One of the most accessible ways for digital marketers to create more opportunities is through email lead capture. Email still remains king when it comes to marketing ROI and if it’s not a pillar of your digital marketing strategy, it needs to be.
In this post, we take a look at lead magnets, the simplest way to convert your daily website traffic into qualified leads. A lead magnet, also called gated content, is generally a piece of content that requires visitors to opt-in via email. This give you, as a marketer, the power to drive leads for your business while providing value to your prospects.
Below, we’ll review the main types of lead magnets, high converting examples, key elements of a high performing lead magnet, and some helpful free tools that you can use for quick and easy content creation.
Types of Lead Magnets
eBooks and Guides
We’ve all submitted our email to access an eBook by now. It’s an easy way to display longer form content in an organized and attractive manner. It’s also a powerful lead magnet that you can use to convert visitors on a daily basis. Top performing eBooks include “how-to” information that is appealing to almost all of your website visitors.
Examples: How-to Guides, Travel Guides, Fashion Look Books, Recipe Books, Exercise Guides, Lists (10 Exemplary Email Campaigns for SaaS Companies).
White papers are another form of longer content that is usually packed with valuable data and information. These in-depth reports help build credibility and trust with prospects. White papers are widely used in B2B marketing, especially as a piece of gated content.
A visual form of content that people eat up! Infographics receive high engagement and shareability. They also display a lot of value in a clear and fun way. If you have an infographic, chances are I’m downloading it.
Video marketing has become an exciting and effective area for many businesses. It’s a medium that speaks to today’s consumer and it’s effective. How-to videos, whiteboard sessions, past webinars or even a teaser for an upcoming product are great pieces of content to gate behind an email signup form. Don’t have a video? Try a podcast. These work well too!
Marketing and Design Templates
Another great type of gated content would be any marketing and design materials. People and businesses are always looking for things that will help them be more productive. This could be photoshop templates, a worksheet/workbook, a printable document, or even stock images.
Checklists, Cheat Sheets, and Calendars
Sometimes a short, simple piece of content is just what people are looking for. A short checklist, cheatsheet of best practices, or a marketing calendar can be your most effective lead magnet. You can take the thinking out of a certain process and lay out all the information for your new subscribers!
Best Practices for Creating a Lead Magnet
Ok, now that you’ve got some great ideas on the types of content to create, let’s review how to make this your highest converting lead magnet campaign ever!
Key Elements of a High Quality Lead Magnet:
High Value – A quality lead magnet has both high perceived and actual value.
Relevant – Make it relevant to your expertise and relevant to its placement on your site. If you have a blog post on SEO best practices, drop a lead magnet for an SEO cheat sheet on that blog post.
Easily Accessible – Be sure your lead magnet is accessible throughout your site and the process to receive the piece of content is straightforward.
Addresses and Solves a Problem – This goes for all types of content but especially for lead magnets. This should provide insight on problems that people need help with.
Provides At Least One Actionable – Your readers should leave with one key thing to apply to their life or business.
Organized and Easy to Absorb – Do you really need all of that content? Trim your piece down to exactly what it needs to be. Sometimes shorter, condensed piece of content is more powerful.
A Call to Action on How You Can Help – Provide a relevant call to action on how your products, services, or content can help this individual.
Repurpose Your Current Content
You’ve already spent a great deal of time and effort on creating high value content. Start with what you have already. Take one of your high performing posts and repurpose it into a new form of content. This can be an e-book, cheat sheet, slide deck, or an infographic. This way, you can be confident that the lead magnet is relevant to your readers and can implement the campaign much more quickly to start seeing conversion results!
Free Tools for Content Creation
Canva – Canva is the ultimate free tool for creating spectacular ebooks, whitepapers, infographics, and much more. This is a designer that anyone can get accustomed to using and even comes with a bunch of helpful templates to give you some direction.
Slideshare – Simply create a slide deck and host it on Slideshare. You can embed the slides on a landing page or share via link. It’s also on display through LinkedIn for even more exposure!
Youtube – if your lead magnet is a video, you use a private Youtube video which is only accessible through a unique link!
Example Lead Magnet Workflow for Optimal Conversion Rates
When following up after a subscriber has opted in through your lead magnet, keep things simple and let your piece of content do the talking for you. Here’s an oversimplified follow-up workflow that you can use and expand upon to fit your needs.
Present visitors with lead magnet. Use a pop up or landing page for increased exposure.
Visitor opts in to list through a lead magnet.
Provide access to piece of content on the post-engagement or thank you page.
Send an email containing the lead magnet (you can also include a quick pitch for your products/services if it makes sense).
If the email is not opened, send a similar email in 1-2 days. Test out a different subject and create some urgency.
If email is opened, follow up 5-7 days later with a relevant piece of content or an offer to try products/services.
Expand this current workflow to include more content, place completed contacts in proper bucket (blog subscriber, marketing qualified lead, etc.) or place in a specific drip campaign.