Every business wants more leads. But few businesses understand what goes into creating a lead magnet that will convert visitors to leads.
And that's what you want, right? We want to convert visitors to leads, leads to customers, customers to raving fans and repeat buyers?
That's the golden process that enables every business to grow. But when your business, blog, podcast or e-commerce site is online only, how do you bring in new leads? The answer: Killer Lead Magnets
Want to listen? There's an audio version below
When most bloggers begin online, they often don't have a plan for their lead magnet. I know I didn't. My first opt-in was to “get updates” and receive emails with a teaser for each new post. This was alright for attracting friends, family members and the occasional person who was “interested” in my blog.
And, “subscribe to get updates” really won't do the job if your plan is to start, build, and grow a business.
I won't go into all the details here, but email is the #1 best way to contact the members of your growing audience. It is the only platform you own and the only one you can take with you.
So, when it comes to your lead magnet to get email addresses, here's what you need to know…
5 Key Criteria of a Killer Lead Magnet
Provides a Specific Solution for a Specific Person
Your lead magnet needs to target a specific person, or type of person, with specific results. Your lead magnet should not try to attract everybody. If you try to reach everyone, you'll connect with no one.
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By speaking to a specific person, your “avatar”, you're speaking to the ideal person who will get the most value and best results from what you're offering. By offering a specific result, potential new leads will know exactly what they'll get in exchange for their email address. Most mammals run from uncertainty, so tell your visitors specifically what they'll get from your lead magnet.
If you start every lead magnet knowing specifically who you're trying to attract and specifically what you're going to deliver, the other key criteria will fall into place.
Delivers One (Killer) Result
Instead of promising to deliver 47 ways to build something better, focus on delivering the absolute best way. Don't offer to give someone a complete marketing plan. Offer them the one thing they can do to get more followers on Twitter.
Creates Immediate Results (Quick Fix)
Your lead magnet should be the “ace in the hole,” your “silver bullet,” or your “#1 tip” to get the job done.
In today's world, people are lazy. Sorry people of the world, it's true (and I'm one of them!). We're always looking for that one key thing that will move the needle for us. We don't want to work for hours on end, we want something we can put into place now.
That's pretty good news if you're worried about creating an ebook for your lead magnet. Push that aside and create a 1-2 page download of your best stuff.
Delivers High Value
Your lead magnet is often the first impression someone gets when they're trying to decide if they want to join your community. Use the initial opt-in as your opportunity to provide over-the-top value.
Blow your new subscriber's mind with how much valuable information you're giving them. Over deliver. Do more than they're expecting you to and help them get better results than they'd hoped for. Not only will they stick with you, but they'll become your raving fans.
Has a Transformational Effect
A killer lead magnet should have a transformation effect on the people who sign up for it. The information contained within your lead magnet should take your target audience from where they are to where they want to be. It should transform their thinking from “is that even possible” to “this is happening!”
Think back to the last lead magnet you traded your email for. The best ones, the ones we remember and share with our friends, are the ones who give us a “wow” moment and open our eyes to new possibilities. Awesome lead magnets show us new ways of thinking and transform us from where we were, to where we are, and to where we want to go.
Now that you know the five key elements of a killer lead magnet, what will you do with all of the new email subscribers? It's time to learn about email marketing services. Read my review of the top 10 email marketing services, and I'll help you choose the best option and get going in the right direction!
Need help coming up with a lead magnet? Leave a comment and a link to your website below, and I'll help you come up with a killer lead magnet!