Mon. Jan 17th, 2022

Sales stand and fall with leads, but attracting prospects and converting them optimally into buyers is an art many have yet to grasp. About 61% of marketers consider generating traffic and leads as their biggest challenge, according to Hubspot. Why?

Three issues currently hinder the visibility of a website. First, the digital competition is all optimized for Google’s search engine. Second, the new privacy policies in Europe and the US restrict data collection, limiting various marketing opportunities. Finally, consumers are increasingly concerned about the benefit-cost calculation of providing contact information to companies.

Facing difficulties, however, does not mean that all hope is lost. On the contrary, those who strategically align lead generation with the goals of their potential buyers will gain a significant advantage. The key is building a foot-in-the-door technique for continuous engagement – lead magnets.

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Let’s take a look at what lead magnets are and how you can design and implement them effectively to build a strong customer relationship from scratch.

Many companies are quick to overlook that the timing of when a lead magnet is displayed affects user behavior.

The seductive charm of lead magnets

In physics, the movements of the +/- poles in magnetic fields generate energy. It’s similar for websites: by including different magnets that trigger different actions, you create a robust environment to pique a user’s interest. A lead magnet is on-demand content that encourages users to provide their contact information (“a signup”) so that you can engage them in the future. In a survey of 1,000 bloggers, we found that those who used lead magnets were 57% more likely to report strong results from their content marketing.

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Today, 96% of your website visitors are not yet ready to buy. Instead, they either become familiar with your brand (awareness phase) or view your products as one of many options (consideration phase). In these early stages, you want potential prospects to write down their contact information so that you can address them with personalized emails in the future. Unfortunately, very few customers pass on their data just like that. This is exactly where alluring magnets come into the equation.

Supplies for Making High Conversion Magnets

Magnets can be anything that adds value, be it benchmark surveys, tutorials, interactive quizzes, short or long video content, or anything else. The purpose is to exchange a contact, just like ethical bribes. To effectively design magnets for different buyer personas and decision-making stages, first ask yourself the following questions.

Does the magnet solve a problem?

If your lead magnet doesn’t solve a visitor’s problem, or if it doesn’t help them achieve their goal, then your hard work has been for nothing.

To find out if your magnet has a purpose, you need to listen to your audience. This is where SEO tools come in handy, allowing you to perform keyword or search analysis. Browsing through the long- and short-tail keywords with the highest search volume can help you quickly discover what kinds of answers potential leads are looking for.

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