By: Alice Lim
In 2019, few people don’t understand the importance of an email list.
As algorithms on social media change and companies like Instagram and Facebook change the way that users can view and access data, it’s become even more crucial for small businesses to have some way to communicate with customers that only they can own.
But if email lists are so important, how do you grow one?
We recommend starting with lead magnets.
What is a lead magnet?
A lead magnet is an incentive a business can offer customers in exchange for an email address or other contact information. Many small businesses use lead magnets to grow their list.
These lead magnets could include signup incentives, signup offers, coupon codes, content upgrades or other free items.
The ultimate goal of a lead magnet is to increase leads. It can be short and simple, or more in-depth, but the goal is to acquire customers by driving interest and leading them to want to learn more about your product or service.
A successful lead magnet could be:
- A video.
- An e-book.
- A recipe.
- A coupon.
- A printable handout.
- A worksheet.
- A course.
- A template.
There are many options for successful lead magnets for every business.
Why do lead magnets work?
Lead magnets work because they build on the fact that customers appreciate businesses that add value to their lives. By adding value through a lead magnet, a business can build trust with their clients.
Plus, lead magnets are easy to do. If a business offers something a client will want, like a great recipe or a coupon code for 20 percent off, it’s very easy to enter in an email to receive the item.
What is an effective lead magnet?
Not all types of lead magnets work for every business.
Lead magnets are not just for gathering email addresses – it’s a way to start building relationships with your customers.
OptinMonster, a company that provides lead generation services for companies, defines effective lead magnets as those that solve problems, are specific, quick to digest, valuable to the customer and easily and instantly accessible. An effective lead magnet might make the customers feel like the item being offered is worth their contact information.
Some of the questions to ask when making a lead magnet are:
- Does the lead magnet fit my business goal, or bring me closer to it?
- Is the lead magnet appealing enough to exchange contact information for?
- Will the lead magnet focus on the problems that the target audience has?
- Will it bring me the kind of leads I want or need?
How to create an effective lead magnet
A good lead magnet starts with knowing who your ideal lead is.
Start with brainstorming a buyer persona. Your lead magnets should be specific to the target demographic in order to attract their attention. Forming a buyer persona helps create images and scenarios to test the possible lead magnets.
Then, think about the problems or needs your target demographic has. What do they need or want, and what do they struggle with? How can you deliver solutions? This will you choose the type of lead magnet that will best attract your target demographic.
How We Can Help
Knowing your consumers and the resources available is important to making lead magnets. At 1893 Brand Studio, our team of students, who are well-versed in marketing and understanding the consumer base, are here to help you.
For more information, contact us.
