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Lead magnets can be a great marketing tool for growing your email list, and subsequently, your customer base.
That’s why if you own a business or sell anything online, it’s worth considering.
It’s no secret in the marketing industry that it’s a lot easier to sell to someone you’ve already sold to before than it is to sell to someone new.
The people on your email list are already interested in the type of content you’re offering so you have a better chance of selling (and re-selling) to them.
If you’re new to lead magnets, here’s a short lesson on what they are and how they can benefit your online business.
What’s a Lead Magnet?
If you want people to sign up for your list, you need to hook them.
And that’s what a lead magnet is supposed to do – make them want something so badly that it’s really a no-brainer to sign up for your list. Make sure they need the information you’re offering that badly.
Types of Lead Magnets
For example, if you’re a freelance copywriter (like me) and half of your audience is clients you want to sell your writing services to, you might create a short ebook titled “10 Ways to Write Effective Copy Even if You Hate Writing.”
Or if you own a marketing agency and your target audience is companies that don’t know how to drive traffic to their website, you might create an SEO assessment checklist that helps them determine what’s wrong with their website and offer it to potential clients for free.
You’ve got to offer some sort of value for free with your lead magnet. And it has to be information that your target audience is interested in. Otherwise, you’ve just wasted your time and you can forget about anyone downloading your freebie or signing up for your list.
Here are some more examples of different types of lead magnets you might’ve come across.
- ebooks or downloadable PDFs
- Goal setting worksheets
- White Papers
- Cheat Sheets
- Resource Guides
- Video and email courses
- Software tool
- Free consultations
What Makes a Great Lead Magnet?
If you want to grow your email list fast, a lead magnet is essential, but if you’re going to do it, you’ve got to do it right.
Otherwise, you won’t get the results you’re looking for.
Define Your Target Audience
Before you create a lead magnet, start by defining your target audience (if you haven’t already). If you’ve read some of my other posts, you know that I talk a lot about this (and not for no reason).
You’ve got to know who you’re selling to in order to sell effectively.
That might mean it’s time to create a buyer persona or two so you have a clear picture of what your message should be.
Determine Their Pain Points and Challenges
The next step is to determine what their pain points or challenges are. What do your ideal subscribers need? What problems are they trying to solve?
Going back to my earlier example, maybe they need help driving traffic to their website. You might be thinking about creating a short guide about traffic-driving hacks or you could go with the SEO checklist we talked about.
Once you know what their problems are, narrow the list down to just one and aim to solve that one. Don’t try to solve every one of their pain points with one lead magnet because then it’ll probably be all over the place and too much information for one lead magnet.
And remember, your lead magnet doesn’t have to be long. It could be four or five pages.
Figure Out the Best Format
Choose one of the formats above or select one of your own to provide useful information to your potential customers. Pick the one that makes the most sense.
For example, if you’re creating a tutorial that shows small business owners how to set up a complicated piece of machinery, video is probably your best option.
But if you’re creating a short step-by-step guide with fairly simple directions that teaches people how to start their own online course, you could probably get away with a PDF.
How to Create Irresistible Lead Magnets People Actually Download
Now that you know what it takes to create a great lead magnet, let’s get into the specifics.
1. Get the Message Right
Since you’ve already researched your target audience and you know what their pain points or challenges are, you can start hammering out a message that resonates with them. Speak their language. Empathize with them to let them know you’ve got their back.
2. Don’t Overlook Design
A lead magnet shouldn’t just be a Word document you typed up and turned into a PDF so people can download it. Give the people something pretty to look at. Entice them with a great design (hint: use Canva) and colorful graphics that help drive your points home.
3. Provide Value
As you already know, providing value is the whole point of a lead magnet. It’s what makes people want to download whatever you’re offering. It has to be something of value to your target audience. For instance, a guide for managing your small business finances would be a great lead magnet for creative entrepreneurs who might not really know much about small business finances.
4. Keep it Short and Sweet
Although a lead magnet should provide value, it doesn’t have to be extensive. A lead magnet can be a short, 10-page guide, a free 5-day email course, or a quick 3 to 5-minute video. So don’t feel the need to be so thorough when it comes to content. Remember, a lead magnet is meant to be consumed quickly.
Ready, Set, Create
Creating lead magnets that people actually want to download isn’t rocket science. Take the tips above into consideration when creating yours so you know you’re creating something valuable, something that’ll help you grow your email list and your business. So start working on creating irresistible lead magnets of your own that your target audience would find useful. Then, you can start looking at tools that can help you distribute that lead magnet in the most effective way.
Do you know what kind of lead magnet you want to create? Let me know in the comments.