Offering a lead magnet is an effective tactic for maximizing your business’s lead generation efforts. It involves attracting people using something that provides value to them (an eBook, a template, or other types of downloadables) in exchange for their contact information.
It all starts with identifying your audience’s needs and investing the time and resources in creating a relevant lead magnet. Next, it’s time to get it in front of your target audience.
No matter how valuable or informative your lead magnet is, you won’t be able to generate leads if nobody knows about it in the first place.
This post covers how you can distribute and promote your lead magnets.
Analyze Each Audience Persona Separately
First and foremost, you need to analyze the buyer personas that you created for your lead magnet. To promote your lead magnet effectively, you need to observe each audience segment’s demographics and psychographics.
This is an effective method for creating more detailed audience profiles while minimizing the chances of offering irrelevant lead magnets.
Promote Your Lead Magnets To Them Specifically
After assessing your audience personas, you need to craft promotional messages that align with your buyers’ interests and requirements.
Determine the channels most frequented by your audience segment and position your lead magnets in a way that resonates with them. Use their language and meet them where they are.
Plan Ahead For Distribution
After creating an effective promotional strategy for your lead magnets, you need to develop a plan to distribute it!
Determine how you’ll drive traffic to your lead magnets and decide in advance the amount of time and resources you are willing to spend. What channels will you use? How often will you post about it?
What Does Success Mean For This Campaign?
A successful marketing and distribution campaign for lead magnets is about getting them to the right audience segment. But success can mean different things for different campaigns, so decide in advance what success means. It can be a certain number of leads per month, a certain conversion rate, or anything else you want.
Ultimately, distributing lead magnets is about adopting the right medium and appropriate promotional message that appeals to your target audience, compelling them to offer their personal information in return.
It serves as an essential part of a successful sales journey that builds trust, strong relationships, and enhanced brand recognition.
Take a moment to apply what you’ve learned here. Think about one of the lead magnets you already have up and running (if you don’t have one, just come up with a sample one for this).
- Who’s the target for this? Do you know where they spend time online?
- What do you think is the most effective way to reach them? Social, email, blog or video content?
- Based on your answer to #2, what kind of messaging can you create on those platforms to boost traffic to your lead magnet?