Lead magnets are an essential tool in your marketing toolkit.
So how do you use them and how do you promote them for maximum return on investment?
You can’t really say you are marketing effectively if you don’t have one. And if you don’t, you are losing 80% of the leads and sales you could be getting.
They are that important!
So let’s start at the top and break them down.
So, what is a lead magnet?
A lead magnet is a middle or bottom of the funnel offer for a guide, an ebook, a video, a checklist, training, special podcast, webinar or other form of content that your target buyer would be interested in.
The reason lead magnets are important is because a visitor to your website has to share their contact information in order to get access to them. This means you can build a list of potential MSP buyers and continue to market to them over time at almost no cost. You can’t do that with general visitors to your website who don’t download a lead magnet.
A lot of people are confused with lead magnets because they don’t know what to write about. But, if you think about it, that’s ridiculous. I mentioned earlier that a lead magnet is content your target buyer would be interested in.
So, let me ask you, what would your target buyer be interested in?
MSPs who put out lead magnets on new server technologies, or the features of Microsoft Office complain that no one downloads their lead magnets. Isn’t it obvious why? No one is interested in learning about that.
However, a lead magnet that spoke to their challenges and issues like “How to prevent hackers from stealing your patient data,” or “What happens after you’re hacked – how to protect your business, your employees and your job” would get their attention and compel them to download it.
Remember, when marketing you always want to start with your ideal client persona and identify the problems and challenges they are having so you can talk about how your product or service solves them.
Your lead magnets should be designed to help them solve their major problems – and sell your business as the ultimate solution.
So how do you promote a lead magnet?
Well, it’s important to understand that a lead magnet lives in your marketing funnel in the middle and bottom layers.
That means, they need to be represented and offered on your website so when visitors come to it they can see the lead magnets and have the option to download them.
So the first place you want to promote your lead magnet is on your website in the form of banner ads and callouts in the sidebars and in the text on your pages.
This means you want to go into old articles and link from words in the text to the lead magnet.
You will also want to promote and link to your lead magnet in your emails and email newsletters.
You will also want to promote your lead magnet on all your social media channels as well.
So think about all the places you could promote your lead magnet organically across your website, email and social channels.
If you think about it, you can promote in ways that aren’t immediately obvious like on Facebook in a tab, or you could create a video promoting it on YouTube. There’s a lot of odd places like this that you already own and can take advantage of.
When you are thinking about social media, don’t forget to create ads and pay to promote on Facebook, Instagram, LinkedIn, and YouTube.
MSPs work with a lot of different types of businesses and these social channels have really great targeting capabilities so you can dial in who you want to promote to.
And think about that for testing and conversion optimization. If you pay to promote your MSP lead magnet to a targeted group of leads and you don’t get any, or you get very few new leads, then your lead magnet isn’t very interesting and attractive to your target buyer is it?
And this is a key point because if your lead magnet for your MSP business is attractive and almost irresistible, people will download it and you will get a lot of leads. Especially if you get it in front of potential clients using paid ads.
But if no one downloads it, it tells you you need to rework it and that might mean you have to go back to the beginning and research your ideal client persona in order to understand the challenges and problems they are having that they want an answer to.
That’s all I’ve got for you this week.
If you have any questions let me know.
::: Articles Discussed in the VLOG :::
➡️ Get the Client Magnet System Quick Guide
➡️ Get the Client Magnet System Quick Guide