For many businesses, social media is an important way to engage potential customers and clients, showcase your capabilities, and stay relevant in an ever-crowded landscape of direct and indirect competitors. But even the most sophisticated social media campaign is often not a targeted-enough approach to garner truly qualified and actionable leads. This could be by proxy of social media handles being a non-optimal means of communication with a prospect, the fact that the business offers a product or service that is more difficult to generate highly-interactive content for, or you have targets that you aren’t able to meaningfully engage with using traditional social media.
A great way to supplement the type of leads generated by social media is by using a high-converting lead magnet to target more specific and desired potential clients. This will allow you to not only have deeper engagement with the individual or organization but also have a higher likelihood of funneling them to a more qualified lead.
What is a High-Converting Lead Magnet?
Although a specific subset of online engagement, the term “high-converting lead magnet” can refer to a wide variety of content depending on the industry, customer, and level of engagement required from both the potential client and the company advertising. However, in all instances, it refers to a piece of content that offers a benefit to a potential client in exchange for a greater level of engagement. This is typically content that is not widely available to an anonymous user or to a user without them engaging. A common example for businesses targeting consumers directly (B to C) is a coupon in exchange for signing up for a newsletter. In that instance, the coupon is the lead magnet, and by giving you their contact information, the user becomes more likely to convert to a client as a result of your ability to better target them via their contact information. In addition to that, it also informs the business that a user is more serious about a purchase, theoretically more likely to convert, and a more wise spend of precious advertising funds to target.
What are Some Types of High-Converting Lead Magnet?
In addition to monetary incentives like we mentioned above, high-converting lead magnets often have the best effect when they offer free insight into the topic your business focuses on, or a sample of your services. Examples of this are checklists, reports compiled or commissioned by your team, training programs, instructional videos, case studies, ebooks, and similar materials. Not only do these extend the user’s engagement with your business, but you also receive their contact info to follow up with and help increase the likelihood of closing a deal. For businesses that charge a fee for their services or are an SaaS-type organization, a lead magnet can be a great way to offer a “sneak peek” of services for free to help reduce hesitancy to make a purchase.
What are Characteristics of Successful High-Converting Lead Magnets?
The main incentive for a potential customer to engage with a lead magnet is the possibility of solving a problem—either directly, by offering something as part of the lead magnet (a checklist or training for example), or indirectly, by helping clients at least learn how your product will specifically benefit them in greater detail than would otherwise be possible. It’s also important to be specific about what you’re offering, as you’re asking for specific items from users (typically their contact info). It’s also important to make your message concise and to be clear about the specific problem you’re solving with the lead magnet—remember that a lead magnet is not the same as the product(s) that you’re selling. You may have a list of twenty services offered, but you should focus on a specific service for your lead magnet, and then use that engagement to focus the client on other services once you have the lead. In all instances, the lead magnet should provide inherent value to the user, and is an integral part of the trust-building process. Now, more than ever, users see their personal data has intrinsic value, and you should do all you can to make them feel safe giving it to you and knowing they will be rewarded as a result.
Our Lead Magnet Options
Here at Highforge, a package of 4 magnets is $3,500. You can choose 4 of the following:
● eBook (only one ebook or guide can be selected of the 4)
● Resource list
Here are descriptions of the types of lead magnets you can choose from:
● ebook – Word count is 3,000-6,000 which is about 6-13 pages depending on the
design. We include, a title page, table of contents, about pages and a call-to-action page
at the end. (Maximizing your assistant, or Debt Management)
● infographic – We market these as traffic generators. Infographics that illustrate
important content to the client that can be shared easily through social media
channels or email marketing. (Christmas Tree Safety, eCommerce)
● checklist – A simple checklist of items on the required topic. (Stress checklist,
accompanied an online conference talk)
● guide – Guides are typically longer form – 2,000-3,500 words. They have a table of
contents at the top with hotlinks to sections and serve as thorough explanations of
specific topics. These are provided in PDF format and can serve as downloadable
content on the website or be used in ads or email marketing.
● worksheet – This could be interactive or a printable option (Mindsize example). We
have done these to be used during conference talks as an additional resource, or on a
post after a podcast interview or recap post. Can be a great way to continue
conversations that begin off of the website.
● resource list – Usually one-page, but well-designed. Includes helpful content for
audiences to find related content to help them on their journey. Great for real estate or
local lists,” for example, “Resources for Building a House in Knoxville, TN.,”
● template – PDF or even a Google Doc for easy copy and pasting. Templates can be
anything from an email template to a design template. These are identified as they
directly relate to the clients’ business. (brief template)
● cheatsheet – Similar to a checklist, but has more information, small paragraphs under
each identified item and more design elements. (assessing email effectiveness).
A lead magnet is one of the best tools for an organization to use to pull in qualified leads that social media often overlooks. No matter the industry, there are many possibilities for lead magnets, and we’re here to help! Contact Highforge today for assistance in brainstorming, implementing, and reaping the qualified leads of a lead magnet.