The 3 best lead magnets for launching your email marketing list with a big bang
Lead magnets are the not-so-secret component that your list-building approach is missing. This article will explain why they are important and how you can start using them now.
After a while, listening to these small business and marketers executives discuss the benefits of their email list begins to look like that particular scene, and its accompanying soundtrack, in The Lion King.
It's like it's too good to be true. Average ROI of 3800% ? It's not possible. 99% of professional claim they prefer email to generate leads? That's a bit much.
There's a good reason behind it. Marketing via email isn't only a single-sided relationship between companies and 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 communications from marketers and to interact with them.
This isn't the issue you're having trouble with.
The problem you face is a lot simpler in the sense that you know you'll need an email list, but how on earth are you supposed to build one from scratch?
Furthermore, how can you generate a list quickly while preserving high-quality?
Your answer is simple:
You need to have a lead magnet.
This is the topic we'll tackle today. First, we'll explain why, then show you how to do it, and then finish it all by providing a complete lead magnet that will get your lists in as little as ten minutes.
Let's get started.
What is an lead magnet?
The most important distinction between a lead magnet and every other kind of content marketing - we'll get into the subject in a momentthe fact that lead magnets come paired with a specific reward dependent upon the user taking an decision (e.g., joining your email list).
In other words, this subscription box on Backlinko's home page does not not an ad-hoc lead generator. The tips and tricks might be unique only to Brian Dean, they are not offered an exclusive resource, in exchange for the user sign-up.
Conversely, this case study found in the lower part of the page can be considered a lead magnet as the content is hidden by an email address field. Only after the users take the desired action and convert to subscribers that they are able to access the study.
Both buttons lead users to the same location which is Brian's email address However, it's the second that incentives new subscribers to sign up with an event-based incentive.
As a rule of thumb one of the best ways to keep track of what is an lead magnet and which ones aren't is to use the "if it is true, and then" formula.
If the user performs an action that is desired If the user takes the desired action, they will be awarded the xyz as a reward.
If the user does not do the right thing, the user will not be able to exchange xyz.
That's enough for the dictionary. Beyond the above definition What is the process (and why) do lead magnets work?
The lead magnet process usually looks as follows:
The sequence of steps may differ- users may start on the landing page of the lead magnet however the connection between the action and reward remains the same.
This brings us to the 'why' behind lead magnets.
They provide your customers with the reason right then and then, to hand over their contact information and turn into leads in a matter of minutes. (The really effective lead magnets, anyway. More on this in the next paragraph, as well.)
Lead magnets solve the top marketing problem faced by the majority of professionals around the world by creating leads and prospects in one fell swoop.
Another way to think of this is to think of it in terms of the differences in messaging someone via an app for dating and getting them excited with clever one-liners or asking that similar person to dine with you when you're both already at the dining establishment.
If you do it correctly, you'll get an email sign-up in a less time than it takes to execute your formal content plan. If you do it incorrectly, people will be slammed, and rightly that is, and will not return.
It's not a stretch It's true, in fact.
Minimum 70 percent of visitors who leave your site immediately after their first visit will never return.
So getting the lead magnet right isn't just about generating more leads -- it's about creating the most powerful impression that visitors can make when they do turn into leads.
The short answer: by making the right connections at the right time with the appropriate people.
For more information, read on.
The best lead magnets are targeted and target pain points
Before you dive into an endless hole of despair, trying to determine the best time, where, and how you'll put together a lead magnet that attracts people, be encouraged.
Lead magnets that are highly effective have in common isn't just the duration of the time to develop them, nor the funds they're backed by or the expertise of the creator: it's in their targeting.
Put simply it's that the more compatible and useful the content of your lead magnet to the people you're trying connect with, the more effective your lead magnet will perform to benefit your business and your clients.
Keep in mind that the goal of any type of content -regardless of whether it's a lead magnet, blog post, or a webinar -- shouldn't be to appeal to mass of people.
The best rule is to appeal to your targeted market.
In the end, 71.7 percent of those that rated the content as insignificant identified it as too general in nature.
Comparatively, only 2.9 percent of that user group said that content was irrelevant because it was too advanced or detailed.
In case you do take anything other than this information this moment, it should be the following:
Anything including lead magnets designed to please everybody is likely to please a few but be forgotten by many.
Now, with that soapbox removed, how do you ensure that the lead magnet you've chosen to use is appropriate to your audience? In addition to nailing your research on customers down, it's beneficial to analyze your audience's pain points.
Pain points, even if you've never come across this term previously, refer specifically to problems that your customers are experiencing that are relevant to your company. They're not an answer to these difficulties.
The comic created by Ceralytics beautifully illustrates the distinction between pain points and solutions .
The issues could include:
I need to reduce the size of my files, without losing quality.
I need to create a compelling logo for my company.
I'd like to reduce the time I spend between pitch and deliverable.
But they wouldn't but they could constitute:
I need to save files with .PNG format.
I require a color palette for my customer.
I require an automated workflow.
Why? Because the first half are challenges that do not yet have solutions. While the second half is the (possible) solution to these problems.
However, while they can be a useful method to focus the attention of your lead magnet not all pain points make an ideal content.
There are a multitude of issues that consumers can experience throughout the day. And if it's not ones that people are passionate about working on -- i.e. active in seeking solutions to, then even if they're relevant to your target market, it's unlikely that you will get the attention you're hoping to achieve.
A good lead magnet must be both passion-fueled and profitable.
If it's a problem point that people are passionate to solve -it's a pain point that people are passionate about addressing - i.e. there's a chance to see Reddit threads seeking assistance, or there's an industry for similar high-end items -- it will fit in the upper right corner and will produce an audience-relevant and relevant lead magnet.
If however there's a problem that people aren't eager to solve or willing to spend money to make go away, then it will fall on the left-hand side of the matrix. It probably shouldn't be your next lead magnet.
For instance, this is the way I would sort out my customers' issues with regard to content strategy:
In other words, here's what is at stake:
Lead magnets that work will be relevant to their target audience and address specific problems.
(Coincidence? No, probably it's not.)
Therefore, if you want to take things easy, I recommend opening our download generator in a new tab and following along. Whatever way you decide to put your lead magnet together, apply these tips and tricks to help you make your lead magnet stand out from the pack.
Three simple lead magnets you can create and how to make them stand out
We'll be focusing on three different formats todaythe three formats we consider our top choices for lead magnets, and the ones that have been most successful for us. However, should you be interested in investigating other formats, Blogging Wizard has an comprehensive guide to lead magnets which I strongly suggest.
Otherwise, these are the formats we'll be working on for the remainder of the piece:
Sound good? Now, with no further delay Let's get started.
#1. Give your checklists visual accents to make a lasting impression
The checklists should be simple to comprehend and comprise items which users are able to interact with by checking off items, whether on a laptop or by using a pen. They're typically less visual than other types of formats.
Note, however, that I'm saying less visually heavy, not necessarily visual-free. In general, those working within content marketing prefer material which includes aesthetic appeal This includes checklists.
Why? There are many reasons that checklists should incorporate visuals, but the most striking is the impact that it can have on the perception of a brand. Three days after exposure, people could retain as much as 65% of the information they have seen in conjunction with an image.
If you want to put it in the more concrete terms of adding visuals to your checklists makes them more memorable and distinct and helps keep your company top of mind whenever users use your checklist to work.
However, you don't need to be a master of visual design to be able to create impression with an agenda. Just a few visual hints could make a big difference.
Take an look at this (abbreviated) blog writing checklist created by CoSchedule.
When viewed objectively, it's an exceptionally sophisticated image yet it incorporates colors, iconography, as well as visual hierarchy, to help the contents -- the 21-item checklist stands out to other products and enhance the perceived value of the product.
You see a similar approach in this editor's checklist of content through Vertical Measures.
Does the content in this checklist useful and relevant to the readers? Absolutely. But would someone remember that it came from Vertical Measures or turn to them as a trusted source of blog posts if the content didn't have branded colors or an image?
It could be possible, but not probable or easily.
And easy, no matter what kind of marketing you're involved in, always your goal.
Final word:
Checklists need to incorporate colors as well as your brand logo for them to be memorable and improve their overall appeal. The heart of your content may be the copy, but even the best steaks benefit by a properly-positioned accessory.
#2. Make sure that your lists are large margins and lines
Sequential lists, whether they're number-based or dotted by bullet points, meet similar needs to checklists however, they do have one requirement that they must have above all other things:
Blank area.
Sometimes referred to as negative or white space. Adding ample margins and spacing between items in your list improves readability understanding, comprehension and clarifies the relationships between objects.
The distinction between a list with space and one that does not may seem subtle yet the effect it has on user engagement -- as well as overall usability is anything but subtle.
Here's an example of what I'm referring to:
In the case of a list that is four items long, as in the previous example, the narrow margins and tight composition may be forgivable however, imagine that same layout in a list that's 20-items long.
You could even check it out to see it yourself.
The only difference between these two lists is a 0.20 more lines, however the ability to read and sift through the content is a world of differences.
And if your numbered list is leading people through an action that isn't a big difference, it's not a problem to leave.
I actually mean "afford" as a real sense I am referring to "afford" in the literal sense, as well.
Increasing white space between items can uplift conversions during checkout as much as 33% like it did for Xerox, while fostering an improved user experience as well as the overall level of engagement.
This increase in conversion rates and understanding has been proven repeatedly by different research teams, and there isn't a single element in your digital presence or product- that won't benefit from well-applied white space , including the use of numbered lists.
The gist of it:
Lists with numbers require a visual balance between their components to ensure their value to the users. If your user has to strain to look through your lead magnet, you're not likely to provide a compelling user experience or show the worth of your company's brand.
Which makes for a lead magnet that attracts traffic and then is then lost in a single breath. Ouch.
#3. Keep lead magnet ebooks to the size of 2,000 words or less
If this header appears oddly specific to you, there's a reason for that: this advice only can be used when you're writing ebooks to serve as a lead magnet.
If you're creating an ebook that's formatted to be an lead magnet whether it's a case study an e-book, a story or a chapter snippet in a bigger bookit's best to limit it to around 7 minutes reading time and 2,000 characters.
The data comes from studies conducted by the blog platform Medium regarding the optimal length of a long-form post.
The vertical horizontal axis (the bar that runs from top to 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 normal speeds.
It is evident that viewers' interest is highest around the 7 minute mark, and it then starts to fall the longer the post runs. While the information is relevant to content on blogs and not lead magnets specifically it is a simple connection to make, and moreover, the takeaway is clear:
The majority of users don't wish to commit many hours looking for a source and even the best one.
And as a business, it isn't beneficial for the company if employees devote hours to it or even if the 50,000 words guide will be the best ebook about how to crochet adorable sea creatures, it's just not easily digestible and your customers aren't likely to finish it in one sitting and then peruse your other products anytime soon.
For all we know it is true that reading pleasure is at an all-time low across the US .
Which likely coincides with the fact Americans most of all other population anywhere in the world, spend their weekends working.
This leads us to the most important reason: most people don't have a lot of time.
The purpose of a prospector is to incentivize users to join your email list in order that they can be nurtured for purchasing, an ebook which takes them one week to read (assuming they can get there) will not do your brand or leads the world any good.
Keep it brief and to the point. It's a win-win for everyone.
How do the lead magnets get bigger and sturdy
Basically, think of leads as multivitamins. They're not going to fix your problems with email marketing in a matter of hours, but they will provide you with -- and those who sign-up for your email list- an increase in growth you'll need to get where you want to go more quickly.
In the same vein of brevity, here's the quick recap of what we covered today:
Lead magnets are deals, usually with the help of download documents, that provide users with an incentive to sign up for your mailing newsletter.
The best lead magnets are designed to their intended audiences. The more generic your lead magnet's content is less specific, the lower your reception.
Lead magnets may be in any form, however the easiest to get started with is checklists, numbered lists, and ebooks.
While you're making your lists, be sure you include small visual elements. Without these, your company's image -- no matter how impressive the list is amazing -- is forgettable.
The lists that are numbered benefit from images also, however, they require space between elements to make them usable. Crowding your list doesn't make it more impressive or more readable.
Ebooks packaged as lead magnets are required to follow the same guidelines for long-form content Keep it brief and concise. A minimum of 2,000 words or 7 minutes reading time is best.
But you know, maybe you're interested in line spacing as well as character count. I'm not going to judge.