When a customer visits your site or asks about your company’s services, it is not a guarantee that they will use your services or buy your product. Every new lead that comes into your work email does not mean that it is your client. To build long-term relationships with potential customers, you need to be able to attract those customers.
That’s why it’s important for every company to have a lead magnet – a way to attract your target audience that is most likely to use your services.
How does Lead Magnet work?
A lead magnet is something your company can offer a customer in exchange for their contact information. It can be a free lecture, a webinar, a checklist, a book, or a discount on a product. Even if the customer isn’t completely interested in your services, they can fill out a small field of information, provide their contact information, and get what they want. After that, consider that you’ve got your potential customer’s information. Next, you can develop a relationship with him or her by fueling interest in your product or services with content or other content that interests him or her.
Each new connection with your potential customer pushes them to work with you more and more, as well as developing your brand awareness. Marketers in many companies assert that the use of such lead magnets increases the possibility of closing a new deal and working with a new customer by 50%. The reason for this is simple – when a customer makes it clear that they are interested, this information can be taken over by the sales department and used to further communication with that customer. Thus, the chance of getting a new profitable deal doubles. This is the main reason why you should add a lead magnet to your strategy for attracting new customers.
What does a good Lead Magnet consist of?
Simply giving your customers an opportunity to get something for free is unlikely to guarantee you a loyal customer. For a lead magnet to really interest a potential customer, it has to be of high quality and have certain characteristics.
So before you launch a lead magnet, answer yourself the question whether it meets the following characteristics:
- Useful. For a lead magnet to work, it must be useful to the customer. If a potential customer sees value in what you offer, it will provoke them to click on the “Get/Buy” button and fuel their interest in your company.
- Credible. The lead magnet you offer your customers should only be with verified information. Since this material should either enhance your company’s credibility or validate it. For example, as a company with great information resources and contacts, you can provide a checklist with tips on the work of leaders in your field.
- Easy to distribute. If the lead magnet is perfect, the customer may want to share it with friends or colleagues. To do this, you can:
– Add a link to your social media magnet, so you can easily retweet it just by clicking a button;
– Add notes from experts you interviewed or information for the magnet;
– Ask your employees to add a lead magnet release to their social media accounts;
– Add a button to share information on the lead magnet’s home page. This item is especially important because sharing information on social media sites like LinkedIn, Twitter, and Facebook can bring more recognition to your brand.
- Strategic. Do you have a plan for what to do after the customer does give you their contact information? Your team should have a clear plan for what to do after you receive a potential customer’s email. Will you do the same with clients who have left you their email and clients who choose not to? Create some system by which you can categorize your customers and give them the right attention.
10 examples of useful Lead Magnets
Have a collective brainstorming session to determine which type of lead magnet can do you the most good.
1. Review or infographic.
E-books or large documents are great, but not all companies have the capacity to create them. If you have limitations when it comes to content, then consider an infographic or review. Put all the key points together into a little checklist or compilation of analytics with facts and attach it to a feedback button on your site. But before you start working on your short review, use Google Analytics to determine which content on your site users like best. Then use free apps or a designer to help you shape the information you get from the content.
2. Free Consultation
Another simple lead magnet option is a free consultation or video lesson. This kind of magnet is especially useful for online schools or sites with courses, as well as for companies that offer consulting.
You can record a video lesson and send it to all clients who have entered their details on the site or have already enrolled in your courses. Or you can personally coordinate with the client and find out what time for the consultation is appropriate for him, if you decide to consult each user personally. Such a magnet doesn’t only work in the IT industry, because in many gyms or schools the first session with a trainer/teacher is free.
3. Surveys and tests
Even better when the lead magnet is not only useful, but also interactive. An example of such magnets could be a survey or a test. To start taking the test, the client has to enter their information and email or enter it at the end to get the results of the test.
The test itself should be on the topic of the services you offer. For example, when enrolling in an online school, the platform offers to find out your level of language proficiency. Once the client passes the test, based on the results, you can offer them an appropriate package of services or courses. In this way, you work with the client to find blockers first, and then offer solutions.
4. Trial version
Providing work platforms or software to your customers? Then think about using the trial version as a lead magnet as well. For the duration of the trial, you will be able to be in touch with the customer and interact directly with them. You will also get all the contacts you need to communicate with them.
If the trial issue is critical for you, then give your customers a discount on your services.
5. Private network
If you have access to private social media groups, you can also use this as a lead magnet for your clients. For example, if you’re a marketing agency, you can add your clients to a chat with experts where they can get expert opinions firsthand. You can create the group itself in Slack, for example, and integrate it into Zendesk. That way you can easily interact with clients right in the group.
Providing your customers with training in the form of courses? Create a free lesson, master class or lecture that users can watch at any time. Make them available or send them directly to your customers in the mail.
For large organizations, it’s no problem to provide a full free course that’s divided into blocks. But if you have limited capacity, you can provide just one or two lessons.
A worksheet with ready formulas for accounting, a template for a job, a sample resume along with a structure – everything that might be relevant in your field of work and everything that might be useful to your clients. To receive the template or unlock other templates, the user will be required to leave their contact information.
Another good option for attracting new clients is a free tool that can make your clients’ jobs easier. For example, a tool for calculating indicators, or for detecting errors in the text. The choice of tool may depend on what services you provide.
You could also call it a checklist or instruction manual. It can be a guide to a specific processor instruction for working with a platform or tool. Perhaps it can be an instruction manual with a detailed explanation of the topic your audience is most interested in.
10. Product or service research
We’re sure you know all the benefits of your product or service. But do your customers know about them?
You can tell them about them simply by providing a presentation or detailed research. Send it out after customers register on your website or after they click the feedback button on the website.
Don’t send your customer all of your research, or documents with explanations that they won’t be able to understand. Show your customer your product through your specialist’s eyes.
Turn new customers into loyal ones
By creating a quality lead magnet, you work to pull every new customer into the sales funnel. Take care of attracting customers, and the rest of the work will take care of the Zendesk platform. You can learn more about Zendesk integration with Cloudfresh team – a unique center of expertise for Google Cloud, Zendesk, and Asana. For these products, we can provide you with the following services:
Our specialists will help you optimize your IT infrastructure, develop integrations for better system interoperability, and help create completely new structures and processes for your teams, while our support center will provide you with the best customer experience!