Wednesday, July 18, 2018

Create a Lead Magnet: 7 Effective Tips

The lead magnet. It’s a cornerstone of modern marketing, yet so many businesses (large & small) fail to create successful lead magnets.

If you don’t know how to create a lead magnet that works, your revenue will suffer. So will your conversion rate.

That’s because people take time when making buying purchases. They might visit your site, enjoy your content, and forget all about it the next day. You need a way to keep in touch — preferably via email. And that’s what a lead magnet enables you to accomplish.

I created this blog post so it would benefit newbies and experts alike. Use my tips to create awesome lead magnets, collect more email addresses, and market your products or services more effectively.

What Is a Lead?

A lead is a person whose contact information you’ve collected. It’s that simple. Usually, you’re looking for an email address.

Leads are more valuable than prospects — such as website visitors whose contact information you don’t have — because you’re able to communicate with them directly. However, they’re not going to give you their contact information for free.

What Is a Lead Magnet?

A lead magnet is a valuable asset you offer for free to convert prospects into leads. We’ll discuss several types of lead magnets below, but you’ve probably downloaded one yourself. Why Do You Need to Use Lead Magnets to Take Your Business to the Next Level?

Think of a lead magnet as a gateway. Your website visitors walk through it to enter the sales funnel.

Once you have someone’s contact information, you can send them coupons, information, resources, and other assets to convince them to buy from you. That’s called lead nurturing.

Why can’t you just ask for email addresses? You can, but it doesn’t work nearly as well.

People don’t want to give away something of value — their email addresses, for instance — without getting something in return. A lead magnet balances the scales.

It also builds goodwill. If people know you’re willing to give away valuable content or tools for free, they’ll be more likely to remember you fondly and return to your website when they want to purchase something you sell.

What Is a Sales Funnel?

A sales funnel is a visualization technique and strategy for nurturing leads from prospect to customer to repeat customer. The top of the funnel is broad because it’s easier to collect leads than to sell products or services. The goal, though, is to usher as many people through the funnel as possible.

You want people to buy from you. That’s the end goal. First, though, you have to build rapport. A lead magnet starts the process.

What Is a Lead Capture Page?

A lead capture page is any page on your website where you include a form for people to sign up for your email marketing list.

The Ultimate Lead Magnet Checklist

If you create a lead magnet, you want to get it right the first time. Offering just anything for free won’t work. You have to entice your visitors.

Before offering a lead magnet, make sure it fulfills all of these criteria:

Solves a real problem
Promises one quick win
Gets super specific
Proves quick to digest
Offers a high degree of perceived value
Provides Instant Gratification
Demonstrates your expertise or UVP (unique value proposition)

5 Lead Magnet Examples to Inspire You

I’ve shared with you my best tips for learning how to create a lead magnet, but what type of magnet should you create? Following are five of the most popular options from which to choose.

1- E-book (PDF File)

It’s as simple as it gets. Offer a free PDF file that contains actionable tips or steps for the reader. An e-book works because it’s an easily recognizable format that people are used to consuming. Again, you might want to create other versions, such as an audio file, to test with your audience.

2- Checklist

I like checklists because they’re easy to create and highly actionable. People can print them out and use them however they see fit. Checklists work best when you’re offering a lead magnet on following through with a process or creating something.

3- Guide or Report

From infographics to whitepapers, guides and reports are highly diverse. You can exercise maximum creativity when creating this type of lead magnet.

4- Video Training

YouTube’s insane traffic alone is enough to convince me that people love to learn by watching videos. They consume hundreds of thousands of hours every day, learning everything from how to bathe a dog to what ingredients to use in a recipe.

5- Cheat Sheet
A cheat sheet gives your audience something of value while cementing your credibility, integrity, and authority in your industry. Provide actionable tips your readers can follow to make reaching a goal or solving a problem easier or faster.

How to Create and Market a Lead Magnet That Actually Increases Conversions

1. Define Your Buyer Persona: Find Out What Your Ideal Consumer Wants

Learning how to create a lead magnet always starts with getting to know your audience. What does your ideal consumer want, and how can you deliver it to him?

Let’s say that you run a wedding-related e-commerce store. Your target audience wants to get married, but you have to dig deeper. Do they want less expensive products? More elegance? Greater diversity in product design? Once you understand these key qualities, you can design a lead magnet that will fulfill their needs.

2. Deliver on What You Promise

Don’t forget the other side of the coin. If subscribers download your lead magnet and find it wanting, they’ll likely unsubscribe. They’ll also assume that your paid products similarly lack value. Don’t take that chance. Instead, deliver exactly what you promise in your lead capture form.

3. Make Your Lead Magnet Action-Driven and Free

A lead magnet won’t work if it’s not free. Remember, your prospects aren’t ready to make a purchase yet. It also needs to be action-driven. In other words, it needs to provide something useful on which your visitors can take immediate action. If it’s a checklist, your readers should be able to follow it. If it’s a video, it should provide detailed instructions.

4. Your Lead Magnet Should Provide Immediate Gratification to the User

Nobody likes to wait — especially not these days. We’re all about now, now, now.

That’s why a lead magnet that offers free admission to a webinar next month probably won’t work. The visitor figures he or she will probably forget about it anyway. Make it an instant download. You can either deliver it via email or via an internal page on your website with a link.

5. Your Lead Magnet Should Be Easy and Quick to “Consume”

You might think that creating a long, drawn-out lead magnet would be perceived as higher value. That’s generally not the case.

In fact, it gives the impression that you’re forcing your leads to work harder for information. That’s never a good thing. Focus on delivering high-value information in an easily digestible form. If it’s an e-book, for instance, limit it to 20 pages or fewer. For a video, make it no longer than 30 minutes.

6. Add a Sense of Urgency to Your Lead Magnet to Increase Conversions

Lead magnets convert best when there’s a sense of urgency. Let your visitors know they’re looking at a limited-time offer or that your lead magnet will help them solve an urgent problem. A limited-time offer is difficult to pull off if you want to reuse your lead magnet over and over again. But you can create urgency in different ways.

7. Use Only One Call to Action

Don’t do anything to confuse or distract the visitor. If you use more than one CTA, your prospects won’t know which one to choose, and you’ll dilute your conversions.


Lead magnets are a critical part of conversion rate optimization. You need to give people a reason to give you their contact information. Something of value. I’ve given you all the information you need to learn how to create a lead magnet, how to advertise it to your audience, and what to remember when collecting leads. Now it’s your turn.

Have you created a lead magnet? Do you plan to?

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Miss Carla

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