How attractive is your website?
I’m not referring to the colours, images and lay out. I want to know if your website is grabbing visitors’ attention and compelling them to take some kind of action.
Generally, we like to do a bit of research and find out a bit more about people before we decide to actually pick up the phone and start asking questions. A great way to bridge the gap between a visit to your website and having that first conversation is some kind of document or interaction that the visitor can receive in exchange for their email address.
You may have heard this referred to as a lead magnet. A lead magnet is a great way to capture website visitors’ details, gain leads and build your pipeline of potential future customers.
We are rightly quite protective of our email addresses, so whatever your lead magnet is, it needs to be packed with value; something that is going to be really interesting, relevant and helpful to the recipient.
What could your lead magnet be?
Here are some ideas:
- I’ve seen some great questionnaires or quizzes. These are especially good because you can gauge exactly how you could help the recipient depending on their answers.
- eBooks are very popular and can include your top 3, 5 or 10 tips.
- A checklist can be really useful too.
- A white paper is a report or guide that helps the reader to understand an issue, solve a problem, or make a decision.
If you already have a lead magnet do let me know what it is by adding a comment at the end. Also, if you’ve come across other examples add them to the comments section too.
You must follow up
When someone signs up for your lead magnet think of this as just the beginning of the relationship. The same as when you meet someone whilst networking, it takes time to get to ‘know, like and trust’ you before they are ready to pick up the phone and discuss what the next steps of doing business with you might be.
Once the connection has been made, think of a way that you can continue to add value. Say thank you for making contact and let them know that you are there to help.
You could continue to add value by:
- Expanding on actions they can take on the topic of your lead magnet
- Asking for feedback on how the lead magnet has helped them
- Sending a helpful tip each month
- If you have a YouTube channel and record ‘how to’ videos you can let them know when the latest one has been uploaded
- If you run seminars or workshops an invitation could be a good way for them to find out more about you and how you could help them
- Or perhaps a ½ hour no obligation telephone or Skype call can take the relationship to the next stage
By keeping in touch in these ways, when the time is right, it is you that your prospects will turn to because you’ve taken the time to help them and you’ve kept on their radar (without being annoying!). This definitely works; I know from experience.
Let’s get techie!
This might all sound a great idea to you, but the technical side of getting this onto your website might be filling you with dread! It’s really not such a big problem…honestly!
An email marketing system such as Sentori, MailChimp or Awebber, enables you to create a sign up form to your lead magnet. This will be some code that you add to your website and, hey presto, you have a form. Then when someone requests your lead magnet they will receive an automatic response, which you’ve also created in your email marketing system, with a link so they can access or download your valuable information.
The actual download can be a simple Word document that you’ve saved as a pdf and stored on your website.
Your email marketing system will also enable you to continue to keep in contact. You can read all about this in the marketing tip ‘Email marketing – a great way to keep in touch’.
If you wanted to create an application that is a slightly more dynamic there are some talented designers and software developers that can help you.
Well worth the effort
Putting time aside to work out what would be a really attractive lead magnet, creating it (including the follow up process), then adding it to your website, is definitely well worth the effort. And of course, when you meet someone networking you can refer to your lead magnet and direct them to it when you return to the office and send them a ‘nice to meet you’ follow up email. Now you’ve blended your on-line marketing with your off-line marketing!
Creating a lead magnet is a really effective marketing strategy for generating leads, but if you are still slightly daunted by the idea, don’t worry, I can help you.
Email me with your ideas to nicola@attractivemarketing or call me on 07565 382803 and I’ll be happy to talk it through.
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