Lead magnets – The Key to Lead Generation
In a 2017 inbound marketing survey by Hubspot, 63% of marketers stated that their number one marketing challenge was ‘generating traffic and leads’. If you are a marketing professional, my guess is that this lead generation challenge will sound very familiar to you.
There is growing pressure and expectation on marketing to deliver a steady flow of leads into the business – at a faster rate and a lower cost than ever before. But how do we achieve this?
The three key steps of lead generation
When it comes to online marketing, there are three main steps to generating a marketing-qualified lead:
Step 1 – Attract traffic.
It doesn’t matter how brilliant your product or offer is if nobody gets to see it. You need to help people find their way to your website or landing page. This can be done using paid traffic, such as Google AdWords or social media ads, or through improving your organic attraction using strategic SEO development. However, the best results often come as a direct result of investing in both paid and organic attraction.
Step 2 – Convert into taking action .
Of course, attracting people to your page is just the first step. Once they arrive, you want them to be compelled to take action and show their interest. This means you have to offer the reader something that is genuinely valuable to them – and that is worth them exchanging their contact details for. With the help of a simple form, you capture your lead’s data before allowing them to access the content they want. This content is what we refer to as a lead magnet.
Step 3 – Nurture interest.
As important as it is to capture someone’s details, this is just the first step of the journey. It’s very rare that a person is ready to buy something immediately from you after just accessing one piece of your content. In a 2013 study, it was determined that the average buyer made 9.5 visits to a brand’s website before deciding to make a purchase. This means that you need to stay busy behind the scenes, continuing to publish engaging content and using the lead’s contact information responsibly to maintain their interest until they are ready to buy.
Creating successful lead magnets
So – when it comes to lead magnets, what are the best types of content to create? Well, it will depend largely on your audience profile. If you have created an ideal buyer persona, you will know a few things about how they consume information. (If you haven’t created personas before, there’s a great resource for that HERE.)
However, regardless of what type of lead magnet you want to create, there are a few universal guidelines to bear in mind. When you plan your lead magnet content, you should ensure that it falls into at least one of the below categories.
- Useful content – A useful lead magnet will be an asset that is tailored to a very specific need of your target audience, and that will translate into immediate value. Examples of this would be templates and checklists, functional apps, self-assessments, or simply collections of ideas and inspiration.
- Educational content – Your reader will often do online research with the hope to learn something new and interesting. Whatever your industry, there will be opportunities to teach your audience about related topics. This will not only make your reader feel more fulfilled, it will also position your business as an expert source of knowledge. Examples of educational content could be mini training courses, expert interviews, how-to guides, industry reports, e-books, webinars or live events.
- Entertaining content – As much as we want to share useful and educational content, there are also plenty of opportunities to attract leads through entertainment. Often your entertaining content will still have an element of usefulness to them, but your audience will see it as something a bit more light-hearted. This type of content often includes quizzes, competitions, apps and games.
- In-depth knowledge content – While the above examples mainly serve to generate a high-level interest, you should also aim to have lead magnets that attract people who are already interested in your product or service. You will want to provide them with assets that help draw them further down the sales funnel – for example, product demos, executive summaries or technical papers.
Content is still king
Whatever your lead generation model looks like, your content is what will ultimately draw your leads in. If you are dedicated to engaging and teaching your audience with high-quality content you will see traffic that consistently converts into leads and customers. In other words, the two elements of traffic and content are so closely integrated that one will never be truly successful without the other!
Want to start working with lead magnets?
The IT Content Factory and Damteq work in strategic partnership to provide you with superb quality content as part of your overall lead generation plan. To discover how we can help you build a successful online lead generation engine, contact us today!