Lead magnets are an INCREDIBLE way to collect visitor email addresses and turn them into customers. But most marketers and founders are missing the basics when optimising their lead magnet landing pages and flows. Here's 5 proven changes to your lead magnet plans that will generate you significantly more demos and sales.
1️⃣ You need to promote your lead magnet
You can't just create a lead magnet and expect people to download it. Promote it on or in:
⭐️ Your social channels
⭐️ Your email footer
⭐️ Website pop-up
⭐️ Your chatbot
⭐️ Email list
⭐️ Partner socials
2️⃣ You need a high-converting landing page
Your lead magnet needs its OWN landing page. The page should be focused on visitor pains and how the lead magnet can help - not your business. You should include a visual of your lead magnet and detail any new insights or experts whose advice is included.
⭐️ You need fewer fields [most of the time]
⭐️ You need to only ask for info you don't have
(If you already have some info on the visitor like email or company name, then ask for NEW info, like company turnover, industry or job title)
3️⃣ You need to make use of your THANK YOU page
Almost everyone misses this. Anyone who downloads your lead magnet is interested and engaged. Now you should ask them if they want to request a demo. Embed a Savvycal booking form into your thank you page, and up to 20% of people downloading will go on to book a demo. You can see example book a demo pages here.
Alternatively you can point them to a popular blog post or to your social channels.
4️⃣ You need to remind people who didn't download
Up to 50% of people who request your lead magnet won't download it because of technical issues, distractions, or other priorities. If you're emailing people a link to your lead magnet, automate a follow up for those who didn't click the download link. Here's how this automation works:
5️⃣ You need to send a series of follow-up emails
The emails should be focused on educating and informing the recipient. Later the emails can help them️ quantify their problem and create a sense of risk of doing nothing aka not addressing their problem. This moves them into the consideration phase of the buying cycle.
Broadly, the sequence is:
You can link to your existing assets like blog posts or tools in this sequence - the content doesn't need to be created from scratch.
You start to sell or ask for a demo once you have built trust with the recipient, but include a link to book a demo in the footer of your email sequence emails, so that people can book a demo whenever they're ready.,