How to Create High Converting Lead Magnets That Attract Quality Clients
Every B2B business needs a lead magnet to build an effective Lead Generation strategy. The challenge is creating one that actually works.
We all know that simply inviting someone to sign up for a newsletter no longer generates the kind of results it used to.
Instead, you’ve got to give something of value if you want to get something in return.
Lead Magnets have been used by marketers for many years as a way of offering some form of value in exchange for a prospect’s contact information, ultimately turning this prospect into a lead and gaining permission to market to them directly.
When done well, a lead magnet can generate hundreds of leads for your business on autopilot, but sadly, more often than not, this isn’t the case. Most businesses struggle to create lead magnets that work for them.
Successful lead magnets follow a certain set of basic principles and rules.
This article will guide you through the process of creating a lead magnet that actually works!
Before you go on though, this article is part 2 of a 3 part process. If you missed part 1 which covers getting visitors to your site in the first place so you can actually present your high converting lead magnet to them, then click here to read it now. Then come back and keep going.
Start by Asking Yourself the Right Question
Before you start brainstorming lead magnet ideas, ask yourself:
What is the problem that my prospect has and that I can solve?
That is the golden question.
When you begin by answering that question truthfully and objectively, you’re on your way to success!
Your prospect isn’t looking to buy your product, he’s looking to solve his problem. The way to win his heart, and ultimately his money, is by providing the solution to that problem, for free.
That is essentially what a successful lead magnet is.
A successful lead magnet is some form of content that addresses and solves a prospect’s problem. If your prospect sees that he can get the solution to his problem by giving you his contact information in return for it, he won’t think twice.
As an example, let’s pretend your company is a Digital Marketing agency:
What is a problem your prospect has and that you can solve?
One thing could be he’s likely struggling to get his Facebook ads to work.
How can your company help your prospect solve that problem? Simple enough, by giving him guidance as to how to improve the results of his ads
So what would be an example of a great lead magnet in this case?
- A cheat sheet with all the best practices for 2018
- A case study of a similar business that you helped to attain incredible results
- A template to create top-performing campaign
The possibilities are endless…
Here is how a great lead magnet for this business might look:
So again, think about it, what problem do you solve for your prospect, do you help?
- Save time?
- Save money?
- Create successful ads?
- Their website rank higher on Google?
This is the question you have to ask yourself in order to start generating hundreds, and ultimately thousands of business leads.
Think hard and don’t move on until you answer it!
Pick the Right Type of High Converting Lead Magnet
The next step is to once again put yourself in your customer’s shoes and understand what type of lead magnet he is most likely to want.
So let’s start by listing the main types of lead magnets that exist today:
- Checklist / Cheat Sheet / Guide
- Free Trial
- Mini-course (email series)
- Free Consultation
- Tool Kit
Surely enough you’ve been offered one of these goodies more than once before in exchange for your contact information, and chances are, you’re more keen to take action on one or two of these specific types of magnets.
Now your job is to understand which type your prospect is most likely to want and/or need. But how do you figure that out?
It all comes down to really knowing who your prospect is, and therefore what he does and doesn’t like.
Let’s get back to the Digital Marketing agency example.
Your ultimate goal is to sell your Facebook ads services to ecommerce businesses. In order to do that you know you have to show him that you’re an absolute subject matter expert.
As you discuss with your team you realize your prospect loves learning through video, yet doesn’t have a lot of time to spend on long-form content.
With this in mind, you can create a 4-minute educational video on how to create a top performing Facebook ad for an ecommerce business in under 4 minutes. A simple image like below to accompany the course/video.
There are countless types of companies, products, and prospects, but the principles here are the same.
Get to know your prospect really well, understand what type of magnet he’s most likely to want, and create one for your particular product!
Alright we’re on the right track here, but there are still some more important things you must do!
Don’t Hold Back – Give Them Your Best Content for Free!
I can hear you right now, “But I want people to pay for my best content. Why would I give it all away?”.
More often than not, businesses hold back on giving away their best content for free for fear that the prospect will just take it and run with it.
Let’s say a prospect lands on an article on your website after searching “how to do website SEO for a law firm” where you talk vaguely about SEO for law firms and try to sell an eBook “The Complete Guide to SEO for Law Firms”.
Logically you think if the prospect is looking to learn how to do SEO for his Law Firm website he would purchase your eBook right?
In most cases, that doesn’t happen.
After seeing he has to pay for the content your prospect will bounce off your website and look for free content elsewhere, and he will most likely find it. And that business offering the content for free will be the one building the relationship with the customer that could have been yours.
So what is the lesson here?
You must shift the primary focus from selling to building a relationship (that ultimately leads to selling). First comes the relationship, then the sale, not the other way around.
Now is the time where you go and create your killer lead magnet, set up a CTA on your website, and start collecting fresh leads.
But how do you actually go about creating it? How do you actually create an eBook, or a mini video course, or a cheat sheet for example?
Producing Your High Converting Lead Magnet
Whether you’re looking to create video or text lead magnets, you’re going to need technical expertise to come up with a professional and beautiful looking piece of content.
For example, if you want to create a mini video course you can always write out the entire course yourself, but you’ll still have to know how to properly shoot and edit video to create the final piece, or if you want to create an eBook you’ll need to know how to design it and format it.
This is where a lot of people get overwhelmed, and some even stuck, but don’t panic, the process can actually be simple!
Once you have written the content that will go into your lead magnet, no matter what kind of magnet, you end up with essentially two options in what comes to actually producing the final piece – either produce it yourself or hire someone to do it for you.
If you have the technical expertise and believe you’re capable of creating a great piece of content, by all means go ahead and do it! This is a great option since you have 100% control.
But, if you don’t have the technical expertise, fear not, there are plenty of talented people out there that will be happy to do it for you for very low cost. Yes, if you don’t have the expertise the solution is to go out and find a qualified professional to do it for you.
Now, how do you know what services you’re looking for?
What To Focus On
If you’re looking to create a text-based magnet there are three key things that need to be done (which could be done by just one person with all the skills or different people with different skills).
- Copywriting (someone to write the text – this is the one thing you can usually do yourself)
- Formatting (someone to format the text
- Designing (someone to design it and make it visually appealing)
On the other hand, if you’re looking to create video-based magnet there are:
- Copywriting (someone to write the script – this is the one thing you can usually do yourself)
- Designing (someone to create any design elements you may need in the video)
- Editing (someone to edit the video and create the final piece)
But where can you find these professionals? Fiverr.com is a service marketplace where thousands of professionals offer exactly these kinds of services at a usually very low cost.
It’s great if you’re just starting out with using freelancers like this. It’s very simple, you can browse for the things you need, see the prices, look at examples and just pick what you want.
Once you have done this a few times and spent a small amount of money while you learn the process, you might like to try UpWork.com. It differs in the sense that you don’t browse for tasks, you post what you’re looking for and look for people to do that job at your agreed price.
This is a good strategy if you’re starting to build your team that you will reuse again and again as you develop your marketing strategies.
As an example, let’s say you want to produce a 15-minute mini video course for your product. And let’s assume you can write the script but need someone to create imagery for the video and then edit it.
What Are The Steps
Here’s how you could go about it:
- Go to Fiverr.com and search for “video editing” – immediately you’ll see a vast array of professionals offering their service for as low as $15
- To guarantee that you’re looking at qualified professionals, head to the filters tab and filter your results to only “Level 1” and “Level 2” sellers
- Filter your results according to your budget: let’s assume $30
- Build a list of potential hires
- Contact them describing what you’re looking to do and start a discussion
- Pick the one that fits you best
- Then do the same for any other service you may need
The same process applies to any situation or type of magnet!
Delivering Your High Converting Lead Magnet
Ok now your lead magnet is finally completely built and ready to start generating leads.
But how do you actually deliver it to your prospects, acquire their email, nurture them and ultimately turn them into raving clients?
I had planned on going into full detail on that but as I began writing I realised it’s an entire thing in and of itself. So, I am going to cover that in our next article due out in the next week or so.
If you want to get exclusive early-bird access to that via email let me know below and I’ll make sure you get a special link before it’s released.
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