In other words, find something that your prospects are already thinking about, worrying about, struggling with, etc. “Attempt to enter a conversation already going on in the mind of your prospective lead.” (AKA an offer.)Īs legendary direct response marketer Robert Collier said: In the previous step, you chose a SPECIFIC customer avatar. Once you have your customer avatar in mind… move on to the next step. Visualize the EXACT segment of the market for which you will build this Lead Magnet.ĪCTION ITEM: Decide on the customer segment you will target with this new Lead Magnet. Take a few minutes and lean back in your chair. A 30-year-old couple needing a larger home due to the birth of a childĬan you see how each of the above customer avatars have different problems, fears, desires, motivations, etc.?Ĭonsider how different a Lead Magnet would be for each of these segments.A single young professional interested in a small starter home near her office.A 40-year-old couple planning to sell their home due to a divorce.A 65-year-old couple interested in buying a second home near the ocean.You might have these 4 different customer avatars: Rather than create your Lead Magnet for a broad audience, you’ll get better results if you niche down and speak to one specific segment of your market.Īs an example, imagine you were a real estate agent. The mistake that most marketers make is trying to “be all things to all people.” In other words, they try to make their Lead Magnets appeal to too many people at once.Ĭounterintuitive as it might seem, you want to take the opposite approach. This is much easier to do if you choose a single segment of your market to focus on. Now let’s get started building YOUR Lead Magnet! Create Your Lead Magnet Choose a Customer AvatarĪn effective Lead Magnet is ultra-specific and highly relevant to your prospective leads. But most companies should have at least one Lead Magnet for each of their different customer avatars (AKA buyer persona). The answer can vary because it depends on the needs of your business and your current offers and funnels. One last question we sometimes hear is: how many Lead Magnets should you have? But this is a great example to illustrate what Lead Magnets are all about. Any decent email service provider can build forms like this:Įvery business, and therefore Lead Magnet, is different. It’s usually delivered via an opt-in form. More specifically, a Lead Magnet can take many forms: a file (PDF, spreadsheet, video, etc.), a discount or promotion, a software trial, and so on. Defining a Lead MagnetĬonceptually, a Lead Magnet is exactly what it sounds like: a “magnet” that pulls prospects into your marketing funnel by giving them a specific chunk of value in exchange for their contact information (usually an email address). In the next lesson, you’ll learn more about Lead Magnets and see some examples. Lead Magnets don’t make money directly, but, if you employ them properly… they are very lucrative. Your Lead Magnet’s goal is simple, yet crucial: it converts traffic into leads, helping you to build a list of prospects that you can nurture over time. For this reason, your Lead Magnet is the highest leverage point in the entire CVO process. It’s the entrance, the doorway into your marketing funnel. It will remind you of the greater strategy and put you back on track.Īs you can see, the Lead Magnet is at the very top. You might even want to print out this Customer Value Optimization (CVO) Flowchart:Ĭustomer Value Optimization (CVO) FlowchartĪnytime you lose your way with your Lead Magnets (or any other marketing tactic), refer back to this flowchart. So rather than rehash all that information again, we recommend you go there now and read the article carefully. We explain this “bigger picture” in detail in our article called, Customer Value Optimization: How to Build an Unstoppable Business. In this article, you’re going to learn how to create a Lead Magnet that drives a steady stream of leads to your business.īut before we get into the nitty-gritty of how to build and leverage your Lead Magnet, let’s take a minute to make sure you understand how it fits into the bigger picture of your marketing strategy. Run the Play Understand the Purpose & Role of a Lead Magnet Understand the Objective Understand the Purpose & Role of a Lead Magnetĭoes It Speak to a Known Desired End Result? Optimize and improve your Lead Magnet using the Lead Magnet Checklist.Learn the process to build a Lead Magnet that increases the number of leads and customers you’re attracting to your offers.How to Build Lead Magnet to Attract Customers
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