Email marketing is one of, if not the most, effective methods available of connecting and communicating, on a deep, personal level, with your consumer base. Because personalization is a trend that has only gained momentum in recent years, it makes sense to put a great deal of focus on a brand of marketing that delivers such a personalized experience.
Unfortunately, email lists are not easy to come by. Unless you want to invest a bit of cash into the project, you’re going to have to obtain email addresses manually. The most effective and efficient way to go about this is to use lead magnets to pull potential clients in the door – figuratively speaking, of course.
A lead magnet is essentially an ad that promises something of value to your potential lead in return for their email address. One the person clicks the ad, they’re taken to a form in which they input their name and email address, click submit, and then receive what’s called an “opt-in” confirmation email.
While the process seems simple on paper, it’s not as easy as you may think. It can be difficult to draw in potential leads. We’re bombarded with ads daily. Even though you’re truly offering a free piece of valuable digital-content, most people are skeptical at first. The design of the lead magnet, as well as the copywriting, must be engaging and compelling.
E-Books are one of the most common forms of content offered in lead magnets. E-Books are cost-effective because you can either write one yourself or pay a copywriter to churn out 20,000 words about whatever topic you decide. “Offering educational digital content is a great way to trade for engagement with a new prospect,” says Leila Vakili of DatabaseUSA.
If you decide to write the E-Book yourself, make the length between 15,000 and 20,000 words. Hire a graphics designer from Fiverr.com to produce a high-quality book cover. Be sure to tell the designer the colors you want them to incorporate. This will help make your lead magnet ad pop.
Whitepapers are great because they give you an opportunity to entertain, inform, and educate your readers simultaneously.
Whitepapers are long-form articles that tell the reader more about your company, your product, or relevant topics. For instance, a marketing firm would create whitepapers on topics such as content marketing, search engine optimization, or social media marketing, as well as other relevant subjects.
A good word count to shoot for here is between 1800 and 2000 words. These are clearly not E-Books, but they need to provide just as much perceived value to the consumer.
Invitation to Live Webinar
If you have the time or budget to create a video on an industry-specific topic, a webinar is an excellent way to reach multiple people at one time. It’s also an excellent way to ensure that you squeeze every bit of value and opportunity out of the content you create for your lead magnet. “Use this idea to spread the message about industry tips, innovative ideas etc. and at the end of each video, promote your cause,” says Vakili.
Even though most webinars are labeled as “live,” it’s quite common for people to pre-record a video and then present it as if it were a live webinar. The word live is thrown around a lot, but it’s rare to see many live, real-time webinars.
Use your creative imagination to come up with more lead magnet ideas. The ideas listed here are viable and the results are typically great, but you shouldn’t let that stop you from experimenting with different services and offers.
Depending on the nature of your business, there are probably products or services you can offer that are specific to your industry. Don’t be afraid to think outside the box here. Use A/B testing to determine if something isn’t working, or if one strategy is outperforming the others. Success in marketing is, often, trial and error.