When you provide clients and prospects with items of value, you make the task of moving prospects through your funnel that much easier. All it takes is a well-crafted lead magnet to pull them in.

In this episode of Stay Paid, Josh and Luke discuss the components of a solid lead magnet, how to get prospects to click, and the steps you need to take once they do.

Key Points

• Your lead magnet needs to provide value and address a particular pain point
• Lead magnet should be actionable and specific
• Download our free printables to use as lead magnets

What is a lead magnet?

Lead magnets are one of the most effective ways to quantify and qualify your leads, and to provide your clients with an actionable item of value. A lead magnet is simply anything attractive and valuable that will drive prospects to you, and pique their interest. The key is to make them irresistible and specific enough that viewers can’t help but click.

Most often a lead magnet will qualify as “gated content,” meaning a prospect will need to put in their information to get to that item of value. For example, a real estate agent may use a listing ad on Facebook as a lead magnet, bringing prospects to a landing page in order to see the complete listing.

What makes a lead magnet good?

As mentioned above, in order for a lead magnet to be effective, it must solve a prospects pain point, and prompt some sort of immediate gratification and action on the part of the viewer. Though the title of the lead magnet and actionable component should be clickable, it should not be deceiving and should be of interest to your target audience.

The download, printable, what have you, should be easily accessible. If a prospect has to jump through hoops in order to get to the item of value, they won’t likely trust you or be interested in content you have to offer in the future.

Remember, “when you lead with value, the value is in the leads.”

How to use your lead magnet

After a prospect has provided you with their information, there are a few different ways to deliver that item of value to them:

• A success page or “click funnel” is beneficial for you, because it is a trackable way to see who is interacting with your lead magnets, and will build “mind share”—a prospects association between you and your industry.
• The easiest way to deliver your content, though not the most recommended, is through a browser download, via PDF. Just be sure to include a call to action.
• For tracking purposes, the best way to get prospects to your item of value is through email. This way, you’re able to see exactly who opens your email, and eventually, who follows through with downloading the lead magnet.

How to follow up

The work you put into driving prospects to you through the lead magnet will be for virtually nothing if you do not follow up. But if you’re struggling with exactly how to keep the conversation going, there are a few things to consider.

1. Calling a prospect is an obvious way to follow-up. A good rule of thumb is to wait no longer than five minutes after they have taken action on your lead magnet to make the call. It might seem aggressive, but a prospect is far more likely to respond and remember the value you are providing to them. In order to make the call seem courteous, not creepy, make sure you use the call to sell your expertise, not your product or service.
2. Emailing is another great way to follow-up, which can drive prospects to take further action (and has the added bonus of being trackable).
3. Lastly, retargeting on social media allows you to work prospects through your funnel strategically. Use your lead magnet to build a list of prospects, which can then be transferred to Facebook for targeting through ads.

Action Items

Following this podcast, our goal is to provide you with as many actionable tips as possible. This episode includes…

• Download our printables to use as a lead magnet on social media, or on your website.
• Use one of these online tools to start generating leads:
• Pages: create slide shares and webinars
• Prezi and Canva: create ebooks
• Jing: record screencast tutorials