One of the most important things you can do to build leads online is to create a incentive or a lead magnet. This then allows your visitors to demonstrate their interest in your brand and products by subscribing to your email list, which takes them from being ‘cold leads’ and turns them into ‘warm leads’. These are now people who have demonstrated their interest in your business and who are showing a willingness to receive correspondence from you.
But in order to create those leads, you need to be able to persuade visitors to your site or blog to sign up in the first place. Give them a reason…Why should someone willingly accept more junk in their inbox?
This is where your ‘incentive’ also called lead magnet comes in and it’s an important tool to to take advantage of, if you want to maximize your success.
What is an Incentive?
An incentive a.k.a lead magnet or legal bribe is exactly what it sounds like – it is something of value you use to encourage people to sign up for your mailing list. One of the most common examples of an incentive is a free PDF report. This will contain some kind of extra insight not available through your website. It involves some additional information and usually addresses and provides a solution to your visitors’ problem; at least that’s the intent and your visitor has to see that offer as such. In doing so, it will encourage people to sign up for your email list in exchange for that freebie.
In order to work, the incentive of course needs to be unique, provide an answer to a problem such that the prospective lead would actually want to obtain it. Other popular incentives include ebooks, audios, videos, cheat sheet…etc.
How to Get Incentives Right?
There is a problem with the way that a lot of people use incentives however. That problem is that they see incentives as a way to persuade people to subscribe who would otherwise not be interested in doing so. This is in fact a mistake – those aren’t warm leads, they are cold leads who just want freebies. Most likely these will not want to buy from you. Usually this is this is an indication that these aren’t highly targeted visitors. You want to avoid that as this will negatively affect the value of your list, as the responsiveness will be lowered! Here is an article that shows how to create lead magnets that convert traffic into leads then the latters into sales.
Therefore, your incentive should be seen as just an added encouragement to convince people to sign up who were otherwise on the fence. Your incentive should be seen by your visitor as a logical step toward resolving their issues.
Better yet, why not make your incentive something that actually qualifies the leads? For example, if your incentive is money off of your products, then that suggests they are interested in buying from you if they sign up! Likewise, why not make the mailing list itself the incentive? This won’t qualify the leads but it ensures that they’ll be looking out for your messages in their inbox!