So you want to know how to create a great lead magnet but you just don’t know how to go about doing it. Before we go any further, allow me to define what a lead magnet is.
A lead magnet is anything of value that you can exchange for a prospect’s contact information. This is usually an email address.
The most common Lead Magnet that you’ve probably seen is a free guide, report, or an eBook that’s delivered in PDF format. However, there are plenty of other Lead Magnets you can offer; such as a free video tutorial, software, or discounts on products and services.
A Lead Magnet has one goal: to maximize the number of targeted leads you are getting for an offer. In other words, you want to get as many leads into your business as possible. Well, you may be asking yourself, “Why do I need a lead magnet?”
You need a Lead Magnet because it makes your job as a marketer easier and more effective.
I know you have seen that Proactive commercial that sells a skin cleansing formula for people with acne. Their lead magnet was their deep-cleansing brush.
A lot of people bought the product just to get that brush. This type of marketing was brilliant on the part of Proactive.
In the early days of online marketing, you probably remember when people were excited to sign up for a free newsletter because they were happy to be using email at all. Today, not so much.
Although money isn’t changing hands, getting the email address of your prospects is a valuable transaction. It converts them to a lead, expresses interest in your offer, and gives you the ability to market your products or services to them.
The problem is most people are skittish about sharing their email address, so they have to feel assured that there’s something valuable in it for them, which is where your Lead Magnet comes in.
An irresistible Lead Magnet like that deep cleansing brush Proactive offered to their customers immediately grabs the attention of your prospective buyer and delivers real value to them.
By winning over your leads with an offer that is too good to pass up, you are piquing their interest in your paid offers and starting your relationship on a positive note.
On the other hand, an underwhelming Lead Magnet will have the opposite effect. This article will make sure the latter doesn’t happen to you.
How To Create A Great Lead Magnet In 5 Easy Steps
Step 1 – Know Your Buyer’s Needs And Wants
The biggest mistake marketers make with their Lead Magnets is trying to attract too many people. You want to do the exact opposite.
Your Lead Magnet needs to be ultra-specific to the people you want it to attract. If your Lead Magnet isn’t relevant to the wants and needs of your buyer’s persona, they aren’t going to bother with it.
Don’t worry about deciding what your buyer needs at that moment. Just focus on the pain points of your market and fulfill that need or solve that problem.
The pain point for acne sufferers is how to clean their face properly to get rid of excess oils and dirt that can contribute to acne outbreaks.
Proactive solved that problem with the deep cleansing brush. So pick a lead magnet that you can provide the most value to your prospects now and move on to the next step.
Step 2 – Identify Your Value Proposition
Once you’ve decided which prospects you want to target, you have to give them a compelling reason to GET your Lead Magnet. The amount of leads your Lead Magnet generates for you will be directly tied to the promise you make to those prospective leads.
The best value propositions are something that your buyer already needs, requiring less convincing on your part. Instead of trying to create something you think they could want, figure out what they already need and deliver that. In this case, bigger isn’t better.
Don’t try to write a massive eBook or create a 30-day email course. Think ultra-specific! Find a common problem that your buyer faces and provide a quick solution to that problem. The quicker you can get them results, the better.
Step 3 – Give Your Lead Magnet a Name
Now that you know what you’re offering and to whom, giving your Lead Magnet a name will be easy. Your title is essentially a headline for your value proposition that appeals to your buyer’s needs and wants.
Similar to crafting an eye-catching headline for a marketing email or blog post, the title of your Lead Magnet is bound to make a drastic difference in its conversion rate.
If you’re new to writing headlines, read this article to learn simple strategies for writing irresistible headlines.
Step 4 – Choose What Type of Lead Magnet You Will Offer
By now, you probably have a good idea of what type of Lead Magnet you are going to offer. However, you often have several options to choose from that could effectively deliver your value proposition. Here are some things to keep in mind and to help you decide:
- Keep it simple – An overly-complicated Lead Magnet defeats the purpose. If no one knows what you’re saying, they won’t be able to appreciate it. Keep it simple, concise, and packed with value.
- Focus on your strengths – Are you a great writer? An eBook will probably be your best format. Not so great at writing, but comfortable on camera? Go with video, instead.
- Prioritize rapid consumption – You want to solve your buyer’s problem as quickly as possible. This gives them a quick win (which you did promise) and moves them down your funnel quicker. Choose a format that allows fast delivery and consumption.
While the options are virtually limitless, most Great Lead Magnets fall under the following categories:
- Guide/report
- Cheat sheet
- Toolkit/resource list
- Software
- Video training
- Free trial
- Discounts
- Quiz/survey
- Assessment/test
- Sales material
If you’re unsure, just choose the Lead Magnet type that you feel most comfortable creating.
Step 5 – Create Your Great Lead Magnet
The strategic work is over, but you still have to put in the work to create your Lead Magnet. As you work on your Lead Magnet, remember who it’s for and the value proposition you’re promising to them. If you keep those two things in mind, the process will be straightforward.
If you still are wondering how to create a great lead magnet, or you just want to get instant access to some great lead magnets, click on the link below.