I’ll guarantee you’ve done it more than a dozen times? You know, been on a website and filled out a form in exchange for that really “important” PDF that will solve all of your problems over night. These “lead magnets” are designed to build trust and are so much more effective than the old fashioned “join our mailing list” marketing method. If your business is doing a good job, you’ll that prospect will then be given the opportunity to purchase from you with your follow up email campaign. We call this next step the "trip wire offer".

All of these tools are part of what's called the  “Customer Value Journey” (CVJ), the process we use in marketing to map out the journey a prospect goes on when they become aware of your business for the first time.  This journey always goes through the same stages and, when understood, can be the foundation of all of your marketing activity.  It really is fascinating to learn that the CVJ mirrors closely the journey we go on with any human relationship, from awareness to advocate or first eye contact to marriage.

The CVJ starts with the awareness stage, this often means the prospect sees some form of your advertising, maybe through a Google search or social post that sparks their interest.  This then leads to the engagement stage where the prospect begins to assess whether they want to find out more and start a conversation or undertake further information gathering on your business.

Then we get to the lead magnet - If the prospect is engaged with your website, they are likely to want to have a problem solved that is relevant to them, right there and then.  It’s likely to be the main reason the prospect landed on your website in the first place.  Therefore, a great lead magnet would offer to solve that problem quickly and easily, in exchange for an email address (and sometimes a few more details such as name and telephone number).

Effective lead magnets are marketing gold and the internet is full of examples that prove that when we get this right, the results can be truly amazing.

There are a few things to consider before embarking on creating a lead magnet, most important of which is knowing exactly who the customer is, we do this by creating a customer avatar.  This process helps us understand your ideal customer intimately and allows us to put ourselves in their shoes in order to determine the problem that they need to solve with the core offer you are selling.

If you need further help just reach out through the website to have a chat.