Last week on the blog, we talked about the importance of using lead magnets and content upgrades for lead generation, and some of the similarities and differences between the two. Lead magnets and content upgrades are different in the way they are used to draw customers and prospects in, as lead magnets are used for site-wide purposes, and content upgrades are normally something that’s offered within a specific blog post.
While they aren’t exactly the same, lead magnets and content upgrades have some things in common when it comes to getting subscribers to download them. Successful lead magnets and content upgrades offer value to customers and prospects, are high quality, evergreen, and something that can be advertised frequently.
Something of Value
When it comes to both lead magnets and content upgrades, it’s wise to research your customers, your market, and understand their pain points. first Ask yourself what problems your customers are trying to solve for their own business and create content that provides solutions for them.
Perhaps your customers know nothing about email marketing, but you do. You could create an e-book as a lead magnet with basic information for your customers about how to execute a successful email campaign. Keep it short and sweet though. A quality lead magnet delivers value quickly – within five to ten minutes.
Maybe your ideal customer is a designer that would absolutely love some well-designed templates to use for personal use or for their own small business. You could create some templates for this specific buyer to download as a content upgrade after writing a blog about the fundamentals of well-designed templates.
Quality
Just because you’re giving something (or a few things) away, it doesn’t mean you can get lazy and not deliver something professional to your prospects. After all, they are still prospects you are hoping to convert into customers. Make sure your offering has been revised and edited into a high quality piece of content before it’s published.
There are so many free tools out there today that can be used to create high quality content. As mentioned in a previous post, Canva is one of them. Always use high-quality images, which especially important when you’re marketing to artists and designers. Today there are so many great free resources available for high quality stock photos, like Ivory Mix , which offers a large quantity and variety of photos to choose from that are very high quality and artistic.
Evergreen
When giving away something free to your customers and prospects, it should ideally be evergreen, meaning it offers immediate value, is something your customers can go back to time and again, and remains true for a good period of time. Downloadable templates or checklists are a great example of evergreen content, as they can be used immediately, and the content shouldn’t change frequently. If it does need to change though, the content should be about a topic you can quickly update.
Advertise on Social Media
After your content and lead magnets have been published, you should promote them through each social media channel your business is connected to. Again, here, you can use tools like Canva to resize your images for various social media outlets, as not all social media images are created equal. Because lead magnets and upgrades are essentially giveaways, you’ll want to make sure you call out the fact that they are so; whether that means drawing huge arrows, blinking lights, or something else that will stand out online, to make your offer pop.
Make sure the copy for your social media promotions reflect the fact that you’re giving away something for free. When it comes to social media, hashtags are key to getting eyes on your content. There are many tools out there, like Hashtagify, for example, that will give you suggestions as to the best hashtags to use for your content.
Looking for additional tips to generate leads for your business? Be sure to check our blog over the next few weeks for our FREE e-book, 5 Simple Ways to Attract the Leads You Want!