The Importance Of Lead Magnets For Quality Brand Engagement.

September 10, 2018 6:41 pm Man using mobile payment, holding circle global

Designed to provide a specific solution or answer for your specific target persona, Lead Magnets come in a variety of content formats: articles, white papers, presentations, videos, demos, info-graphic, guides, and more.

When performing a search, your viewers will trigger Lead Magnets when the solutions, insights or information is positioned to deliver immediate value. Sometimes these lead magnets may even probe at future or latent problems that a viewer may not be fully aware of… at least, not yet.

So, what exactly is a Lead Magnet?

It’s an almost irresistible offer, which contains specific and relevant value to a prospect in exchange for contact information (name and email for starters).

Some examples of lead magnets are:

  1. Downloadable Guides
  2. Webinars
  3. Checklists
  4. Scorecards
  5. Calculators
  6. Research Studies

Lead Magnets give prospects immediate gratification and an initial sample of your brand’s value. While the offer should be enticing, it has to be commensurate with the expectation. For example, promising an “in-depth guide to hot trends” and delivering a flimsy one-page overview with last year’s news will actually create the reverse effect.

What does your business get out of it?

  • A prospect’s contact information
  • Implied interest
  • The start of a future relationship

Viewers are impatient. A Lead Magnet should be easily consumable and its value should be delivered within five minutes of the request. If it takes too long or is too much work, they’ll move on.

Remember, the purpose of marketing is to create or build a relationship. So if your website is not using Lead Magnets, it’s falling short of its potential.

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About The Author

We specialize in b2b, supporting the clients who are the "The Brands Behind the Brands." These are the supply chain partners of brands, either in Tier 1 or Tier 2 positions, who drive value through the delivery of goods, services and technologies. We enjoy blogging about all things related to Branding, Marketing, Inbound, Tradeshows, etc... And we're always happy to talk about any ideas you may have that might Get You To Your NEXT!