Lead magnets are content offers that a business/service provides in exchange for a lead’s contact details. For a consumer, lead magnets are a form of information that they are looking for in their research for a product/service. For a marketer, lead magnets are the resource to attract prospects and convert them from visitors to leads.
A recent survey conducted by GetResponse found that the two most popular formats of lead magnets were Video (24.2%) and Written (22.8%).
Let’s look at the different types of lead magnets that you can leverage to grow your business
We have all spent hours in the YouTube blackhole, watching one recommended video after another. It is no surprise then that videos are the best performing lead magnet formats.
With short-form video platforms such as Tik-Tok & Instagram, the popularity of attention grabbing videos is ever increasing. And marketers have grabbed on to these quick-wins.
Short-form video content could be quick demos, walk throughs, explainer and tips & tricks. Long-form videos are webinars, online conferences, pre-recorded courses & tutorials. High quality videos require longer production time and a team of specialists. However, the performance and thus the conversion rates are higher.
A common perception is that lead magnets are gated content that require a form to capture a lead’s details before providing them access to the content. Then should you gate your blog? You already know the answer – it’s a big No.
A well crafted blog with strategically placed relevant call-to-actions can also play the role of lead magnets. Educational blog posts that address challenges that the website visitor is facing can turn a visitor into a lead. Optimise your posts for SEO and gain organic visits. Once you’ve captured the attention of your visitors with engaging content, it is but a matter of time before they click on the CTAs and transform to leads.
3. Ebooks & Guides
Ebooks & eguides are exceptional content offers. They can establish you as an authority in your industry.
You do not have to create a 100 page ebook to serve as a gated content. Even a 10 pager with click-throughs to relevant resources can be effective. Consider the ebook as an extension of your blog. A high performing blog post could be expounded with an ebook. Choose a topic that you know well and are excited to write about. Research the topic and collect additional information and guides relevant to it. Write up the content and design the ebook with easily available content designer tools such as Canva.
Your ebook may not be an Amazon bestseller, but it certainly will get you the leads that you need.
4. Case Studies
Case studies are resources that are used during the decision stage of a buyer’s journey. A prospect always wants to read product reviews and wants to know the experiences of other customers of the product/service they are interested in. Here’s where case studies come into play.
Ensure that your case studies have real metrics and relatable problem-solving scenarios. Keep it short, precise and visual. Discuss the strategies you’ve used for the outcome.
A case study could also be formatted as an infographic, a short video or even as a customer testimonial.
5. Tools & worksheets
Every business and professional has to produce reports, presentations and audits. Providing them with tools, templates and worksheets makes their life easier and makes you a winner.
The easiest tool or worksheet to create are simply the ones you may have setup for your business. Templatise the format that you are using and share them via a gated landing page.
Content planners, social media planners, CRO calculators, audit templates and even team holiday planner templates are a few of the tools that are already available.
Here’s a marketing automation audit template that we use and are happy to share with you.
The above are a few of the lead magnet types that you can work with to attract visitors to your business and increase your leads. Put together a content strategy and create a content calendar to implement your plan. Map out your buyer personas to their journey and ensure that each step in the buyer’s journey has a relevant content easily available.
If you would like some help with putting together your content strategy, we are happy to help you with it. Book a no-obligation discovery call with us and let’s discuss how we can work together.