RESOURCE GUIDE
Pages and Lead Magnet
Attract Your Ideal Customers
LET THE FORCE GUIDE THEM
A Complete Guide To Pages And Lead Magnets
Email marketing remains the best channel to cultivate relationship with your customer. According to Campaign Monitor, for every dollar you spend on email marketing, you get $42 in return. That’s 4200% ROI.
Of course, before you can implement an email marketing strategy, you’ll need the emails of your target audience first. That’s where lead magnets come in.
What is a Lead Magnet?
A lead magnet is a valuable resource you freely giveaway in exchange for a customer’s email address. The asset could come in different formats.
Guides, templates, case studies, and infographics are just some of them. Once you acquire the email of a prospect, you can begin nurturing your relationship with them.
That means providing valuable insights, studies, tools, and strategies to help them solve a specific pain point. For instance, suppose Dog Lover Joe adopted a pit-bull in his growing family.
This is the first time Dog Lover Joe has owned a pitbull and he wants to know everything about the breed. Now, your lead magnet could be a robust guide about proper pit-bull training.
You could title the free resource as “The Ultimate Pitbull Training Guide: Becoming Part of the Family.” Joe sees the guide and enters his contact details in exchange for the free resource.
From here, you could cultivate your relationship with Joe by sending more Pitbull content. That could be about obedience training, proper socialization, or how to get a Canine Good Citizen Certification.
Remember: just because you have Joe’s email, doesn’t mean you’re going to flood his inbox with promotional content.
Follow the 80/20 rule.
The 80/20 rule states that 80% of your content should be informational, while the remaining 20% should be promotional. Breaking this rule will almost always lead to an increase unsubscribe list.
Conversely, if you consistently send useful content to Joe, he’ll see your business as a credible thought leader. So when you’re finally promoting your brand, the chances of Joe buying your product or availing your service increases.
The question now becomes: how do you create an appealing lead magnet for your audience?
Elements of an Appealing Lead Magnet
At the heart of a lead magnet is value. Once you lead with value, you will always create a compelling reason for your customers to engage with your brand.
The stronger your engagement, the more data you can collect.
And the more data you have, your decisions will be more informed. Take note that this isn’t just appealing from the point of view of your audience. It’s appealing from where you’re standing as
well.
So follow these 4 elements that make a lead magnet appealing.
1. Helpful
As mentioned earlier, a lead magnet should contain helpful information.
It should solve a pain point, streamline a process, or spark inspiration.
Let’s go back to Joe and his Pitbull. Aside from a training guide, what else could you create for Joe? Well, Joe may already have his pitbull trained.
But he might be interested in the best diet for Pitbulls. So start creating comprehensive nutritional facts for the breed.
For example:
“did you know that feeding a pitbull Vitamin E, omega-6, and omega-3 will make their coat healthier?“
Expand on this by listing the best sources of these essential nutrients.
You could title your lead magnet
“Pitbull Health: Everything You Need to Know About Pitbull Nutrition.”
2. Trustworthy
Your lead magnet should also be credible. You can put solid authority behind your lead magnets by including
quotes from individuals using your brand.
Better still, you might have a veterinarian client using your product or services for years. Try to interview them and get unique insights from their point of view.
How was your product or service beneficial for them?
What experience turned them from regular customers to brand advocates?
A dog lover advocating your brand is solid social proof. But a veterinarian’s word carries more weight. You can even combine the two and get statements from the vet’s customers.
Perhaps they can share an experience of how your product or service has solved a massive dilemma at one point. That alone will make your lead magnet a compelling resource. After all, a problem experienced by one pitbull owner might occur to someone else’s pet.
3. Evergreen
An evergreen lead magnet means everyone will get value from it years or even decades after creating it. This creates a
perpetual benefit for both you and your customers.
However, it’s a good idea to update the information inside continuously.
That’s especially true if your industry has made a significant breakthrough.
The great thing about an evergreen lead magnet is it doesn’t need encompassing revision. The previous information is still valuable. What you’re changing or adding up is only a tiny portion of the content inside.
Thus, your lead magnet titled
“Pitbull Health: Everything You Need to Know About Pitbull Nutrition”
can be repurposed to
“Pitbull Health 2022: A Comprehensive Guide to Pitbull Nutrition.”
4. Targeted
While a lead magnet might be valuable, it will not be helpful for everyone. As such, you’d want to strategically target people where they are on their buyer’s journey.
To do this, you’d have to vary the fields your customers need to fill to get the free resources you’re offering. The more area the customer is willing to fill up, the further they are in their buyer’s journey.
Here’s where your lead magnet format will come into play. If your lead magnet is a comprehensive PDF about the best diet for Pitbulls, it may only need a few fields. The customer’s name and email address will suffice.
If the lead magnet is a private social media group composed of responsible Pitbull lovers, you may want to increase the required fields. Doing so will screen the person trying to join the group and give you an idea of whether they align with that community’s values.
So what are the different formats of lead magnets?
Lead Magnet Formats
Lead magnets come in different formats. These are 12 different formats
Lead Magnets come in:
1. eBooks
eBooks are usually created for B2C audiences. It provides basic information to the audience to get them acquainted with why the process is the way it is.
An essential nutrition guide for Pitbull is a good example. An eBook contains a lot of engaging images too. The idea behind it is to appeal to as many people as possible.
2. White paper
A white paper format is your go-to option if you want to dive deep into a topic. It’s designed for B2B businesses. It contains in-depth knowledge about the subject, whether a new study involving Pitbull’s diet or breakthroughs in their behavioral proclivity.
If you choose this route, you’ll need to invest resources in creating them. They’re also for audiences that are deep into the buyer’s journey. So consider that before implementing this approach.
3. Guides
Guides generally come in two forms quick references or comprehensive.
A quick reference guide may be a one-page document about Pitbull behavior. For instance, suppose someone is conducting obedience training at home.
They might use your quick reference guide to track their progress. For example, has the dog performed [specific behavior]? If they have, what sort of reward should they receive? A treat? Or maybe a pat on the head will do?
Meanwhile, a comprehensive guide will expand on the dog’s obedience training. Perhaps your audience is interested in what to expect if they enroll their pet in an obedience training program.
What sort of preparation do they need to make?
Do they need to put themselves in a specific mindset during training?
Dogs are perceptive animals and usually pick up their owner’s emotions. As such, staying calm and remaining assertive might be one of the requirements you’ll need going into the program.
4. Templates
Templates are great for beginners or fledgling companies starting. It doesn’t matter if it’s a spreadsheet or a simple Google Document outlining an overview of team collaboration.
But you can also create templates designed to take on massive projects. These should be easy to edit so your audiences can tailor-fit their workflow. Strategic planning is easier if you can map everything and eliminate each task after completion.
It’s also a good way of tracking progress.
5. Case studies
Case studies are an excellent format to showcase your expertise in your industry. On top of that, you can also provide the value of your product or service.
You can even combine both. For example, show your expertise and how your service helped overcome one of the client’s problems in the past.
For instance, your tool may have driven a ton of traffic to your client’s website last year. And as a result, it significantly increased their annual revenue.
Specifically, explain how you accomplished that.
What sort of challenges did you encounter?
How did you solve each one?
Case studies are an incredible resource to share with your audience as it further cements your credibility. Note, however, that you shouldn’t always treat your case studies as gated content.
You can share them without requiring your audience’s email. In this case, your lead magnet might be a video with your team or client discussing how you reached a specific goal.
6. Video or audio
During the creation of your case study, did you have meaningful conversations with the client? Did you conduct interviews with them that provided eureka moments? If so, use that as a lead magnet.
Again, offer your case study as a teaser and use your video or audio content for added impact. If your audience gained value from the case study, they’ll see your video/audio content and think there’s more insight they can get.
7. Infographics
Infographics are one of the most common lead magnets out there. It’s packed with bite-size information from other content you’ve previously created.
For instance, if you’ve previously published a detailed white paper, list down every critical data point inside that document. After that, use Canva or Venngage to create the infographics you’ve listed. Infographics are great for
repurposing valuable content. You can even increase your brand awareness by adding captivating graphics. Ensure you’re adding elements around your brand images, like your logo and color scheme.
8. Webinars
Lead magnet webinars can either be live or recorded. For the live version, demonstrate your expertise by covering a specific topic or the general idea of your in-depth experience.
Afterward, engage your audience in a Q&A session. Your live webinar may be an hour long with a 30-minute Q&A discussion to clarify your audience’s queries.
You can further increase the webinar’s impact by inviting other experts in your field. Tap your network to see which one is interested in co-moderating the discussion.
In return, you can promise to do the same for their live webinars in the future. This is an excellent strategy, as both of you will solidify your expertise in the eyes of your respective target audience.
You can offer the recorded version to those who missed out on the live broadcast. Include your presentation deck to increase the appeal of your lead magnet.
9. Quizzes
Quizzes are straightforward lead magnets that will educate your audience and engage their curiosity. For example, maybe your quiz will revolve around the knowledge of Pitbull owners on nutrition and obedience training.
Once they’ve finished, you can withhold their score until they provide their email address. Or you can require the email before accessing the quiz.
Increase the value of this format by linking to your published blog posts that expand on that specific subject. By doing so, you’re further engaging your audience’s interest and making them stay on your site a little longer.
10. Private groups
As previously mentioned, private groups are a form of lead magnet that will yield more information from your audience. Everyone wants to be a part of a community of similar interests.
Pitbull owners, for instance, may experience problems that are specific to that breed. So they might have questions about specific behaviors and are trying to get the perspective of other Pitbull parents.
Aspire is one business that leverages private groups to create a tightly-knit community. Its platform of choice is Slack, but you don’t have to limit yourself to this channel. You also have Mighty Networks, Groups.io, Telescope Nova, and more.
11. Free trial
Free trials are one of the most effective lead magnets out there. From streaming giants like Netflix to writing tools like Grammarly, free trials are excellent at giving your audience a preview of your service.
Now, the length of your free trial will depend on your service. Moreover, your type of business will also play a role in this.
For B2C businesses, your free trial should last 14 days. Some will even argue that 7 days is more beneficial.
A short free trial period creates a sense of urgency, increases your sales team’s efficiency, and decreases customer acquisition costs, among other things.
For B2B businesses, the free trial typically lasts 30 days. That’s understandable since users might need more time to get acquainted with the software.
Here, you’d want a more straightforward onboarding process so your audience can integrate the tool into their system as soon as possible. And once your tool has streamlined their operation, your chances of converting them into a paying client significantly increase.
11. Free trial
Free trials are one of the most effective lead magnets out there. From streaming giants like Netflix to writing tools like Grammarly, free trials are excellent at giving your audience a preview of your service.
Now, the length of your free trial will depend on your service. Moreover, your type of business will also play a role in this.
For B2C businesses, your free trial should last 14 days. Some will even argue that 7 days is more beneficial.
A short free trial period creates a sense of urgency, increases your sales team’s efficiency, and decreases customer acquisition costs, among other things.
For B2B businesses, the free trial typically lasts 30 days. That’s understandable since users might need more time to get acquainted with the software.
Here, you’d want a more straightforward onboarding process so your audience can integrate the tool into their system as soon as possible. And once your tool has streamlined their operation, your chances of converting them into a paying client significantly increase.
12. Free tools
If you have the resources, you can offer a free tool to your audience in exchange for their emails. For example, ProfitWell, a subscription analytics tracker, provides a free tool for evaluating customer acquisition costs.
If you don’t have the resources to create a tool yourself, you can compile a list instead. Indeed, you can even opt not to gate-lock this resource and publish it as Calendy did.
These are the many lead magnet formats you can use to grow your email list. Again, determine where your customers are in their buyer’s journey, then create lead magnets for that specific audience.
Now that we know the different lead magnets, let’s look at how to create compelling CTAs (call-to-action).
How to Write CTAs for Your Lead Magnets
If you’re offering a free high-value lead magnet, it’s useless if people don’t download it. That’s why crafting a
killer CTA (call-to-action) can sometimes make all the difference.
But how do you write a compelling CTA?
At LOJO Marketing, we follow these “best practices” to make your brand more “human” and relatable to your target audience.
1. Use a commanding verb
When writing a CTA, you’d want to use commanding verbs. This will encourage your audience to take the desired action you want them to take.
“Buy,” “Get”
“Shop”
“Download”
“Subscribe”
are the most common verbs you should use. Here’s an example. If you’re offering a high-value white paper, your CTA will look like “Download our detailed white paper now.”
2. Provoke an emotional response
Your CTA should also provoke an emotional response from your audience. So let’s stick with Dog Lover Joe. So Joe is looking for valuable resources to help him care for his adopted Pitbull. Since Pitbull have a bad reputation due to their aggressive nature, Joe wants to ensure his dog is on its best behavior around people and other canines. The emotional response you’re looking for here is reassurance. So your template lead magnate would have a CTA that sounds like “Download the Obedience Training Checklist Today,” “Get the Obedience Training Checklist Now,” or “Need Help in Training Your Pitbull? Download Our Training Checklist Here.”
3. Keep the Character Count Between 90 to 150 Characters
Your CTA should only have a maximum character count of 150. Going over that limit will make your CTA cramp. And a cramp CTA is a chaotic CTA. As a result, your click-through-rate will surely suffer. So keep it concise and straight to the point. That way, you’re not convoluting your message with unnecessary words.
4. Add numbers
Numbers are a great way to specify what you’re offering. Here’s an example. Suppose you have a tight-knit community of Pitbull owners. You’re using this private group to collect emails from people with similar interests. Thus, your CTA might look something like, “Get acquainted with 55,808 Pitbull owners worldwide. Join our fun and informative discussion today.”
Seeing the number of people in the group will entice people to join that community. After all, the more people there are, the more experience you can get from Pitbull owners. You can ask questions, inquire about diet and training, or simply converse with like-minded individuals.
LOJO’s Pages and Lead Magnet Strategies
Lead magnets are powerful tools for growing your email list. However, it can be a chore for business owners as the operation itself mostly occupies their attention.
That’s where LOJO Marketing can help. At LOJO, we’re committed to creating engaging content for our clients to grow their email lists and ultimately increase their revenue.
Here’s our process:
1. Interview phase
First, we’ll schedule an interview with you to learn more about your business. We’ll need information about:
-Product/service
-Your company’s voice
-Customer avatar
-USP (unique selling proposition)
2. Creating a content marketing plan
We’ll then create a content marketing plan. This strategy will allow you to publish content consistently.
That way, you build credibility and position yourself as a thought leader in your niche.
3. Creating an SEO strategy to increase visibility
SEO (search engine optimization) is a cornerstone of inbound marketing. Our team is composed of SEO professionals that can find specific keywords for your content.
And not just any keywords. We’ll laser-focus our attention on keywords with less competition but have a high potential of pushing you up the SERP. Not only will it boost your ranking, but it’ll also do so through pathways with the least amount of resistance.
4. Creating your lead magnet
As to how we’ll create your lead magnet, we’ll first need to determine what format we will use. The first few months will mostly involve templates and infographics.
And after that, we can create a comprehensive lead magnet like guides and high-value eBooks. We can then repurpose these resources, break them up into digestible content, then publish them as blog posts on your site.
All of these are part of our content marketing plans. And, of course, we’ll need to conduct another interview with you.
5. Your unique story
A lead magnet offers valuable information to your audience. Even if you’re starting out, you can still share important stories.
-How did you get started?
-What challenges are you currently facing?
-How are you dealing with them?
-What plans are you implementing to lift your business off the ground?
Including the answers to these questions will make your lead magnet unique. And business owners who are also starting their journey might want to get inspiration from you.
Our step-by-step process ensures we are following the same formula that contributed to the success of our existing clients.
We understand that every business is unique. But there are also a lot of similarities when looking at successful companies in the digital space. They add value, maintain consistency, and are versatile enough to adapt to the ever-changing landscape of the digital world.
