Elements of the Perfect Lead Magnet
There are endless possibilities for what your lead generation content can be. However, there are some elements that every great lead magnet has in common:
You will “house” your content on a dedicated landing page on your website. This is where your website visitors will be able to obtain the asset. The landing page should be visually appealing, relate directly to the content and explain what it is, and it should be optimised for search.
Search engine optimisation (SEO) is especially important for lead generation landing pages because organic traffic may be the most common path your audience will take to find the asset. However, you will also likely promote your content on social media and through email marketing as well.
The success of your lead magnet strategy depends on the quality of the content or asset you’re promoting. Choose something that your target audience is guaranteed to want to read, watch, try or buy. Lean on your buyer personas and knowledge of your sales funnel to determine the type of content you should create.
The call-to-action refers to the words or phrases that prompt website visitors to fill out the form to gain access to the content. Similar to advertising copy, this should be short, succinct, direct and inspire the reader to take action.