I’m going to assume that because this topic is asking about lead magnets that you already know what it is and what it’s for. So, I’ll go ahead and dive right in by saying that lead magnets, quite simply, work. In fact, when you do it well and manage to give your audience a clear idea of what they’re giving their contact details for, your opt-in rate can increase by almost 85%.

It almost goes without saying that lead magnets should be used wisely. You have to be strategic and thoughtful when implementing this kind of marketing technique. Here are some tips that have worked for me:

1. Get to know your customers

Any marketing effort should begin with your audience. Right now, you have the potential to reach a massive audience online. However, it would be unrealistic to assume that you could reach and be relatable to everyone. 

Global digital population as of July 2019 (Image Source)

No matter how well you craft your copy, how well you design your pages, it won’t matter if you’re not presenting it to the right audience. If they don’t see your offer as relevant or useful, they won’t pay attention. So, you can only imagine how much harder it will be to get them to access gated content if you’re pitching something that doesn’t have value to them.

That said, consider first who your customer is. What do they want and need? What are their interests? What do you have that can address these?

Lead magnets that work offer something that adds value or answers a need—that’s what draws them to your offer and compels them to sign up.

2. Test!

I’m a big advocate of always testing your marketing materials. Your lead magnets shouldn’t be exempted from that. You want to understand what copy, design, format, and offer actually elicits the response you want from your audience. A simple split test or A/B test can help you understand audience feedback and behavior to better optimize your lead magnets.

3. Explore different content as a lead magnet

Lead magnets take many forms. Here are some that have proven to be most effective for me:

• Cheat sheets – These are short tips, lists, and worksheets that focus on a specific challenge your audience usually encounters. They’re concise and easy to write, especially if you’ve gone through the same challenge yourself. However, I would advise that you have it professionally designed so it’s presented in a visually appealing way to add value.
• Templates – Free downloadable templates are a great resource. Create one that you know actually works for you. For example, if you use a content calendar, you have this template available as a lead magnet for download.
• Free training – I often offer this in the form of a podcast, webinar, or training video. A quick 10-minute clip or session where audiences can learn something new is a great draw.
• Whitepapers, ebooks, and tool kits – These are a little more complicated to put together. They’re longer and more comprehensive, but they’re considered high-value content that often compels users to opt-in.

There you have it. Hope this helps! If you have any more questions about this topic, or if you want to continue this conversation, go ahead and reach out to me at Leadspanda. I’d be more than happy to answer any of your questions.