“Lead magnets” is a familiar term for most of us who blog for business. Blogging is a part of our spiel, our marketing, our reputation. Blogging done right is extremely helpful to business, but blogging itself doesn’t move the business. What does is money. What earns money? Sales. How do you get sales? Through leads. And how do you get leads? Through lead magnets!
For the newbies, lead magnets are those freebies you offer your site visitors in exchange for their opt-ins and sign-ups. You might even already have it in a sidebar in your blog! Yep, that’s a lead magnet: an offer, a discount, a promo, a giveaway, a free course, book or consultation, depending on your service or product. It’s your beckoning cat of luck– because it gives you your audience. You need an audience to sell to!
Here are examples from Digital Marketer and Petovera!
In the course of my research for Blogelina, I’ve faced hundreds of lead magnets. But I’ve only signed up for a few. They’re the ones I need, and they’re so good I can’t believe they’re free!
That’s what you want your lead magnet to be. Relevant and valuable. It all comes down to that. About ten years ago, it was so easy to get people to sign up. But now people are savvier and smarter about who and what they let into their inbox. Offer your audience something irresistible and essential and they won’t feel like you’re fishing for their email just so you can sell them something later! Make them actually want to subscribe or sign up so they won’t miss what you could give them!
Secrets of a RELEVANT Lead Magnet
Simple, really: research. To be able to magnetize your customers–pun intended–you need to know them.
- What do your potential customers already buy?
For the purpose of content, look at the Kindle Marketplace (and other ebook stores). If you’re offering tools and software, look at Google Play and the App Store. Look for the top-rated, the bestsellers and the popular in your niche. These are what’s in demand. And people pay for them! You can bet they’d love you if you offer it for free.
- What do they read and discuss online?
Instant and live tallies of page views and comments aren’t there for bragging rights (haha). They’re there for audience-survey purposes at a glance. So this is what gets them talking. This is what they like to read and share.
Go to Reddit and find your niche’s Subreddit. You’d need to filter through some junk, but you’ll find real gems of what people are looking for and discussing.
- What do they study?
Look at Coursera and Udemy. These are online education portals with online courses that go on for a period of days or weeks. If you could offer something just as good, but faster and free, people will eat that up!
- What does your Analytics tell you?
What types or topics get the most reads? That’s your bestseller. Amplify it and turn it into your lead magnet.
- What do your readers tell you?
Like most bloggers, I get plenty of ideas for subsequent posts from comments from my readers, because they ask questions, and sometimes, that question triggers a whole new post. It could trigger a lead magnet, too! Be analytic!
And remember the competitor snooping tip in my post about best-kept blogging secrets? Do some healthy snooping again:
- What do your competitors sell?
- Is it selling well?
- Could you do better AND offer it for free?
Find a need and answer that need– and give the answer for free. That’s a killer lead magnet that will increase your opt-ins.
Secrets of a HIGH-VALUE Lead Magnet
First, let’s list the best–and therefore most-used–types of lead magnets, the ‘content formats’ Ryan Deiss mentioned.
Software/tool: free trial, free sample, free download
Toolkits, Cheat Sheets and Checklists – In softwares and tools, you get tools of the trade. Here, you get rules and techniques of the trade, in printable PDFs! Handy!
Coupons, discounts, free shipping
Quiz, assessments, tests – “Find out how your blog scores on SEO!” In my early days, I have clicked this! I needed to know! What do your audience need or would like to know?
Webinars, video training
Just from that list, you probably already have in mind the specific topics of ebooks, toolkits or case studies you WOULD opt-in for. And when shopping online, who doesn’t want that $50 coupon when you first sign up? That’s high value.
On the other hand, if the site offers something you could easily Google anyway, you wouldn’t opt-in at all.
VALUABLE lead magnets are unique, special, and sold well. What do I mean? It’s free, isn’t it? Just because it’s free doesn’t mean you don’t sell it. You make it look pretty, you talk about its best points– the viewer has to be convinced that he’s missing out if he doesn’t take it!
Let’s take my statement above again: If the site offers something you could easily Google anyway, you wouldn’t opt-in at all.
But if you sell it, it makes your reader pause. It should make them think: But hey, according to the details, this guide/checklist/webinar is life-changing. It’s got insider tips and secrets, AND a guaranteed 5-step process that’s already helped hundreds others– look at the testimonials! Wow, I better check this out!
VALUABLE lead magnets reward you with subscribers and opt-ins if they’re high-quality content that you could have actually sold instead!
Neil Patel and Brian Dean (to name just two), give away such high-quality content in their lead magnets that people sign up for their newsletters or webinars without hesitation.
Would people do the same with your own lead magnets?
- Converting into a PDF is easy. But make it look great with a professional e-book cover. Hire a graphic designer for a short-term job to do it for you if you can’t make it yourself!
- Keep in mind Ryan Deiss’s rule of specificity. It gives you ideas for engaging titles and content, for instance! For example: 10 Parenting Secrets For Difficult Children— rather dull and too broad! After all, all children have phases of being difficult! Better and more intriguing: 7 All-time Golden Tricks to Winning the War on Whining!Why that works: You target a specific problem.
- In order to highlight your lead magnet’s irresistible features, your lead magnet should have those features! Go all out for high-quality and highly-valuable content! If you’ll go back to the Digital Marketer screenshot, you’ll notice Digital Marketer earned back from their lead magnet in spades! Thousands and thousands of leads in 45 days!Lead magnets can give you leads in a sustained period of time. It’s worth it to invest in it!
Business blogging can gain a lot from nicely done lead magnets. Notice that I say ‘nicely done’, not ‘perfect’. Don’t aim for perfection, but do aim to impress!
You gain nothing if you disappoint: either no one will sign up, or those who do would only unsubscribe quickly after seeing your half-baked freebie.
Did this post give you ideas for new or better lead magnets? Already have one? Is it doing well? What insights has it given you about your audience? Share with me!