In just a couple of decades, things have completely changed in the world of marketing and advertising , making the Internet the true reference for most businesses, especially those born from small ideas but want To get far. Today anyone can have their own blog or their own personal website, where they develop their vision of things, offer their products or services, and reach thousands or even millions of users who might be interested in hiring them or buying something of what they sell. We no longer need huge newspaper or television campaigns. Internet has shown us that there are new ways of doing things, with minimal investments, as long as we know how to move within the very interesting world of digital marketing. Surely if you are reading this It is because you already have at least a basic idea of how this type of marketing works, and today we are going to introduce you to one of its most important hooks.
Although the means and methods change, in the end digital marketing seeks exactly the same thing as the advertising of a lifetime : to reach as many people as possible to convince them to become our customers . It also works as a validator of our brand, showing what we are and where we are going, but mainly, what we are trying to do is attract potential clients , in this case to our personal website, so that they end up converting first in loyal readers and then in buyers of our products or services. There are many ways to achieve this, but without a doubt one of the most important and effective is the Lead Magnet, a free product that we offer to our users in exchange for their email address , and that it can be the first step in our company-client relationship, if we know how to move intelligently through this method. Here we are going to give you all the keys about the Lead Magnet and how to use it in your business .
The term Lead Magnet is, like so many others in Online Marketing, an expression in English that has spread to the rest of the territories where these techniques of persuasion to customers are studied. It could be translated as Lead Magnet , understanding that the lead is that user who comes to our page and is relatively interested in what we offer, to the point of including their data in a form in exchange of a product or service of a certain value , but it will be free for him. Leads are potential customers, those who do not know us but come to our website attracted by a special offer, a discount or the possibility of downloading or trying a product that we are offering, completely free of charge . For this reason, these types of tests, courses or discounts are known as lead magnets, since they attract a large number of users, as long as they are well done and outlined.
As we said above, anything that we offer to our users for free, in exchange for only their contact information , can be considered a magnet for leads. The intention is to get that user who reads our post but does not dare to contact us, or the one who has just discovered us and wants to test us to evaluate if it is worth buying our products or services , click the hook to deliver at least your email, in exchange for a service or content that may be of interest to you. And this is when we have to get our creative part and create that content, in the form of free course, webinar, demonstration, freemium test, ebook, online chat … The format will vary, but the intention is always the itself: offer something interesting to the user to convince him to consider us when buying our products or services. We will be loyalty to that contact , expanding our networks and demonstrating our ability to work.
There are many types of lead magnets, depending mainly on the format we want to choose to present and offer to our audience. In the end, it is about offering quality content through a specific medium, which the user can access by simply leaving their contact information, usually email. This trick will allow us to get in more direct contact with him, offering him a newsletter in which we will inform about news, offer more content and we will achieve loyalty, little by little, so that he ends up becoming our client. We can prepare courses in video, audio or PDF format, which is a very common formula, on a very specific topic that will serve as entry or introduction to the paid services we offer , and will serve as magnet or hook for those prospects.
Depending on the type of format that we want to give the content, the creation of the lead magnet will be carried out in one way or another. It is not the same to record a series of short five-minute videos to offer in our newsletter than to write a ebook of about twenty or thirty pages, or prepare a webimar with interesting information on a specific topic. The choice of the format will not be accidental, but will be based on the interest shown by the users themselves, and of course, on the type of content that we want to offer them, since there are media that adapt better than others to a type of content. Once we have created our lead magnet we will offer it on our website, writing articles related to the topic, offering it from the landing page or even in a pop-up at the beginning, to attract the attention of potential customers .
Creating a lead magnet can be somewhat chaotic and complicated, especially if we are not used to this type of online marketing method. We cannot simply generate the first one that comes to mind, with whatever content we have in mind. We must conduct a study on our own website to find out which articles are , and therefore the topics, that most interest our potential clients, and based on this create a series of contents that help us to retain that audience until converting them from leads into customers. These content will be of quality, will be well presented and will offer something different and above all useful for those users who have been interested in them. Of course, we must show only a part of all the content, because the interesting thing is to offer the rest in the form of a product or payment service, which will ultimately be what makes us generate income.