Sales sustain and drop in leads, but attracting prospects and optimally converting them into buyers is an art that many have yet to understand. About 61% of marketers consider driving traffic and leading their biggest challenge, according to Hubspot. Why?
Three issues currently make it difficult for a website to be visible. First, the digital competition is all optimized for Google search. Second, new privacy policies in Europe and the US restrict data collection, limiting many marketing opportunities. Finally, consumers are increasingly concerned about the cost-effectiveness of providing their contact details to businesses.
Facing hardship doesn’t mean that all hope is lost, however. On the contrary: those who strategically align lead generation with the goals of their potential buyers will gain a significant advantage. The key is to build a foot-in-the-door technique for ongoing engagement – lead magnets.
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Let’s explore what lead magnets are and how you can effectively design and implement them to build strong customer relationships from the ground up.
Many companies are quick to ignore that the moment a lead magnet is displayed influences user behavior.
The seductive charm of lead magnets
In physics, +/- pole motions in magnetic fields generate energy. It’s similar for websites: by incorporating different magnets that trigger various actions, you create a robust environment to spark user interest. A lead magnet is on-demand content that encourages users to provide their contact information (“an application”), so you can engage them in the future. In a survey of 1,000 bloggers, we found that those who use lead magnets were 57% more likely to report good results from their content marketing.
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Today, 96% of visitors to your site are not ready to buy. Instead, they are either familiarizing themselves with your brand (awareness phase) or considering your products as one of many options (consideration phase). In these early stages, you want potential customers to put in their contact details so you can engage them with personalized emails in the future. Unfortunately, very few customers simply hand over their data like this. This is exactly where attractive magnets come into the equation.
Fundamentals of creating high converting magnets
Magnets can be anything that provides additional value, be it reference studies, guides, interactive quizzes, short or long video content, or anything else. The purpose is to exchange a contact, as well as an ethical bribe. To effectively design magnets for various buyer personas and decision stages, you first need to 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, your hard work has been wasted.
To find out if your magnet fits a purpose, you need to listen to your audience. Here, SEO tools come in handy, allowing you to do keyword analysis or research. Browsing the long-tail and short-tail keywords with the highest search volume will help you quickly find out what kind of answers potential leads are looking for.