OK, so you want to attract more customers and generate sales qualified leads (SQL's) using your online content. You craft e-book's, how to guides and checklists and add them to your website and wait for customers to make contact. I've seen many businesses miss 'lead gen' opportunities using this approach and there is a better way.
Think of a lead magnet like offering a mate a beer at a BBQ. You’re not just trying to get them to have a beer with you, you’re starting a conversation. A lead magnet is much the same, where a customer gives you their details (name, mobile, email, company name) for something in return.
From a marketing perspective, the trick is not to hand out freebies for the sake of it, but to use them with purpose and to pull prospects into your sales and marketing funnel. Here's how:
- Start by revisiting your 'customer journey map' and find your customers pain points (lack of time, budget or even something personal). Consider each stage of the journey and home in on key messaging that your customers will relate to.
- Keep it connected to what you're offering. If your lead magnet is about buying an EV and you sell used cars, you’ll attract the wrong prospect. Keep your message tight, relevant and brief.
- Make it a quick win. Potential customers (prospects) should get value immediately. A short, practical resource they can use today is better than a 20-page download. Importantly, avoid jargon, don't use clever or 'spammy' wording and be approachable...be the 'Trusted Advisor'.
- Deliver it right away. As soon as the customer hits the 'enter' button, they should receive your content instantly - instant gratification is key.
- Don’t leave them hanging. Your lead magnet is just the start of the conversation and may not necessarily result in an immediate phone call. Assess the average time a 'marketing qualified' lead takes to convert (days, weeks or longer). Make an initial call ASAP to follow up. If this fails, shoot a quick email or SMS and let the customer know you've followed up. Ideally, you could deliver another piece of content - tips or a case study. E.g. Hi Frank, tried to catch you on the phone today. I'm sending more information on X, hope this is of interest. I’ll give you a call next week.
- Put it where people will see it. Share it on your website, socials, LinkedIn, ads, even your email signature. Website pop ups also work well. A great resource that’s hidden is useless.
Bottom line: a lead magnet isn’t about grabbing emails. It’s about starting genuine conversations with the right people.