Ostensibly, the purpose of lead magnets is to get people to give you their contact information in exchange for something of value. However, this is only a first step. Your real goal is to get them to become your customer or client. If you want your lead magnet to accomplish this, try the following:
- Make what you’re giving away is related to what you’re selling. People opting in to your mailing list should be getting something that previews what they would get as customers. Make sure your giveaway shows off your expertise or ties in to your product in some way.
- Make sure you’re only targeting your ideal customers. It’s tempting to simply grow your contact lists and try to appeal to as many people as possible, but that only drags down your conversion rates. Put your efforts where there will be the most payoff. Customers that are a good fit are happier and more loyal. They are more likely to give you good reviews, make future purchases, and be ambassadors of your brand in the community. Targeting everyone will leave you with dissatisfied customers or a list of people who find your content useless and never become customers at all. It’s bad for everyone.
- Make sure you’re solving one specific problem that your target audience has. The giveaway should be high value information that is truly useful to the people you want to serve. Think about and address a pain points or issue they face in their day to day lives.
- Make sure your giveaway is designed well. It should be easy to read and accessible to your target audience. Don’t give sway something that is irritating to look at. Make a good first impression. Use good design principles and make sure to proofread.
- Make sure that the giveaway is delivered immediately after the opt in. No one wants to wait.
- Make sure you actually include a link and/or information on how to become a customer. You can’t expect to convert people if you’re not making it easy for them to buy your products.
- Keep the magnet itself short and sweet. Generally, an opt in box with a straightforward and benefit-oriented headline is all you need.
- Make sure the magnet is in more than one place on your site, and that it’s highly visible.
- Consider these popular content types for giveaways: e-books, templates, checklists, worksheets, webinars, videos, audio files, calendars and planners, prompts, case studies, infographics, toolkits, free trials, and quizzes. Again, it’s important that your giveaway is related to the products or services you’re trying to sell.
Substance and Style 