9 Lead Magnet Ideas For Every Stage Of The Buyer's Journey
Look at them as freebies positioned to lure prospects into downloading an insightful piece of content in return for their email address.
The most effective lead magnets are those that are relevant and demonstrate value, enabling your target audience to instill trust in your company.
Your website visitors could be in different stages of the buyer's journey - awareness, consideration and decision.
Buyers in each of these stages come with a unique set of interests, motivations, goals and pain points. Before you get down to content planning, it's a good idea to mind map your customers to visualize their journey and gain insights for brainstorming content ideas.
Let's take a look at the suitable lead magnets you can create for every stage of the buyer's journey.
Hence, your objective needs to be centered around creating awareness and familiarizing them with your company. More than conversion, the focus should be on engaging prospects and generating interest.
Here are three lead magnet ideas for prospects in the awareness stage.
Blog posts are informative and enable you to create content based on your customers' pain points.
While blog posts are easy to create, make sure you analyze SEO data and identify the right topics that would be relevant to your target audience to create engaging content that holds their attention.
How do you convert your blog readers into leads?
You can place clear call-to-action (CTA) buttons in the header bar, sidebar, within the article or at the end of the blog post. You can also leverage exit-intent popups to strategically appear, encouraging website visitors to convert.
You can condense a top-performing blog post into a quick checklist and place it at the end of the post, thereby offering additional value. They can be used to demonstrate to-do lists, steps of a process, essential requirements or best practices.
However, it's important to note that eBook creation is slightly more time-consuming. Hence, in order to successfully capture leads, it's essential to offer in-depth, qualitative content and not choose the easy way out by combining several blog posts to create an eBook.
Apart from the writing aspect, be sure to make it visually appealing by using original graphics in the form of charts, images and infographics to retain attention and communicate effectively.
Here are three lead magnet ideas for the consideration stage.
Case studies work because they serve as social proof. They let you demonstrate the value you can bring to the table while boosting credibility.
For example, let's say you're a cannabis company. As one of the biggest challenges such companies face is building trust, writing case studies backed by strong data can help you build reputability and take prospects further down the funnel.
People are always on the lookout for informative content and webinars let you deliver that effectively. What's more, webinar attendees are genuinely interested in your brand and are likely to be more qualified to convert.
Use presentation templates to create a compelling presentation and end it with a compelling offer that boosts conversions. Host an interactive session by asking questions and engaging your audience with polls and Q&As.
The best whitepapers are those that are an amalgamation of deep knowledge and original research.
As they are information-rich, they may tend to overwhelm readers. Hence, it's important to create white papers that people want to read. Use visuals to present data and breakout boxes to highlight content and make it more readable.
Here are three lead magnet ideas for the decision stage.
Interactive calculators and quizzes can help you deliver that.
Using such interactive content encourages users to find a tailored solution to their problems while keeping them engaged and invested in your proposition.
Here's an example of an app revenue calculator that calculates how much revenue you can make from your app.
You can offer discounts to first-time users or offer other incentives such as free shipping, free gifts or host a giveaway.
Offering free trials or demos is a great way to let prospects use your product and derive value from it to aid decision making.
Let's say you're a project management tool. You can offer a time or usage bound free trial to let leads experience your tool and make a more informed purchase.
There are instances when prospective buyers might hesitate to pay but they are able to make a more confident purchase decision once they've tried the product/software out.
It's also important to constantly measure the performance of your content - don't stop at creating and promoting content. Make sure you track marketing metrics to monitor the effectiveness of your strategy.
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Anthony A Hilsden
Interesting article...as always!
Question 1: Does one cover all 3 of the website visitors by having "something" for each group? Perhaps a button that leads each to relevant content for their stage of the journey? Thoughts or ideas/experience.
Question 2. There is always a lot of talk/advice about blogs and articles...but little about where and how to best place and use them in relation to ones website.
What methods have others found gives the best results?