One of the most effective techniques you can use to build your email marketing list is by employing a lead magnet.
Lead magnets are the perfect vehicle for capturing the contact details of visitors who aren’t yet ready to become website subscribers or make a purchase. But by gathering their email, before they bounce, it means you’ll still have the potential to convert them with follow-up engagement.
The added advantage of lead magnet generation is that you’re engaging with ‘qualified’ leads as these visitors have already indicated an interest by coming to your website.
Your magnet now can reinforce the value of your product, build brand awareness and foster trust.
A lead magnet is any incentive offered in exchange for a visitor’s email. The magnet can be on a targeted landing page or a pop-up on your homepage.
Lead magnets provide a reason for visitors to engage with your website even when they might not sign up to a subscription.
There are many different types of lead magnets ranging from newsletters and ebooks to checklists and free trials.
Besides capturing the email of a qualified lead, magnets allow you to demonstrate your expertise. This is an opportunity for you to exhibit and reinforce your membership website as an authority with valuable content thereby persuading the visitor that subscribing will be worthwhile.
What makes an effective lead magnet
- Easy to digest. Short-form lead magnets, like checklists, have a proven higher conversion rate.
- Instant reward. Your magnet should be easy-to-access or download so that the visitor experiences immediate satisfaction.
- Target the right audience. Your magnet should be relevant to the audience you want to sell your product to.
- Provide value. Create a magnet that delivers value. While reflecting your business, be sure your magnet is tailored to serve the needs of the audience you want to cultivate.
- Craft an engaging headline. Write an irresistible headline using descriptive language that grabs the reader’s attention.
- Include numbers. Using a number in the headline is a proven hook that increases engagement. Numbers unconsciously trigger our attention. They set our expectations for exactly what will be delivered.
- Simple opt-in. With people becoming increasingly wary of disclosing their personal information, don’t cause sign up friction by requiring more than the bare minimum of details.
How to create a lead magnet
Creating a lead magnet doesn’t have to be an onerous task. You probably already have useful content that can be repurposed into a valuable magnet. For example, a popular tutorial, exclusive webinar or informative blog post, can all easily be refashioned into worthwhile lead magnets.
Paramount is to fine tune the content to create a magnet that is relevant to your niche audience.
10 Ideas for lead magnets
- Free Trial: Give visitors the opportunity to try your product before they commit. UX experts always recommend advertising that ‘ No Credit Card is Required’ to access the free trial. This effectively reduces barrier points to conversion.
- Private Facebook Group: For people who value community and peer support, the invitation to join a private FB group can be irresistible.
- Mini ebook: While ebooks are a common lead magnet, they’re not as effective as a short-form magnet. The necessary commitment to a lengthy ebook can be a disadvantage. Opt instead for promoting a ‘mini’ ebook which has the potential to generate more leads due to its suggested brevity.
- Online Course: A free course lets you showcase your product and expertise and turn prospects into possible future paying students.
- Discounts: Consider a special promotional price paired up with a limited time offer which creates an added sense of urgency and spur signups.
- Newsletter: For creating a funnel of ongoing engagement, a newsletter is a great magnet option as it sets the recipients expectation of regular contact. Give your newsletter visual appeal and keep the content concise and digestible.
- Webinar: This type of lead magnet has a high perception value while letting you showcase your knowledge. Be sure the topic is specific to the needs of your audience.
- Challenges: Issuing a challenge collects highly qualified participants. It fosters a community around your brand as everyone supports each other to cross the finish line. A start and end date strengthens the commitment and sense of urgency.
- Video Tutorial: Video is the backbone of many membership websites. Providing a sample of your exclusive content promotes the value of subscribing as a member.
- Checklists: One of the best converting magnets is the short-form checklist. These actionable lists deliver easy to consume information and provide the recipient with a sense of accomplishment as they tick off completed items.
Have a follow-up plan
Now that you’ve started to build your mailing list, don’t let it gather dust. Have a nurturing campaign ready to be triggered after sign up.
Map out a series of follow-up engagements. This could be in the form of a free trial offer, product announcement, free course, discount subscription.
Don’t miss this opportunity to engage with visitors who’ve expressed interest in your content. Use this opening to broaden their awareness of the benefits of your website, to show your authenticity and ultimately to achieve the goal of converting them to members.
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