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How Do I Create a Lead Magnet?

If you want to get people who visit your website or engage with you on social media to leave their details, you need to give them something in return.  In marketing, we call this a Lead Magnet, an OVO, or a Lead Generator.  You offer something, people give you their details, and you deliver value.  But how do you create a Lead Magnet that will actually convert those sign-ups into leads?

It sounds like a lot of work, but really there are just 3 super simple steps to creating a Lead Magnet and because I’m just so gosh darn nice, I’m going to give them to you:

1 –Figure out who you are targeting

If you are, say a copywriter, and you want potential clients to leave you their details, and then come back to you and become a client, you are targeting busy professionals.  So don’t create a “How to write killer web copy in 5 easy steps” course for them.  All you’ll do is attract other web copywriters looking for a blog topic, or free training! 

First, figure out who you want to attract, and what they need.  Your Lead Magnet should deliver on that need.

2 – Decide what you are going to create.

There are lots of  different things that you could create that fall under the heading of a valuable lead magnet:

  • A free course
  • A cheat sheet
  • A workbook
  • A quiz
  • A checklist
  • A quick guide to…
  • A video
  • A challenge they can take part in

You just need to choose the one that will best deliver the need you are trying to solve for the audience you defined in step one.  In my example, I’m targeting small business owners who are too busy to do something themselves and so won’t have the time, or patience, for a course or challenge. But a cheat sheet or checklist is perfect for them.

3 – Map your customer journey

Once you’ve decided what you’re going to create, the next step is to define the customer journey.  How are you going to attract them?  How will they sign up?  Will you have a landing page? If so, what will it say?  Once they sign up how will you follow up with them and convert them into leads?

Map out from first contact to quote or sale how you will speak to them, and that takes your engaged social media users or website visitors on a whole journey. 

If you need help planning or executing a Lead Magnet and customer journey, get in touch.

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