After creating your website your free offer also called a lead magnet is one of the most important pieces of content you will create. I speak with many service providers, including OBMs, digital marketers, graphic designers, and coaches who get stuck in this area and ask me, “What is a lead magnet and why do I need it?”
What Is A Lead Magnet?
Let’s first discuss what a lead magnet or free offer is and then we will also discuss it’s purpose.
A lead magnet is defined as:
“content that drives awareness but also provides information that helps a potential customer engage and find interest in your product or service.”
-Search Engine Journal
Or you could also explain it this way…
“A lead magnet is a marketing tactic where a brand offers a free resource (ebook, tool, discount, etc.) in exchange for a visitor’s contact information. The primary goal of lead magnets is to initiate and nurture a relationship with potential customers.”
-Ahrefs
Purpose of Your Lead Magnet
What is the purpose of doing this at all? The purpose of creating your free offer is to build and grow your brand’s awareness but most of all it builds your email list.
Your email list is your golden ticket to attracting clients.
When someone comes to your landing page (or free offer page) they will give you their email address to obtain that download, access the webinar, or whatever else you are offering. This means that they have entrusted you with their email address (if they gave you a real one) and that they have an interest in the service you are offering. More important this means they have just become your latest warm lead to enter into your marketing funnel.
What is a warm lead?
Warm Lead – Someone who is interested in what you are offering which also means they are also trying to figure out for themselves how to do what you do. They want the free offer because they need to accomplish the tasks that are in your free offer. This the lead that you will continue to nurture. In nurturing this person by providing valuable content (via email and blogs, as well as saving opportunities) with the hope that this person will become a client.
Example: If you give away that is a checklist on “How to Set Up Your Email Marketing” it is probably because you offer email marketing services. Most want to see if they can do it themselves but often come to the place where they truly need help. Who do you think they will turn to for it? Probably you! If they stayed on your list (and did not click the ‘unsubscribe’ button) and you have actively been emailing your list. This is because you have proven your value to them in this area and are the expert in their eyes.
KEY
KEY: Did you notice the key factor here? You must be ACTIVELY EMAILING YOUR LIST. If you are not consistently actively emailing they will not know when your email will suddenly show up, and you will become less of an expert and more of a person who may know the basics in their eyes. So, I beg you, please, actively engage with your email list. This means writing emails regularly (not daily). Perhaps on a weekly basis.
Remember they were kind enough to give you their email address and are looking forward to hearing from you. Do not bug them with emails every day, as most think weekly is sufficient. And because they have entrusted you with their email address you should include something extra special every month. Whether that is an extra saving coupon code or a free course, or something else that is a little extra that will show them that you respect and appreciate them for staying on your mailing list.
Types of Free Offers to Build Your Lists
I didn’t want to leave it there as you still may not know what types of lead magnets are out there. This is why I’m leaving you with a numerous list of possible free offers you can create.
Types of Lead Magnets
- Audiobook
- Blog Sign-up
- Case Study
- Checklist
- Coupon or Discount
- Contest
- eBooks
- Free Consult
- Mini Course (or full course)
- Newsletter Sign-Up
- Statistical Reports
- Surveys or Quizzes
- Templates or Printout
- Trial of a Software (if you sell this)
- Webinar or Virtual Event
- White Paper
One of My Free Offers (above)
“Checklists convert the best out of all the lead magnets because they’re so easily consumed. They condense the user’s knowledge into one actionable list. They’re also super quick to create. For example, you can summarize your popular blog posts as a checklist and turn them into a content upgrade.”
–OptinMonster
Your lead magnets serve three purposes in the end.
Three Purposes:
- To help you build your email marketing list
- Help the prospective client enter your funnel.
- To give you an opportunity to upsell your services or products to them.
Example: Let’s say they download a template from you, maybe your upsell is another more extensive template for sale or possibly a printout, and with it, you add in your service offer.
Then you are giving them four options:
- Do nothing else but stay on the list
- Choose the printout and pay
- Choose the big package with your services included
- Unsubscribe (the one nobody wants)
Final Thoughts
Don’t allow your head to overwhelm you in this area. Go with your gut and first instinct. Create something that will be easy for your first time and later you can make others that are better and more appealing. Just get something out there to promote yourself with so you build those lists.
Thanks again for stopping by, I always appreciate it. I also appreciate those who respond to these as I never know if anyone is really reading them. So drop me a note or reply to my emails (usually weekly) as I’d love to hear from you. Tell me more about your business and what you struggle with most in your business.
*Keep Watch for the next article, as I will discuss How to create your free offer.
Blessings To You and Your Continued Success!
If you need help with our free offer/lead magnet feel free to reach out and see if I can help you make your way through it. I’m sure a free mini-session would help – we really do accomplish so much if you come ready.
