A lead magnet is a “gated” form of digital content, which requires a potential customer to hand over contact information, preferably an email, to get access to the content.
Before we move forward I want to expand on two of those words
- Gated means it’s locked behind a metaphorical digital door just teasing your prospect
- Digital content can be PDFs, video series, ebooks, or white paper (blah).
Additionally, let’s pinpoint the three primary questions I must answer before you can start growing your business with lead magnets.
- Why do you need to use a lead magnet?
- What kind of content should/could you create?
- How do you leverage this content for lead nurturing and increased sales?
Why do you need to use a lead magnet?
A lead magnet is the most important part of an inbound marketing strategy, as it initiates the process of trust-building with customers. Inbound marketing focuses on captivating audiences with valuable content rather than disrupting their lives as traditional sales and advertising do.
Crafting an impactful lead magnet within your inbound marketing strategy helps streamline the process of directing qualified leads to your sales team. These leads are qualified because you’ve nurtured them with pertinent information and emails, positioning your brand as the solution to their problems. This method significantly reduces the time it would normally take for you or your sales representatives to connect with your target audience and persuade them to purchase your product or service.
As a small medical device company owner, your time is valuable which means setting up a lead generator and an inbound marketing strategy is going to save you time and improve your close rate.
So here is how you get started
- Learn more about Inbound Marketing by going to the source (HubSpot)
- Read Marketing Made SImple by Donald Miller
What kind of content should/could you create?
This is the easiest one to answer and all you need to do is follow two simple rules.
Rule One: Make valuable content, not fluff pieces. Someone is going to hand over an email for what you are offering so it better be something that helps them.
Rule Two: It can be product adjacent but this is not your opportunity to directly sell your product. This is your opportunity to subconsciously position yourself as an expert in your prospect’s mind.
So what can you make? Well, you can start with this list of unique lead magnets from Hubspot, yes them again, and use them as inspiration while you cook up your own. You can also explore what other companies are doing in different industries and tailor what you find appealing to your own needs. If time is tight, consider choosing an ebook, guide, report, or tool that can be developed within a two-week timeframe.
How do you leverage this content for lead nurturing and increased sales?
You automate the process. This means you need a landing page and a CRM with marketing capabilities like Nutshell or an email marketing platform like Drip. So here are the five steps you need to take to move towards a world of automated lead generation.
- Prioritize creating the lead magnet; without it, the rest is futile.
- Build a landing page, pop-up, and section of your home page with a form that gives someone access to the lead magnet after they provide an email.
- You map out and write a 5-email sales campaign (Read Marketing Made SImple by Donald Miller to learn how to do this)
- You map out and write a nurture email campaign (see link above)
- You automate the process
Now you can start the process of promoting the piece and driving people to your website via social media. Again I am going to recommend an inbound content strategy with interesting and helpful content (look at HubSpot resources again). If you’re unsure where to begin, schedule a 15-minute meeting with me for some free advice and guidance to get you on the right track. Click here to book your slot.
