your mind. What can you offer them for FREE that will lead them to the next step? Do that. Think of it as pre-conversion.
Promise one large, gift-wrapped cupcake cure-all. Psychologically, the audience will generally be more receptive to a simple, powerful demonstration of your magnet’s desired results than by a lengthy and tedious explanation of its nuances.
But don’t be condescending about it. They’re not stupid.
2. See and Be Seen
Don’t hide that light under a bushel basket. They’re flammable. Place the lead magnet where you have the most traffic for your target audience. If your website’s main traffic source is from a daily newsletter, consider moving the magnet to the articles or pages from that newsletter.
3. Increase Perceived Value
Are people immediately drawn visually? Emotionally? Olfactorily? How many slices of bacon have been included and how much is too much? More importantly, does the bacon actually taste good, or did you use turkey bacon? Regardless of whether the value increases, it needs to look the part to turn heads.
4. Gratify Immediately
This is related to increasing the perceived value, because while the perceived value draws them in, you have to keep going once they’ve turned their head. 55 percent of visitors spend less than 15 seconds on any given website. Your lead magnet HAS to give almost immediately useful information. If you’re providing a guide that is emailed to them once a week over the course of a month, then it’s more likely to operate as a lead deterrent than a magnet. Put simply, conversions will drop if it doesn’t keep the attention of your audience. If your audience is a kindergarten class, you’re probably out of luck.
5. Be concise
It’s annoying to read something that’s not succinct or superfluous.
Lead magnets often under perform because they promise more than they deliver, without one very clear goal. E-books or very long guides are often poor choices for lead magnets if they don’t deliver results on a specific goal, especially one that’s particular to your market segment. This means you must be clear on who that audience is, what they want, and just giving them the darned thing.
6. Shift the Relationship
The implication to shifting the relationship is that it has to change from one where your target is aware to actually consuming the product or service. Does the lead magnet put the audience in a state that will not only increase acquisition, but retention? If you write click bait, you may do so because your numbers see an initial spike, but it can actually hurt you over time if the quality of the offer does not live up to the hype. Then people stop visiting you and unsubscribe from your email list. The feeling associated with this is similar to what your grandpa feels when you forget to call him on Sundays.
- If you ate these up and feel you need more guidance in the ways of the magnetic force, you can always get seconds.
- If you want more on how the lead magnet works in the context of a full-scale marketing plan, read our 3 Phases to Digital Marketing Success.