When someone goes to your website, generally you have a couple of goals for their visit. Usually, these end with one of two things — a sale or a lead. It doesn’t matter if you’re a nonprofit looking for donations, a consultancy looking for clients, or a company selling a product, generating leads that you can keep in contact with is a key part of proper marketing online.
In order to encourage average users to become leads (i.e. join your email list), many websites will use a LEAD MAGNET. (Get it? It pulls in leads like a… you know.) This is a simple device that anyone can execute on their site. A good Lead Magnet just needs 3 things to make it work:
Lead Magnet Component #1: Something of Value to Give Away
This is the hook. You need to actually have something of value that you should give away. This is isn’t something lame, like “I’ll send you email every month!” NO. No one cares — they don’t see any benefit there. According to email marketing company OptInMonster, a great lead magnet has the following characteristics:
- Solves a real problem – if your lead magnet doesn’t solve a real problem that your [customer] has, or if it doesn’t give them something they really want, it won’t work at all.
- Promises one quick win – your lead magnet should promise (and deliver) one quick win for your [customer]. In other words, it should help them to easily achieve something.
- Super specific – don’t create a lead magnet about something general. The more specific you are about the benefit of your lead magnet, the better it will convert leads.
- Quick to digest – PDF checklists tend to convert really well because they are so quick and easy to digest. eBooks or lengthy reports may make your prospects feel overwhelmed.
- High value – your lead magnet should have both high perceived value and high actual value.
- Instantly accessible – your lead magnet will work best if it is something that can be delivered right away. People love instant gratification.
- Demonstrates your expertise or UVP – when someone consumes your lead magnet, it should demonstrate your expertise or your unique value proposition. This helps turn leads into customers down the road.
You don’t have to spend a lot of money or time to make a great Lead Magnet giveaway. You can use your expertise to put something together in a couple of hours. If you want your magnet (say it’s a checklist, as suggested above) to look great, grab an inexpensive document template from a stock site like GraphicRiver. (Basic graphics skill required.)
Once you’ve created a draft of your Lead Magnet, don’t forget to test it! You need to ensure it has value. so email it to 10 friends or colleagues and get feedback. Once you have something really effective, move on to…
Lead Magnet Component #2: A Way to Get Users’ Attention and Sign Up
This is the slightly technical part (our area of expertise). You need two special pieces of website software that will help you gather all the emails that your Lead Magnet giveaway will bring in.
Website Email Signup Forms
First, you need to have a way to collect the emails. This could be as simple as a form on your website for the user to enter their email. which then sends to your, and you add the email to a spreadsheet. On the more automated/complex side, you could have a form that sends the email directly to a marketing platform like Mailchimp, so they are ready to receive your communications.
Many sites that we create at Featherlight will have email signups built in, but it also depends on the plan that you developed with your Featherlight Personal Consultant. If you don’t have an email signup form on your site, your Personal Consultant can help you set one up. (If you don’t have a Featherlight website, well, that’s another matter entirely. Let us help!)
Getting Users Attention on Your Website
Next, you’ll need a way to alert users to the fact that you have this amazing Lead Magnet giveaway available! For this, most sites employ simple popups that fire once per visit for their users. For a very meta example, see OptInMonster’s popup:
It’s simple, to the point and communicates the value, but also takes up the visual space when it’s open. You can’t keep reading unless you close it manually.
Other areas where email signups are popular is in the footer of the site, or in a section on the lower part of the site generally:
(Though this one could use a proper Lead Magnet!) This is a great alternate place to show your value proposition again, in case the user closes the popup initially, since it will only show once per visit.
To get either or both of these items for your site, contact your Personal Consultant. Once you’ve created the first two items, it’s time for…
Lead Magnet Component #3: Traffic
So, this last one is a bit of a toughie. In order for people on your site to sign up for your email list and grab your Lead Magnet giveaway, you kind of need to have… people on your site. There’s no shortcut around this — a website lead generation tactic like a Lead Magnet is a secondary marketing item. The primary marketing objective is to get users to your site, and that is always a challenge.
To get some great info on how to get started on this, check out this comprehensive article. Unfortunately, this is one area that your Personal Consultant can’t help with — their expertise has to end somewhere!
When to Start? How About Now?
It really is never too soon to get rolling on a good lead magnet. Even if you don’t have massive traffic, you can still convert the visitors you have to leads. Most businesses don’y need huge numbers to drive value through this strategy. Start small, and build from there. If you put out excellent, high-value content coupled with a great giveaway, your list will grow, and you’ll be able to build sales through it.
Don’t hesitate to reach out to your Personal Consultant with any questions you may have, or leave them in the comments below!