Lead magnet: why offer free content to sell more?
Posted: Sat Dec 28, 2024 9:43 am
Do you want to generate more leads through your website and increase your turnover? There is an essential tool to integrate into your digital and content marketing strategy : the lead magnet. This is high value-added content that you offer to your prospects to ultimately transform them into customers.
You are probably wondering why offering free content can help you sell more. We explain it all in detail. You will discover what a lead magnet is and how to offer it to your prospects. We also share 5 examples of lead magnets that you can integrate into your content strategy.
Summary :
Lead magnet: definition
The objectives of the lead magnet
When to integrate a lead magnet into a sales funnel?
How to offer a lead magnet?
The call to action button
The landing page
The contact form
5 Types of Lead Magnets to Convert Your Prospects into Customers
1. The white paper
2. Webinars
3. Templates (models or examples)
4. Checklists
5. Simulators (or calculators)
Lead magnet: definition
A lead magnet is a premium content that you offer to your prospects in exchange for their data. It is a PDF document that you offer for “free” download and that contains useful information for your prospect. The notion of “free” is slightly misleading, because your prospect “pays” you by offering you their contact information.
The lead magnet is, as its name suggests, a tool for generating leads kuwait telegram phone number list The prospect is invited to download the document by entering their contact details (including their email). These allow you to keep in touch with the prospect, particularly via a marketing automation strategy.
With this type of free content, your goal is to transform the prospect into a customer, and therefore sell more. The lead magnet is an integral part of your sales funnel . The data you collect must serve lead nurturing, that is to say the progression of the prospect in the funnel.
You must therefore think about intelligently integrating the lead magnet into your Inbound marketing strategy.
The objectives of the lead magnet
The lead magnet serves five main purposes:
Develop the company's reputation by positioning itself as an expert on a given topic,
Attract prospects by offering them high added value content,
Collect information about them to qualify leads,
Promote conversion through an effective Inbound marketing strategy,
Increase your turnover .
With the lead magnet, you generate qualified traffic on your website. You already show your prospect, who is looking to solve a problem, that you are an expert on this subject. Your content strategy must therefore demonstrate this expertise.
By downloading your PDF document, the prospect shows you their interest in this topic and, by extension, in your expertise. You must therefore show them that you have the answer to their problem: your product or service offering. This is what you will gradually highlight.
When to integrate a lead magnet into a sales funnel?
The sales funnel can be broken down into three parts:
The top of the funnel (TOFU )
Your prospects have become aware of a problem: they are going to look for information on this subject. They come to you through your website, your blog, your social networks or even a podcast.
The middle of the funnel (MOFU)
Your prospects will be looking to solve this problem. So they evaluate the alternatives available to them and gather information. This is where your lead magnets come in .
The bottom of the funnel (BOFU)
Your prospects have collected the information they deemed necessary. They are almost ready to use your services, but they still need to be convinced. At this stage of the funnel, customer testimonials, product demonstrations or even events come into play. This is the phase that leads to conversion.
The lead magnet is therefore associated with a strategic phase of the purchasing journey . This free content must then allow the prospect to move forward in their thinking. It must also allow them to identify the fact that your products or services potentially provide the ideal answer to their problem.
To do this, you must first understand the expectations of your marketing personas and offer them relevant content. This involves, among other things, taking an interest in the keywords they type into search engines. If they are looking for “templates” or “guides” associated with topics that you cover, it is wise to exploit them.
Let's take the example of a travel agency. On its blog , it gives advice to Internet users on destinations or how to prepare for their vacation. It could, for example, write an article with advice on how to prepare a trip with a baby. We assume that the Internet user reading this article is a parent about to travel, but solutions to do so as peacefully as possible with their infant. This article would be associated with a checklist so as not to forget anything in the baby's travel bag. Available for download in exchange for an email, this checklist is a
You are probably wondering why offering free content can help you sell more. We explain it all in detail. You will discover what a lead magnet is and how to offer it to your prospects. We also share 5 examples of lead magnets that you can integrate into your content strategy.
Summary :
Lead magnet: definition
The objectives of the lead magnet
When to integrate a lead magnet into a sales funnel?
How to offer a lead magnet?
The call to action button
The landing page
The contact form
5 Types of Lead Magnets to Convert Your Prospects into Customers
1. The white paper
2. Webinars
3. Templates (models or examples)
4. Checklists
5. Simulators (or calculators)
Lead magnet: definition
A lead magnet is a premium content that you offer to your prospects in exchange for their data. It is a PDF document that you offer for “free” download and that contains useful information for your prospect. The notion of “free” is slightly misleading, because your prospect “pays” you by offering you their contact information.
The lead magnet is, as its name suggests, a tool for generating leads kuwait telegram phone number list The prospect is invited to download the document by entering their contact details (including their email). These allow you to keep in touch with the prospect, particularly via a marketing automation strategy.
With this type of free content, your goal is to transform the prospect into a customer, and therefore sell more. The lead magnet is an integral part of your sales funnel . The data you collect must serve lead nurturing, that is to say the progression of the prospect in the funnel.
You must therefore think about intelligently integrating the lead magnet into your Inbound marketing strategy.
The objectives of the lead magnet
The lead magnet serves five main purposes:
Develop the company's reputation by positioning itself as an expert on a given topic,
Attract prospects by offering them high added value content,
Collect information about them to qualify leads,
Promote conversion through an effective Inbound marketing strategy,
Increase your turnover .
With the lead magnet, you generate qualified traffic on your website. You already show your prospect, who is looking to solve a problem, that you are an expert on this subject. Your content strategy must therefore demonstrate this expertise.
By downloading your PDF document, the prospect shows you their interest in this topic and, by extension, in your expertise. You must therefore show them that you have the answer to their problem: your product or service offering. This is what you will gradually highlight.
When to integrate a lead magnet into a sales funnel?
The sales funnel can be broken down into three parts:
The top of the funnel (TOFU )
Your prospects have become aware of a problem: they are going to look for information on this subject. They come to you through your website, your blog, your social networks or even a podcast.
The middle of the funnel (MOFU)
Your prospects will be looking to solve this problem. So they evaluate the alternatives available to them and gather information. This is where your lead magnets come in .
The bottom of the funnel (BOFU)
Your prospects have collected the information they deemed necessary. They are almost ready to use your services, but they still need to be convinced. At this stage of the funnel, customer testimonials, product demonstrations or even events come into play. This is the phase that leads to conversion.
The lead magnet is therefore associated with a strategic phase of the purchasing journey . This free content must then allow the prospect to move forward in their thinking. It must also allow them to identify the fact that your products or services potentially provide the ideal answer to their problem.
To do this, you must first understand the expectations of your marketing personas and offer them relevant content. This involves, among other things, taking an interest in the keywords they type into search engines. If they are looking for “templates” or “guides” associated with topics that you cover, it is wise to exploit them.
Let's take the example of a travel agency. On its blog , it gives advice to Internet users on destinations or how to prepare for their vacation. It could, for example, write an article with advice on how to prepare a trip with a baby. We assume that the Internet user reading this article is a parent about to travel, but solutions to do so as peacefully as possible with their infant. This article would be associated with a checklist so as not to forget anything in the baby's travel bag. Available for download in exchange for an email, this checklist is a