What is a lead magnet?
Email marketing can be very effective. As long as you have a list of potential clients that actively reflects your target audience, you know that these individuals are more likely to buy your products or services. They are on that email list for a reason. This is why purchasing email lists can be a problem, for example, along with failing to define your target audience from the very beginning. Email marketing isn’t that effective when the person who receives the email has absolutely no interest and is unlikely to even open or read that message in the first place. But when they’ve actively chosen to be on your email list, you know that they’re already interested, so you just need to provide them with valuable content to get results.
One way to work on building out this client list is to offer lead magnets. What are these and how do they help?
Valuable information for subscribers
Essentially, a lead magnet is something that you offer people without charge. If they will sign up for the email list, they get this lead magnet for free.
This immediately gives them something of value, which can help to draw people in. Someone who is interested in your products or services but on the fence about learning more may skip signing up for an email list and forget about your company entirely. But if you have an attractive lead magnet, that can be the catalyst to get them to sign up, expanding your marketing efforts.
Exactly what you offer as a lead magnet depends on your business and the products or services you are trying to sell.
For instance, e-books can sometimes work as effective lead magnets. The client gets an electronic document that they can download immediately, and they can read it on their phone, on the computer or on an e-reader. This gives them a lot of options, and knowing that they get access to that information right away is important to them.
Another example is a checklist. For example, if your company offers services to help people do their estate planning, you could offer a lead magnet that is a basic checklist of estate planning documents to start with. This could include a will, a medical or financial power of attorney, a discretionary trust and other things of this nature. You could also offer valuable information such as when someone should update their estate plan, how to remove a beneficiary from the estate plan, common estate planning mistakes to avoid and much more.
The goal is to give that person something that will be attractive and valuable to them, but that still leaves them wanting more. This is how the lead magnet can draw them in, and it also helps to build up your company’s reputation. They see that you are providing valuable information from the outset, and so they know that signing up for your email list will be similarly beneficial.
How we can help
Here at Content Customs, we can help with every step of this process. We can create white papers, e-books, checklists and marketing emails themselves. Once you have built out your email list, we can help you design future email marketing material that gets a response, working to achieve high open rates and high conversion rates. Just get in touch with our experienced team today to learn more.