We already know what lead magnets are and how important they are to generating leads and getting potential customers into our marketing funnel. But, how do we create an effective lead magnet? How do we take an idea or piece of information and turn it into an attention grabbing lead magnet? Believe it or not, doing this is easier than it sounds. Whether you’re doing a simple lead magnet or a more intricate one, there are a few simple steps you can follow to create an effective lead magnet.
Step One: Figure out What kind of lead magnet you’re going to offer
In our last blog we went over a few types of good lead magnets. Choose from one of these and decide what information you’re going to offer. If you’re going to do a white paper, what topic will it cover? If you’re going to offer an assessment or quiz, what will this tell people they need? Remember that a good lead magnet needs to:
Step Two: Create content for your lead magnet
Once you’ve decided what kind of lead magnet you’re going to offer you need to create content for it. Some lead magnets require more content than others, but they all need content. If you’re doing something like a white paper, you’ll need to create content for the lead magnet itself, but if you’re doing something like a blog or RSS feed you’ll just need content to supplement the lead magnet. Once you’ve got your lead magnet written or chosen you’??ll need a few things:
Step Three: Setting up your lead magnet
Now that your lead magnet is created and you have content for it, it’s time to get it set up on your website. Many companies have a ‘resourceâ? page on their website. If this is the case with yours, you’ll want to put it on there first. It’s good idea to have a simple, eye-catching graphic that people will click on to opt-in to your lead magnet. Clicking on this graphic should take them to the landing page you created in step two.
In addition to your resources page, you’ll want to place a CTA for your lead magnet in various places on your website. In the sidebar of your services page, at the bottom of your home page, or in the sidebar of your blog are all great places for this to be. Again, this CTA should come with a clickable graphic and clicking on this graphic will lead a potential customer to your landing page.
Step Four: Tracking and Optimizing
Part of this process is seeing if the lead magnet you created works. Track how many downloads your lead magnet gets and how many of those downloads eventually turn into leads. If you’re getting a fair amount of downloads and conversions then your lead magnet is a success. If you aren’t getting very many or none at all, then you should think about why.
After you answer these questions you’ll be able to optimize your lead magnet. Fix the issue or tweak the lead magnet to get everything working properly.
Lead magnets are effective and extremely valuable for any company when done right. If you’d like more information on creating an effective lead magnet, contact us!