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“Can you listen to me!? I’m right here!” To the internet, this is how brands seem. Shouting from a distance for attention, waiting, and wanting to attract leads. A great lead magnet for a digital marketing agency is all you need to cut through this noise! (if only it was so easy)
On top of that, the attention span has dropped to 8.25 seconds in the last two decades, further decreasing the chances of potential customers paying attention to what you have to say. But it also equally opens doors for novelty. Each time, you get to whip out the magician’s hat and surprise them with an enticing offering!
Expecting your consumers to engage with your services from the get-go is too ambitious. Whether you’re an individual marketer or an agency, the biggest pain point today is to make people pause to connect with your offerings through stellar lead magnets.
Through this blog, we’ll go through top lead magnet ideas with examples.
Ready to take off by understanding the role of lead magnets first?
The Importance of Lead Magnets for Agencies
Yes, you want a user’s information.
But is your offering worth it for a user to trade their info?
Lead magnets are immensely powerful. To leverage the power, however, you should know how to use it. “Sign up for our newsletter” won’t make people click that button. Rather, “Sign up to get a 30% discount on our next product” is more of an enticing offer.
Instagram, LinkedIn, and all other social media platforms help your brand be visible to potential customers. But they don’t help you reach them. You’ll need their contact details to do so. Here’s when lead magnets come to the rescue. Similar to how customers give money to buy a service or product, lead magnets offer complementary products in exchange for the user’s contact details.
To narrow it down further, the real goal of a lead magnet is:
- gather email address
- phone numbers
- user names
All to build a lasting customer relationship. Now that we know the importance, let’s understand the key components of great lead magnets.
Key Components of Great Lead Magnets for Digital Marketing Agencies
Throwing in a bunch of reading material or a checklist may seem easy, but it may not get you the expected payoff.
Why? Because you could’ve taken more time to create something truly useful to your consumers.
So, it’s important your lead magnet should be as follows:
Is Relevant to Your Consumers
When you pick a broader topic, you increase the chances of getting more contacts. But, at the same time, you lose the ability to convert those into quality leads. So, narrow down on the specific type of audience that your brand caters to and offer value to them. Narrowing in one specific audience is one of the little changes that make a big difference in your content marketing.
Offers Value
Your offering should be valuable enough that consumers trade off their information. An industry insight that they may not get elsewhere or a solution to the common industry pain points. Only offering unique data will make them invested and interested in your business.
Is Credible
You want your consumers to be enticed with your offerings but how should they trust you? Back up your insights, reports, and content with concrete data as and when possible. Doing so breeds trust in your consumers.
Is Shareable
If someone likes your content and shares it, you automatically have a word-of-mouth promotion. Cumulatively, these components add up to a great lead magnet, which your consumers just can’t help but get attracted to!
Now that we know about the key components of a great lead magnet let’s look at five fun ideas for digital marketing agencies.
Top 5 Lead Magnet Ideas for Digital Marketing Agencies
We don’t just need great ideas, we need ideas that work at every stage of the sales funnel. Ready to take in the first one?
Leverage Email Marketing
In 2023, email marketing revenue was estimated at more than 10 billion U.S. dollars. Although this is not a very new marketing channel, it gives results. When used strategically, email marketing is the most all-encompassing marketing channel for every single stage of the funnel.
How?
One of the most important tasks for a new brand is to create awareness. Here’s when email marketing comes in handy. You could send them weekly, biweekly or monthly, depending on the open rate and engagement. Ensure you provide subscribers with the latest industry updates related to your business. A newsletter comprises a variety of content:
- Blogs
- Unique industry insights
- News
- Infographics
- Reports and case studies
However, for already established brands, leveraging email newsletters is about keeping their consumers informed about the latest updates.
Airbnb is a great example of sending out exemplary emails to its consumers. From top destinations to visit this season to guests’ favorite destinations to new app features, it rolls out a weekly newsletter and has a newsroom to convey all that’s hot and cooking at Airbnb.
If we look at the above image, the email has real pictures of the cottage with creative, clear copies emphasizing the aquatic trip experience.
The email is light in font, has real pictures, and has a CTA so the readers can directly book from their inbox! Although conventional, an email marketing strategy is still as effective as it was!
Cheatsheets and Checklists
People willing to create a brand or expand their business are always on the lookout for new handy tools or step-by-step instruction guides. A list of items that they shouldn’t miss out on is something that adds immense value for consumers struggling to find their footing.
For example, if you’re a brand management firm, you could release a checklist for consumers of an item list that they must have in their brand style guide.
A cheatsheet similarly offers value to consumers by solving their complex problems and planning projects effectively. The purpose of cheatsheets is to make your consumers introspect and perform complex tasks without feeling intimidated.
Launch Free Courses and eBooks
Once you’ve introduced your potential customers to your brand, it’s time to invite them to access more content.
This is the phase after they’ve discovered your brand. Before moving on to the next lead magnet strategy or providing additional lead managers, always ensure that you send them personalised notes of thanks before moving on to the next step. You’re their partner at each step of the journey, so acknowledge when they take action toward learning more about your brand.
Moving a step further. After attracting consumers by spreading awareness, it’s time to nourish this new equation. All human relationships work the same way. Believe it or not, even a brand-to-consumer relationship is no different. It demands consistent nourishment.
Here’s when Mini-courses, e-books, or guides, come in handy.
Through these resources, you subtly educate them about the industry while also stating why they should choose your brand when they come to make a purchase. This phase will also give you a clear picture of what your consumers want and whether they find these resources to be helpful or not, which enables you to segment your list even more.
Hubspot, one of the leading software companies offers free ebooks on numerous topics.
You can simply choose the right ebook, enter basic info, and get the kit right away!
E-books increase thought leadership and brand loyalty too! If you haven’t already leveraged this tactic, it’s a cost-effective strategy to consider.
Host Webinars or Podcasts
This strategy, again, is an effective one to deepen consumer relationships. Unlike mini-courses and e-books, hosting podcasts or webinars is a more engaging way to educate your consumers.
It’s not you speaking to the consumers; it’s inviting them into a discussion, which makes an even greater impact.
With over 189.3M monthly visits, you can easily find a webinar on Coursera’s website. Simply search a topic or a keyword related to the course and you’ll find ample webinars to learn from! This way the platform strengthens its position as an Edtech company in the market.
Offer Free Trials or Consultations
After nurturing a lead with emails, courses, and webinars, it’s time for the next most crucial step: Action.
Only the consumers who are genuinely interested in availing of your service will choose to take action. And taking action is the most traditional and important sales portion of your lead magnet funnel. By the time your consumers reach this stage, you need to convince them to make that purchase.
The easiest way to do so? Offer a free consultation or demo of your service or product.
This step is a must for SaaS companies. A demo of your product or service opens doors for your consumers to talk in person and ask if they have any questions or concerns about your products and ways you can help.
Demio, a company offering numerous marketing analytics tools including webinars offers an interactive video demo of its product.
In exchange for the user’s basic information, it also highlights the features of Demio on its page, giving users clarity with backed data.
A lead magnet for a digital marketing agency such as this is sure to tip the scales in your favor instead of your competitors!
Wrapping Up
Instead of fretting about the competition you need to cut through, marvel at the number of potential customers you get to reach with your resources. Offering helpful and free resources is a smart way to attract the right customers. But don’t forget that it’s the first step to starting a relationship with your customer. Building a long-lasting relationship requires you to deliver great content consistently and have a solid distribution strategy to keep pulling out good leads!
You can always harness the benefits of hiring a digital marketing agency in case doing so on your own feels overwhelming.
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