Sales stand and land on potential customers, but attracting potential customers and optimally converting them into buyers is an art that many have not yet grasped. According to Hubspot, about 61% of marketers think about generating traffic and driving is their biggest challenge. why?
There are three problems currently holding the website back. First, all the digital competition is optimized for Google’s search engine. Second, new privacy policies in Europe and the United States restrict data collection, limiting various marketing opportunities. Finally, consumers are showing increasing concern about the costing of benefits when handing over their contact details to businesses.
However, facing difficulties does not mean that all hope is lost. On the contrary: Those who strategically align lead generation with the goals of potential buyers will gain a significant advantage. The key is to build a “foot in the door” technology for continuous engagement – the lead magnet.
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Let’s explore what key magnets are and how you can effectively design and implement them to build a strong customer relationship from the start.
Many companies are quick to overlook that the timing of presentation of lead magnets affects user behavior.
The attractive magic of lead magnets
In physics, the motions of +/- poles in magnetic fields generate energy. It’s similar to websites: by incorporating different magnets that lead to different actions, you create a powerful environment to intrigue your users. Lead generation is on-demand content that incentivizes users to provide their contact information (“login”), so you can engage them in the future. In a survey of 1,000 bloggers, we found that those using lead magnets were 57% more likely to report strong results from their content marketing.
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Today, 96% of your website visitors are not ready to buy. Instead, they either become aware of your brand (awareness stage) or consider your products as one of many options (think stage). In these initial stages, you want potential customers to put their contact details in place so you can engage them in personalized emails in the future. Unfortunately, very few customers hand over their data in this way. This is exactly where seductive magnets enter the equation.
Basics for creating a high conversion magnet
A magnet can be anything that provides additional value, whether it is benchmarking studies, guides, interactive tests, short or long video content, or anything else. The purpose is to exchange a contact, just like moral bribery. To design an effective magnet for multiple buyer personas and decision stages, you need to ask yourself the following questions first.
Do magnets solve a problem?
If your lead magnet doesn’t solve the visitor’s problem, or if it doesn’t help them achieve their goal, your hard work is all for nothing.
To find out if your magnet fits a purpose, you need to listen to your audience. Here, SEO tools come in handy, allowing you to perform keyword analysis or research. Browsing through long and short tail keywords with a higher search volume will help you quickly discover the type of answers potential customers are looking for.