LEAD MAGNET OR NOT?

money in the list

You will have been told many times that the money is in your list. And to acquire that list, you need to use a Lead Magnet (a free gift) as the bait.

There are two elements here – the list and the strategy to build that list. In today’s world, can we argue that these statements are still valid?

Because some lists are not worth their weight. Indeed, they are quite the opposite and have caused some businesses to have their accounts closed.

Let’s start with a little history on how the list became so important.

Where did the Lead Magnet come from?

Back in the days before the internet, you acquired your list through ads in press media. The process went that in order to buy or enquire about the product, a lead would send you their name, address and even telephone number. Their details went on your list.

You could now send them marketing material through the post or even call them!

With the introduction of the internet, this marketing strategy to entice a cold lead onto your list still followed the old offline process – “Send us your details.”

But as more and more businesses went online with similar products and the search engines offered up results, technology got better (autoresponders) and businesses had to differentiate themselves. Thus, it became harder to bring people onto your list.

That is when the lead magnet appeared as a strategy to entice the visitor to join your list with their details. 

The first strategy was to offer access to the company newsletters, but these became too plentiful and started to clog up people’s inboxes.

Is there a way forward for using a Lead Magnet?

There are several ways forward that I currently use for clients:

  1. The slow lead magnet – a story that offers a free gift at the end 
  2. The chatbot lead magnet – a website or social media messenger bot
  3. The article lead magnet – an explanation with a gift included.

These work in different ways, but all are designed to build trust and persuade the visitor to give away their golden email address.

Once you know what strategy you want to use, it’s about which type of lead magnet to choose.  You’ll find more than 60 with any online search. But as I mentioned above, the internet is full of information – thus you need to offer something that is specific and relevant.

For my clients, I usually suggest giving a stand-alone process from their business framework.

spam-emails

Is there a way forward for using a Lead Magnet?

There are several ways forward that I currently use for clients:

  1. The slow lead magnet – a story that offers a free gift at the end 
  2. The chatbot lead magnet – a website or social media messenger bot
  3. The article lead magnet – an explanation with a gift included.

These work in different ways, but all are designed to build trust and persuade the visitor to give away their golden email address.

Once you know what strategy you want to use, it’s about what type of lead magnet to choose.  You’ll find more than 60 with any online search. But as I mentioned above, the internet is full of information – thus you need to offer something that is specific and relevant.

For my clients, I usually suggest giving a stand-alone process from their business framework.

So, to use lead magnets or not? 

I say yes to using them. They are still a valid campaign choice and one that you should incorporate into your marketing. Capturing emails can still be worth a lot to a business. 

When used correctly, the unsubscribe bounce many businesses see with a poor campaign will be greatly reduced. That’s why capturing the golden email address is worth its weight.

Lead magnet
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