A lead magnet has many names; some people may call it a “freebie,” an “Opt-in,” or even a “bribe.: But no matter what is called, a lead magnet is basically something you offer your website visitors for free in exchange for their email. And if you are still not using one then you are missing out on one of the most successful strategies in inbound marketing.
Some examples of lead magnets are:
- Discounts (Coupons)
- Resource Guides (e.g. Checklists, Cheatsheets, Reports)
- Audio Files
- Online Assessments
- Video Training Files
- Software Trials
- Swipe Files (Communication Templates Used by the Business)
- Free Consultations
Let’s take a look at a couple of outstanding lead magnets.
The picture on top is a lead magnet from Digital Marketer and their lead magnet is a social media Swipe File.
The second one is also from Digital Marketer, and this one is a template for creating a customer avatar.
The third one is from April Iannazzone and it’s a 7 Day Discovery Call Challenge. (It’s very good, by the way. I just couldn’t resist this offer when it appeared the first time on my Facebook Feed.)
Now, step back for a second and try to guess what these three lead magnets have in common.
Here is my take.
All these lead magnets are focused on solving just one problem.
Notice how the first lead magnet from Digital Marketer, “The Social Media Swipe File” provides ready-made headlines to use on your social media accounts to get more clicks on your posts? This is something that it’s worth its price in gold for those who struggle with writing headlines for their offers.
Then the second one is also from DM and it helps you create a Customer Avatar. There, plain and simple. “How to Create a Customer Avatar.” Ding, ding, ding!
The third one from Iannazzone, the 7 Day Discovery Call Challenge takes you to step by step on how to start getting your first customers in 7 days.
That’s the first key to a successful lead magnet is to make your offer razor-focused on helping your audience with just one problem.
The second key to making an effective lead magnet is quality.
What do you mean quality? The damn thing is free! Why would I spend so much time and effort on it?”
You might have gotten something for free before that wasn’t very good quality and it quickly disappointed you. Or perhaps you’d gotten a digital product that was so good that left you wondering how it could be free.
If you build a high-quality offer and give it out for free your customers will trust that all your other products must be even better, and it will establish a trust relationship between you and your potential customers. Don’t screw it up with a poorly done or low-quality lead magnet. Treat is for what it is: your one shot to WOW them with a superb product that showcases the quality and extent of your work. And if done right, it will have people eating out of your hand in no time.
Let’s look at the elements that go into creating a lead magnet.
How To Create a Lead Magnet
In order to know which problem to tackle in your lead magnet, think about your target audience. What are the questions they have or the things they need to help them succeed, whether it is professionally or personally?
Write an answer to these questions:
- Who is my target audience?
- What do they do?
- What issues worry them most about their work/life?
- What kind of immediate problems do they need help with right now?
- What are they struggling with?
- What pains them the most?
- What questions do they ask online?
- How can I help them be successful at what they do?
These are only some of the questions that you will need to answer in order to build a lead magnet.
For example, one of the common problems that my target audience has is- you guessed it! My target audience has questions about how to build lead magnets that convert.
Here are some of the questions they have when it comes to lead magnets:
- What’s the difference between a lead magnet, and a tripwire?
- What goes into a lead magnet?
- How do I know my lead magnet is good enough?
- How do I build a lead magnet?
(A trip wire, just in case you are wondering, it’s the paid offer that comes after people Optin to your offer-It involves a landing page and some e-commerce set up.)
So, I decided to create a freebie for my audience: a guide that shows them how to create a lead magnet that turns visitors into subscribers.
Now that we know the first step in creating a lead magnet it’s time to move on to actually creating one.
Let’s start with an eye-catching title.
The title for your lead magnet should do a couple of things.
It needs to:
- Be specific
- Include the title of the “thing.”
- Solve a problem
- Use a benefit
For example, let’s break down the title of the lead magnet from Digital Marketer, The Ultimate Social Media Swipe File: Steal This Headline Swipe File to Get More Clicks From Social Media
“The Ultimate Social Media File”
It names the thing
“Headline Swipe File”
It solves a problem
It uses a benefit
“Get more clicks from social media”
Here is another one. (Yeah, it’s mine. No shame here.)
4 Steps for Creating a Lead Magnet That Turns Visitors Into Subscribers
“4 steps for creating a lead magnet”
It names the thing
“Lead Magnet Cheat Sheet”
It solves a problem
It uses a benefit
“Turns visitors into subscribers”
Do you see how easy it is to create a headline that speaks value?
Remember, your audience needs help with something they have trouble figuring out on their own. So make your lead magnet specific.
What are some of the problems you have for creating a Lead Magnet?