B2B Content MarketingContent Marketing

How to work with lead magnets?

Any marketing strategy that aims at generating a lot of leads within a short period of time is in dire need of lead magnets. Lead magnets can be any form of content that aims to attract the attention of a large number of people towards a brand. But it is not always easy to work with lead magnets, mostly because these pieces of content need to be razor sharp so that a huge number of people are notified.

Lead magnets serve the rear end of the B2B marketing spectrum and one should always be ready to rely on them if the cold calling numbers don’t look too high. And since lead magnets need to fill up huge gaps, it can’t be done with your usual content which is pushed regularly on social media. A good way to go about it is by ensuring that your lead magnets are content which hold value. A few good examples would be – a free webinar pass, access to video blogs, etc.

The core idea is that a lead magnet exists for one single purpose, to generate leads. Speaking in more practical terms, these are basically any form content against which a user will have to provide some of their contact or personal information. Hence the question of value becomes highly important as there is a medium of exchange involved. Most brands will ask the user to provide at the least their email-id upon receiving the promotional content, and thereafter that email id will be treated as a lead.

A common mistake most brands make while working with lead magnets is that they ask for too much info from the audience, such as name, city, gender, designation, email id etc. People in this digital age are not really interested in providing a lot of their information to unknown agencies, and therefore asking for too much info can leave you with none at all. The sweet spot here is between 1 and 2, with them preferably being email-id and city/place of residence.

With the proper use of lead magnets a brand can really shoot up their lead generation numbers, and when it comes to a B2B brand this can serve as a silver lining. Use it as a part of your marketing strategy and remember to not ask for too much information in return.

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