Your lead magnet is not just a “check it off the list” kind of marketing activity. It’s an integral component in your inbound marketing process and content marketing strategy – and the creation of this content needs to be framed as such.
When you create your lead magnet, you need to consider the context:
- The customer journey – what’s their level of knowledge on your topic of expertise or their awareness of the problem you solve for them?
- The user experience – how did they get to your opt-in page? Is the experience coherent?
- Their relationships with you – are they predominantly cold leads, or are they somewhat warm (e.g. they’ve seen you around in social media)? How do they wish to relate to you, as the person who delivers their solution? Who do you want to be for them?
Then the content in your lead magnet should be structured so it addresses the following:
- Relevant and valuable enough for your ideal clients to share their info.
- Focus on one immediate challenge so the content is focused and easy to consume – if people don’t finish reading, watching or listening to your content, it’s not serving its purpose.
- Present your expertise in a way that answers “why you” – how do you stand out from your competition?
- Show them why the unique combination of your values, message, points-of-view, expertise and the way you deliver your services is the best fit for them. Instead of tooting your own horn, position the content as an objective evaluation of why your readers haven’t been getting results with other methods and approaches.
- Fill the gap – what do they need to know about you, themselves and/or the problem in order to take the next step with you? You may need to educate them on their challenges so they gain the knowledge level to engage with your work meaningfully, or you may need to bust some myths and mindset hurdles for them to realize change is possible.
- Debunk any misconception that is holding them back from taking action or choosing to solve their problem with your methodology – unless they believe they can succeed, they won’t work with you.
- Give them the language to articulate their challenges, so when they read your sales message you don’t have to go back to square one and explain everything.
- Speak to their aspired identity – one that you stand for and can help them achieve.
- Lead into taking the next step with you – a call-to-action is an integral part of any piece of content created within the context of inbound marketing