How to create a lead magnet that converts people, from just flirting with the idea of what you have to offer and actually purchasing from you, does four very distinct things. Those four very distinct things we’ll cover today need to be present for the lead magnet to convert people well.
Your lead magnet needs to move people from the top of the funnel to the bottom of the funnel, to eventually doing what you want them to do inside your business. A lead magnet should not just be something you throw up on your website.
No one wants to join your list just to hear about your latest happenings. This is not a church news bulletin. We’re not doing that. We’re bringing value.
Today I will walk you through the process I have used to create high-converting lead magnets in my own business and help my clients do the same.
RELATED: How to Create Your First Lead Magnet
Let us talk about what the four components are for your lead magnet. Simply put, they are:
Today, we will discuss all four of these in depth and I have examples lined up for you. A lead magnet that converts does the following four things.
Caveat: Before we move on, I prefer you create a high-converting lead magnet even if you’re still working on the next steps you’d like them to take. You can update your lead magnet later rather than waiting to have the next steps all done in the first place.
Not everyone will be in a place where they can create that next step or even be ready for it. I will walk you through all four of these steps so it all makes more sense.
But I would rather you have the lead magnet, and it is getting people on your email list, and you are nurturing them, rather than waiting until you have the next step ready for them to take.
Before you get started, you must get to know your audience. Because I like to do prep work and prepare you, these are the three things you really need to do, or at least do a few.
This is true for people unsure of what kind of lead magnet to create. What are people already buying from your competitors in the market?
When people in my market were creating lead magnets and selling offers, they were selling things like Pinterest strategies. That was obviously a middle-to-bottom-of-the-funnel offer. So what I did was I went straight for the jugular: I created a Pinterest Strategy Guide and gave it all away. It has everything you need to create a Pinterest Strategy for your business.
People have downloaded this guide, created their own strategy, and come back to me months later and said, “Heather, what you’ve put in your guide is so invaluable; I was able to do X, Y, and Z here with the results. Now, I must know how to take it to the next level.” That’s what we want.
So, figure out what people in your market are buying. This is really true if you do not know what to create for a lead magnet.
Communicate with them and ask them what they want. If you’ve been a part of this community in the past, you know that I routinely ask my community what they want to learn from me.
When new subscribers find me, they say, “Hey, I’m new here, so thankful for this.” I reply, “What more do you want to learn? How can I help you further? What kind of videos do you want to watch? ”
When I ask them what they want from me, these interactions within my community give me so much invaluable insight into the brains of my audience.
Don’t be afraid to ask for what you need. If you need to do some market research, do some market research. If you do not have an audience that you can tap into, read comments on other YouTube channels, other blogs, Reddit, Quora, and AnswerThePublic. Look at reviews on competitor products or content.
I want you to not just look at the good stuff but also the negative. What are people saying in the comments that’s negative? Sometimes critical reviews can tell you things like:
Read the negative comments because those can often give you a lot of insights into how to improve your thing. Read the good stuff, but also look for questions in the confusion that might come through those questions and infuse that into the offer that you are creating to help answer the person on the other end.
I still do this today. I have a defined customer journey for my audience and I still go and do market research. So, this is just an excellent way for you to get a feel for what to create if you don’t have an audience. Or if you are also just curious as to what other people are doing.
This means that people want to come and learn for free, but we also don’t give everything away for free, because at what point does it end?
You can watch my entire YouTube channel and put together a Pinterest strategy, but in what order? How do you troubleshoot when it’s not working?
There are certain things that I create intentionally and very transparently for you. But at the end of the day, I have a family to feed because I am the breadwinner in my household. My husband does not work right now, even though he has his reserve job. He’s going to school full-time on his GI bill. So, I have to create a gap to get people excited to work with me, and I think you should, too.
The gap is simple. It’s the gap between your free content or your lead magnet and the thing that people are going to pay you for. So, I create lead magnets with the intention of someone paying me with their email address and a direct connection with their inbox. It is not something I have available in my mind for free in my business, even though all it takes is an email address exchange.
There is a little caveat with this. If you are an e-commerce shop seller watching this, this might be a little bit more difficult for you as an e-commerce shop. Sometimes, you just need to connect the pain of what’s happening for your audience to something that will solve that pain for them.
For e-commerce, this means giving them a coupon code or urgency to buy. This post is dedicated, outlined, and created for service providers, digital product sellers, and content creators. But if you are e-commerce and you watch along, hopefully, you will also get some insights into this. So, the gap can also be between the lead magnet and the paid product.
RELATED: 7 E-Commerce Mistakes to Avoid
Let’s dive into the problem. We need to determine the problem that someone will have before we create a lead magnet that will be a solution. We don’t want to just create solutions and hunt for problems. That’s not what we want to do here. We want to address real issues that people have in their businesses and lives.
So, I have three examples of problems and solutions that your lead magnet could solve.
After you’ve created part of your solution with your lead magnet, you’re still minding the gap to further invite them to keep working with you, whatever that looks like.
So with our bookkeeping example, you could move them from the free spreadsheet, to giving them the opportunity to buy into a fully functional bookkeeping software to automate and digitize their accounting efforts. With this, now you can see how we can move them further down the funnel.
The lead magnet is the spreadsheet, and the paid products are your services or your products. Courses, memberships, and then services are obviously other options. Then, you could offer follow-up calls for quarterly or even biannual check-ups, ensuring that everything is tracked properly.
I want to walk you through a few examples of my own. Then, I will send you off, and you will create your very own lead magnet. Here are a few lead magnets that work in my business, what they look like, and why they work.
This is my OG and the second lead magnet I created in my business and has been the most popular. This is because I went straight for the jugular and gave it all away.
It’s a strategy guide, and it is a workflow. It’s exactly what someone needs to do in their business to create a Pinterest strategy to start to see some results, to get them excited, and then it gives them a next step.
The next step for me in my business is getting them to join my membership academy. If they are not quite ready for that level of support and training, they can also purchase my Pinterest System, which is offered in the sales sequence.
These are Pinterest prompts for ChatGPT to speed up your Pinterest marketing workflow. This is obviously not generally attracting newbies to my audience; this is attracting people who have already downloaded my strategy guide. Now, they are mid-funnel and are interested in speeding things up.
Speed up your Pinterest workflow with our customized plug-n-play Pinterest prompts for ChatGPT.
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This is a swipe pile of Pinterest ChatGPT prompts I have created. I created another set of prompts and added them to this delivery email. I then created a nurture sequence behind that email to bring people back to my other AI content, and back to awareness that my membership exists. And then I can help them in a deeper way.
With that being said, I created a lead magnet workbook for this exact video so I could walk you through what it looks like to create a high-converting lead magnet. Here’s what’s inside:
There are a lot of little steps in here that a lot of people forget to do, and then they launch their lead magnet onto the public, and their lead magnet doesn’t get delivered to their email subscribers.
Ask me how I know. I’ve done it. If I’ve done it, you will do it. So I want to make sure your bases are covered. That’s why I give you a full checklist of what to do to at least get started. That’s it.
Head to heatherfarris.com/lead-magnet-workbook to grab your free lead magnet workbook. There’s no upsell on the back of this.
Obviously, what comes next is my membership. In fact, to give you a sneak peek of what is inside, you can create your first lead magnet with us. Inside Pin Profit Academy, there is a training on how to create your first lead magnet, including the emails that go behind it, all the pages, all of the images, and all of the social media, come and join us at pinprofitacademy.com.
Marketing is a bitch and trying to figure it out on your own, especially with Pinterest, can be overwhelming.
Heather will show you how to double your traffic and sales without spending another minute on social media!
PPA is the only comprehensive membership program & community for creating, marketing & selling your products & services using Pinterest.
Now that you know how to create your next or first high-converting lead magnet, head over and download the workbook. It’s free. Grab it. It is super valuable, and I promise not to spam you with emails on the back end. That’s it. I’ll see you next time.
Heather went to school for accounting and worked for years in banking and finance. After finding all of that entirely too boring she started her first blog in her basement in August of 2016. She has started 3 blogs in the marketing, motherhood and travel niches and used Pinterest to grow them all. She quickly became the go-to Pinterest strategist in her peer circles and has been implementing strategies, driving traffic and sales through organic and paid tactics for her clients. On this blog and her YouTube channel she educates the public about clear and transparent marketing strategies to help them to grow on Pinterest and in other places online.