For any commercial project, money is and always will be the ultimate goal. This is what business wants, this is what all website owners, optimizers, marketers want. All who know what effectiveness is. The main thing, of course, is profit.
There are a lot of possible ways to attract the new customers through the site, and it is important to correctly identify intermediate goals and build the sales funnels based on those goals.
In the article, we are going to tell you more about the lead magnet which is one of the most effective ways to attract the new people as the buyers. We will review the following:
So, the lead magnet is a kind of free offer for the consumer, which he can get by taking some action. The scheme of the advertising tool is simple: you offer the consumer a lead magnet, and he tells you his contact details.
Usually, online stores use this marketing strategy, offering a discount or share on the goods in exchange for contact information (phone number or email). After sending personal information, the user will automatically become a potential buyer and will get into the contact base. Applying to get a nice bonus, he shows his interest in the products and readiness for purchase. Soon after the subscription, you will be able to send him various purchase offers related to the interested product.
Usually, this type of marketing advertising is a pop-up window with several elements: an image, a text message, mostly, very short and specific. Also, it contains special fields where you need to enter a name and your data. However, the main argument for the client is the semantic message of information and the way it is submitted.
In order the online store owner could use the effective text content, you should pay attention to the appropriate “reasons” for offering a lead magnet to the user:
This is not the entire list of offers that can be offered in exchange for a customer subscription. It all depends on the capabilities of the store owner.
Think about whom you are working for. You always work and will work for your audience. It is your audience that needs to know who you are, what you do, what you offer and which of your offers can be useful. It is important to you that every person from your target audience knows more facts about you. And what’s more, it’s important for you that this audience comes back to you no matter whether constantly or periodically. Return buyers are very important.
In order this tool could be maximally effective, you need to consider the following points:
For example: “Increase the conversion for online service (SaaS) and online store from analytics to implementation with a guarantee of results and 100% satisfaction.”
At this stage, you already understand that you cannot look at the lead magnet from the position “I’ll give what I don’t need”. It must be developed for each specific audience.
Understanding the needs and tasks of a target audience, you can easily offer a quality solution that is definitely interesting to the client.
The best magnet will be either the instruction “how to do something in 15 minutes”, or a set of cases.
You also imagine your client’s portrait and understand who you want to work with.
Usually, the funnel is thought of like this: a person came to the site → became interested → performed the action (we got a lead).
But it is important to ask yourself: why did the person come to us? What did he expect to get?
Separate the 6 main stages that the client passes before he is ready to buy:
Each level will have different subscription/selling page as well as the lead magnet itself.
Subscription pages often work on the levels 1-4, landing pages — on 4–6.
At this step, one must understand that people move from one stage to another in different ways.
At stage 1–2, the person is moved by understanding that he has a problem (“My watch broke down”).
At stage 3–4, he wants to solve it, looking for solutions (how/where to fix the watch).
At stage 5–6, he is ready to choose a solution provider and purchase/order (repair the clock in this workshop in 1 hour).
So, in the last stages, it is important to encourage the client to take actions to make him confident in the next step! An excellent example is the car sale with a preliminary test drive.
You explain why that is so good to work with you. For example:
Reports and manuals are one of the most common types of lead magnets. But it’s important not to carry off. And do not turn your manual into a huge boring text canvas. This will not exactly make your subscribers the clients.
This is a great solution! They work well and are quickly created.
What is the difference between such a lead magnet and a manual or report? As a rule, a magnet of this type is one page long and considers a very narrow question. You can create such a magnet in the form:
This type of lead magnet is usually aimed at both collecting the subscriber base and closing the sale deal. It takes a week or two to perform and configure it.
The most important thing is correct, systemic and accurate content that brings benefit to everyone. If you give recommendations, give those that exactly work (checked by you personally), if the checklist, do not miss either the slightest detail.
This type of magnet is usually used in emails, either as a series of automatic letters or as a tool that launches a series of automatic letters. In any case, this is the information that gives a sales start.
Why is the video is so popular as a lead magnet? It’s because it is easy to perceive. Many people are quite lazy and do not want to waste time on reading. Therefore, video instructions always work. Plus, this magnet has one more advantage — it allows your subscribers to get to know you, which means, they trust you more.
If people want to learn something that you are already an expert in, they are likely to be very interested in knowing what tools you use.
It does not matter what it is: software, hardware, applications … anything. Just write the material where you tell in details about your tools and those things that help you the most in your activity. And people will gladly give you their email in exchange for such valuable information.
After all, it allows them not to look for everything themselves, but also gives an understanding of how to work with these tools.
It’s no secret that the word “discount” or “free” play a vital role in making your business attractive for customers. So, make them enjoy! Such a lead magnet will expand your subscription base. Here are some examples:
A test or survey with emailed results can be a very good way to attract new subscribers.
But it is important to take into account: very few people will be ready to participate in the survey and leave the email. Therefore, position your survey or quiz as a game or interactive entertaining.
For example, one online clothing store offers to fill your standards in a special form and leave your email. On the next visit, the site selects clothes according to your standards and emails interesting information for you. Not bad, right?
As well as the template, the workbook implies practical training, that is why it is also a wonderful lead magnet. In fact, this is the same as a real workbook or training manual, which students are usually given on the first day of training, and where they perform assignments throughout the course.
And unlike check-lists and cheat sheets that do not motivate practical work and parallel training properly, workbooks encourage the newcomers to work better.
Although, on the other hand, some visitors will be lazy to deal with tasks from this workbook, they may be interested in your check-lists. The exception is users want to learn something seriously. And after all, such people are most often converted into buyers and pay for your product. So think carefully about which category is preferable for you.
Books, one of the most popular types of a lead magnet to increase your target user base. When developing such a lead magnet as a book, be sure to consider the following factors:
One magnet release takes, as a rule, 1 to 3 months.
Sets give a tremendous conversion rate. In fact, the sets are several lead-magnets that could be offered separately, but together they give some specific result.
For example, you can include some series of checklists for blog post + ready template + step-by-step instruction: thus one complements the other and the user gets the final result.
We reviewed the best steps and top secrets how to make the best converting lead magnet. Which of them is the most effective, in your opinion?
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