Lead magnets are precisely what you think they are—they’re offers that you make to potential leads in exchange for their contact information. Most often, they’re downloadable content: ebooks, articles, datasheets, whitepapers, case studies, videos, and the like. What makes them so valuable is that they’re also a great gauge of interest. People who make the effort to input their contact details are very likely to want what’s behind the gate.
Now there are key elements common to every lead magnet: the offer, the landing page with a brief explainer, a call-to-action, and a lead capture form. What makes or breaks a lead magnet are the content within and the strategies that you undertake to get those lead magnets noticed and, ultimately, clicked on. We’ve covered the elements of the landing page before, so here, we’re taking a look at the strategies that ensure that your lead magnets actually draw in potential leads.
1 – Start with socials
According to Statista research, over 3.6 billion people are active on social media globally—that’s a whopping 46% of the total population of the world. It’s also a wide audience that likely contains a huge chunk of your target market/audience. It only makes sense that you should start seeding your lead magnets on your social media platforms to attract potential leads with your offer. One benefit of this is that, while you can certainly go for paid efforts, organic efforts can be potentially lucrative if you have a wide enough audience.
Now, the question you need to bear in mind prior to pushing your lead magnets on social media is which platform your audience actually is in. LinkedIn is usually the safe bet for B2B customers as the platform is tailored specifically for that—4 out of 5 members on LinkedIn actually drive business decisions. You would do well to also explore your audience’s presence on other popular platforms like Facebook, Instagram, and even Twitter.
2 – Reach out to your database
Most businesses don’t realize that they’re sitting on a gold mine in terms of potential leads in your own database. After all, a lot of these might be leads who might not have wanted one particular offering but could possibly be interested in something else. The point is that, if you did your lead generation right, they’re already aware that you’re going to reach out to them at some point. Perhaps this new offer is one up their alley—it’s worth a shot and could potentially earn new conversions.
The trick is to make sure that, first, you aren’t sending them something they’ve gotten before, and second, you’re sending something that will genuinely pique their interests. Don’t limit yourself to just offering your lead magnets over email, by the way. Try offering these lead magnets over a call. Over 60% of marketing managers working for Fortune 500 companies say that this method is very effective for the purpose of disseminating lead magnets and generating leads.
3 – Engage influencers
Influencers are a great way to seed your lead magnets because they not only have a solid following on their respective social media platforms, but they have also built-up trust with their network. In fact, they’re known as “influencers” precisely because of their ability to drive actions out of their followers that are beneficial for them and the brands they work with. Of course, you can’t just get any influencer to push your lead magnets.
You should get one that’s relevant to your industry and the products/services that you offer. Any disconnect will render their influence ineffectual. One thing that you need to do is ensure that they have a clear guide to how they share your lead magnet so it’s in-line with your branding and marketing—keep the tone the same and the messaging similar. Of course, a consideration through this avenue is how much you will need to pay your influencer. Iron out clear payment terms to be mutually beneficial.
4 – Consider Targeting
Another viable strategy is to utilize paid channels to push your lead magnets in front of a well-defined target audience. Google Ads are a great avenue especially since many of your prospects will be using the search engine in their research for solutions to their pain points anyway. The same can be said for social media platforms like LinkedIn, where a lot of B2B decision makers conduct their own explorations. The great thing about this method is that you push your lead magnets in front of those who are more likely to want what’s on-offer.
Now, in order for targeting to be effective, you need to ensure that the content that you’re offering is consistent with the messaging of your paid ad. Additionally, veer away from messaging in-ad that sells too much or comes off as being too marketing heavy. A great option that you can go for is to speak to the potential customers directly about their pain points and tease them with a realistic solution that your lead magnet can help deliver.
5 – Try Different Content
Most people have ebooks as their lead magnet—often times guides to solving a specific pain point or a deep look at solutions being offered by their company. The reason for that is that they’re really very effective. But you can also try different media to shake things up a bit. For instance, video—provided it isn’t all too long—is one great option. They’re more effective at capturing attention and can present key information in a memorable way.
You can also mix things up with infographic card guides or even whitepapers to present your services backed up by research. One effective lead magnet content type to try is case studies. While they won’t focus on your products or even your company exclusively, they present a real-world example of precisely how your products solve actual customer pain points and just how effective you actually are. The key is to vary content depending on your needs in terms of nurturing and what information your customers are looking for.
Internal Results has our database of over 60M+ decision-makers in 108 countries and across all industries. Whatever your needs, we can find the leads that match. We can even provide you with intent data that clues you into who is truly interested in making a purchase so you can focus your nurturing efforts on them. We can even help you syndicate your best content and place them in front of the people who need to read them. Talk to us so we can help you today: