Getting new and ongoing leads into your business is essential if you want to continue to grow.
A common way of attracting new leads online is by creating a lead magnet and inviting your ideal clients to give you their email address in exchange for that lead magnet.
So what sort of content should you create as your lead magnet?
Firstly you should have your final offer at top of mind and why are you are wanting to attract new leads. What is the goal and what would you like them to eventually purchase from you?
So it needs to be something that will help them in making that buying decision either now or in the near future, depending on your business and offer.
In order for your lead magnet to be effective you need your audience to consume it and take action from it. Keep in mind people don’t have a lot of time to consume content so you need to choose something that they can consume quickly and is going to give them a quick win. Fifteen minutes is a good bench-mark – can they consume and take action within 15 minutes?
Avoid giving people too much information or tasks to complete in your lead magnet. This is likely to overwhelm them and most people won’t take any action at all.
It goes without saying, that your lead magnet should be something of value. Is it something that will save your ideal audience time and/or money?
You want to solve a simple problem for your audience. This will result in your new leads building trust in you because they had a win from what you provided and belief that you can help them take the next step (your paid offer)
The best lead magnets in my experience are easy to make, easy to consume and solve a problem that is highly desirable to your target audience.
The worst lead magnets are hard to make and hard to consume.
Here are some common lead magnets for you to consider
A short series of mini-trainings traditionally released over a few days.
Many business owners have a fear of making videos so procrastinate and delay moving forward with this which means they don’t start with any lead generation. The timing of the releases of each video can lose people throughout the training which means you are paying for leads where a lower percentage is consuming the content.
On the flip-side you do have a high conversion rate when people do actually complete the training.
A downloadable PDF that can be instantly delivered and goes deeper on a specific topic.
E-books are generally longer in length so take a while for you as the business owner to produce and also means that your audience will know that they need a good chunk of time to consume it.
A live or pre-recorded video training 15-90 minutes in duration. Best for selling a follow up 1:1 call or lower priced service or offer.
The problem with webinars is it can be difficult creating a persuasive training plus there is a technical barrier with knowing how to deliver the webinar. It does take quite a bit of practice for most business owners to be able to produce a webinar that converts well.
An online quiz where people answer a series of questions and get a varied result depending on their responses.
They are fun and effective as people like to take quizzes so you can normally get a good cost per optin but leads from quizzes generally take longer to convert into a paying client
A 1 to 5 day challenge around a specific topic. By the time the challenge is done you typically have a tangible result or outcome for your participants.
It can be hard to keep engagement high throughout a challenge and getting people to finish so my tips are to keep them shorter and offer prizes/awards for completing the challenge to keep people engaged. Also don’t make the homework for each day too time-consuming or people won’t come back.
Simplify a complicated topic down to the basics with actionable steps. It’s not everything you need to know but will get you started.
If your cheatsheet can provide a quick result and on a topic that is highly sort after than cheatsheets work really well.
Provide an outcome with a list of steps to complete in order.
Checklists are very popular, can provide a quick win for your leads and can be quick to produce.
Not sure where to start?
What questions do you get asked all the time by ideal clients or clients that just start working with you?
Make a resource that answers that question.
Keep in mind that people won’t just consume your lead magnet and then decide to purchase what you are offering.
You need to follow up with them, continue to provide value and make an offer that is irresistible. Prove that they need you to move forward further in their journey, whatever that is for your ideal client and the offer you have.