Once you have your lead magnet completed, it’s time to put it to work. Here are three ways to use lead magnets in marketing your business:
1. Put Your Lead Magnet Opt-In on Your Website
The very first thing you should do is put your lead magnet on the home page of your website, above the fold. “Above the fold” means people won’t have to scroll down to see it; they can see it as soon as the page opens up. You can use a pop up to do this, but if you’re going to use a pop up on your site at all, I recommend that you have it pop up after a 20 second delay or when they go to exit. Give people a chance to look around your site, to get kind of a feel for the site before you pop up in their face and say, “Hey, get this thing!” They appreciate that.
The other thing you can do is use a slider, which is what I do on my website header. When you come to my website, there’s a picture of me and then the copy (words) that makes the offer of whatever lead magnet I am using at the moment. Some people never change out their lead magnet; others are constantly testing which lead magnet type and content pulls best. I tend to change mine when I am promoting a particular service.
And, if you use a sidebar on your website, you can create an opt-in widget that will appear on every page of your site that has the sidebar, making it easy for someone who may have come directly to a specific page to see it and click. If you have a blog, you can add a little blurb with a link to the opt-in on any post that relates to your lead magnet.
2. Split Up the Tips for Social Media Posts
The second way you can deploy a lead magnet is to use it in social media posts. Use tips or quotes from your lead magnet content. Go to the stock image sites and choose an image that goes well with the quote. Make a meme—an image with the quote on it. Images in social media feeds attract the eye.
Here’s an example just to show you how simple they can be:
If you want to get really fancy, watermark it with your website URL. (Ah, hindsight.)
I did this in Paint (graphic artists all over the world just shuddered). You can make these in Photoshop, InDesign, and other graphics programs if you are talented. I am not. For those who are less skilled, there are programs like Canva and PicMonkey. Then, for people like me, there are very simple, limited programs like Paint. You can also make these in PowerPoint. Pop in an image, put the words on it, and save the slide as a Jpeg or png file.
When I use this in a social media post, I might put a message at the top that says, “Need more marketing tips? Find 14 more here: [LINK TO LEAD MAGNET OPT-IN FORM/PAGE].
3. Create a Print Copy
The third way to deploy your lead magnet is to print it out in hard copy. This actually works better for larger projects, but you can easily make it work with even a Top 10 lead magnet. (If you take an eight and a half by eleven sheet of paper, fold it in half, turn it sideways, you’ve got four small “sides” or pages. There’s not a whole lot of space on there to put your words.)
If you put each of your top 10 points on its own page with an image, add an intro page and a final page with your call to action, and you can see how easy it is to fill a 10 or 12 page booklet.
Longer form lead magnets, like special reports, mini-trainings, or white papers, can be turned into small print books. Print on Demand (POD) sites can print these up cheaply. The online POD sites can print a 100 page book (50 pages front and back) with a color cover and a black and white interior, for around $3.00 a copy. They can do smaller, stapled booklets even more cheaply. You might be able to get a good deal from a local printer. Many companies like Kinkos/Fed Ex and Staples will price match online competitors. And of course, you get price breaks when you buy in bulk.
Just a Note: If you are using a commercial or online printer, a color interior is markedly more expensive than a black and white interior. If you are set on a color interior and willing to pay extra, the POD publishers can do this. I often recommend Spinnprint.com for color printing. Great prices, fast turnaround, and quality work. You should also check their prices for saddle-stitch booklets.
You can use hard copy lead magnets in several ways: as leave-behinds at client appointments, as raffle prizes at networking events, put it on a display rack in your brick and mortar business. You can also use them in targeted direct mail campaigns.
I never do an in-person speaking event without having a special handout, whether it’s a top 10 list, checklist, or worksheets. The handout always mentions that they can get a freebie (my lead magnet) on my website. My web address and contact information is on every page of that handout, along with that call to action.
These are just three ways to use your lead magnet. My book, More Leads, Less Work includes a couple more, along with more detailed information on how to create your lead magnet and deploy it effectively.