Lead generation plays a pivotal role in any new or small business.
This is because the majority of your website visitors are not ready to buy. Kissmetrics puts this figure at approximately 96%.
These people are probably just in the research stage of purchasing. So, they will soon be visiting your competitors’ websites if they haven’t already.
If you don’t want to miss out on this huge chunk of profit, then you need to implement a lead generation strategy to get these people onto your email list. Then you can get them back to your site and purchasing your products or services.
The best way to do this is to create an offer so irresistible that your website visitors cannot help but to give over their precious contact details. Or, as it is known to marketers, a lead magnet.
In this blog post I am going to look at what makes a great lead magnet then show you how you can create one for free!
What is a lead magnet?
A lead magnet is a free offer so tempting to your target audience that they just must have it. It needs to be able to persuade them to give up their valuable contact details to gain access to it.
An email address is incredibly personal and people don’t like to give them up lightly, even if they love your brand. You need to persuade them by giving them something valuable in return.
If you are selling physical products then good examples of lead magnets are;
If you are selling digital products then good lead magnets are;
Free trial periods
Free basic products
If you are selling services then good lead magnets are;
These examples are not a hard and fast rule. If you get creative, many of them can be used across different types of products or services.
For more examples, check out this comprehensive list of lead magnets by CopyMonk.
The main message here is to provide something of value.
Deciding on what type of lead magnet you use is the easy bit. Making it amazing takes more thought.
Let’s look at how you can do this.
What makes a great lead magnet?
First, and most obviously, it needs to provide actual value to your target audience.
You might already know your customers and target audience incredibly well. If you do, then creating a lead magnet that solves one of their problems and provides value should be easy.
If you don’t know your target audience that well then check out this blog post to learn how to get to know them better.
The simple way to approach this is to think about what problems your products solve for them, and how you can solve one of these problems with a lead magnet.
Solve one of these problems with a lead magnet then people are going to be more than willing to pass on their contact details to you.
Other ways you can make your lead magnet awesome is by making it…
Easily digestible – needs to provide instant gratification
Instantly accessible – don’t make people jump through hoops to get it
Demonstrate your value – they need to connect the dots to learn why they should purchase from you
Specific to their needs – what is your USP?
Beautifully engaging – a professionally designed and engaging lead magnet will go a long way
Now you know what a lead magnet is, why you need it and how to make it amazing, let’s look at how you can build one yourself…
Don’t worry, I am going to show you two awesome hacks that make this super easy.
Creating your own lead magnet
This is a lot easier than you might think.
If you are selling products that you can quickly figure out what discounts that you can afford to give away. Then use that as a lead magnet.
If you are looking to create an informational lead magnet, then that might be slightly more difficult but still completely achievable.
When we were creating our first lead magnet, we looked at using complex tools like Adobe Illustrator or InDesign.
This took us ways too long to create something that looked OK. So, we decided to figure out the simple way to do this to get better results.
What we discovered were two tools that are so easy to use, it is almost unfair. Especially the second one.
Canva have made digital design incredibly simple. They provide a range of templates that allow you to create a huge range of digital designs and marketing collateral.
This includes eBook templates. If you are looking to design an informational PDF (it doesn’t have to be a whole book) then check out Canva. You just need to create the contents and away you go.
This is going to blow your mind when you check it out. It did us.
Microsoft Sway makes it so simple to convert a Word document into a beautiful engaging lead magnet with animations.
Just simply upload your Word document and away you go. Sway will create something that is going to make your leads ask you how you did this.
The only drawback is that you can’t make it downloadable but Microsoft will host it for you. It also creates both a mobile and desktop version.
If you want to see an example of this then check out our Low-Cost Business Toolkit which you can access here.
Start generating leads today
If you are not constantly generating leads then you are missing out on a huge chunk of revenue. Use these simple tips to create your first lead magnet and start generating new leads today.
Looking for more simple business advice?
We created a free email training course to help you build a simple, affordable and effective business.
Check it out here.