Last week I talked about the anatomy of a successful landing page. Most of the time you’ll either place a lead magnet or product on a landing page, and then drive traffic using various PPC methods. I get a lot of people asking me:
- What type of lead magnet should I use?
- What should I be offering?
- If I offered X – do you think more prospects would opt-in?
- Is 10,000 words enough for a lead magnet or should I add more?
These are all important questions and in this article, I’ll provide you with a fail proof template to create your very own lead magnet, regardless of your industry.
The anatomy of a lead magnet
All great lead magnets contain 3 core characteristics, they are:
- Value – Your lead magnet will be the first real interaction between you and your prospect. They are going to judge and view your business based on the quality of your lead magnet. For this reason, you need to provide value and avoid giving away generic or regurgitated advice. Giving value is easy, you simply solve a problem they are having. For example, check out my lead magnet on the right hand side of this page. My readers were having trouble setting up their sales funnel, so I created a free Funnel Conversions Checklist (which you can get by clicking here).
- Relevance – If you’re a Realtor who finds and sells properties, your lead magnet should be about buying or selling homes. A good lead magnet should be directly related to the main product or service you offer.Once they’ve consumed your lead magnet, the next step in your sales funnel will be your main offer. Giving prospects an irrelevant lead magnet that doesn’t match up with your main offer is going to cause friction in your sales funnel.
- Consumable – Do you need to write 10,000 words for a lead magnet? You can, but I don’t recommend it.People may disagree with me but I think the shorter the lead magnet the better (assuming it provides value and relevance). You want prospects to consume your lead magnet in the shortest time p ossible, so they can quickly get to the next stage of your sales funnel.
Offering them a 29 chapter eBook or a 16 week course takes too long to consume, increasing the possibility of prospects going cold. Keep it short as possible while offering enough value.
What type of lead magnet should you use?
Pick the one that helps you achieve the three principles listed above easiest. That could be in the form of an eBook, report, infographic, swipe file, live consultation or video.
The format is not going affect your opt-in rate too much. Infographics are currently trending and I think they can work well for most industries. They look great, can be posted on an office wall and be consumed in less than a few minutes.
How many leads magnets should you have?
If you don’t have a lead magnet already, I suggest starting with one and tweaking it until you make it work before creating more. Generally speaking, you should aim to have one lead magnet for each main product or service category you selling.
For example, a Realtor could create individual lead magnets for:
- Property investors
- First-time homebuyers
- Property sellers
If your website isn’t generating too much traffic, I don’t suggest creating numerous lead magnets just yet, as you’ll probably be wasting your time unless you plan on running multiple PPC campaigns to them. Instead, focus on the biggest category that provides you the most revenue and start there.
Each customer profile will have a different need which you’ll have to address. Creating a generic lead magnet to serve all groups reduces the value they gain and the number of prospects who enter your sales funnel.
Summary Of Lead Magnets
One of the best ways to generate leads online is to combine landing pages with lead magnets. Prospects are not going to hand over their details without a good reason to do so, and it’s why smart marketers are creating lead magnets.
You’ll often use various PPC methods to drive traffic to your landing pages, one way to reduce costs and increase conversions is to have a solid lead magnet.
If you don’t have the time to create your own lead magnet, you can always outsource the task on Upwork and focus your time on other parts of your business.
Nick Bridges
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