The 3 best lead magnets for launching your email list with a big bang
Lead magnets may be the secret component that your list-building approach is lacking. Learn why this is the case and how to get started with them today.
After a few minutes watching these small business and marketers leaders talk about the value of their email list begins to resemble that one scene, and its accompanying soundtrack from The Lion King.
It's almost too good to be real. 3800% average ROI ? There is no way. 89% of professionals claim email is their primary channel for lead generation? That's a bit much.
However, there's a rationale behind this. Email marketing is not an exclusive affair for businesses and their customers. Much like The Lion King, email is beloved by all across the world of commerce.
In actual fact, 73% of people choose email as their preferred channel for receiving marketing messages and interactions.
It's not the problem you're struggling with.
No, your problem is much more pragmatic in its nature: you understand that you need an email database however, how do you create it from scratch?
In addition, how do make a list in a hurry without compromising on the quality?
The answer, friend, is easy:
It is necessary to have to have a lead magnet.
This is the topic we'll tackle in the coming days. In the beginning, we'll discuss why we'll show you how, and finally top it all off with a done-for-you lead magnet solution to energize your lead generation with just ten minutes.
Let's get started.
What exactly is an lead magnet?
One of the main differences between a lead magnet and any other form of content marketing -- more on the subject in a moment- is that lead magnets come paired with a specific reward that is contingent upon the user taking an action (e.g. signing up to your mailing list).
In other words, this subscription box on Backlinko's homepage does not not a lead-generating tool. Although the tricks and tips might be unique only to Brian Dean, they are not provided in as a specific resource in exchange for the user joining.
In contrast, this example study that is located at the bottom of the page can be considered an excellent lead source since the information is locked through an email address block. It's only after users' complete the required action and become subscribers they will be able to access this case study.
Both buttons lead users to the same location -- Brian's email list however it's the second that incentives potential subscribers with an event-based reward.
In general, the easiest way to determine what qualifies as a lead magnet and which ones aren't is to apply the "if it is true, then" formula.
If the user performs the desired action If the user takes the desired action, they will be awarded an xyz reward in exchange.
If the user does not take the desired action If the user does not take the desired action, they will not be able to exchange xyz.
But that's enough dictionary-diving. Beyond the above definition, how (and what) are lead magnets effective?
The lead magnet process typically looks like this:
The process can be differentthe user may begin on the page that leads to lead magnets However, the relation between action and reward is essentially the same.
This brings us to the "why" of the magnets for lead.
They offer your users the reason right then and there, to hand the information they have provided to you and convert into leads immediately. (The really good lead magnets are, in fact. We'll discuss this in the next paragraph, as well.)
This means that lead magnets can solve the most pressing marketing challenge experienced by the majority of professionals around the world by creating the necessary traffic as well as leads in one fell step.
A different way of thinking about it as the distinction between messaging someone on an app for dating and getting them excited with clever humorous messages or requesting the similar person to dine with you when you're both in the same restaurant.
If you do it correctly, you'll have an email subscriber in just a tiny small fraction of the time is required to complete your formal content plan. If you do it incorrectly, users will flounce, rightfully as they will never come back.
It's not a stretch, by the way.
Minimum 70% of the users that leave your site after the initial visit do not come back.
Making sure that the lead magnet is perfect isn't about just generating additional leads. It's creating the best first impression possible when visitors actually become leads.
The short answer: by leveraging the right touches at the right time with the right people.
For the long answer for the long answer, continue reading.
The best lead magnets are targeted and address problems
Before you dive into a hopeless pit of despair trying to determine the best time you'll be able to determine where, when, and even how you'll put together an effective lead magnet that will entice people, be encouraged.
The thing that lead magnets with high-quality performance have in common isn't the length of time it took to make them, or their budgets, or even the skill of the creator that's the issue: their target.
Simply put The more focused and pertinent the content of your lead magnet to your target audience that you're trying to get to, the better the lead magnet's performance to benefit your business as well as your customers.
Be aware that your aim with all types of contentregardless of whether it's an ad, blog article, or even a webinar -- shouldn't be to appeal to the general masses.
Instead, your golden rule is to reach your targeted market.
It is true that 71.7 percent of people who cited content as irrelevant declared it to be too general in nature.
On the other hand, only 2.9 percentage of this people who surveyed said the information wasn't relevant because it was too sophisticated or specific.
So if you take nothing else away from this article today, let it be the following:
Any type of product that is lead magnets or any other type of product designed to please everybody may be admired by a small number of people, but ignored by a lot of people.
With that soapbox gone What can you do to ensure that the lead magnet you've chosen to use is appropriate to the people you target? After nailing your customer research down, you should analyze your audience's problems.
Pain points, if you've never heard of the phrase previously, refer specifically to problems the users of your business are having and relevant to your company. They're not an answer to these difficulties.
This comic by Ceralytics beautifully illustrates the distinction between problems and solutions .
Potential issues could include:
I need to compress my files with no risk of losing quality.
I need to create a compelling logo for my client.
I'd like to reduce on my time between pitching and delivering.
They would not, however they would not constitute:
I'm looking to save documents in .PNG format.
I require a color palette for my client.
I'm in need of an automated workflow.
Why? Because the first half are challenges that do not yet have solutions, and the later half will provide (possible) solution to these problems.
However, while they can be a useful method to focus the attention of your lead magnet, they are not the only ones that make an ideal content.
There's an array of issues that consumers can experience throughout the day. If they're not something users are passionate about finding solutions to -- i.e. active in seeking solutions to, then even if they are relevant to your target market, it's unlikely that you will get the attention you're hoping for.
A good lead magnet must be filled with passion and also profitable.
It's not a bad idea to consider if the issue is a point that people are passionate to address --- i.e. it's possible to see Reddit threads seeking help, and there's already a demand for similar premium products, it can be positioned within the upper left quadrant and will produce an audience-relevant and targeted lead attraction.
If you're on the other side, it's a pain point which users aren't yet eager to address or spend money to make disappear, then it will fall on the left-hand side of the matrix. It probably should not be the next lead magnet.
For instance, this is the way I would sort out my readers' problems with regard to Content strategy:
Otherwise, this is what comes down to:
Lead magnets that are successful are relevant to their intended customers and are able to address issues.
(Coincidence? No, probably not.)
If you'd rather do things the easy way, I recommend opening our download generator from a different tab and following along. However, no matter how you put your lead magnet together use these guidelines and tricks to help you make your lead magnet shine above the rest.
Three lead magnets that are easy to develop and the best way to get them to stand out
We're going to be focusing on three formats this morning -the three formats we consider our top choices for lead magnets as well as those that have been most successful for us -- but should you be interested in investigating alternative forms, Blogging Wizard has an extensive guide to lead magnets that I'd strongly suggest.
In other words, these are the kinds of formats we'll working on for the remainder of this article:
Sound good? Then without further ado we'll dive right in.
#1. Include visual elements in your checklists for lasting impact
The checklists should be fairly self-explanatory and include anything that can be used by completing the checklist whether on a laptop or by using a pen. They're usually less visual-heavy in comparison to other formats.
It is important to note that I say less visually heavy, not necessarily visual-free. On the whole, marketers employed in the field of content marketing favor materials that includes visually appealing content This includes checklists.
Why? There are a few reasons checklists must incorporate visuals, but the most striking is the impact the image has on awareness of brands. Within three days after exposure users could hold about 65% of what they are seeing if it was paired with a photo.
Or, put in the more concrete terms of adding visuals to your checklists makes them memorable and distinctive that helps keep your company top of mind while users put your checklist in action.
However, you don't have to have a wildly creative design in order to create impression with the checklist. Small visual elements can go a long way.
For instance, take a look at this (abbreviated) blog writing checklist by CoSchedule.
If you look at it objectively, it's not a particularly sophisticated graphic yet it incorporates colors, iconography, and visual hierarchy that make the content itself such as the 21-item list stands out to competitors and increase the perception of the value of the offering.
Similar approach is evident in this Content Checklist for Editors by Vertical Measures.
What is the real purpose of this checklist relevant and helpful for readers? Absolutely. Yet, how would people remember it came from Vertical Measures and use them as a reliable source for blog posts if the content didn't feature branded colors and a logo?
Possibly, but not likely to be the case, and it's not easy.
And easy, no matter what type of marketing you're doing, is always the goal.
Final word:
Checklists need to incorporate colors as well as the logo of your company to make them memorable and improve their overall appeal. The main text could be in the copy, but even a great steak benefits with a thoughtfully placed garnish.
#2. Provide your numbered lists with large margins and lines
Sequential lists, no matter if they're indented or numbered by bullet points, meet similar needs to checklists but there's one thing they require above all others:
Blank empty space.
Also referred to as white space, or negative space. Adding ample margins and spacing between your list items improves readability , comprehension, and clarifies the relationships between objects.
The distinction between a list that has spacing and one with no could seem minor, but the impact on user engagement -- as well as overall usability isn't subtle at all.
Here's an illustration of what I'm talking about:
In the case of a list that is four items long, as in this example, narrow margins and tight composition might be acceptable However, think of similar spacing on an array of 20 items.
Or better yet, go through it at it for yourself.
There is only one difference between these two lists is the 0.20 increment in lines, however the ability to scan and digest the information can make a huge differences.
If your list of numbers can guide someone through a process that isn't a big difference, it's not a problem to leave.
Actually, I mean "afford" to refer to it in the real sense I am referring to "afford" in the literal sense, as well.
Increasing white space between items will boost conversion rates during checkout by up to 33 percent in the same way as it was for Xerox in addition to enhancing more user-friendly experience and user engagement level overall.
This improvement in conversion and understanding has been proven repeatedly by various research teams and there's no component of your online identity or productwhich won't be benefited from using well-applied blank space , including numbered lists.
Here's the essence of it:
Numbered lists need an aesthetic balance between their components to ensure their value to the users. If the reader must strain to look through your lead magnet, you're unlikely to deliver an enjoyable user experience and prove the importance of your company's brand.
This makes it a lead magnet that attracted traffic, but also is then lost in a single breath. Ouch.
#3. Make sure lead magnet ebooks are the size of 2,000 words or less
If this header appears oddly specific to you, there's a reason. This tip can be used when you're writing ebooks as a form of an lead magnet.
For an ebook formatted as a lead magnet -- whether it's a case study a short story, or an excerpt of a chapter in a bigger bookthe goal is to keep your ebook to just 7 minutes reading time and 2,000 characters.
The number is derived from a study carried out by the platform for blogging Medium about the ideal length of a long-form post.
The vertical axis (the bar from the top to the bottom) is the time users spent on the article; while the horizontal axis (the bar that runs from right to left) represents how long the blog post will take readers to go through at a normal pace.
It is evident that audience engagement is at its highest after the 7-minute mark before it begins to decrease the longer the post runs. With the caveat that the information is relevant to content on blogs and not lead magnets specifically and the connections are easy to draw, and even more what you can learn from it is:
The majority of users don't wish to commit many hours looking for a source, even a great one.
And as a business the same isn't good for the company if employees devote hours to it regardless of whether your guide of 50,000 words will be the most comprehensive guide about how to crochet adorable sea creatures, it's just not easily digestible and your customers won't be reading the book in one go and then peruse your other products any time soon.
In the end, reading for pleasure is at the lowest level in the US .
It is probably due to the fact that Americans, more than any other population around the globe, spend their weekends working.
The whole thing brings us to the main reason: most people aren't able to afford a lot of time.
If the purpose of an lead magnet is to incentivize users to join your email list in order that you can nurture them for purchasing, an ebook that takes them a time to go through (assuming they're able to get it that far) doesn't do either your brand or leads the world any favours.
Keep it brief and direct. Everyone wins.
How to make lead magnets grow up big and powerful
Think of the lead magnets you use as multivitamins. They won't cure your problems with email marketing in a matter of hours However, they'll provide you with -- and those who sign up for your email list- the boost you require to achieve where you wish to go quicker.
And in that same spirit of conciseness, here's a quick recap of what we've discussed today:
Lead magnets are promotions that are usually made in the form of downloadable resources, that give users a reason to join your mailing newsletter.
The most effective lead magnets are targeted to their intended recipients. The more broad your lead magnet is, the more lukewarm your reception.
Lead magnets can take any format, but ones that are easiest to begin with are checklists, numbered lists, and ebooks.
When you're putting together your list of tasks, ensure that you add a few visual components. Without these, your company's image -- no matter how impressive your list is impressive -it's not memorable.
Numbered lists benefit from visuals, as well, but they must have space between items in order to function. A crowded list does not improve its appearance -- just less comprehensible.
Ebooks that have been packaged as lead magnets must follow the same rules that long-form articles follow -- make it concise and straight to the point. A minimum of 2,000 words or seven-minute reading time is the ideal.
Perhaps you're interested in line spacing or character counting. I won't judge.