47% of surveyed business owners find the costs of running a company the worst aspect of business ownership. On top of that, finding new customers, or generating leads, can be pricey — especially if they’re outbound leads. But, lead generation is critical for business success.
What to do?
What you need is a lead magnet funnel.
A lead magnet is a relatively inexpensive way to generate new, inbound, and qualified leads. Depending on the type of lead magnet you make, you can set it and forget it, generating leads on autopilot for months or even years.
So, what exactly is a lead magnet or a lead magnet funnel at that? We’ll dive into what these marketing assets are, how they work, and how you can create a lead magnet and funnel to grow your customer base.
What’s a lead magnet?
A lead magnet is a gated piece of content that your ideal customer would find useful and helps them solve a specific problem. Essentially, you create a lead magnet, and to access it, someone would need to give you their email address in exchange for the content piece.
Some of the most common types of lead magnets are:
- Case studies
- White papers
- Industry reports
Now, a lead magnet funnel is a pathway you create to get an ideal customer in front of your lead magnet, get them to access it, and further market your offerings so you can convert them into a paying customer.
Here’s what a lead magnet funnel looks like:
Image courtesy of Funnelytics
How do I create a killer lead magnet?
Before we can get into lead magnet funnels, you’ve got to know how to make a lead magnet that your target customer will want.
Think about it. People won’t simply give you their email addresses because you asked nicely. You’ve got to offer something of value in exchange — the lead magnet.
Follow these steps to offer a killer lead magnet they can’t resist.
Step #1: Define your ideal customer and core offer
Why would you offer an eBook lead magnet on the caring and keeping of cats if your ideal customer is a dog owner? You wouldn’t.
The first and arguably most important step in lead magnet creation is to figure out exactly who would benefit from your lead magnet. This step in the process is also referred to as defining a buyer persona.
Step #2: Pick a topic that highlights your expertise and solves a problem
Remember, you’ve got to offer something of value. Choose a topic for your lead magnet that solves a specific problem your ideal customer is having. The topic should also showcase your brand authority. This will help build trust and foster relationships with your subscribers.
Step #3: Choose the correct type of lead magnet
Got your topic and customer persona figured out? Good. Now it’s time to choose the correct type of lead magnet (eBook, case study, etc.) for reaching your goals.
Step #4: Design your lead magnet landing page
Your landing page should be easy to navigate and understand. Keep your form fields short and give clear calls to action. This post from Neil Patel is an excellent resource for designing a high-converting landing page for your lead magnet.
Step #5: Launch time
Once you’ve dotted all your i’s and crossed your t’s, it’s time to launch the lead magnet.
First-rate lead magnet funnel: Creating the email nurture series
If you look back at the image above from Funnelytics, you’ll notice three emails in the lead magnet funnel. This is called a nurture series or nurture sequence, and it’s an integral part of the lead magnet funnel.
The lead magnet gets your foot in the door. But the goal of an email nurture campaign is to get people familiar with your brand and offerings and build trust to convert into paying customers.
Here are some tips for creating a successful email nurture campaign:
- Identify your big ask — What is it that you ultimately want people to do? Buy a product? Start a free trial? Pinpoint the overarching goal of the nurturing series before you do anything else.
- Decide on length and frequency — Pick a timeframe that’ll enable you to give the right amount of value to get people to say yes to the big ask. You may only need a week or two if you’re asking for something small. Some marketers may opt for a longer, months-long nurture campaign with several asks sprinkled throughout the series.
- Create relevant content — The majority of your nurture emails should focus on providing value and building trust with subscribers. Go through your current resources and gather relevant content that’ll help you reach your objectives.
- Map out the flow — Next, determine how you want the content to flow. Usually, the first email in the series will deliver the lead magnet, thank people, and set expectations for the rest of the series. The rest of the emails should provide value and deliver the big ask.
- Measure and optimize — Nurture campaigns aren’t set it and forget it. You’ll want to monitor data and adjust as necessary.
Start your journey to finding more customers today with a killer lead magnet and funnel.
Inbound leads cost far less than outbound leads. Using a lead magnet and optimized funnel to generate inbound leads will grow your customer base and your sales. Use this guide as a starting point on your journey to building a killer lead magnet and funnel.
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