How to Design a Lead Magnet
Designing an effective lead magnet that exactly meets the needs expected of it is not an easy task, but we are going to define some important concepts so that you can have a clear idea of the path you must follow to achieve this goal.
Before going into the details of how to create a good lead magnet, we must analyze and find out what our potential customers really want. It is very important to avoid generating a lead magnet that no one wants to download later; either because it is not useful for our potential customers or because it does not provide any value to the users to whom it is directed.
Potential customers and how to identify them
As we have previously commented, we designed a lead magnet to be able to attract users who will become subscribers. And, in turn, these users can be potential clients of those products or services that offer solutions to the problems that we can raise in our lead magnet.
Basically, a potential customer is any user who shows a proactive interest in our service or product and who matches the profile of the target audience we want to target.
In other words, before defining what the content that we are going to offer in our lead magnet will be like, we must be very clear about the target audience we are addressing to know how to differentiate these potential customer profiles and thus be able to create content according to the interests, their needs or problems.
Identify the main problem or interest of your potential customers
Once the profile of our potential client has been established, the next step we must take is to identify their main interest or problem, since we are not addressing a general public, but rather a specific niche with a problem or concern. concrete.
This niche has specific needs and interests that it needs to cover or resolve. If you manage to dig deep enough to discover what they are, you will already have a good base from which to start for the development of your lead magnet and its objective.
Now, you may be wondering how to reach a potential client if we have not yet executed our lead magnet strategy or taken any concrete action.
To reach this objective, we can carry out different actions such as asking your audience directly through social networks, taking into account the questions and concerns that your users or clients send you the most in general and/or reviewing which are the most visited topics on Internet in the sector to which you want to direct your business.
Once you have all that information, you must work on it to synthesize and condense it until you reach the root of the problem or concern that your potential customers want to solve. It does not necessarily have to be a specific topic, but it is also not advisable to extend this list too much since we will be covering too much and we can lose the interest of our potential clients.
Choose a suitable format for your Lead Magnet
We have previously reviewed some Lead Magnet formats that exist. At this point we must reflect and think carefully about what type of format will be most useful and interesting to our potential customers and, therefore, much more attractive and effective for them to leave us their personal data in exchange for that content.
It will be useless for us to provide an e-book to a potential client who is looking for a complete guide on how to approach their problem in a visual and didactic way, and it is unlikely that they will have the intention of giving up their data to obtain content that is not of your interest.
It all depends on our target audience, so in this step it is important that you take your time and reflect on the habits, interests and life patterns of the people to whom this free content will be directed.
Include the Lead Magnet in your funnel or sales funnel
It is very important that your lead magnet is included in your sales funnel. If you implement it in a segregated way, you may get some results, but the way to really extract its potential is to create a complicity with your funnel.
This is achieved, for example, by placing your lead magnet in prominent or strategic places on your website, so that they always end up attracting the attention of your potential customers and, in this way, it is the gateway to the entire life cycle of the product. funnel.
You must ensure that your lead magnet is the catalyst that starts the chain reaction that ends in a successful conversion of that lead.
In conclusion
Lead magnets are very powerful tools that we have at our disposal and that we should always take into consideration when planning and designing our marketing strategies if we want to obtain the best possible results and, therefore, the greatest benefit.
It is not an easy task, but it will help us to reflect and understand what our target audience is and the specific sector or niche that we want to attack with our business idea, which is ideal for establishing solid foundations and having a guide on which to execute. the necessary actions to materialize our idea.