A lead magnet is a document which you produce that people can download in exchange for their contact details. This then gives you the opportunity to nurture the leads you get by emailing them on a regular basis, developing trust and promoting your reputation and brand so that they know where to go when they need your goods or services.
What’s the best title for my lead magnet?
When writing a lead magnet the best thing to do is to think about what questions your ideal client may ask you or what your existing clients frequently ask about. Create a list of all the questions and then use these as your title but make it specific to who you are trying to attract.
For example, if you’re a bookkeeper then your website visitors will be looking for information such as what expenses they are allowed to claim. If your niche is Limited Companies then you could write a lead magnet called, ‘A Director’s guide to Limited Company Expenses’. The more specific you are in the title of your lead magnet the better quality of leads you will produce.
If you’re not specific and for example you title your lead magnet ‘A business guide to expenses’ you will then attract all types of businesses who may not be your ideal client. By being specific and saying ‘a directors guide’ and ‘limited company expenses’ then only directors of limited companies will download your guide.
Where do I display my lead magnet on my website?
If it’s your first lead magnet then ideally I would display this on your home page or services page. Give a brief description of the guide and specify pain points which will encourage people to download the guide. Once they click download, refer them to a page where they need to subscribe to your mailing list. The most important information to capture is their name, company name and email address. Don’t make the form long winded, keep it simple and straightforward and only ask for the information you need as otherwise they may not bother signing up. You always need to make sure the customer experience on your website is an easy one so that they will return again.
Set up an automation
You need to make sure that an automation is set up on your website so that when someone signs up for your lead magnet that they receive an email straight away with the lead magnet attached.
Nurture
You should also automate a nurture sequence for your new leads so that you keep in touch with them on a regular basis. That way you’re building trust with them, showing you're an expert in your field and creating brand awareness so that they know where to come when they need your goods and services.
Your lead magnet should look professional and should be easy to read in your company colours. An introduction page including a bit about yourself and your business should be included so that they can learn more about you before getting to the information they’re looking for. Make sure that at the end of your lead magnet is a call to action so that if they need any further advice they know who to turn to along with your contact information.
If you don’t know where to start then please get in touch. We love designing lead magnets and can even help you to set them up on your website along with the automations too.
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