Lead magnets, often referred to as ‘gated content’, are an excellent strategy for brands looking to grow their email marketing list and can be used as a way of lead nurturing.
Generally speaking, lead magnets are any value-added content that you offer visitors in exchange for something, typically their email address or other contact details.
Lead magnets are a great way of growing your marketing database when combined with a broader ongoing marketing strategy. When a visitor lands on your website, they might not be in a position where they’re ready to buy from you yet. But give them an incentive to exchange their details for valuable content, and you’ll be front of mind when they are ready.
Lead magnets can be any content that adds value to the visitor. This could include:
The most important thing to remember when it comes to gated content is that it should always be a mutually beneficial exchange. Get it right, and you’ll win the trust of your audience. Use it as a tool to push your agenda, and you’ll risk coming across sales-heavy or spammy.
Once you’ve determined which lead magnets you’d like to implement on your website, you should then take the time to plan out where you’re going to place them.
Interrupting a piece of content partway through might seem counterintuitive, but it’s a very effective way of gaining signups, especially if it’s near the top of the page as this is when the visitor will be most engaged.
This method is similar to the previous one, but a little less intrusive. The only difference being that this method is easier for the user to ignore, which is a risk.
If a visitor has engaged with your content enough that they read all of it, then a natural progression is to offer them an incentive to consume more.
Popups can be very effective, but they should also be treated with caution as they can come across as spammy.
Creating dedicated resources like eBooks or email courses designed as lead magnets can be extremely useful in attracting opt-ins.
A great example of a company who is covering all of the bases when it comes to gated content and lead magnets is sales CRM company Close. A quick browse through their website reveals a plethora of excellent lead magnet ideas.
They have a very in-depth blog full of great free articles and how-to guides, each with a simple newsletter signup form at the bottom the page – one of the most tried and tested lead magnets.
Their resources section is full of more advanced lead magnet strategies, including email courses, daily videos, webinars and a well-designed bank of eBooks, all accessible for free for just the cost of an email address.
All in all, the Close website is an excellent example, and their methods could easily be replicated and used for other business in multiple industries.
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