Lead magnets. Opt-ins. Freebies.
Whatever you want to call them, they might be a necessary piece of your marketing strategy. By offering a great lead magnet, your ideal customer will give you their email address* in order to get the thing you’re offering as a lead magnet.
They get a valuable resource. You get an email address to follow up with, AKA a LEAD!
Well, almost. They don’t give you money for a lead magnet, but they get that much closer to being a paying customer because now you can communicate with them via email.
Lead magnets are an important piece of your marketing strategy.
But lead magnets are often misunderstood, mismanaged, and under-utilized.
So before we get to creating a lead magnet that aligns with your Marketing Personality Type® and feels good to offer to your prospective clients and customers, let’s get on the same page about them. Because once you understand them better, you can manage and leverage them to their fullest potential in your business.
The 5 Surprising Truths About Lead Magnets
Lead Magnet Truth #1 – A lead magnet does NOT have to be a PDF download.
A lead magnet could be a PDF download. It could also be a number of other things. Let’s drop the idea that a lead magnet means “PDF download” and start thinking outside the box a little here.
Click here to grab a free list of these 15 Lead Magnet Formats. And no, not a single one is a PDF download.
We’ll get to what lead magnet format is best for your Marketing Personality Type® in a little bit. Keep reading.
Lead Magnet Truth #2 – The QUALITY of your list matters most, NOT the size.
You can feel free to stop chasing “a bigger list.”
I know, some “marketing gurus” are still out there preaching and teaching “growyourlistgrowyourlistgrowyourlist.”
They’re not necessarily wrong… but growing your list isn’t the full story.
You could have 10,000 people on your list. You could have 1,000 people on your list. You could have 100. You could have 10. It doesn’t matter.
What actually matters is how many of the people on your list are willing to pay you money.
How can you gauge the quality of your email list?
(AKA how willing your subscribers are to invest money into your offerings)
By checking your open rates, click-through rates, and reply rates. The higher these numbers increase, the higher the quality of the list.
Why? Because an engaged list—one that opens your emails, clicks through, and replies—is one ready and willing to buy from you.
Lead Magnet Truth #3 – You may need more than one good lead magnet to yield the best results.
Unless you run a super niched business with an incredibly niched audience, you may want to offer more than one lead magnet.
Why? Because the prospects coming to your site may be looking for slightly different things.
You don’t HAVE to offer more than one lead magnet, but you also don’t HAVE to only offer one. As long as the lead magnets you’re offering feel good for you to offer, there’s no limit.
Lead Magnet Truth #4 – Lead magnets are NOT “set-it-and-forget-it.”
Eventually, you’re going to find a lead magnet that works really well to grow your email list of HIGH-QUALITY leads. But getting to that point may take some time and attention.
As you embark on working lead magnets into your marketing strategy, or rethink the lead magnets you have in place now, be willing to test and experiment with them over time.
Lead Magnet Truth #5 – You DON’T have to email your email list every single week.
Once you have someone’s email address, it’s a good idea to deliver exactly what you promised to deliver them in exchange for their email address. If you promised a weekly email with new content, well then, deliver that. If you promised something else, deliver that something else. The key here is to take the pressure away from the longer-term strategy, at least for the time being, so you can create the lead magnet(s) that’ll work best for your business.
Once you have your lead magnets up and running (and producing qualified leads for your business), you can consider what a longer-term, feel-good content strategy looks like.
Now, with these Lead Magnet Truths understood, let’s take a look at what type of Lead Magnet will feel good for you to offer, based on your Marketing Personality Type®!