Your lead magnet is a giveaway designed to pull people into your sales funnel, offering prospects valuable content in exchange for their name and email address.
But how do you attract people to your lead magnet?
The idea is to create compelling content that encourages people to click over to your blog or YouTube channel or other content, and then once there, opt in to your lead magnet.
Cast a net wide enough to draw people into your sales funnel, but narrow enough that it primarily attracts people who will ultimately buy your core offer.
Here are some ideas that will help you create content that will attract people to your lead magnet.
Solve a Problem
The best content solves problem for its users. Your target audience is facing issues and challenges. Your content may not solve all their problems, but it teaches a skill or a single action they can take that will produce immediate and visible results.
Provide Real Value
Even though your lead magnet is free, it should be packed full of value. The same principle applies to the content that attracts people to your lead magnet. The blog post, social media post, or YouTube tutorial should offer solid information so that the reader/viewer has confidence in your ability and sees you as a trusted source of information.
Remember that the content you create doesn’t only pull people into your sales funnel, it forms your prospect’s first impression of you.
Make It Exclusive
Part of what gives a lead magnet its value is its exclusivity. It should be content that the customer can only get from you. All content that directs people to your lead magnet should reinforce your expertise and value.
Look for topics and ideas that the competition isn’t covering and focus on that.
Use Search Engine Optimization
Since you want to put your free offer in front of as many people as possible, use search engine optimization to drive traffic. Find popular keywords that are relevant to your lead magnet and core offer and use them in your content.
Know Your Audience
To create an offer that your audience will love, you need to get to know them first. Spend time studying and interacting with your target audience and then create a profile that describes them in detail. Use this to figure out what issues they face so your content and lead magnet can address them. The ideal customer profile will also help you figure out which marketing channels to use to reach them.
Social media should be a major part of your marketing strategy. Create an engaged following on social media and get to know them there. Join discussions and offer whatever help you can. When you’re ready to offer your free lead magnet, you’ll have a built-in audience ready to click.
Study the Competition
Do some research and learn what your competitors are doing. In particular, study the content they use to attract people to their lead magnets and, ultimately, their core offer.
Go through their process step-by-step: Follow them on social media, click links to their blog posts, and opt-in to their lead magnets.
It will help you see what works and what doesn’t. It will also provide inspiration for your content and help you come up with ways to differentiate yourself from the competition.
Align Your Content and Lead Magnet with Your Core Offer
Remember that the ultimate goal is to direct people to your core offer and motivate them to purchase. Your ‘pre-funnel’ and lead magnet content should be strongly tied to your core offer and the problem it will solve for your audience.
Your lead magnet is what draws people into your funnel, so you want as many people as possible to see it and you want it to be good.
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