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Generating traffic isn’t easy. You know it.
But sending heaps of traffic to your website isn’t enough. Conversions make your efforts fruitful. It is better to have 100 visitors who convert instead of having 1000 visitors who don’t convert.
A lead magnet is used for generating leads (aka conversions).
Yes, a lead magnet is something that attracts leads like a magnet.
If you don’t have a lead magnet for your business, I’ll show you how you can create one by lunchtime tomorrow or maybe earlier so that you convert visitors into leads by capturing their email addresses.
Let’s get started.
What is a lead magnet?
A lead magnet is an irresistible bribe that offers value to the visitors in exchange for their contact information. A lead magnet can take any form, ranging from a PDF to a free trial, to a checklist, a whitepaper and more.
Visitors have to enter their email address to get access to your amazing lead magnet that they cannot resist because it is something they really need.
Here is an example:
Your lead magnet has to be compelling and valuable so that visitors cannot leave without it. Here are a few characteristics of an amazing lead magnet.
- It has to be highly valuable.
- It should be delivered or accessible instantly.
- It has to be free.
- It must be relevant to visitor’s need.
How to create a lead magnet
Not all lead magnets are created equal. You can have one of the best lead magnets in the market but it won’t be seen as an attractive option by your target audience. You cannot use any eBook or a random cheat sheet as a lead magnet and hope that it will generate leads.
Your lead magnet has to be compelling, valuable, and irresistible. It should be something that visitors cannot pass.
So how you can create such an amazing lead magnet for your audience?
It’s not as hard as you might think. I bet you can create one by tomorrow.
And if you focus solely on this task, it’ll be done by lunchtime. 🙂
Follow the steps below.
Step #1: Select a buyer persona
How you make an offer relevant and targeted?
You choose a specific buyer persona, research and understand its needs, and then create a relevant offer.
Choose a buyer persona to begin with.
A generalized lead magnet will NOT work for an entire target market. The whole point of having a lead magnet is to make it appealing to a specific audience.
Let’s assume you’re in the weight loss industry. You can create a lead magnet named “10 smart ways to lose weight in 30 days”. It is good, but it isn’t targeting any specific buyer persona as compared to this lead magnet: “5 ways you can use fennel seeds to lose weight”.
This one targets a specific buyer persona that’s strictly interested in fennel seeds for weight loss. It is hard for someone who is interested in fennel seeds for weight loss to leave your website without signing up to get this lead magnet.
Make your lead magnet specific and it make sure it targets one and only one buyer persona.
Step #2: Choose one big challenge
What is the biggest challenge your chosen buyer persona is facing?
Again, you don’t have to create a lead magnet that tries to solve all the challenges that a buyer persona is facing.
For instance, the buyer persona you selected might have 2 – 3 challenges like staying updated on the latest technology, retaining customers, and recruiting new talent.
You cannot target (and solve) all the challenges in a single lead magnet, right?
The good news is that you don’t have to.
Choose one challenge, the one that you think is most important for your ideal customers, and create a lead magnet around it.
If you get it right, you won’t have to put in a lot of effort to persuade visitors to opt for the lead magnet. They will opt for it because you’re offering them a solution to a problem they’re already facing.
Step #3: Generate lead magnet ideas
You need to solve the big challenge your idea customers are facing by offering them a lead magnet in a form they’re interested in.
So you know they’re interested in losing weight with the help of fennel seeds but what exactly you should offer them in the lead magnet that will make them opt for it?
You have to do two things:
- Generate lead magnet ideas to provide a solution to the problem your ideal customers are facing.
- Decide on the lead magnet type.
Google Analytics and BuzzSumo are two sources that will help you get rid of the guesswork and generate awesome ideas for your next lead magnet.
Google Analytics
Open Google Analytics, click Behavior, click Site Content, and click All Pages.
Find existing content on your blog that has performed really well in terms of average time on page, bounce rate, unique page views, and other metrics.
Only look for content that is relevant to the big challenge you have identified.
This will give you an idea of what type of content has performed well and what is missing.
BuzzSumo
It will help you find the best content on the internet.
Click Content Research. Enter your keyword to find most shared content on the internet.
You’ll see most shared content on your preferred topic on leading social networks.
How is this useful?
It will provide you with a lot of lead magnet ideas based on your ideal customers’ biggest challenge. Not just that you can find content ideas but you’ll get to see what type of content people like and share.
Is it a listicle?
A how-to guide?
A video?
A checklist?
A presentation?
The point is: You don’t have to create just any content that will help them solve their problem instead, go deep and create something that they’re most likely to download.
Step #4: Finalize your lead magnet
You have all the resources to create your lead magnet, it is time to finally create it.
When it comes to lead magnets, less is more.
As long as your solution to the problem is valuable and in a form that your audience has a previous interest in, you’re good to go.
A one-page cheat sheet will work if you have done your homework.
This lead magnet generated more than 35K leads in 60 days.
It isn’t a 100-page eBook or a 35-hour video series; it has 7 Facebook ad campaign templates, that’s it.
And it worked because this is what their audience was craving for.
Final thoughts
Linking your lead magnet to your buyer persona is perhaps the most important step.
If you follow this 4-step process to create a lead magnet, you won’t have any issues converting website visitors into leads.
Yes, and you can have it ready in a day.