Although new digital channels (social networks and websites) have boosted online purchases, inbound marketing specialists realized that internet users need some prior incentive to motivate them to purchase a product or service.
Since its origin, inbound marketing has promoted and promoted content offers as part of those incentives that companies can use to transform their visitors into potential buyers.
Content offers are also called lead magnets and are a key point in driving a sale. Below we invite you to learn more about its definition, its main functions and its importance in content monetization.
Defining the lead magnet:
A lead magnet, also known as a lead magnet, is a technique that will allow you to obtain quality subscribers in exchange for offering them free, quality content.
This type of technique is usually very common on blogs and websites. As its name indicates, the lead magnet is automatically related to lead generation, which allows companies to build a solid database of people who are interested in your content.
Visitors to your website will subscribe to your contact list, with the promise that they will automatically be sent a free resource. Based on the philosophy of inbound marketing, users should not be forced to buy, nor should they be irruptive in their purchasing decisions. Therefore, giving valuable content becomes a pleasant alternative to accompany it from the attraction stage to the delight stage.
The lead magnet is the content that usually appears on blogs in the form of a downloadable guide, eBook, courses, demos, webinars, infographics, whitepapers, checklists or any other content that invites the reader to delve deeper into both the topic and your value proposition as a company.
To create this type of content, it is important that you define and know who your buyer personas are in order to know what type of information they would like and how it could help them.
It should be noted that an essential requirement of the lead magnet is that the content to be offered must be completely free and must direct to a landing page where the user can provide their data (among the most important is their email) and thus unlock access. to the lead magnet.
What is a lead magnet for?
The lead magnet has multiple benefits, among which the most notable are:
1. Educate your potential buyers
One of the great advantages of promoting the lead magnet on your website is that you are creating communities interested in learning about the environment where your brand operates, which is key within inbound marketing, since among its main pillars is Educate over selling.
When you give away an ebook, a whitepaper or a course, you are not only giving away knowledge but a unique learning experience that your potential buyers will know how to reciprocate.
2. Attract more traffic to your website
Automatically, when you dedicate yourself to offering valuable content in your blog posts or web page in general, you begin to receive a greater number of visitors since Google crawlers position with higher priority those web pages that they incorporate into their website. quality content.
3. Increase your contact list
Having a solid database is vital within any inbound marketing strategy, it is not only an indication of how many people are interested in your content but it is also about increasing your chances of converting your leads into customers.
When you include a lead magnet on your website, you are giving your visitors the opportunity to continue educating themselves on a specific topic in exchange for their data to grow your contact list.
4. Segment your prospects
The lead magnet also serves to segment your leads according to the content they have downloaded within a CRM or automated marketing platform.
For example, those visitors who enjoy ebooks can stand out as people who relate better to light, easy-to-digest content. Those who download whitepapers may be people who are already accustomed to interacting with technical words and may have more academic and professional profiles.
That is to say, the segmentation of your leads can be given by the categories of content they consume within your blog or lead magnets, which allows you to segment by more particular interests or specific themes.
In some ways, the lead magnet allows you to learn more about your ideal buyer profile and add new characteristics.
Tip: Just as you should create blog posts for different buyer stages, you should also provide content offerings appropriate for the different buyer profiles you may have.
What is the importance of the lead magnet in inbound marketing?
The lead magnet is important because it represents a meeting point between your company and your potential buyers. It means an opportunity to begin to relate more directly with your audience since a content offer is the perfect excuse to motivate them to get to know you.
In the inbound marketing methodology, the lead magnet takes on great importance in the conversion stage. Without a good lead magnet strategy, it would be very difficult not to resort to irruptive methods to obtain your visitors’ data. Content offers make that process easy, convenient, and inbound.
Content offers are in themselves magnets for sales opportunities, mainly because one of the characteristics that all Internet users have in common is their need to learn.
In this sense, when you satisfy that need with useful and valuable content, you are attracting the attention of a potential buyer who feels identified with the material you are supplying, in that way why wouldn’t they feel identified with your products and/or services?
In short, by offering content related to your value proposition (products or services) you will be creating and building loyalty in your own community. The lead magnet is a technique that any digital marketing strategy focused on inbound marketing must have as a priority.
