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More leads with this 18 "Lead magnets"

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Reading time minutes
By Patrick Schokker

We're fans of content marketing (that's no news). The benefits of consistently sharing relevant content with your target audience are endless. You can increase your brand awareness, establish yourself as an authority and build brand loyalty. All this traffic to your brand is great, but it's not valuable if no leads come from it. Did you know that only 53% of B2B marketers achieve sales and revenue? Therefore, deploy the right lead magnets!

What is a lead magnet?

A lead magnet is also called a content offer. It is an item to entice visitors to share their contact information in exchange for relevant content. The "gift" is often behind a form. Good content can Help you generate leads, build trust with your target audience and keep your brand on top of mind with your leads.

Deploying lead magnets is a "piece of cake." Are you using text? Then it's important that it be easy to read. Break down large pieces of text into smaller pieces. Lead magnets like e-books, white papers or research reports can be longer, but always find a way to make them as simple as possible. Complex concepts can be made more understandable by an image or animation, for example.

It is essential that your content expands the lead's knowledge. Make sure people remember your content by providing some form of education, assistance or entertainment value. Your content should have one focal point built around a problem or goal that you identified when you created your buyer personas created. Know exactly what your readers are looking for and make sure they find it with you. When you offer readers a solution they have been looking for for a long time, it sparks their interest. You are the expert they come back to.

We are in an age of instant gratification. We have no patience and want to receive our "gift immediately." Therefore, make sure your item is delivered as soon as possible. Consider automated email follow-up via marketing automation.

Sample landing page download

18 types of lead magnets worth adding to your content strategy:

As indicated earlier, it is important to keep your lead generation strategy up to date. Therefore, always make sure your content matches what readers are looking for.

#1. Templates; These are perfect for visitors who want to create something themselves to create content, for example.

#2. Demos; Offer demos of your products and/or services. Make it easy for visitors to make an appointment so your sales team can guide them further to the sale.

#3. Checklist; This is a great idea for "snackable" content. Checklists are often concise, simple and quick. They include a visual design to quickly guide users through a specific process.

#4. Tipsheet; This is an even shorter lead magnet than a checklist. Tipsheets provide short, simple insights with important information. The tipsheet is often presented in the form of a numbered list.

#5. Video courses; Creating a video course takes a lot of time, but it can also pay big dividends. For example, you can post your video course on learning platforms to expand your brand's brand awareness and authority.

#6. Whitepapers; This is a comprehensive document created to explain a problem and provide a solution. Whitepapers can be very powerful in convincing leads to consider the product or solution you are selling.

#7. Kits; This is a great option if you want to repurpose your content and present it in a new, engaging way.

#8. Email course; This allows you to continuously attract new leads. Focus the email course on learning a specific topic or solution spread over several emails that are automatically sent within a specific time frame.

#9. Guides/Manuals; This is a form of self-study, providing step-by-step instructions. Visitors like the simplicity and clarity of being guided through complex processes to solve a problem.

#10. Events; Business events are top not only to capture important information, but also to meet people in person and build a larger database.

#11. Podcasts; While the competition is breathing down your neck and deploying lead magnets as well, you can create even more unique and valuable content through a podcast. Podcast specifically target your audience and generate subscriptions. In fact, the trend around podcasts continues to grow.

#12. Webinars; In a webinar, you can perfectly demonstrate your intellectual leadership and educate your target audience per specific topics they need help with.

#13. Cheatsheets; This is short, useful information that users can use when they need it quickly. A cheatsheet should be tight, making the content easy to digest at a glance.

#14. E-books; E-books provide actionable solutions that readers can follow.

#15. SlideShare; When you have made a presentation, people can read the slides here at their own pace and at their convenience. They can then contact you at a later time.

#16. Official research report; Every industry needs research. Share results of official research from your industry, or start your own research. For example, from surveys or trend analysis, and present it to your target audience.

#17. Trials; You can offer free trial versions of your products or services, add a simple form to collect their contact information. TIP: Don't ask for payment and/or credit card information.

#18. Newsletter; Your email newsletter is a great tool where you can continuously attract your leads. Make sure you emphasize the value they get from you. Otherwise, your newsletter will not stand out in their crowded inbox.

Tips to create your lead magnet

  • Do your homework
    Learn who your best customers are, know their pain points and know what they are looking for. You can do this through a buyer persona. This is a clear overview of who your target audience is, what they do and where they go to gather information. It is very useful to have this information. This way you can optimize/personalize content for a particular persona, this will have a greater effect.

  • Check your existing content
    Check that you don't already have content gifts somewhere on your website. In fact, this is often the case. To do this, answer a number of questions such as: "what kind of content do I already have?", "Is the information still current?" or "which blogs get the most views and engagement?". By answering these questions, you can determine what content is needed to fill in any gaps.

  • Choose a topic based on your research in tip 1
    Try to focus on topics relevant to a key pain point or that target a particular stage of the customer journey for which you don't yet have content.

  • Start creating it
    Create the first draft of your content. Name important points to include, links from useful research and other sources to improve the quality of the offering. This is also helpful when you outsource the writing.

  • Connect the dots
    Once you've created a first draft, there will always be a few finishing touches after that. Edit your content until it is finished and have someone objective read it through. This way, mistakes can be recognized. That way, you won't miss out on opportunities you've put so much time and effort into.

  • Complete it with a great design
    Pour your content into a great look, so it also looks attractive to readers. If you don't have your own design team, you can also outsource this.

  • Link the gift to a campaign
    To promote your offer, create a landing page, with a call-to-action (CTA) and optionally an advertising campaign, so that your target audience is informed about your gift through targeted targeting. Have people leave their email address on the landing page to be directed to your gift. You can follow up these leads with an email follow-up in marketing automation.

  • Connect with your new leads and stay engaged. It's important to have a content giveaway for each every stage of your target audience 's customer journey. From awareness to research, comparison and decision. You can repeat this until you have built a full library of lead magnets. In addition, don't forget to also reach out to your existing leads and keep them warm with campaigns.

Do you need help creating the right content on your website?

Visit Contact with our specialists!

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Patrick Schokker
Patrick Schokker

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