This post is a part of a series focusing on lead magnets and how you can use them to build your email list. If you haven’t read the first post, 10 Lead Magnet Ideas for an Irresistible Email Opt-In Offer, give it a read before diving into this post. 

I’ll wait while you go check it out!

Okay, now that you’ve got some great ideas on the types of content to create, let’s review how to make this your highest converting lead magnet campaign ever!

Key elements of a high-quality lead magnet

There are plenty of lead magnets that promise the world and do not deliver. This can frustrate newly acquired leads, which does nothing for brand perception! You don’t need a lot to be successful; just something worth their time when they sign up.

Here are seven criteria that make for an exceptional lead magnet:

High Value – A quality lead magnet has both high perceived and actual value.

Relevant – Make it relevant to your expertise and relevant to its placement on your site. If you have a blog post on SEO best practices, drop a lead magnet for an SEO cheat sheet on that blog post.

Easily Accessible – Be sure your lead magnet is accessible throughout your site and the process to receive the piece of content is straightforward.

Addresses and Solves a Problem – This goes for all types of content but especially for lead magnets. This should provide insight on problems that people need help with.

Provides At Least One Actionable – Your readers should leave with one key thing to apply to their life or business.

Organized and Easy to Absorb – Do you really need all of that content? Trim your piece down to exactly what it needs to be. Sometimes shorter and condensed content is more powerful.

A Call to Action on How You Can Help – Provide a relevant call to action on how your products, services, or content can help this individual.

These criteria can also be applied to other areas of your content marketing strategy. Here’s a great lead magnet example from Momentum Mag. This content upgrade covers a relevant topic to Momentum Mag readers and it’s extremely easy to understand what value the reader will receive by downloading the guide.

Gated content

Re-purpose your current content

This is a great way to recycle your old work into something new for you and those who love it! Make an ebook, cheat sheet, slide deck or infographic out of one of the posts that did really well. This will save time in creating content while still providing what audiences want to see from you. Good marketing doesn’t mean re-inventing the wheel…sometimes you already have your next great campaign in your marketing files.

Free tools for content creation

Canva Design Studio

Canva – Canva is the ultimate free tool for creating spectacular e-books, whitepapers, infographics, and much more. This is a designer that anyone can get accustomed to using and even comes with a bunch of helpful templates to give you some direction.

Slideshare – Simply create a slide deck and host it on Slideshare. You can embed the slides on a landing page or share via link. It’s also on display through LinkedIn for even more exposure!

Youtube – If your lead magnet is a video, you use a private Youtube video which is only accessible through a unique link!

Example lead magnet workflow for optimal conversion rates

Since most people opt-in to your lead magnet in the first place because they want a simple solution, don’t waste their time by suggesting complicated follow up processes. Here’s an oversimplified workflow that you can use and expand on for yourself:

  1. Present visitors with a lead magnet. Use a pop-up or landing page for increased exposure.
  2. Visitor opts in to list through a lead magnet.
  3. Provide access to a piece of content on the post-engagement or thank you page.
  4. Send an email containing the lead magnet (you can also include a quick pitch for your products/services if it makes sense).
  5. If the email is not opened, send a similar email in 1-2 days. Test out a different subject and create some urgency.
  6. If email is opened, follow up 5-7 days later with an additional, relevant piece of content or an offer to try products/services.
  7. Expand this current workflow to include more content, place completed contacts in proper bucket (blog subscriber, marketing qualified lead, etc.) or place in a specific drip campaign.

This flow will ensure that you don’t let any opportunities slip through the cracks and give your content, product or service a better chance of getting seen by your prospects. Check out this article on how to set up a lead magnet pop-up campaign for more information!

Add a lead magnet and start converting!

You’ve got all of the tools you need to create an awesome lead magnet but content marketing is only half the battle. You’ll also want a way to engage and then convert visitors with these lead magnets so check out Justuno’s conversion platform today!

We provide on site visitor conversions for email popups, banners, exit offers, and more—with unrivaled design capabilities that allow you to customize your experience quickly.