Lead magnets: 7 points to understand how to take advantage of them for your sales.
Integrating lead magnets into your communication is a highly qualitative and effective way of capturing the attention of your targets, as well as their contact details, with a view to prospecting them by email or telephone.
1. What is a lead magnet?
In French, a lead magnet is a magnet for prospects, a product - usually a PDF with high added value - for which visitors to your website or social networking pages are ready to exchange a valuable piece of data: their email address and personal details (name, telephone number...).
Here's the concept:
- Imagine and design a high value-added information tool in PDF format for prospective customers.
- Format this document to create a high-quality, polished and graphically professional document.
- Make this resource available on your website with a form that captures personal data and delivers the lead magnet in the best possible conditions.
- Push the concept to its maximum potential by designing a digital communication campaign aimed at people who have downloaded the lead magnet to increase your conversion rate.
- Prepare a promotional campaign to showcase your lead magnet on your website with a well thought-out, non-aggressive pop-up module and publications on social networks with illustrations or even a temporary cover specifically designed for the occasion on LinkedIn, Facebook and Twitter.
2. Imagine and design a high value-added information tool in PDF format for prospective customers.
To determine the most suitable type of lead magnet, get inside the mind of your prospects and identify the most sensitive questions and concerns for which your products offer a solution.
List your ideas and discuss them with your team until you identify the one that will be the subject of your lead magnet.
Define the format of your lead magnet:
- article,
- guide,
- checklist,
- infography...
It's quite possible for a lead magnet to come in several formats if your target is segmented into groups, or if you want to capture data on different digital platforms (your website and a Facebook campaign, for example).
3. Format this document to create a high-quality, polished and graphically professional document.
Do the necessary research, write the content and pay particular attention to a quality layout that makes the lead magnet a pleasant document to browse and so qualitative that the reader will want to share it with friends and family.
Keep text blocks airy, and focus on illustration - the more visual, the better. Use icons, and don't hesitate to ask a professional to design some for you (see our Top Modules example).
For a lead magnet, style is almost as important as content. In addition to being a high-value-added document, this document is a "silent salesman" that contributes to the prospect's idea of your brand, so don't neglect the details.
4. Make this resource available on your website with a form that captures personal data and delivers the lead magnet in the best possible conditions.
Too often, we spend a lot of time creating a quality document and then make it available for free by offering a simple download link to a PDF from our website or social networks.
This is unfortunate, because this approach, while simple, annihilates the power of the lead magnet, because it's no longer possible to capture data, and it's impossible to work on a contact base if it doesn't exist.
You need a simple, high-performance way to share your document. To do this, use a form engine that will capture the email and :
- Sends the visitor directly to the lead magnet after they've completed the form.
- Send an email validation before redirecting the person to the lead magnet.
Our preference at Rendez-vous Marketing is Option 2.
We prefer to share the lead magnet after the email has been validated by the user, in order to guarantee the quality of the email data collected.
This makes it impossible for someone entering a false e-mail address in the form to access the lead magnet.
What's more, we use this approach to invite visitors to read our emails, which is an effective way of getting them to open our newsletters in the future.
5. Push the concept to its maximum potential by designing a digital communication campaign aimed at people who have downloaded the lead magnet to increase your conversion rate.
This is where we talk about the "sales tunnel".
When a prospect downloads a lead magnet, you know they're interested in your solutions, and want to find out more.
It's not enough to deliver a qualitative document with your contact details, you need to continue the conversation with them by preparing digital communications and sending them regular emails (we recommend a maximum of 5 reminders per month) to encourage the conversion of the reader from lead magnet to qualified prospect with associated offer, then customer and ambassador.
To do this, you need to use reminder tools that preserve your digital reputation and don't put your domain name at risk.
Contact us to find out more.
6. Prepare a promotional campaign to showcase your lead magnet on your website with a well thought-out, non-aggressive pop-up module, as well as publications on social networks with illustrations or even a temporary cover specifically designed for this occasion on LinkedIn, Facebook and Twitter.
Details matter! We keep saying it 😃.
You've done your homework and set up a great lead magnet and its associated digital process.
Let the world know now!
- Banners and posts on social networks
- Newsletter
- Email signature
- SMS
In short, the best way to find out if your lead magnet is working is to have it tested by those you've created it for, challenge them and study the results to amplify your successes or apply the corrections from your first lead magnet trial and reap the benefits on your next attempt.
Our team is at your disposal for all your lead magnet projects. Please contact us to arrange an appointment.
7. How can we support you in this type of project?
Example: one-page A4 sheet
Example: 6-sided brochure
Example: catalog
