Are you looking to build your customer base? Well, the answer to that should be obvious. Of course we all want to build and grow our online businesses! But while there are many ways to do this, the tried and true method of email marketing is still a powerful method. But what is the best way to grow your email list? The answer to that are lead magnets.
Now you may be asking yourself why you should bother building an email list. With so many other options available, why is this method still around? The reason is because an email list is owned by you.
You can use social media all you want, but you do not own your spot on those platforms. You also have very limited control over the platform. If Facebook or Twitter decide to close up shop tomorrow, and they are your sole advertising platforms, you are hooped when they cease operations. All the leads and contacts stored on those platforms would disappear and there’s nothing you can do to get them back.
Email lists, on the other hand, are owned by you. You have gathered the information and have received permission to contact everyone on the list. The information is yours and you are free to use whatever software you want to manage it.
So, now that you understand the importance of an email list, you can now see why building one is an important business move. Lead magnets will help you build this list, so your marketing efforts are not wasted.
In today’s post, we will explain what are lead magnets and 4 tips to help make your lead magnets successful.
What are Lead Magnets?
In a nutshell, lead magnets are nearly irresistible offers made by you to your customer base in exchange for that person’s contact information.
Most of the time, that contact information takes the form of an email address. But there are still some companies that prefer snail mail so the requested information may be an address and phone number.
Lead magnets are based on the centuries old technique of bartering. I will give you something of value, if you give me something of value in return. But within this idea is a very important point. That which is exchanged must be of value. If the proposed exchange is not seen as valuable, then it won’t occur. Simple as that.Lead magnets are based on the centuries old technique of bartering. I will give you something of value, if you give me something of value in return. Click To Tweet
So how do you ensure that your lead magnets are doing their job? Here are 4 steps to always consider when creating one.
Step 1: Identify your target audience
As we have mentioned before, your business can’t be everything to everyone. And nor should it be. To have an effective marketing campaign, you need to decide upon your target audience. Who would be best served by your offer? The more specific you can be with the answer, the better you can tailor your offer to meet this group’s needs.
Step 2: Determine your offer
Now that you know who you are talking to, you can begin to craft an offer that will appeal to this group. The key to any good offer is that is solves a need. The better your offer is at solving that need, the more attractive it will be to an audience.
Step 3: Create the lead magnets
Now that you know what problem you want to solve, it’s time to let it take shape. Lead magnets can take many forms. Some examples include:
• An eBook
• A webinar
• A recipe
• A case study
• A checklist
• A discount
• A trial
• And on and on the list goes.
Depending on the nature of your offer, certain formats will work better than others. And each format will require different types of content. So, it’s prudent to pick a format first before you start adding in content.
Now a word of warning. Lead magnets are supposed to provide value to an audience. Make sure when you are creating your content that you are providing value. Don’t advertise that you have the ultimate packing list for a camping trip and then only list 5 things. Audiences will feel tricked if you pull this stunt and your company will lose credibility.
Step 4: Design an easy exchange process
Now that you have an irresistible offer in hand, make the exchange process easy.
If you are developing a form, ask for only the most essential information. If you only need an email address, then only ask for that. Don’t ask for their whole life story. Not only will this seem too intrusive, but you will lose most of your leads because it’s too much effort to get your offer.
Secondly, once you have the information you need, make it easy for the recipient to get the offer. If you are offering them something that can be downloaded, have the download link on the page immediately after the sign-up process. Or email the link to the email address provided.
Don’t make the recipient jump through hoops to get their offer. If you make it complicated, the lead will feel tricked and will abandon your site entirely.
Lead magnets are great tools to help build an email list. When used properly, they can build your list faster than pursuing leads one at a time. If you want to improve your marketing processes, use lead magnets today!
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Jolene is a strong operations, compliance, and paralegal manager. She also loves to research and write about business as well as personal topics that help others.