In the network the competition is wild and never sleeps, but luckily the digital media also allow us to know much more about our client and attack it in a much more precise way than traditional marketing. Therefore, leads are fundamental to any digital marketing strategy, but getting a quality one is not easy at all. That’s why today I want to explain what a lead magnet is.
A lead magnet is basically a content that you offer for free in exchange for an email or a phone number, the contact data that interests you the most. It must be an interesting content, but at the same time it does not compromise the fact that the objective becomes a client. That is, if you offer courses, you can offer a free eBook on the subject you teach, but the content, being of value, should never generate the feeling that you no longer need to know more about the subject. Upside down.
In other words, a Lead Magnet is an incentive for a potential client to take a concrete action.
Sure you hear the phrase: “I give you my new ebook, download it in PDF format” or “Enjoy this exclusive discount coupon for Mother’s Day”
To put it into practice, you must make those who visit your website see the statement clearly and clearly, either in the form of banner, popup, pop-up drop-down, etc. You know, the typical box in which the headline “I give you my …” appears, a brief description of a phrase as much and then the fields for the user to leave their data.
I propose a real example of a banner that will take you to a download page of our ebooks. Once there, if you click on one of the ebooks, you will see what the download boxes look like. Maybe it will serve as an idea to do your future actions.
How can a lead magnet help me?
The percentage of visitors you buy in an online store the first time you enter is ridiculously low, so we must take advantage of the first visit to establish the beginning of our relationship with the potential customer. There are a lot of plugins to capture leads according to the behavior of visitors who can facilitate making some kind of offer on their first visit. Once you have your email, you can redirect it to a blog in which you earn your trust and send offers that encourage you to buy.
There are many ways to present a lead magnet, which goes from the aforementioned pop up to a landing page or blog post (so you can also create an SEO strategy that supports it) or banner on the side of the page. It can also be done through social networks, or even off line, through congresses, seminars or networking. Sometimes we are so obsessed with digital that we forget face to face.
What can I offer as a lead magnet?
There are multiple ways to present a lead magnet. The ebook is the most usual – we do it ourselves – but there is no reason to limit yourself to it, there are infinite possibilities, as many as you can imagine. Also, remember that you do not have to limit your campaign to just one format, you can do as many as you want (or as your budget allows).
Some ideas are:
- Market studies
- Exclusive discounts
- Access to an exclusive section of the web
- Product demonstrations
- Premium account
To know which of them is better it is very important to know your target audience well, so you will know their interests and their customs and adjust your offer more. Perhaps the audience you’re interested in prefers the content in podcast format instead of in writing, or you may prefer to simply have access to a product.
In addition, to obtain information from a potential client, lead magnets (especially if they are ebooks, podcasts, studies or webinars) have a very interesting second effect, and it is to position our brand as experts in a certain field, generating brand image that It can help us generate greater confidence towards new customers.