You hear all the time how it’s easier than ever to connect in the digital space, but if everyone is busy connecting, how do you cut through the noise? Running an ad or posting consistently is all well and good, but knowing how to get a user to engage and subscribe is a very different game. Lead magnets are one of the simplest and fastest ways to bring clients to you. For example, if your company specializes in wellness services, a free discount code or a free digital workout is a quick way to get people to engage with your content. Here are six simple steps to building lead magnets that work.
Get to know your target audience.
Take a few minutes to look at your ideal client or customer. Think bigger than just demographics. If your key demographic is students, what are some issues they may be facing? What are some questions your customers would be asking about your product?
Focus on relatable & relevant topics.
Use a Venn diagram to list valuable topics that your audience would be interested in. Then use the other side to list your services, products, or responses to your audience's topics or questions. If you find that there isn’t much in common, you may need to rethink your target audience. Then use the middle to brainstorm things that both address topics your audience would be interested in and things that you’re an expert in or are able to start a conversation on.
Make it eye-catching.
Once you have your idea, it’s time to write and design it. Would a few tips on a white page work? Yes. But does it shine? No. Adding an element of design reinforces worth. If it was worth it to you to design it, it’s worth it for them to read it. There are plenty of free design programs you can use that do the hard work for you, or if you’re planning on providing multiple “freebies,” use a local designer or agency to really take it to the next level. Some agencies (*cough cough*) can even manage the whole process for you.
Lead with “Free.”
People love free stuff. So when you’re coming up with what to title it or how to post about it, think free! At this point in digital marketing, people understand that “free” doesn’t always mean free. However, they do understand that plugging in their email for free tips that could change how their business succeeds may just be worth it.
Capture the lead.
Don’t just throw a post up on Facebook without first establishing how you can track the downloads. When someone goes to download your PDF or take advantage of a free consultation, how are you tracking that download? The easiest way to do this is to create a form on your website that will auto-send an email with the PDF while adding the user who completed the form to your mailing list. You’ll also hear marketing gurus advise on creating custom landing pages and they’re right, Landing pages speak directly to what your users are looking for. Not sure which is best for you? We’re happy to help. Check out our digital marketing services or send us an email and we’re happy to set up a time for a consultation!
Promote. Promote. Promote.
Once you have your lead capture (whether form or landing page), you can now start posting and promoting your free magnet! Make sure to inform people on what it is, how it can benefit them, and reinforce that yes, it’s totally free! Once you make a magnet, you can reuse it over and over again or pin it to the top of your feeds.
Got lost? Unsure of how to execute? We’ve got you covered. With our in-house copy, marketing, and design experts, we’re happy to help you in building lead magnets that work. Let’s get started!