In inbound marketing, free content offers play a key role. These are those documents or downloadable materials that companies offer in exchange for the contact information of their visitors. The objective of the brand? Create databases of potential buyers, who voluntarily decide to be part of them. The user’s goal? Read and learn about content that allows you to grow both professionally and personally.
In essence, any inbound strategy connects with this win-win dynamic, since among its foundations is educating over selling and providing valuable content at all times. For this reason, the lead magnet is nothing more than a synonym to refer to. to these attractive and valuable content offers, which allow us to easily attract our potential customers and collect more precise information about who they are and how to contact them.
To generate a purchase, it is necessary to generate trust, in this way, giving away content that empowers users in terms of valuable learning and knowledge is an excellent way to build that trust. Next, we will give you some lead magnet examples that you can start using in your inbound marketing and content marketing strategies.
Ebooks
Among the content offers that are most used, without a doubt ebooks or electronic books stand out as one of them. Although they require more work and are a complex process that requires a lot of planning, they are ideal for transmitting content that needs to be explained in depth.
Ebooks are generally .PDF files or compressed files with standard formats to be read on any device. An advantage of ebooks is that they can contain images and graphic designs that enrich the reader’s experience.
Whitepapers
Whitepapers are documents in the form of a guide, which are designed to help users solve a certain problem or understand a specific topic. Whitepapers are widely used in inbound marketing, especially in those brands with a B2B business model, that is, brands whose potential clients are other companies in the market.
Unlike ebooks, these have much more technical language, include statistical data and are more academic. While whitepapers represent academic guides and user manuals, ebooks can present stories, events and less formal texts. Whitepapers are characterized by their formal and centralized writing on the same topic. Ebooks, on the other hand, tend to be more extensive, user-friendly and easy to read.
Videos
Videos are a great way to deliver content. Especially if it is a young audience. An educational audiovisual material can contain images and illustrations that can successfully convey your messages. They are easy to communicate and retain cognitively. They can be used to educate, inform or simply entertain; Either way, they will attract attention. Plus, if done right, they will improve brand recall.
Audios/Podcasts
Just as there are people who prefer videos to acquire knowledge, there are others who develop their learning better through hearing. In this way, podcasts are an excellent way to transmit information in a practical and simple way. They can also be downloadable content that doesn’t require as much attention, so visitors can enjoy your lead magnet while doing another activity, such as driving their cars, cooking, or exercising.
Webinars
A webinar is a conference, workshop, course or seminar in video format that takes place online and in real time. One of the great advantages of webinars is that they create an interactive learning experience in which workshop attendees can ask questions and clarify their doubts with the instructor in a live chat that is usually offered by the platforms where they are held.
What makes the webinar a successful format is the closeness and ability to connect with the user. They are excellent for educating your potential buyers around a topic that connects with your business proposal. For example, if your company is dedicated to offering impact measurement services, doing a webinar explaining the importance of measurement in social programs can be a great contribution for your visitors.
Templates and checklists
Templates and checklists are much more practical and useful content offers for the development of any activity. Although the main objective of the lead magnet is to offer solutions to users, providing editable templates and checklists could greatly facilitate the work of your visitors within a specific area.
Guides
The guides are similar to ebooks but more concrete and instructional. Although they may resemble a whitepaper, they do not contain such technical language and are usually steps to follow that can be easily carried out with the aim of achieving a certain result.
Infographics
Infographics are visual pieces that allow you to explain, through images and illustrations, processes that, explained textually, could seem complex. It is a communication tool that is based on images to facilitate the understanding of any type of information. Infographics are easy to share on social networks and have a high educational component by detailing and explaining how a certain process works or what characteristics it has. They are ideal for including statistics and explaining different stages and qualities of the same topic.
Regardless of the lead magnet you use, it must adapt to the characteristics and needs of your buyer personas, since not all of these examples work with the same type of audience. It is important to create content offers that adapt to your target audience and think about which of them could be the best option. To do this, you can test your lead magnets through an A/B tasting and thus check what type of content generates the best results.
