What Are Lead Magnets?
Lead magnets in marketing are free items or in other words, ethical bribes that are given away in exchange for contact details, usually names and email addresses. Lead magnets allow marketers, companies, businesses and entrepreneurs to grow their email lists by getting new audiences into their world.
Lead magnets are not just any free things you whip up. It has to address your audiences’ pain points, to the level that they are willing to give their emails to you in exchange for something that will take their pain away.
Do Lead Magnets Still Work?
Yes, lead magnets are still one of the best ways to get visible, and to have people subscribing to your email list and learning more about you as well as the services you offer. It also gives you an opportunity to reach out to these people and nurture them so they eventually know, like and trust you. Everyone wants to grow an email list, because as opposed to social media followers, YouTube subscribers and podcast listeners, an email list is your ‘real estate’, something no one can take away from you, and this is incredibly important to marketers, entrepreneurs and businesses.
What Are The Examples Of Lead Magnets?
- Lead magnets can be anything that helps your audiences at that point in time or answers their most pressing questions, questions that keep them awake at night, that they Google endlessly for.
- If your audience is a freelancer looking to get more clients consistently, a quick guide on how to get clients off Facebook groups will be a perfect lead magnet, something they will definitely trade their emails for.
- If your audience is looking to learn Tik Tok, a 10 step guide to creating a video and posting it on Tik Tok will be the answer.
- It all depends on how well you know your audiences, what they’re looking for, and answer those questions.
- Other examples of lead magnets include checklists, workbooks, e-books, video masterclasses, periodical newsletters, email courses and resource libraries.
- If you want more examples of lead magnets that you can whip up in a jiffy, check out my blog Top 15 Lead Magnet Ideas. I will be revamping this post and updating the link soon, but if the link fails to work, search for it under my blog posts.
- You can also check out Hubspot’s suggestions here.
Where Should A Lead Magnet Be Placed? How Do You Get People To See Your Lead Magnet?
As A Business Owner, We Want To Put Our Lead Magnets EVERYWHERE.
However, as a consumer, I would prefer NOT to see them everywhere. As a business owner or entrepreneur, highlighting your lead magnet is all about strategy and being strategic.
Here are the 20 places you can put your lead magnet and have them work super well for you!
- Above the fold or header on your opt in page or website. This is the section where your prospects and readers land on the moment they come to your page. It is right there, in their faces without being in their faces, if you know what I mean. It is a non-salesy, friendly way of telling them what you can do for them and what value they can get by giving you their email addresses.Putting your lead magnet above the fold is by far the most popular practice currently. Even if the visitor loses interest the moment he lands on your page and decides to click out, the lead magnet above the fold will reduce site abandonment and increases the chances of him staying on to scroll down your page or better yet, give you his email.
- At the bottom of your blog posts. If someone has taken the time to traverse through your blog post, chances are they are going to want to take it one step further and see what else you have to offer. A lead magnet at the bottom of every blog post is going to be great! (especially if the blogs that you’re writing about have everything to do with what your audience wants to know!)
For example, if you have been writing about freelancing as a funnel builder and the challenges that come with it, having a lead magnet that shows you how much you should be charging is a great way to get someone to trade their emails in return for this extra information and value.
- In the middle of your blog posts. If your blog post is going to be a really long one, then a lead magnet right in the middle of it is going to make them want to grab it while it’s still there, because the act of scrolling down makes it look as if they’re leaving this amazing freebie behind. (Psychology much?!) If your posts are engaging and super informative, chances of readers opting into your lead magnets halfway through are going to be high.
Below is an example of Huffpost’s lead magnet, right between blog posts.
- At the top bar. If you feel that your main page (or the space above the fold) has to hold a more compelling (and recent) message, feel free to utilize the top bar for your lead magnet! If you make it a sticky bar (not sure if this rocks everybody’s boat), it is always within sight of the reader, and out of sight, out of mind, so that’s a good thing, right? This is an effective way of reminding the visitor what they’re going to miss out on should they ever contemplate leaving the page without opting in for this free offer.
- Exit pop ups. I much prefer this and find it less intrusive than the traditional pop ups that give you a minor heart attack every time you land on a page. It’s a final chance to remind your readers what they can get before they leave the page. Pages that use this include:
– Optin Monster
– Popup Smart
Exit pop ups have been shown to produce higher conversion rates than other kinds of pop ups. In fact, according to Optin Monster, exit pop ups increased Ryan Robinson’s email list by 500%, and Crossrope’s by 900%. Exit pop ups reduce site abandonment by allowing visitors to think twice about leaving the page. This in turn increases the overall time that visitors stay on your site, allow them to start clicking around and eventually help your SEO ranking.Exit pop ups also stop a visitor in his tracks as he is thinking of leaving the page and abandoning his cart halfway through a purchase. Hence, the chances of him finally purchasing the product are higher, leading to better conversion rates.
- At the side bar. I actually enjoy seeing lead magnets at the side bar, provided the page is clean and organized. Some pages or blog sites are just so full of advertisements and have their content all over the place, the lead magnet gets lost in the midst of everything. The example of the sidebar being used for a lead magnet here shows how important it is for a page to look organized and neat (case in point) and how the lead magnet immediately stands out naturally while you scroll down the page.
The example below is taken from Meet Edgar’s blog post. He offers actionable social media advice in exchange for emails.
- Your Instagram bio is like your billboard. It’s there, 24/7, helping you advertise. Your ‘I help’ statement should be clear and concise. There is a limit to the number of characters allowed on your Instagram bio, so you only have a few words to make an impact, and for you to promote your lead magnet at the same time. Put your lead magnet link on your bio, because there is a dedicated space for links.
- In your IG stories. Since we’re talking about Instagram, put your lead magnet inside your stories! If you have reached the 10k follower count or you have a blue ticked, verified account AND the Swipe Up option (which is going to be phased out by 30th August and be replaced with an Instagram story Link sticker) there’s one amazing place to place your lead magnet! p/s: Instagram charges you $2 (as far as I know) for putting links in your captions. You can try using Bitly to shorten it and then post it for free, but I haven’t gone down that road yet.
- NOT in your reels, but you can mention it there! You can’t post links in your reels, but you can always inform your audience to check out your freebie, which is accessible if they go visit your bio!
- On your caption for your Facebook cover page. This one is pretty self explanatory. Update your cover to show what is it you do, and then put the link up there. Also include it in the caption, so readers clicking on your cover can see your link in the caption immediately.
- On your Facebook posts. This one is pretty obvious but a lot of people don’t actually do it. Promote what you do and how you can serve or help your audience with a great image of your lead magnet and put the link inside your post! You may feel uncomfortable with it, but the number of people who are going to raise their hands to want to opt in will surprise you.
- On your LinkedIn bio. LinkedIn allows one link on your bio to be displayed openly together with the rest of your ‘resume’. The good thing about LinkedIn is that it also allows you to list out your past successes, articles you’ve written, and basically anything that you’ve done well in both your educational and professional life, so it allows the visitor to get to know and trust you that much faster.
- Your LinkedIn post is also a great place for you to promote your lead magnet – check out this example by Keap.
- Your ‘About Me’ page on your blog or website. Your About Me page is usually a timeline of when you started and how you managed to grow your business to where it is today, as well as an in depth story of what you do – put your lead magnet right under your service! That way, readers know what you offer and also what exactly they can do to get started!
- Your ‘Error 404’ page. Usually goes something like this – oops! This page is not working, or the enrollment for this course is closed, but why not get this free download and at the same time jump on the waitlist?
- Offer it at the end of podcast episodes. Yes! A speaker I interviewed recently for an upcoming virtual summit shared that a lot of podcast episodes talk about lead magnets towards the end and the links for the lead magnet are shared verbally as well as on the podcast summary/transcribed page.
- At the bottom of your YouTube videos. This one is also pretty popular but largely underused – followers remain followers if not converted into leads and clients. At the end of your YT episode, remind your audience to go to the link at the bottom of the page and get their freebie!
Here, Meredith Marsh encourages her subscribers to join her Facebook group. If you have a Facebook group, you can always get email addresses from people requesting to be members by offering them your lead magnet.
- On your Twitter bio and tweets. If you have a good sized warm following on Twitter, tweet your lead magnets frequently and also remember to highlight it in your bio!
- Promote your lead magnets on your Facebook Lives and Instagram Lives. Plug these in while doing your lives! Share value, knowledge and then drop the links! Remind your audience what freebie they can get when they opt in!
- Promote them during your interviews and events. If you are on any speaking gig like a conference, a summit, or an interview with any host or media, get that lead magnet out there! Always remember to remind the audience how opting in will benefit them.