You’re on LinkedIn to find the best leads to pursue in the hopes of turning them into a customer. You’re on LinkedIn to build your network, establish your reputation, and grow your circle of influence. What’s one of the best ways to attract new leads? Lead magnets. Let’s discuss how LinkedIn lead magnets can help you achieve your objectives.
What is a lead magnet?
Lead magnets can take on various forms. A lead magnet could be something as simple as an infographic, or something as comprehensive (and time-consuming!) as an eBook. At Prominence Global, we like to think of lead magnets as irresistible content. A lead magnet is a valuable resource offered for free in exchange for obtaining someone’s contact information, typically an email address. The primary purpose of a lead magnet is to build your email list and nurture relationships with potential clients. Your lead magnet helps you take the leap from your LinkedIn feed and into your lead’s inbox.
Make your lead magnet magical
You’ve got a great idea, and you know what you want to create as a lead magnet. Let’s make sure your lead magnet resonates with your audience and responds to their specific needs or pain points. Here are the key characteristics of irresistible content that you can use to create your lead magnet:
- Your lead magnet is value-driven: It must solve a problem, outline a pain point, or fulfil a need your target audience has. If you’re not sure which problem to address or what need is most urgent, ask your audience. You need to begin by fully understanding the challenges faced by your target audience. Conduct surveys, engage in conversations, or analyse existing content to identify common issues. This insight will guide you in developing content that genuinely resonates with your target audience.
- Your lead magnet is specific: Nobody wants to wade through masses of content to get to the answer they’re looking for. Make your lead magnet as specific as possible, so you can focus on a particular issue, rather than trying to cover too much ground.
- Your lead magnet is well-designed: The visual appeal of your lead magnet makes a difference. A well-designed lead magnet attracts attention and enhances its perceived value. Use images, infographics, or charts to break up text and make your content more engaging.
- Your lead magnet is made with your audience in mind: Your design approach is most often going to be led by the format you choose for your lead magnet. Lead magnets can take on various forms – from eBooks to checklists, case studies, and more. Select a format that aligns with your audience’s preferences and the complexity of the information you want to share.
- Your lead magnet is easy to consume: It must get to the point, be easily understandable, and be easy for your audience to use. We recommend you ask a few trusted peers or friends for their perspective on your lead magnet before you integrate it into your LinkedIn lead generation strategy.
- Your lead magnet’s title is enticing: Your title should be captivating and clearly convey the benefit of downloading your lead magnet. Don’t settle for a boring title, and think of the way your lead magnet can benefit your target audience. For example, instead of calling your lead magnet “Marketing Tips,” consider calling it “5 Proven Strategies to Double Your Client Base in 30 Days.”
- Your lead magnet delivers: Your target audience is eager to learn from you, so make sure your lead magnet delivers actionable insights. Ensure that your content provides clear steps or strategies that readers can implement immediately.
How to promote your LinkedIn lead magnet
You’ve created a fantastic lead magnet, well done! Now, you need to promote it effectively, to ensure it reaches your target audience and helps you gather the right type of leads. Make sure your LinkedIn profile is up to date and optimised. From there, start creating engaging posts to attract people towards your LinkedIn lead magnet. Start by treating your LinkedIn profile as a landing page. Design an eye-catching banner that showcases the value of your lead magnet, and use your Featured section to prominently display it with an engaging description and link. If you can, include a direct link to the lead magnet in your bio for easy access. Next, regularly share posts related to your lead magnet to maintain interest, and create teaser content by sharing snippets or insights from it. Encourage your audience towards interaction through engagement posts that ask questions relevant to your lead magnet’s topic. Don’t forget to incorporate clear call-to-actions (CTAs) inviting your followers to download the lead magnet for more in-depth insights. Lastly, look at using short videos to promote your lead magnet. Share behind-the-scenes looks at your creation process or highlight key takeaways that form part of your lead magnet.
Nurture your leads
Congratulations! Your lead magnet worked, and you’ve captured the attention of people you want to reach out to, connect with, and potentially turn into customers. Here’s how to nurture your leads:
- Your welcome email: Now that you’ve got their email addresses, it’s time to start communicating. Build a welcome email sequence that helps you immediately follow up, from the moment you’ve got their attention. Don’t simply send off your lead magnet – use your introductory email as a starting point to deliver it, and begin a conversation with your lead. Your email should also introduce yourself and outline what subscribers can expect from future communications.
- Provide ongoing value: As you work through your email sequence, continue to deliver valuable content to your subscribers. Make sure to keep in touch with them on a regular basis, providing valuable insights, updates, or additional resources. You can also consider offering them exclusive content or a short consultation with you. Now’s your time to shine, and step up the relationship.
- Don’t forget to close the loop: Encourage your leads to connect with you or follow you on LinkedIn if they haven’t already. When they do, make a point of regularly engaging with their content and continue building rapport through meaningful interactions.
Measure your lead magnet success
To measure the success of your lead magnets effectively, you must regularly assess their performance through specific metrics. Start by tracking conversion rates to monitor the number of visitors who download your lead magnet compared to those who view it. This will provide insight into your lead magnet’s appeal and effectiveness. Analyse your engagement metrics by examining open rates for emails sent after downloads, along with the engagement levels on follow-up content shared on LinkedIn. As you focus on these key indicators, you gain valuable feedback and can make informed adjustments that will help you create even more effective lead magnets.
The best time to create a lead magnet was yesterday, and the second best time is today. Get started on creating irresistible content that will help you build your LinkedIn presence, and grow your lead generation pipeline.
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