Lead magnets work by increasing the conversion rate of your email subscribers. Some of the best lead magnets include content upgrades, coupon and discount codes, free ebooks and free trials on software and services.

What is a lead magnet?

But it’s not enough to create lead magnets and send them en masse to your email list. There’s an art to creating excellent lead magnets, and there are no-nos to keep in mind. That being said, here are 5 lead magnet mistakes to avoid right now:

 

1. Not Reaching Out

Lead magnets shouldn’t be used to just get any email address; you’ll need the contact information of the right kind of subscribers. These subscribers should be inherently interested in the product or service you’re offering, has a high chance of buying and becoming a loyal customer and tell his or her network about your brand. Simply spamming your list with generic magnets and content won’t cut it. You’ll need to establish a relationship first by reaching out to your target audience. Interact and communicate until they start trusting your brand and promoting you to others.

 

2. Sending Out Boring and Non-Actionable Content

You’ll need to craft content that’s both actionable and interesting to draw in the audience. There’s a balance between short but sweet content that helps people achieve something and long, well-written guides that promote niche authority and trust. Researching which type of content works best with your audience is a pre-requisite, but generally speaking small blogs and local businesses should put out short, impactful lead magnets while established ones should put out ebooks and definitive guides. Make sure to include an actionable list at the end to spur the reader to do something.

 

3. Little To No Exposure

Spreading your lead magnet across all medium is a good idea. After all, if you’re aiming to have the highest conversion rate in subscriptions you’ll need to have your audience see the offer and the form. Use all available software such as HelloBar or SumoMe and put up a compelling call to action to increase conversion rate. Sidebars may not do as well as pop-ups could, and for this reason they’re being used on almost all websites. Also, you should put in multiple locations for your readers to sign up and subscribe so they won’t have to waste time trying to find it.

 

4. No Sense Of Urgency

Would you believe that a sense of urgency at the end of the CTA makes for higher sign-ups than one without? Web owners should conduct a thorough A/B testing on the form pop-ups and the button label to see which one works better as compared to the other. Moreover, button label colors should contrast with the background and have exciting text such as “Get Me Now! or “Book Your Spot Today!” instead of the usual Join or Subscribe text. You can also put in variations of “Available For A Limited Time” and change it every now and then to convey authenticity.

 

5. Targeting The Wrong Audience

Think about what your audience wants by putting yourself in their shoes. If you’re running a food blog, then they will probably prefer a simple, easy-to-make recipes instead of a long guide about choosing the best steak knife. If you’re a tech website then it probably won’t make sense to get people to sign up for the latest fashion trends.

 

You need help with creating your first lead magnet? Contact me, and I’ll help!

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