Lead magnet marketing is the practice of promoting a lead magnet in order to attract subscribers to an email list. On an email list, a marketer has a much better chance of turning a website visitors into a customer. On a website, a visitor only has a small window of opportunity to make a purchase.
But once on an email list, the website owner can follow up with an email marketing campaign designed to build a relationship with the lead. The marketer therefore extends the time with which a website visitor can become a buying customer. By emailing regularly to the email list, they build trust and deliver value in their messages.
Studies show that most customers need several “touch points” with a business/product before they make a buying decision. By connecting multiple times with a subscriber, they can showcase their product again and again, building trust and familiarity with the product/business. See also how many touch points before a sale.
Lead Magnet Marketing: Setting Up A Landing Page & Opt In Form
A lead magnet can be anything of value to your potential customer which encourages them to join your email marketing list. It can be an ebook, a course or a free video series which explains something of value to your subscriber.
Once you have a lead magnet, you need to create a simple email capture page like the one above. There’s many softwares which allow you to do this, here’s one of the best softwares you can use.
To build an email list you’ll also need an email autoresponder. Autoresponders allow marketers to promote products and services by email. You can get a autoresponder here.
Once you have a landing page software and autoresponder set up, you can start marketing your lead magnet. Ideally set up a landing page which lists the benefits of signing up and cross test landing pages against each other until you find the best converting one which gives you the most subscribers for the least amount of advertising budget.
Marketing Your Lead Page
To send people to your lead page you can use many methods. These are the most popular:
- Paid advertising – e.g. Google Adwords use search terms/targeting which relate to your lead magnet and attract a targeted audience
- Blogging: create content around your lead pages which attract traffic from the SERPS – search engine results pages
- Social media – post content on social media channels which bring people to your landing pages
- Video – upload video to YouTube/TikTok which attract an audience you can send to your landing pages
Once you have created a lead page, your job is to send targeted traffic to it and test and measure your marketing. Once you have a profitable campaign using PPC (pay per click advertising) its very easy to scale up simply by increasing your ad spend.
Follow up with suitable automated messages which offer value and convey the value of your business/product. Test and measure your advertising and sales funnel.
Summary
Lead magnets are great tools for marketers because you can automate delivery of the lead magnet and build an email list for marketing purposes. On a website, a visitor will generally only stick around for a few minutes or seconds. So to sell a product directly from a website is difficult.
However, once you get your website visitors to subscribe to your email list, this time period is dramatically extended. You can sell something to someone on your email list even years after they have signed up for your information. This can’t happen on a website and most of your website traffic will be gone forever when they leave.
Once set up this process is completely automated and (apart from testing and measuring your sales funnel), it can be left alone to generate leads and sales on complete autopilot. See also the power of email marketing, lead magnet examples and ebook lead magnet.
