Email marketing continues to be one of the most effective and profitable digital marketing channels to build brand awareness, drive sales and create a loyal customer base.
According to the Data & Marketing Association, for every $1 you spend on email marketing, you can expect an average return of $38 (that’s if you don’t fall into any of these 5 mistakes). But in order to reach your audience via email, you need one pretty important thing….
The best way to accumulate a list of high quality email contacts is to create a (really good) lead magnet. As you probably know, a lead magnet is a highly desirable offer made to your audience for free, in exchange for their contact information.
But what makes a lead magnet really good?
Allow us to explain…
Step 1: Your Lead Magnet Offer
The first thing you need to consider is your actual offer. What will you offer to your target market segment that they will find irresistible? Go back to your ideal customer avatar for the segment you’re targeting, and ask what it is they desire, and what it is that they would find genuinely useful.
Your offer needs to:
- Be a highly specific solution to a highly specific problem
- Be easy to consume
- Have instant gratification
- Be in a format that aligns with your target market
- Inspire your audience to further engage with your brand
Step 2: The Creative
Once you’ve decided what your offer will be, you need to create your content. There are many content types to choose from, the most important thing is that it aligns with your target market. For example, if you’re targeting new and busy parents, a 150 page eBook probably isn’t the best format to go with.
Some of the formats you can choose from are:
- Case studies
- White papers (good for B2B)
- Cheat sheets
- Software downloads
- Discount/coupon code
- Webinar/digital events
- Video trainings
Once you have your offer and the format sorted, it’s time to create your content. The offer you put out will have a lasting impression on your prospective customers, so it’s important that the copy, design and creative execution is as close to perfect as possible. Create various options, test them and get feedback. This is your chance to capture your audience’s attention.
Step 3: The Distribution of Your Lead Magnet
A winning lead magnet is no use if it’s not properly distributed to reach the right people.
Getting your offer in front of your target market can be challenging, but with the with the right targeting and digital strategies in place (something LKO can help you with) you can ensure that your offer reaches the people who want it, and your magnet generates a high number of quality leads.
One of the most effective ways to distribute your lead magnet is using social media advertising (a service the LKO team have extensive experience with). The custom audience targeting options on Facebook & Instagram allow you to niche down to specific demographics and psychographics that match the makeup of your desired audience, resulting in a high conversion rate for your offer.
So to recap, to create a high-converting lead magnet you’ll need:
- An irresistible offer
- Beautiful execution and,
- Targeted and strategic distribution…