Lead magnets have been influential to marketing and lead generation. For all businesses, including a lead magnet can draw in customers who may have not been interested otherwise. It is also great for B2B businesses because you can offer tools and information that can benefit your clients’ organizational structure. There are many lead magnets to choose from, so you want to make sure that you are choosing something that will attract your customers/clients. Here are several different lead magnets that you can utilize:
- Webinars: Webinars are a great lead magnet. With a webinar, there are two factors: instructions and incentives. Instructions provide an abundance of information on how to achieve a certain goal or task. The incentive that follows is some sort of discount or promotion for your product or service.
- eBook: This is a great way to generate leads, as many people are reading eBooks. It’s also very convenient because you can reuse old content. Just by taking some useful blogs or content from your website, you can add an intro and conclusion and turn it into an eBook lead magnet.
- Videos: Like webinars, videos are an interesting way to draw in your audience. They are much more engaging than pages of information and you can really make them unique and true to your business. It’s a perfect lead magnet and a great source of content.
- Spreadsheets: This can be very helpful with project management. It can also be useful if for those in real estate, or industries where financials over time are needed. Allowing customers to have all the data in one place that is easy to understand is a great lead magnet. This type of lead might not work for the mom-and-pop bakery, but it will certainly be beneficial for other industries.
- PDFs: PDFs are probably the easiest lead magnet to create and they’re very effective. You can neatly organize useful information for your customers/clients and have them fill out their email to download it. If your customers are busy, PDFs are useful because they can view them when it’s convenient for them, instead of having to reserve an hour or two, like a webinar. You can also make them interactive so people can click on sections from the table of contents, and it will take them where they want to go. This will not only be convenient for them, but it will also make your business appear more professional.
- Toolkits: By creating a zip file, you can send multiple different lead magnets into one tool kit. This can include a video that’s an overview of the information, a PDF that goes into more detail, and a spreadsheet to calculate the data. A combination of elements that go hand-in-hand with each other could be beneficial to customers and clients.
- Quizzes: Everybody loves to take a quiz. Although quizzes might not be the first thing that comes to mind when thinking of lead magnets, they tend to be quite successful. For example, dietary companies will ask you to take a quiz to find out your metabolic structure. Wine of the month clubs will ask to take a quiz and send you wines based on what they think you’d like. It’s a fun way for people to find something out about themselves. After taking it, they’ll definitely want to see the results and if all they have is to do is provide an email address, they will most likely do so.
- Checklist: This is a simple tool that can be beneficial, especially if you are trying to promote a service or a big purchase. You can say something along the lines of “30 things you need to know when buying a car” or “50 must-have tips for new homeowners” This is clearly going to be very useful and needed information for your target audience, therefore, they will most likely fill out their information to obtain it.
- Mini-courses: Courses engage the audience while providing educational content. You can personalize these mini-courses by making them in any form you’d like. Whether it be a series of videos, power points, quizzes, etc. You can send weekly information to their emails. This is much shorter than a webinar so it won’t take up too much time, however, it would probably be good to provide 5 or 10 of them. Choose something that is easiest for you and makes the most sense for your business/industry.
- Podcasts: This is a different and creative lead magnet. Podcasts are increasing in popularity, so there is a likelihood that they could generate leads if turned into a magnet. You can discuss different trends in the business, new changes, or general knowledge. You can market it for the “on-the-go” customer because he or she can listen to it while stuck in traffic or walking the dog. Verbally breaking down information in a podcast format can be useful if you are in a niche market or if your industry tends to be complicated for those unfamiliar with it.
Choosing a Lead Magnet that works
There is no doubt that lead magnets can yield profitable results. But with all the options available, you need to make sure that you are choosing ones that will work for your business and industry. A good way to check this is by calculating the actual value per lead. Look at the cost of the product/service you are ultimately trying to sell with this lead. Now multiply that cost but the number of leads that actually end up purchasing this product or service. Then, divide that by the total number of leads generated. That dollar amount is the value per lead.
You should also A/B test, or split test. Run two lead magnets at the same time and see how they perform. Take the lead magnet that has the better value and test that against a different lead magnet. Keep doing this so you can see which responds one's the best.
To conclude, leads are important for gaining new clients or customers. By providing information or tools that are useful to your clients/customers, they will be more likely to give you business. Get creative with the content and find lead magnets that are useful to your audience. Be sure to test them and determine which magnets are obtaining the best results.