Being able to build a relationship with visitors to your website, gradually converting them into new clients, usually via email marketing, is a primary goal of modern day marketing.

But in order to carry out a successful email campaign you will need to build an email database of prospects who have visited your website. And in order to get their email address you will usually have had to exchange something valuable for it. This ‘something’ is your lead magnet.

Lead magnets are easy to produce. Lead magnets that successful incentivise people to give you their contact details are much harder to create.

Display your offer in a light-box pop-up to grab their attention

Make sure the pop-up includes:

1. A compelling headline
2. A strong sub-headline with concise benefit-driven support copy
3. A quality image of your offer
4. A value-driven call-to-action
   
   
   

How to develop your highly desirable lead magnet

1. Know your client

   All good marketing begins with understanding and knowing who your ideal client is.

   • What keyword or key phrase brought them to your website?
   • What do they want? What are the pains and frustrations?
2. Make sure that the value is specific (ideally) to a niche audience
   

   Another attribute of a great lead magnet is that it is highly specific to a niche. If you know your “niche” then you will know their pains, and how to overcome them. The lead magnet should ideally be the first step in solving their problem or fulfilling their need.

   You do not have to answer all of your prospects questions in the lead magnet - but it does need to be specific enough that it is irresistible, and have enough value that they feel justified in sharing their coveted email address.

   For example for an Accountant “A guide to tax savings for the small business” is useful, but if your niche is interior design companies then “A guide to saving tax in your Interior Design Business” will generate many more downloads.

3. What stage are they in your sales funnel?

   There are different kinds of lead magnet’s you will need to create depending where they are currently on this journey.

   • Attract at the top of the funnel

     At this stage you are wanting to attract website visitors to part with their email address. Top of funnel lead magnet ideas could include a checklist or cheat sheet.

   • Convert in the middle of the funnel

     At this stage they have put their hand up that they are interested and you need to build the relationship. A great lead magnet would be a webinar that helps them further with their situation, and then guides them into having a conversation with you.

   • Close at the bottom of the funnel

     This is where you need to think about how you can reassure and convert the lead into a client. This is where case studies and trial offers come into play.

   • Delight to help maintain their loyalty

     Once you have on-boarded clients you can create content that will provide added value to delight them. A good client will know how great your free content is and share it with relevant contacts.

Another example of a promotional lead magnet