Simply Irresistible: Best Practices for Writing Compelling Lead Magnets
Have you ever made an impulse buy at the grocery store? Or been drawn to an online store that you knew was probably fakey clickbait?
Sometimes, when the right offer hits you at just the right moment, it seems impossible to resist! And they don’t call this “magnetic” appeal for nothing.
In marketing, Magnets are an effective technique for gaining a prospect's contact information and/or drawing them into your sales funnel. Sometimes called lead generation, this process of stimulating and capturing interest (to develop a sales pipeline) allows you to nurture a lead until they are ready to buy.
Sounds easy enough, right? But how do you build this curiosity or engagement with your target audience? According to Hubspot, about 63 percent of businesses believe their biggest marketing challenges relate to generating traffic and leads, and 60 percent of marketers say lead generation is a key pain point for their company. Leads typically hear from a business after they receive and respond to some type of content, and knowing where to build this bridge can be a challenge.
Looking for some ways to engage your next VIP customer? Here are five time-tested options to consider:
Provide a Free Onsite Course or Webinar
People love information.
And giving it away for free is bound to create a sense of reciprocity with your prospects because humans naturally want to respond when something has been given to them.
Look for a point of need in your prospective customers and offer them valuable information in a podcast, an in-person event, or a consultation, and people will jump right in!
Compile Case Studies and Reports
Insider information about a company’s sector is always valuable.
This may be a quarterly white paper (like a comprehensive guide on the latest technology or trends in your industry) or a case studying outlining the benefits of certain methods, products, etc. Trade this information for your prospects’ contact information, or send a flyer with the introduction but release the full content only if people sign up to receive it.
Offer a Demonstration or Free Trial
A good way to secure customers is to give them a way to try your service or product without cost; or receive a free quote from your team.
Mailed postcards or website promo codes are an effortless way to get this offer in front of them.
Promote Contests and Free Products
A no-fail way to generate leads is to make generosity fun.
You can offer a free product, a BOGO offer or bundle promotion, or even a monthly drawing for a goodie bag of some kind. The more creative the offer, the better!
The Road to Opportunity
No matter what magnet you use, your lead generator should:
- Position you as the guide. (Share empathy and authority as one who can help solve their problem.)
- Stake claim to your territory. (Differentiate yourself from competitors and share unique knowledge in key areas.)
- Qualify your audience. (Speak to the specific audience you are trying to reach with a succinct, irresistible headline.)
- Create trust by solving a problem. (Even though your product should be the ultimate solution to their problem, your lead generator should provide an immediate benefit too.)
When you implement a lead generation program, you increase brand awareness, build relationships, generate qualified leads, and ultimately close deals.
And the better your leads are, the more successful your sales will be!
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