Find your target audience
Before you can craft your lead magnet or decide which content you want to use as the resource, you should learn as much as possible about your target customer. If you've invested in marketing for some time and have a lot of customer data, you may already know your customer. However, if you don't know who to target, you should review your customer data to determine which topics customers would be most interested in.
Determining who you're targeting and what their problems are can help you find the right people to target with your lead magnet and what type of lead magnet to offer them. For example, a dog trainer might find that their customers are primarily first-time pet parents with puppies. In this case, they may create a guide for taking care of a puppy for the first time, including personalized tips, the tools they need, and what to expect in the first few months.
Build your lead magnet
Once you know your target audience and the type of content you want to produce, you can begin to build your lead magnet, so you'll need to create content.
Every successful lead magnet has two components: content writing and graphic design. You can begin writing your lead magnet with the target audience and topic in mind, but remember that it should be easy to read and understand. In addition, the design should reflect the brand's identity while enhancing the visual appeal of the lead magnet.
Put your lead magnet out there
When your lead magnet is ready to go live, you can publish it on your website or set it up in your email marketing automation software to send to prospects who exchange their content information. Individuals downloading your lead magnet are likely at the awareness stage of the marketing funnel, so you can easily add a form to your home page or specific service pages, depending on your business and chosen conversion path.
Your form can be as simple or complex as you want it to be. However, keep in mind that customers are more likely to exchange contact information when the form is simple. Therefore, you may want to include only email and name.
If you want customers to enter your sales funnel and intend to contact them on the phone, you can include the option to add a phone number. Of course, the more form fields you have, the fewer leads you'll get. However, the leads you get will be more qualified because they showed how interested they were by filling out a longer form.
Depending on your overall strategy, you might create a dedicated landing page for your lead magnet and use various forms of marketing and advertising to attract more website visitors. For example, if you're active on social media, you might create an advertising campaign to attract new visitors to your site, where they can sign up to receive your lead magnet. You can also use social media posts, Google Ads, other advertising tools, and search engine optimization to increase your lead magnet's online visibility through paid or organic search traffic.
Use data to refine your lead magnet
After your lead magnet and setup are complete, you should continue to monitor your campaign to determine whether it's working as you intended. You can track everything from the conversion path to customers earned from the lead magnet to improve your marketing and sales processes. For example, you might experiment with different form lengths and different types of content to increase conversions and win more customers.