Have you ever spent hours crafting the perfect lead magnet – only to see it collect digital dust, with no downloads and no conversions? If so, this blog will explain why your lead magnet is likely receiving little to no attention – and what you can do about it.
What is a lead magnet?
A lead magnet is something of perceived value that you can offer to potential customers or clients in exchange for their contact details (usually an email address).
The idea is a relatively simple one – you are offering them a free resource, such as a webinar, eBook, checklist or report, and in return, you are gaining the lead’s information so that, later down the line, you can nurture them into becoming a paying customer.
The problem is that many businesses are understandably putting a lot of effort into their lead magnet for very little return. They may design beautiful PDFs or write extensive guides, expecting their ideal customers or clients to eagerly download them – but then nothing happens.
How to create a lead magnet that converts
One of the biggest mistakes you can make when creating a lead magnet is to do so without first considering your audience’s actual needs.
Before you even start putting your content together, you need to first establish what types of leads you actually WANT.
Your goal isn’t just to round up as many people’s email addresses as possible to add to your mailing list – that’s a short-term objective. Your actual goal should be to attract high quality leads that you can eventually convert into paying customers – people that will actually benefit from the content you are putting out there, and that will in turn become loyal patrons.
A mistake many businesses make is to define their audience too broadly. Instead, you should narrow it down to the minute details – which industry are you targeting? What specific challenges are your ideal customers facing? How can your lead magnet directly solve that problem for them?
Don’t assume that if someone downloads your lead magnet, they’re going to read it either. Instead, get proactive – follow it up with a personalised message. People want their problems solved, and they want them solved now. If you show that you can be the person to do that for them, this is where the conversations can truly start – and where casual names on a mailing list become long-term working relationships.
If you’re interested in the benefits a quality lead magnet can bring, why not get in touch with the team at Engage Web today?
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