If you’re creating a lead magnet to include in your marketing strategy, or you’ve never created one, but you want to start offering them to your audience, here you’ll find four key points that you should consider in order to create successful, irresistible content that your audience will want and that will download in exchange for the data you need to collect from them.

Because, in case you’re not familiar with the concept, a lead magnet is a free resource that you will offer to your client (or to your prospect) in exchange for the data you need from them (usually contact information). This could be their name, email or phone number (or other relevant details to your business) and will help you to build a good email list and to generate leads for your business.

What data should I ask for from my audience?

That’s the first question that our customers usually ask us.

We’d say that one of the most important and valuable pieces of data will ALWAYS be the first name and the email, regardless of your activity, product or service.

If you’ve got a name, you’ll be able to personalise your emails and communications, which is proven to increase your open rate and engagement.

OK, but what else?

We can ask more or less data depending on how valuable and useful your content is, and the quality and quantity of this content.

Within the right strategy, all lead magnets can be potentially good for you. But the amount of data the audience will be willing to give you will be different if they’re getting, for instance, a checklist, or if they’re getting a free trial period on your platform, system or service – just to name a couple of examples of lead magnets.

The more value in the content, the more details you can ask for and the more eager your audience will be to give you those details as they’ll expect to receive very useful and valuable information in return.

What content can I offer to my clients?

Think of your audience and your buyer persona. Knowing them deeply and accurately will help you to create a unique lead magnet tailored to their needs.

Also, your business might supply different products or services. So, bear in mind that you’ll need to create different lead magnets for all of them, as every product or service will be targeting different audiences, and every audience will have different needs – that’s why they’re after different products or services, after all!

Lead magnets can be seasonal or time sensitive, or evergreen (you can use them at any time). That all depends on your marketing objectives, product, service, campaign and other factors involved in your marketing and sales strategy.

If you use a generic lead magnet, your lead might not be a quality lead or they might not be in the journey stage you want them to be, and that could lead to a waste of time and resources.

You can use a lead magnet in different channels: in a social media campaign, in an online display campaign, in a blog post, in an email marketing campaign… Having an automation platform to implement your sales funnel will help you in the process of sharing valuable content with your audience, as you’ll be able to tag them and target them accordingly as they move along the customer journey.

Four key points to create a successful lead magnet:

A lead magnet needs to be:

Specific – cover a specific need of your audience and link this need to your value proposition. The golden rule is: one need, one lead magnet. Offer the information they’re looking for and relevant content for them. It needs to offer a high level of perceived value; this is vital to attract leads. Your lead magnet needs to solve a problem.

“Quick to digest” – There’s so much information out there, and your audience is constantly looking for it. If you supply them with a 700-page eBook, they probably won’t be attracted, as they are not likely to read it. Supply formats in which they can go through the info quickly and with info that is easy to implement, so that they learn. This doesn’t mean eBooks are not good, they’re a brilliant lead magnet! But they should take 30-45 minute to read, no longer than that.

Format – Linked to the above, the format of the lead magnet will depend on the kind of content, the purpose of the content, the audience, your objectives, or your strategy. Some of the most popular formats are eBooks, checklists, toolkits, webinars, and infographics.

Immediate delivery – Your lead has given you their personal details. You must keep your promise and deliver your content quickly – usually by email. Quickly means within minutes (if not within seconds!) and preferably, by email, with a document attached or a link where they can download the material. Reward your audience with instant gratification.

In a nutshell

Creating a lead magnet can be the beginning of building your community. It will give you the chance to capture leads and clients, to engage them and build trust and authority. A good, valuable, profitable database starts with a good lead magnet that brings you quality leads.

But it also can help at any stage of the funnel, as you can use them to nurture your clients and community, and to upsell or cross-sell.

The key here is always providing free and valuable information that:

• helps you show your prospects that you’re not trying to sell (even though, ultimately, you are)
• proves that you know your stuff, your industry and, more importantly, what your audience needs
• positions you and your brand as an expert in your field.

If you haven’t included lead magnets in your marketing strategy but you’d like to start offering them and you’re unsure about where or how to start, the Angels Media team will be happy to help you!

Just email us on team@angelsmeida.co.uk or call us on 020 663 4989 and we’ll work together to devise the right campaign for you.