A “lead magnet” is a piece of free, highly valuable content that provides information that your specific audience wants and needs. Simply put – it’s like a clever little bribe from businesses who want to get to know you better!
Lead magnets are used to build your digital mailing list, grow your audience on social media, attract highly motivated visitors to your website, establish yourself as a trusted expert – and, of course, gain new business.
A great lead magnet can do all of those things and more. So how do you develop an effective lead magnet? Here are a few tips 👇
1. Know your customers’ problems and pain points
The key to generating leads with a lead magnet is to develop content that resolves one of your customer’s pain points. The more immediate the pain point, the harder your lead magnet will work.
Usually, you’re asking for something in return, like an email address you can use for marketing purposes. Customers have to want what you’re offering enough to make that trade. If you’re not sure, conduct customer interviews, join conversations on social media, do keyword research, and see what problems your customers are most concerned with that your expertise can solve.
2. Make sure your length is justified by the value of the content
Usually, a lead magnet should be fairly short. Most customers want a piece of content that’s accessible and doesn’t take a long time to read and understand.
However, some longer lead magnets can do well if the information they provide is consistently high-value and doesn’t contain a lot of fluff. Don’t make your lead magnet longer just to hit a high word count. B2B lead magnets in particular tend to be longer, as the problems they’re solving are a bit more niche and complex.
3. Create high perceived value
Customers will be particularly interested if they believe they’re getting something of high value for free.
There are two ways you can do this:
- Present the content as something that normally sells for a certain amount. If you normally sell your e-book for $X on Amazon and are giving it away for free, that creates a sense of value.
- Communicate the value people will get from the content. Be clear about what result they might achieve after consuming your offer, and the steps you will lead people through to generate those results.
4. Make a specific promise
One key to creating a compelling lead magnet is making a promise to solve a specific customer’s problem. The lead magnet’s title should talk to a specific type of customer and their unique challenges.
Creating a high-performing lead magnet often involves knowing your audience well, speaking to their problems and pain points, and offering a specific promise. This can work across many different types of lead magnets, from webinars to infographics to e-books and white papers. If you know your audience well and make your promise specific, your lead magnet should perform well for a long time to come.
Are you interested in creating an effective, insurance-specific lead magnet for your target customers? We can help! Email Kristen Nevins at kristen@directconnectionusa.com or call 707-410-7254.
Kristen Nevins, CDMP, has over a decade of experience in marketing and communications. She joined Direct Connection in early 2018 and leads the team with her extensive digital marketing expertise. You can follow Kristen on LinkedIn for more.
Leave a Reply