By Andrew Hansen, Copywriter
What is a Lead Magnet and Why Every Small Business Needs One
In the digital age where the majority of potential clients are targeted by businesses online, consumers often find their email inboxes bombarded with promotional deals and advertisements from one-time sign-up offers. These attempts by businesses to incentivize potential customers often miss their mark- emails go unread before deletion or are sent straight to the spam folder.
By utilizing lead magnets, small businesses can ensure they get the coveted email subscription of prospective clients by promising relevant information. In essence, lead magnets have a dual-serving purpose: potential buyers can access useful, relevant information from businesses who in turn benefit by securing the contact information of the said prospective clients.
Simply put, lead magnets attract leads. Here's what makes a good lead magnet that attracts customers:
What Small Businesses Should Know About Implementing a Lead Magnet Strategy
Potential clients, or ‘leads,’ often visit the website of a business as a way to sneak-peak the services they offer. A lead magnet functions as a way to turn those tentative online prospects into future buyers.
Lead magnets are only as effective as the content they deliver.
Effective lead magnets work by offering some form of resourceful content to potential clients in exchange for their email address or other contact information. That trade- contact information for a supplemental resource- should never be taken lightly.
The content offered by lead magnets must strive to be as applicable and relevant as possible. Potential clients willing to give their email address should be left thinking, “That’s it? That’s all I had to do?”
Lead magnets will only incentivize potential clients if the informational content they offer addresses a real issue. Think of lead magnet content as the preview for the art film that is your business. If clients see the content as relevant and valuable, they understand that the services offered by that business will be too.
Julee Klein Marketing recently partnered with The Lauridsen Reinhardt Group to develop a series of lead magnets that cater to the interests of businesses looking to improve their professional team dynamic. Through the content development and design services of JKM, The Lauridsen Reinhardt Group now offers a downloadable eBook entitled “Understanding High-Performing Teams” as well as a Team Dysfunction Checklist, all free of charge in exchange for the email registration of potential customers.
The Lauridsen Reinhardt Group assets each offer something of value to their potential customers – a helpful guide and a diagnostic tool. Both work well as lead magnets as they offer workable solutions to common issues only a few clicks away.
Content offered by lead magnets must be easily accessible.
A good lead magnet promises and delivers informational content without making its prospects jump through any hoops. An email address or other contact information should be all the potential client must provide in order to access the content.
As soon as the contact information is given, clients should be redirected to a page where they have the option to download the promised resource.
After the digital transaction of contact information for content is made, customers should ideally be redirected to a third page thanking them for their information while also encouraging them to explore their newly granted resource. A thank you page acts as recognition of the start of the ongoing dialogue between business and patron.
A follow-up email should be sent to potential clients who register their emails within the first few days after they have accessed the lead magnet content. If the resource prospects were given through the lead magnet was effectively helpful and relevant, the chances that they will be ready and willing to digest further content and utilize a business' services highly increase.
Lead magnets can be versatile and personalized for every business.
The eBook and checklist PDF developed by JKM for the Lauridsen Reinhardt Group are just two examples of lead magnet content that businesses can offer.
A common aim of many effective lead magnets is usefulness. Like the JKM designed eBook and checklist, lead magnets targeting usefulness should provide a direct solution to a real problem.
Lead magnets often emphasize an educational angle. Educational content first introduces a relevant topic then explains how the services of the business in question can help manage related issues. Great educational lead magnet ideas include tutorials, ebooks, guides, etc.
Entertainment can also be the focus of lead magnet content. Entertaining lead magnets are geared towards engaging site visitors in a more creative way, often taking the form of quizzes, surveys, giveaways, or other interactive vehicles.
And interactive lead magnets don’t have to limit activity to solely between buyer and business. Community building lead magnets such as competitions and online discussion forums are great ways to get client bases engaged in a collaborative context.
Whatever angle a lead magnet takes, the benefit should be with the prospective buyer. The following infographic covers the key elements that make lead magnets so effective. These factors taken together offer a break-down of the dual benefit of lead magnets for buyers and businesses and show why lead magnets are a must-have marketing strategy.
If you'd like to share this infographic on your website, please copy and paste the embed code:
<pre><a href=” https://www.juleekleinmarketing.com/blog/what-is-a-lead-magnet-infographic "><img src="https://www.juleekleinmarketing.com/uploads/1/1/7/3/117378710/lead-magnet-infographic_orig.png " alt="What Makes a Good Lead Magnet That Attracts Customers [INFOGRAPHIC]" /></a></pre>
Putting It All Together and Leading with Lead Magnets
As the best way to generate leads from internet traffic, lead magnets remain a key marketing strategy for small businesses. The JKM infographic outlines the main elements your lead magnet should reflect. These factors, taken together, essentially boil down to:
Lead magnets act as the first stage of engagement in a longer relationship between a potential buyer and a business. Much like if a paying client was using the services of your business, lead magnet content should actively help to solve a realistic problem. A good quality lead magnet provides helpful content and is easily accessed. An excellent lead magnet provides a great customer experience and a foundation to build and support the mutually beneficial relationship between your business and your clients.
OptinMonster Conversion Rate Optimization Blog Post, 69 Highly-Effective Lead Magnets to Ideas to Grow Your Email List (Updated), by Mary Fernandez
HubSpot Marketing Blog Post, 11 Tried-and-True Lead Magnet Ideas and Examples, by Kevin McGrath
By Andrew Hansen, Copywriter
Andrew is currently studying writing and literature as an undergrad at University of California Santa Barbara and enjoys taking on marketing writing projects. When he’s not creating compelling content he likes to write screenplays and make films.