What is a Lead Magnet?
A lead magnet is exactly what it sounds like: Something you use to attract leads.
The purpose of a lead magnet is always to bolster lead generation, but an equally important goal is to make a valuable asset available to your ideal audience, free of charge but in exchange for contact information, such as names, email addresses, phone numbers, job titles or something else.
To accomplish these goals, every high converting lead magnet has 5 basic elements:
A good lead magnet is an asset that people are already looking for – something that will provide real value to their day, job or life. Fluff or empty content will make a poor impression on people who part with their personal information to access it.
2. Landing Page:
A dedicated landing page to house your lead magnet gives you the opportunity to tell your audience more about the value they’ll receive by downloading or accessing your lead magnet content. Using search engine optimization (SEO) best practices helps more people find your content.
3. Call to Action:
Compelling language is key to convincing people to fill out a form or click a button. Use enticing yet clear phrasing to tell readers exactly what actions they should take to access your magnet.
4. Signup Form:
Lead magnets are typically “gated” meaning you have to take an action to pass through the “gate” to access the magnet. Usually, that gate is a form embedded into your website. The form should look great and work flawlessly on all devices.
5. Autoresponder Email:
Make contact with each lead immediately by creating an autoresponder email that’s set up to deploy every time the form is filled out. This email should greet the reader graciously and provide the asset directly in the email.
Lead Magnet Creator Team
Brafton’s team of copywriters, graphic designers, animators and videographers craft amazing lead magnets for every phase of the customer journey. To generate even greater interest in your brand and to nurture leads closer to a final sale, lead magnet content can push you over the goal line.
If you have a lead magnet idea, we can make it a reality. If you don’t, that’s OK; our creative professionals are ready to collaborate with you and your team to come up with the right magnet idea for your digital marketing or business goals.
Here are a few lead magnet ideas that work well for companies across industries and regions:
Downloadable assets that are beautifully designed yet informative or entertaining.
Online course modules, video lessons, or an email course.
An SEO-driven blog post, white paper or thought leadership article.
Personality quiz, knowledge test or an interactive on-site tool.
Website audit or competitor analysis.
Tips for accomplishing a difficult or confusing task or series of tasks.
Step-by-step instructions for completing a goal or learning something new.
Webinars, explainers, screencasts or other informative or entertaining video content.
Case studies, testimonials and other evidence of your brand’s value.
We have experience creating each lead magnet type from this list and more. And as a full-service digital marketing agency, we know there’s a lot more to lead generation than simply creating a great lead magnet.
That’s why our expert content marketing strategists are also deeply involved in each lead magnet project to ensure magnets deliver the leads our clients need.
Powerful Lead Magnet Promotion
Before your lead magnet creator gets started developing your asset, it’s critical to establish a distribution and promotion strategy.
Few website visitors will see your lead magnet content unless they’re directed there via your other digital marketing channels or find it organically in search. When you know how the content will be distributed, your lead magnet creator team will develop the asset specifically to perform well in those methods.
Your promotion and distribution strategy may include:
Your social media audience follows your brand because they’re interested in your news and updates. They’re also likely to be interested in your most valuable pieces of content as well. Our social media team can help develop, deploy and evaluate a sound social media strategy.
Email is an incredibly effective way to keep in touch with your target audience. Tell your email newsletter subscribers and other contact lists about your piece of latest high-value content.
Pay-per-click (PPC) advertising can put your message directly in front of your target audience, or a lookalike audience. Whether you’re using Facebook Ads, Google Ads or another channel, you’ll drive traffic to and increase visibility of your magnet through this distribution method.
Meet your target audience where they’ll inevitably go: Organic search. Using SEO best practices, your lead magnet landing page can be search-optimized to help drive organic traffic to your website.
There’s no one-size-fits-all lead magnet template that’s fool-proof every time. Each brand’s lead generation efforts should be created specifically for their organization’s values and goals.
When you work with Brafton, the relationship doesn’t end when your lead magnet asset is delivered. You get a full lead magnet creator team with experts specializing in everything from the content creation to the technical website details to the marketing strategy that’ll deliver the most impact.
Lead generation isn’t easy, but a great lead magnet can supercharge your sales and marketing machine.
Your Leads, Your Content
Brafton’s team of strategists, consultants and project managers can help you:
- Develop targeted buyer personas.
- Align content with high-value prospects.
- Launch a full-scale lead-nurturing campaign.
- Measure performance and effectiveness.
- Recommend complementary assets.
- Optimise where necessary.