4 Tiny Secrets No One Tells You About Lead Magnets
Lead magnets are a must for all types of businesses. Online or offline, both can create lead magnets to bring in new customers or subscribers, but only when executed properly.
Lead generation is an important facet of any sales and marketing strategy these days. However, due to the rise in competition and the adoption of new technology, some aspects and secrets of lead generation have been evolving. Discerning fact from fiction is what matters.
This guide will share some of the most beneficial lead magnet secrets most marketers forget. We’ll also provide tips on what truly works while looking for quality, qualified leads.
1. Unqualified Leads are Costly
A myth that some marketers fall prey to is the thought that capturing a large volume of leads equals success.
While it is true that you might get a lot of people signing up for your give-away or freebie lead magnet but you must ask yourself, “Will they convert?”
Consider this: You’re a car dealership offering the chance to win a $1,000 shopping spree when visitors enter their details into a opt-in box. You’ll most likely find yourself with a large quantity of people ‘opting-in.’
The question is, do they need to buy a car?
Quantity in leads does not always mean that you have found a quality lead source.
One lead magnet technique suggests that the offer put forth does not matter because sales is a numbers game. “As you build your mega list, sooner or later the sales will come.”
Ok, let’s play this out; you now have a list of 1,000 people.
Did you know that if you are using a paid eMail marketing service like Aweber or Constant Contact you will pay more for the amount of unqualified leads that are on your list?
The expense doesn’t stop there.
Whatever you do to reach this list of uninterested buyers will cost you money. Are you going to contact the people on your list directly in-order to close deals?
Imagine the expense involved in contacting 100 people that have no interest in your product. What if that was 1,000 instead?
That’s why what you offer and who you offer it to does matter.
2. Getting the Audience Right is Critical
The perfect scenario for you is to build a list of raving fans who have accepted your offer and are now telling their spheres of influence about you.
If you offer an irrelevant item to an uninterested crowd, how excited do you think they will be to tell people about your products and services?
Yes, they may be very happy to tell people about the discount coupon received from you to their local eatery. But think about it, who receives the prominence of attention with that approach?
You, or the delicious meal they enjoyed? Sure, you get some attention, but you’re second place while having done an awesome job of marketing the local eatery.
Bottom line is what you offer as an incentive does matter and should be thought all-the-way through. including which outreach methods you opt into.
3. There is No “Perfect” Form Length
The opt-in form is the only place on your landing page where you ask visitors visitors to give you something, all other elements focus on what you give them.
Form length depends on what you’re offering, but some businesses might feel that a long form is necessary. Whichever route you go, remember that a longer form will just add more friction that prevents your potential lead from opting-in.
Friction is any element on a landing page that prevents your visitors from converting on that page. For top-of-the-funnel visitors, a long form will intimidate many and scare them off.
If you really need extra info from your new leads, consider running some a/b tests comparing a long opt-in form against a bare-bones minimal name and email address form. At the end of the day, remember to continually test your opt-in forms to see what works best with your business’ audience.
4. Validate Your Authority, Flaunt Your Expertise.
Lead magnets attract people to opt-in to your email list which will bring you a consistent flow of qualified leads. A secret that many Marketers don’t mention, is your lead magnet is a fantastic way of showing-off your expertise.
The most effective way to show off what you’re all about to new visitors is delivering content that demonstrates and validates your authority.
An educational lead magnet would be an easy way to position yourself as an authority in your niche. If people learned something from you first, that sticks with them and build brand awareness, plus credibility!
Turn into ‘expert’ status with a free and highly-educational mini-course. If you have a lot of know-how in your field, it can easily be done. Think, “What kind of information are visitors seeking when they come to my site and how can I teach them?”
Quick lead magnets are great and have their place, but they aren’t the pieces of content that validate your authority or flaunt your expertise. If you’re looking to establish your authority to new visitors create something substantial and groundbreaking like a case study or ebook.
Make the right offer to the right audience in the right way and you will see great success with capturing quality qualified leads that will increase your ROI returns. Fail to do this and the results realized will likely be far less significant and far more expensive.
At the end of the day, understanding the most commonly overlooked aspects of lead generation will help you shift your focus, re-strategize, and start targeting the right people for your business. Keep the above lead magnet secrets in mind when you create your next lead generation campaign!