If you’re looking to generate more leads from your website, you should initiate a lead magnet campaign.
A lead magnet is an opt-in bribe. It can be a free whitepaper, eBook, report, consultation, coupon, or something else your readers would find valuable.
Your goal is to get your visitors to sign up for your opt-in offer so you can add them to your email list.
Once they’re in your database, you can nurture them to where they’re ready to buy. There is a good chance people are coming to your website for the first time won’t be ready to buy the moment they arrive. But if you follow up with relevant messages, they may become a client down the line.
Create Your Opt-In Offer
First, you need to develop an attractive opt-in offer.
Think carefully about why people are coming to your website. What are they trying to learn about? What information would they need to know to make a buying decision down the line?
As you’re developing your lead magnet, consider creating a general offer first before creating something more specific.
For instance, let’s say you’re in the fishing niche. Fishermen with some experience might be interested in learning about the best reel money can buy. But a new fisherman would better resonate with an offer like “Top 5 Tips to Help You Catch More Fish.” This is an excellent catch-all offer because even those with some experience might be interested in landing more fish every time they’re out in the field and may opt-in to get it.
Develop Your Landing Page
You can use any space on your website to promote your lead magnet. You may choose to display it in the sidebar, in the footer, after blog posts, and so on.
But if you’re going to be running a campaign and driving traffic to your lead magnet, then a landing page is indispensable.
Don’t over-complicate the process. If you’re not a web developer yourself, and no one on your team is, then don’t try to build the page from scratch. Take advantage of a tool like Thrive or Leadpages. They have attractive pre-built templates you can use and customize to suit your needs.
Your landing page should contain a headline, a visual representation of what the visitor gets when they sign up (i.e., an eBook cover), a bullet list of what they can expect to find in the report, a call to action, and credibility indicators (not mandatory, but these can help build trust).
Drive Traffic to Your Landing Page
Now that your lead magnet and landing page are ready, it’s time to drive traffic to your offer.
Again, you can drive people to your offer from anywhere on your website – a link in the sidebar, a call-to-action at the end of a blog post, a button in your navigation, and so on.
But the best way to drive a lot of traffic to your offer and test out its effectiveness is to use advertising. Google AdWords and Facebook advertising are both great options to consider. They allow you to control your daily spend and narrow in on your target audience, so you aren’t showing your ad to just anyone. You can begin sending a lot of traffic to your landing page immediately, assuming you have a reasonable budget to work with.
Keep things simple. All you need to do to launch your first lead magnet campaign is to:
- Create your opt-in offer.
- Develop your landing page.
- Drive traffic to your landing page.
Everything in between is just details. Assuming your offer is something your target audience wants, you will see people sign up for your offer. A higher rate of conversion is always better, but no one has a 100% conversion rate.
Per AmbitionAlly, a good conversion rate for an ad-based campaign is somewhere in the 30 to 40% range.