Lead Magnets: Turning Your Website Into a Lead Generation Machine


lead magnets graphic by SMT digital marketing agency

March 31, 2020

 
Right now, your prospects are out there searching for a solution to a problem, which is why your website needs a ‘lead magnet’ that helps them while also generating leads for your business. When you’re able to offer them that first step to a solution, they’re more likely to become a customer. In this article, we’ll explore this powerful digital marketing tactic so you can turn your website into a lead generation machine.

What Is a Lead Magnet?

A lead magnet is an offer that your business promotes to prospects in exchange for their contact information, like a name and email address but can include more detailed information such as a phone number, company name, job title, etc.
 
Lead magnets are particularly effective for building an email list. Email marketing is an effective marketing strategy that offers a variety of benefits such as cultivating relationships with potential customers, keeping customers informed and updated on the business, offering promotions to encourage customer loyalty, and more. Now that we know what a lead magnet is, let’s see how it works and some examples.

Why Do They Work?

Lead magnets are effective for generating leads because they forge a connection between prospects who have never heard of or don’t know much about your brand. Here are some ways that lead magnets can work to attract leads:
 
  • High perceived value: The lead magnet that is perceived to offer something highly valuable (or may even be high in actual value).
  • Instant gratification: Prospects want a solution to their problem right now, not tomorrow or next week. If your lead magnet offers that, leads will be rolling in.
  • Unique selling proposition: A lead magnet that demonstrates how the product or service is unique and better than others will convince prospects to choose you over competitors.
In addition to attracting potential customers, lead magnets can also help to qualify prospects by asking for a small commitment like filling out a form that requires more than just their email.

How Many Is Enough?

There isn’t a set number of lead magnets every website should have because every business is different. However, a good number to shoot for is three - one for each stage of the buyer’s journey: awareness, evaluation, and decision. Keep in mind that your buyer’s journey may have more stages depending on your business, but these three stages are the minimum.
 
Here’s how the buyer’s journey work: once your prospects know what their problem is (awareness), they will search for ways to solve this problem (evaluation). After considering their options, they will make a purchase (decision).
 
Creating a lead magnet for each stage ensures that your business is able to attract leads at whichever stage they’re at. Some popular offer types for lead magnets include:
 
  • Samples
  • Coupons/discounts
  • Free trials
  • Free guides
  • Free eBooks
  • Case studies
  • White papers
  • Webinars
  • Videos
  • Cheat sheets
  • Checklists
  • Templates
  • Quizzes
  • Toolkits
  • And more…
If prospects find that the offer provides value, your website will be much more effective at capturing new leads than just relying on a contact form page.
 
Lastly, test different types of lead magnets to find out what performs best with your prospects and then use those offers to increase leads through your website.

Growing Your Business with Lead Magnets

Successful lead magnets are both original and helpful to prospects. Sales & Marketing Technologies is a digital marketing agency in the Orlando area that can help your business attract fresh leads by creating effective leads magnets through website design, development, content, SEO, and PPC.
 
Call (407) 682-2222 or use the contact form below for a free 30-minute strategy session!

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