Turning site visitors into customers is not a simple task.
It can often be a lengthy process consisting of back and forth with the prospect persuading them that your product or service is perfect for their needs.
This process is called Lead Nurturing. Lead nurturing is a strategy used to convert leads, who are potential customers for a product or service, into actual customers.
The more leads you have, the higher your conversion rates will be. Lead generation is one of the most critical factors for any business.
So now you’re wondering, how do I get more leads?
One solution is by creating lead magnets.
A lead magnet is an offer that you give to users in exchange for them providing their email address. The purpose of the lead magnet is to collect as much information about a potential customer as possible and entice them into doing something like sharing an article or signing up for your email list.
They come in many forms, such as free PDFs (eBooks), videos, infographics, webinars and more. They bring valuable content to your subscribers that they may not have had access to before. They are a great way to attract new subscribers who may not know about your company yet.
Out of the list above, you’ll probably be most familiar with the “downloadable eBook” type. In this article, we’re going to be referring back to this format.
If someone perceives your lead magnet as containing valuable information relating to the problem they’re trying to solve, they’ll enter their details so they can receive a copy.
In effect, your prospect is paying for the lead magnet by entering their contact information.
Here’s an example of a lead magnet; it’s our eBook, How Great Copy Can Transform Your Business.
In the eBook, you’ll:
As you’ll see, the eBook isn’t available unless you enter your name and email. If you’re looking to improve the copy on your website, you’ll probably want to enter those details to get your hands on the eBook.
Apart from some exceptions, this is generally how lead magnets would work.
Now that I’ve explained what a lead magnet is, let’s get to the purpose of one.
The first step to creating a successful lead magnet is narrowing down the specific problem you are hoping to solve.
At the heart of any great lead magnet is a problem you solve. If your lead magnet solves the most pressing problems your audience has, they're much more likely to take action and subscribe.
It is essential to research your target audience and learn about their pain points and what they are looking to solve. When you know your audience, you can tailor your content towards their needs and produce better, more persuasive content.
The best way to do this is by conducting surveys with those in your target audience group or even just surveying a few of them. You could also conduct interviews to ask questions about what they like or dislike about your company or products.
It may seem daunting at first to go out into the world and ask people for feedback on your business, but you must do so to create higher quality content that will resonate with them.
A lead magnet that’s too generic will create low-quality leads who may not be interested in the product or service you’re selling. The more specific you are, the better.
Let’s say you have a product that is a pet hair remover. There are many approaches you could take with your lead magnet. You could put out content that teaches people how to reduce their pet’s shedding, or you could publish a guide on how to remove pet hair off of furniture.
With this example, the purpose of the eBook in this instance would be to inform visitors of ways to solve their pet hair problem. The guide could include general tips for keeping pet hair at bay and may even utilise items found around the house, but ultimately, the go-to option you want to recommend within the free guide is your pet hair remover product.
If you’ve provided the reader with enough value throughout the guide, your product or service will become a no-brainer, and they’ll be inclined to purchase as you will have become the expert in the field to them.
Whilst you want your eBook to be full of information, you need to keep it short and focus on the essential bits of information that will be relevant to the problem you’re trying to solve. If your eBook starts to become a novel, you’ll lose the reader’s attention and miss the opportunity to sell them your product or service.
Studies have shown that readers are more likely to read content that is easy to process and written in short paragraphs as they can quickly scan the text and decide if they want to continue reading. Readers may be more inclined to take action if it’s easy for them to do so. Longer paragraphs can lead to text overwhelm - when the reader perceives a large amount of content at once, which leads them to stop reading.
When writing for your readers, it’s essential to keep in mind that they might not be up to date with the latest industry-specific vocabularies or overly complicated explanations. As a content creator, it is important to remember that you should never sacrifice clarity and accuracy for the sake of using complex vocabulary.
As a result, you must always include clear and concise language that anyone can understand, as this will ensure that your target audience will fully comprehend the information presented. This will also improve your lead magnet’s conversion rate and improve user engagement on your content.
The lead magnet should be simple and easy to understand. Remember, it’s designed for your customers, not you!
Including actionable tips for your reader to do at specific points within your content will create a more immersive and helpful experience for them that will help them solve the problem they’re facing.
The phrase “you can ________” is a great way to start your sentence to give the reader an actionable tip.
Once the reader starts to get some easy wins from your content, they can begin to move on to tackling more complex issues with ease. If they do get stuck, they’ll now remember to contact you for assistance.
It’s time to put pen to paper and start mapping out your first or next lead magnet to help promote your business and start generating leads for your product or service.
If you get stuck, feel free to get in touch, and we’ll help guide you in the right direction.