People buy when they want to buy, not when you want to sell - but you can still convert many of the visitors to your website by capturing their contact details.
Most of us have seen and responded to a ‘lead magnet’ on a website – downloading a ‘How to’ guide or checklist and giving up our much coveted email address in return.
Here are some examples.
If done properly, lead magnets are as they suggest, magnets for leads. So for those of you wishing to add one to your website, here are the questions you need to ask to ensure it’s going to be effective.
- Is it specific?
This is critical to your success. It needs to solve a specific problem that your prospects are asking and is relevant to your product or service.
- Is it simple?
You need to deliver a clear and concise answer, ideally with evidence to support your argument. Long, complex lead magnets convert poorly. Consider using a copywriter to edit and enhance your work.
- Does it offer immediate appeal?
Your prospect is looking for instant answers to the specific need that they have in that moment. Offering something broad, for example, to a future portfolio of newsletters or webinars won’t work.
- Does it reinforce your credibility?
By positioning yourself as an expert, your prospects will be more inclined to buy from you in the future.
- Does it have perceived value?
Just because it’s free doesn’t mean it should look like a freebie. Brief a design studio to make it look like it has real monetary value.
- Does it promise too much?
If your lead magnet is all 'sizzle and no steak', you may get prospects’ contact information, but you’ll quickly lose their attention - and they’ll be unlikely to want to engage with you in the future.
Your lead magnet should ideally be the first step in solving your prospect’s problem and fulfilling their need. Use it as a way to start the relationship and over time, demonstrate your credibility and gain their trust so that when they are ready to buy, they buy from you.