How to make a good lead magnet
Here are 5 examples of lead magnets
How to showcase your lead magnet?
Which KPIs should you track to monitor the effectiveness of lead magnets
But what is a lead magnet?
You’ve probably been told to implement lead magnets for your inbound marketing strategy. But what does that really mean? Let me first explain what a lead magnet is. A lead magnet is a very popular tool in the world of digital marketing. But not only that, this lever is essential for your lead capture strategies. These resources are created with the goal of attracting and converting your website visitors into qualified leads. You make this content available, of course, in exchange for data. And not just any data, but information that will allow you to establish contact with them. Enough to run great marketing campaigns. Lead magnets come in various formats. The best known are ebooks, webinars, and even free trials. There are so many of them… But (there is always a but!), your resources must address a need or a pain point of your prospect. You are there to provide a solution! I will guide you through a few examples so that you can adopt the best lead magnets for your inbound marketing strategies.
How to make a good lead magnet
To create a good lead magnet, I first recommend that you ask yourself a few questions. These will guide you in your creation:
- Who is my lead magnet intended for? Who do you want to attract with it?
- Does my lead magnet address a need? A problem?
- Does my lead magnet bring added value to my audience?
- What types of resources am I going to create?
- Does the format I want to create match my target audience?
- Where should I place my resource so that it is easily accessible (downloadable)?
- Who writes this resource? How will they go about it?
- Which indicators do I want to track in relation to this lead magnet?
Here are 5 examples of lead magnets
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The checklist ✅
The checklist is the simplest lead magnet to create and implement. You create a list that makes tasks easier for your user. It should allow your user to save time.
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Kit / Templates ?️
Kits and templates allow your audience to have an additional resource (added value) that makes a task or a mission easier for them. They must be comprehensive and well thought out.
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Report ?
Reports are good lead magnets. You bring your expertise and your analysis to your audience, and that has real added value. They will be more likely to download (and therefore submit their email to access) your report. By creating a report, you commit to providing truly high-quality work. The report or study you offer must be consistent with your field of activity.
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Demos ?
First, your audience must submit a demo request. You therefore need to set up demo request forms. During the demo, you must highlight the product or service you offer. This interaction helps you convince your leads and answer all their questions.
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Trial / Simulator ?️
Often used for software or services, free trials allow people to test the tool to see whether it is right for them or not. It is true that forming an opinion over a short period can be complicated, but it is interesting if you can adopt the software after the trial.
Simulators can give your customers an idea of what they could obtain or of what your offer provides them.
There are of course hundreds of lead magnets; these are just examples! It is up to you to find the ones that best match your field of activity.
How to create a lead magnet?
Have you chosen the resource that suits you best? Now you need to create it! This step is very important; you must not overlook the time you are going to devote to it. There are different ways to create a lead magnet.
- In-house, who better than you to apply your expertise. Create a lead magnet based on your knowledge and on what you can offer others.
- Recycle your content to create one that is up to date and comprehensive. You can also create a lead magnet from content you have already published.
- If you really do not have the time to provide all the quality your lead magnets deserve, I advise you to outsource the creation to an agency or a freelancer. Still, pay attention to the brief and make sure of their expertise in your field. Check that what you want to set up matches what they offer.
How to showcase your lead magnet?
You have created the lead magnet that suits you, the one that best meets the needs of your target audience! It is now time to promote it so that your leads can discover it. What better than your website for that! You can highlight your marketing resource on landing pages, on pages, or even in blog articles, by adding direct and visual links (images or videos) to promote it. It is also possible to highlight them in some of your newsletters (this method allows you to deliver your lead magnet to an audience that already knows your company). The simplest way remains communicating about your lead magnet on your social networks. And yes! It is the most effective way to reach a wide audience.
What I can also advise you to do to showcase your lead magnet is to promote it through paid ads. For example, with SEA campaigns that link directly to landing pages featuring your resource.
Which KPIs should you track to monitor the effectiveness of lead magnets
You have created and implemented your marketing content. It is recommended to constantly monitor its effectiveness using performance indicators.
- Conversion rate: monitor the percentage of visitors who download the lead magnet compared with the total number of visitors. This indicates how effective the lead magnet is at converting visitors into leads.
- Number of downloads: the total number of downloads provides a direct indication of the interest generated by the lead magnet.
- Bounce rate: this KPI tells you the percentage of visitors who leave the site immediately after accessing the lead magnet page. A high rate may indicate irrelevant or not very engaging content, requiring revision. ?
- Conversion into customers: this percentage shows the customers generated thanks to the lead magnet, thus giving you an overview of the quality and relevance of the leads obtained.
Do not neglect user comments and reviews about the lead magnet. They provide valuable insights for improving your future inbound strategies.
In conclusion on lead magnets
As you have probably understood, by implementing quality content for your lead capture strategy, you maximize your chances of capturing qualified leads. You must monitor your performance indicators (KPIs). They will allow you to adjust your campaigns and your marketing resources. Do not hesitate to change strategy if you feel that the one you have put in place is not relevant. By testing new lead magnets, you will be able to identify the one that best matches your target audience.
Do not forget to always offer quality lead magnets. Their quality reflects that of your services or products. Your potential new customers must have a good impression of your brand image. All that remains is to put all of this into place! By following these principles, you put in place resources that guide your prospects through the sales funnel.
