Do you find that you have no problem converting interested people into a sale but struggle with piquing their interest in the first place? Well what you need is a sound lead generation strategy to get people invested in your product at the top of the (marketing) funnel, or at the beginning of their buyer journey.
In a recent internal marketing meeting we were discussing the overall marketing funnel (see below) and I found it easiest to remember each section of the funnel as TOFU (Top of the Funnel), MOFU (Middle of the Funnel) and BOFU (Bottom of the Funnel).
As my colleague Alex eloquently explained, the best way to get people invested early in their journey or at the TOFU level, is via what we call a lead magnet.
In this quick guide, I’m going to break down how to make a lead magnet that converts in some very simple steps.
What Is A Lead Magnet?
A lead magnet basically details the exchange between yourself and a prospect, of providing some form of value to them, in exchange for their contact information, with the aim of being able to turn them into a paying customer in future, just make sure that you are providing VALUE. Lead magnets can be any of:
- eBooks (What we will detail in this guide)
- Anything that really fits the description above
Step 1: How To Craft Your eBook Offering
What information can you provide that is valuable to your potential customers?
- For a renovation company it may be a guide on what can add value to your home
- For a water tank company it may be a guide on how to save money while looking after your garden
- For us, it is a series of guides on strategies and tactics to grow your business online
What words will you use in the title of your eBook? This may seem trivial but it is crucial to have the correct buzzwords in the title to capture attention and secure the download. Here are some words which may work for you:
- Save x amount of money
- Use numbers
We recommend at minimum 500 words for your eBook and it needs to have some value to it, or the prospects that you worked so hard to get in front of will be uninterested and potentially upset when it comes time for you to contact them.
See what we mean by downloading one of our eBooks here
Step 2: Designing Your eBook Cover
Designing your basic eBook cover is an incredibly simple process, even if you aren’t technologically savvy. Tools such as Canva & Relay That have design templates which are very simple and intuitive to use.
From here we need to make a 3D mockup, and here is what you will have using a fake company in my head.
The inner pages of the eBook however may need a bit more work, but converting the content into blocks on Canva may be easy, but for the simplest and easiest work, simply grab images from either your past work or from licensed image websites and paste them into a word document, along with a simple border.
Step 3: Promoting Your eBook
Now, here begins a bit of a create your own adventure story, it’s time to choose….
Choice 1: Lead Advertising On Social Media
Both Facebook and LinkedIn have some excellent advertising options, being Lead Ads.
What this means is that people can download your lead magnet without leaving Facebook/LinkedIn at all.
You may be thinking that website traffic is valuable and you want to take them to the website, however, people have a short attention span and may drop away after clicking to go the the website, this is why the lead ads are valuable.
When your targeting is done correctly on Facebook, and you have built out a High Value Content Offer you would expect an ebook lead download to go for under $10 per download.
Also important – split test multiple creatives to work out what works best for your audience.
Choice 2: Landing Page On Website
Building an effective landing page is a great way at encouraging leads, while also making sure you squeeze out the SEO juice form getting people to the website, the landing page should spell out what the prospect will get from this download, create urgency and use similar language to what is used when formulating the title for the eBook. See a template example below:
Regardless of whether you do lead ads or not, it is always best practice to have a landing page. What if someone from organic search, paid search, direct traffic or referral traffic comes to your website and they don’t get to see your amazing eBook offer, that would be a shame!
Having links and calls to action throughout the website are a must to drive people towards the eBook landing page and get them into the top of your funnel.
So what are you waiting for? Get started on your eBook marketing strategy today