What are the most effective types of lead magnets you can offer your prospects? Lead Magnet expert Michelle Falzon summaries the benefits of five lead magnets.
1. eBook
This is one of the most well-known and popular types of lead magnets. The length of your eBook can vary, depending on your topic and your market. eBooks are typically made available as a pdf download after a user enters their name and email address in exchange for receiving the download file. The key with your eBook is to keep the solution you are offering simple. That is, you wouldn’t want to create an eBook offering “99 Ways to Grow Your Business”, because that just seems like too much work. Instead, you want to make sure your solution feels achievable and easy for your prospect to do. For example, this recent HerBusiness eBook offered research and information on the ONE THING Australia’s top business women do to succeed:
2. Report/Guide
Much like an eBook, the Report or Guide is typically made available as a pdf download after a user enters their name and email address in exchange for receiving the download file. The difference with a Report or Guide is that users have an expectation it will be factual and deliver information on a specific issue, timeline or process. For example, this report below delivers an assessment of the Australian Property Market during a specific timeframe – July to December 2013.
3. Quiz
Quizzes are rising in their popularity as a lead magnet because they have excellent potential to be more “viral” than other types of lead magnets (due to the fact users often want to share their results on their Facebook feed etc, which in turn, attracts more people to take the quiz and so on). In fact, 8 of the 10 most shared articles online this year have been quizzes. And the number 1 article on the New York Times web page in 2013 actually wasn’t an article… it was a quiz. Quiz development can be costly if you get a customized solution. There are some excellent off the shelf applications for creating quizzes, which we will be showing you on the course. Typically with a quiz you would ask your prospect to enter their name and email either at the start of the quiz, or just prior to receiving their results (when they are highly motivated to get their outcome). For example, this quiz lets you know which Yoga pose you are:
4. Cheat Sheet
Cheat Sheets are a great way to offer a lead magnet because they can be very easy to create. Most Cheat Sheets are a one-page document (usually better if you can get all your information onto 1 or 2 pages).
Cheat Sheets are designed as easy to use, quick downloads people can keep on hand to perform a specific task eg close to their desk (in the case of say a computer program cheat sheet) or take with them to the gym (in the case of a workout cheat sheet). Much like an eBook or Report, a Cheat Sheet is typically made available as a pdf download after a user enters their name and email address in exchange for receiving the download file. For example, this company offers a free cheat sheet showing Tips to Curb The Clutter.
5. Tool
This is one of the most powerful and often overlooked Lead Magnet options. If you have a business that lends itself to offering some kind of tool to make the life of your prospects easier in an area that compliments what you sell, you may want to consider creating a tool. Tools can vary from simple spreadsheets (eg a Social Media Calendar if you are a social media expert), a calculator (eg a specific financial calculator if you offer financial advice), a plugin (eg a WordPress plugin if you offer web services), an app (eg an ovulation tracker if you are a fertility expert) or even a physical product (such as a low-cost pool tester if you sell swimming pools). Depending on the type of tool you are offering, thought needs to be given as to how you produce it and how you collect your prospect’s details. There are tons of other Lead Magnet options, such as directories, free trials, white papers, membership, video trainings, audio programs, webinars, free consultations and more.
Lead Magnet expert Michelle Falzon has produced dozens and dozens of campaigns using lead magnets. Michelle will be taking business owners through a step-by-step process for choosing the right lead magnet during the upcoming Turn Your Leads into Sales webinar.
