The 3 best lead magnets that will launch your email marketing list with a
Lead magnets can be a key component that your list-building approach is lacking. Here's why and how to begin using them right now.
After a few minutes the listening experience of these small business and marketers executives discuss the benefits of their email list begins to look like that particular scene, and its accompanying soundtrack from The Lion King.
It's too good to be real. 3800% average ROI ? There is no way. 99% of professional claim email is their preferred channel for lead generation? This is a little too much.
There's a good reason behind this. Email marketing is not only a single-sided relationship between companies and customers. As with the Lion King, email is loved by everyone in the commerce kingdom.
In fact, 73% of customers consider email to be the preferred method to get communications from marketers and to interact with them.
That's not what you're struggling with.
The problem you face is more practical in nature: you understand that you need an email list however, how do you create an entirely new one?
Furthermore, how can create a quick list while preserving high-quality?
The solution, dear reader, is as simple as:
There is a need for an effective lead magnet.
That's what we'll take care of today. In the beginning, we'll discuss why, then show you the steps, before topping it all off with a done-for-you lead magnet solution to energize your lists with just ten minutes.
Let's get started.
What exactly is a lead magnet?
The key differentiator in a lead magnet from any other form of content marketing - more on the subject in a momentit is the fact that lead magnets come paired with a specific reward dependent upon the user taking an decision (e.g. signing up to your email list).
Also, the subscription box on Backlinko's homepage is not an ad-hoc lead generator. While the tips and tricks may indeed be exclusive only to Brian Dean, they are not offered the form of a particular resource in exchange for the user joining.
Conversely, this example study that is located at the bottom of the same page can be considered a lead magnet as the content is hidden behind an email address box. Users only have to complete the required action and convert to subscribers that they can access the case study.
Both buttons lead users to the exact same place that Brian's list of email addresses However, it's the second one that rewards prospective subscribers by offering an event-related reward.
A general rule, the easiest way to remember what classifies as a lead magnet and which ones aren't is to use the "if, then" formula.
If the user performs the desired action, the user will receive xyz in exchange.
If the user doesn't do the right thing If the user does not take the desired action, they will not get xyz as a gift.
That's enough for the dictionary. Beyond that what exactly (and why) can lead magnets be effective?
Lead magnets' process typically looks like this:
The steps can vary -Users may be able to start at the lead magnet's landing page however the connection between the action and reward is essentially the same.
Which brings us to the 'why' behind the magnets for lead.
They provide your customers with the reason right then and there, to hand over their contact information and turn into leads in a matter of minutes. (The are really excellent lead magnets are, in fact. More on this in a second, too.)
These lead magnets solve the top marketing challenge experienced by more than 61% of professional around the world by creating the necessary traffic and leads in one one swoop.
A different way of thinking about it as the distinction between messaging someone on a dating app and engaging them with funny one-liners or asking that similar person to dine with you when you're both already in the dining establishment.
Make it right and you'll get an email sign-up within a less time than is required to complete the formal plan for content. If you do it incorrectly, the users will immediately flinch, just so, and never return.
That isn't hyperbole It's true, in fact.
Minimum 70 percent of the users who leave your site immediately after their first visit will never return.
So getting the lead magnet correct isn't only about getting more leads -- it's about creating the most powerful first impression when people actually become leads.
Short answer: By leveraging the right touches at the right time with the appropriate people.
For the long answer for the long answer, continue reading.
The best lead magnets are targeted and target pain points
Before you dive into an endless depression trying to figure out when you'll be able to determine where, when, and even how you'll build a lead magnet that attracts customers, keep your eyes on the prize.
What well-performing lead magnets all have in common isn't just the duration of the time to make them, or their budgets or the expertise of the designer that's the issue: their target.
Simply put, the more aligned and pertinent the content of your lead magnet to your target audience that you're trying to connect with, the more effective the lead magnet's performance to benefit your business as well as the customers you serve.
Be aware that your aim with all types of contentbe it a lead magnet, a blog post or webinar -- shouldn't be to appeal to large majority of the population.
Instead, your golden principle should be to reach your particular audience.
After all, 71.7 percent of people that rated information as being irrelevant declared it to be too general in nature.
Comparatively, only 2.9% of the same user group said that content wasn't relevant because it was not sufficiently sophisticated or specific.
If you can take anything other than this information this moment, it should be that:
Any type of product, lead magnets included, that seeks to please everyone is likely to please a few but be lost to many.
So, now that the soapbox is out of the way How do you make sure that the lead magnet you've chosen to use is appropriate to your target audience? In addition to nailing your research on customers down, it's beneficial to examine your customers' issues.
Pain points, if you've not heard the phrase before, refer specifically to problems your users are facing that are relevant to your company. They're not the solutions to those problems.
This comic by Ceralytics clearly illustrates the differences between pain points and solutions .
Potential issues could include:
I'm trying to compress my files without the quality being affected.
I'm in need of a compelling logo for my client.
I'm trying to cut back the time I spend between pitching and delivering.
They would not, however, be:
I'm looking to save documents in .PNG format.
I need a color palette for my customer.
I'm in need of an automated process.
Why? Because the first half are challenges that do not yet have solutions, and the second half are the (possible) solution to these problems.
However, while the use of pain points is a great way to narrow the focus of your lead magnet, it is not always the case that pain points are the best an ideal content.
There's a myriad of problems that users can experience throughout the day. And if it's not something that users are enthusiastic about working on -- i.e. looking for solutions to -- then even if they are relevant to your target market, it's unlikely that you will make the waves you're hoping to achieve.
A great lead magnet should be filled with passion and also profitable.
If it's a problem issue that people want to resolve -it's a pain point that people are passionate about addressing - i.e. it's possible to find Reddit threads in need of assistance and a demand for similar premium products -- it fits into the top right quadrant and will produce an audience-relevant and relevant lead-generating attraction.
If however, it's a pain point that users aren't already keen to resolve or are willing to spend money to make go away, then it would fall into the left-hand side of the matrix. It probably should not be the next lead magnet.
For instance, this is the way I would sort out my readers' problems within the realm of Content strategy:
In other words, here's what it boils down to:
Lead magnets that are successful will be relevant to their target customers and are able to address pain points.
(Coincidence? It's probably it's not.)
If you'd rather take things easy and quickly, then I suggest opening the download generator in a new tab and following along. But regardless of how you build your lead magnet, apply these tips and tricks to make it stand out from the pack.
Three simple lead magnets you can develop and the best way to create them to make them sparkle
This post will focus on three formats today -- our favorite types of lead magnets as well as those which have proven to be the most effective for us -- but if you're interested in exploring other formats, Blogging Wizard has an comprehensive guide to lead magnets I would strongly suggest.
In other words, these are the kinds of formats we'll working on for the remainder of the piece:
Sound good? Then without further ado Let's get started.
#1. Include visual elements in your checklists to make a lasting impression
Checklists are, hopefully, pretty easy to understand and contain anything that users can interact with by completing the checklist using a computer, or using the pen. They're generally less visually-intensive than other formats.
Be aware that I'm saying less visually-intensive, but not totally visual-free. On the whole, marketers who work in content marketing would prefer content which incorporates visual appeal , and this includes checklists.
Why? There are a few reasons why checklists need to incorporate visuals, but the most striking is the impact that it can have on the perception of a brand. Within three days after exposure individuals could hold as much as 70% of the information they have seen when it is paired with a photo.
If you want to put it in some more pragmatic terms, including visuals to your checklists makes them distinguishable and memorable and helps keep your company top of mind whenever users use your checklist to work.
But that doesn't mean you have to have a wildly artistic design to make an impact with an agenda. Just a few visual hints could make a big difference.
As an example, take a look at this (abbreviated) blog writing checklist from CoSchedule.
Evaluated objectively, it's not an extremely sophisticated design however, it does incorporate icons, colors and visual hierarchy to create the information itself - (the 21-item checklist is distinct to competitors and increase the perception of the value of the offer.
Similar approach is evident in this editor's checklist of content from Vertical Measures.
Is the actual content of this checklist relevant and helpful to the readers? Absolutely. But would someone remember that it came from Vertical Measures, or to turn to them as a trusted source of blog posts if the content didn't feature branded colors and the logo?
It could be possible, but not probable to be the case, and it's not easy.
It's simple, regardless of what kind of marketing you're involved in, always the goal.
Final word:
Checklists must incorporate color and your brand logo to help them stand out and enhance their overall impact. The heart of your contents could be written in content, but a great steak benefits with a thoughtfully placed accessory.
#2. Give your numbered lists large margins and lines
Sequential lists, no matter if they're numbered or indented by bullet points, meet the same requirements as checklists, however there's one element they need above all else:
Blank empty space.
Sometimes called negative or white space, allowing plenty of margins and space between your list items improves readability as well as comprehension. It also clarifies the relationships between objects.
The distinction between a list that has spacing and one with no might seem insignificant yet the effect it has on user engagement -- as well as overall usability is not subtle.
Here's an example of what I mean:
When the list is only four-items long as in this example, thin margins and the tight composition may be forgivable However, think of the same spacing in the case of a list with 20 items.
Better yet, go through it to see it yourself.
The main difference between the two lists is one 0.20 increment in lines, however the ability to scan and digest the information is a world of distinction.
In the event that your numbering list is leading an individual through a procedure there's no reason you can afford to skip.
In reality, I'm referring to "afford" as a literal sense I am referring to "afford" in the literal sense, as well.
The addition of white space between products can uplift conversions during the checkout process by as much as 33% in the same way as it was for Xerox, while fostering more user-friendly experience and the overall level of engagement.
This improvement in conversion and comprehension is repeatedly demonstrated by different research teams, and it's not a single element in your digital presence -- or products -- that won't be benefited from using well-applied blank space , including numbers on lists.
The gist of it:
Numbered lists need a visual balance between their components to ensure their value to the users. If your reader has to squint to read through your lead magnet, you're not likely to provide an enjoyable user experience and prove the importance of your business.
Which makes for an effective lead-generator that attracts traffic and then it loses them all in one breath. Ouch.
#3. Keep lead magnet ebooks to the size of 2,000 words or lesser
If this header appears oddly specific to you, there's a reason. This tip applies when you're creating ebooks to serve as an lead magnet.
If you're creating an ebook that's formatted to be an lead magnet whether it's a case-study, a short story, or a chapter snippet in a bigger book- you want to keep it to around seven minutes worth of reading, or 2,000 characters.
This number comes from research done by the blogging platform Medium about the ideal length of a post that is long in form.
The vertical axis (the bar from top to bottom) shows the amount of amount of time that users spent reading the article; while the horizontal axis (the bar running from left to left) indicates how long the blog post will take readers to go through at a normal pace.
As you can see, viewership peaks around the 7-minute mark and then begins to decrease the longer the post runs. However, this data applies to content on blogs but not specifically lead magnets it is a simple connection to draw, and even more, the takeaway is clear:
Users don't want to spend long hours with a tool, even a great one.
For a business you run, it's not beneficial to your customers to devote hours to it or even if your 50,000-word guide can be the best ebook for crocheting cute sea creatures, it's just not easy to read, and readers will not be able to read the entire book and peruse your other offers anytime soon.
For all we know the pleasure of reading is at the lowest level across the US .
Which likely coincides with the fact Americans, more than any other population in the world, spend their weekends working.
This leads us to the most important reason: most people don't have a lot of time.
The purpose of the lead magnet is to encourage people to join your email list in order that they can be nurtured for purchase, an ebook which takes them one week to work through (assuming they can get there) will not do your business or your lead anyone any favours.
Make it concise and straight to the point. It's a win-win for everyone.
How to make lead magnets become big and strong
Think of leads as multivitamins. They won't cure your problems with email marketing in a matter of hours However, they'll give you -- and those who sign up for your list -- the growth spurt you need to achieve where you wish to go more quickly.
And in that same spirit of conciseness, here's a brief summary of the topics we covered today:
Lead magnets are offers that are usually made in the form of downloadable documents, that provide users with an incentive to sign up for your mailing subscriber list.
The top lead magnets are targeted to the intended audience. The more generic your lead magnet is less specific, the lower the reception will be.
Lead magnets are available in any format, but the most straightforward to start using are checklists, numbers list, and ebooks.
When you're putting together your lists, be sure that you add a few visual components. Without them, your brand -- even if your list is impressive -will be a bit stale.
Numbered lists benefit from visuals, as well, but they require space between items to be usable. Crowding your list doesn't make it more impressive or more readable.
Lead magnets that are packaged in the form of ebooks are required to follow the same guidelines for long-form content -- make it concise and to the point. About 2,000 words or a 7 minutes reading time is best.
Perhaps you're interested in line spacing or character count. I won't judge.