Lead magnet

What is a lead magnet?

Reaching users with content that will provide some value to them is the foundation of effective e-mail marketing. But before you send out your first newsletter, you need to build an audience base.

You can start and continue the process of lead generation at any touchpoint. The most common are the website or social media. However, users today are reluctant to share their data. So how do you convince them to join your database?

Here comes the reciprocity principle that is well-known in psychology, saying that people feel obligated to do something nice for someone who has done something nice for them. This means that if you do something good for them that helps them in a real way, they will gladly do the same for you, in this case by leaving their e-mail address.

Lead magnet is exactly the aforementioned benefit, the real value. Importantly, lead magnets are a great example of a bonus that can be offered without putting in a lot of effort or money.

Lead magnet – why is it worth it?

For your lead, the benefit of leaving an e-mail address will be obvious. But what do lead magnets give you? First of all:

• you gain a much larger audience than without the use of decoys;
• you put a small amount of money into something that pays off in the long run;
• you raise awareness of your brand, which gives you a chance to build a loyal community;
• in the eyes of your audience, you are known as a company that cares about them.

Lead magnet – 25 best ideas

Suppose you are the owner of a gardening e-shop. If you provide farmers, professional gardeners, and owners of backyard vegetable patches with certain benefits, they will be more likely to leave a trace in your database:

Newsletter

The newsletter itself may act as a kind of lead magnet. It all depends on the value that the content offers to the audience. The message's structure is also very important. Prioritize clear calls to action and targeted communications.

You can improve the effectiveness of your e-mail marketing by tailoring the messages you send to each individual recipient by using a combination of newsletters and other tools, such as SMS notifications, and by segmenting your database. Marketing automation is particularly effective in this context.

Infographic 

Graphic representation of an important issue helps to understand its essence and gives a better idea of the phenomenon. Additionally, the sender is easier to remember because of the consistency with the brand's visual identity and the inclusion of the logo. An excellent idea would be, for instance, an infographic that lists various flower nutrients including their composition and effects on different kinds of plants.

Vouchers and coupons as a lead magnet

Incentives like discounts on the latest selection of gardening tools, seeds from a particular brand, or the entire offering are always appreciated. However, this is typically a one-time deal. What can you do to make sure customers don't unsubscribe right after making a purchase?

1. Offer a discount code for purchases over a certain amount.
2. One way to get customers to come back is to offer a special discount that they can use on their second purchase.
3. Offer regular discounts to loyal customers and regular subscribers.
4. Give a lower but recurring price reductions, such as -10% every month on a different category of items.

Free test drive

A test drive is associated with buying a car, but you can find an equivalent in almost every industry. You can offer, for example, a free trial of a new plant-pruning tool or a demo version of an irrigation control program.

Free samples

Free samples of flower nutrients are a real, tangible product. For many people, a tangible gift is more valuable than, say, a discount at a store.

Waitlist as a lead magnet

If you are going to launch a new product, you can announce its release and offer a spot on the so-called waitlist. Those on this list will be the first to know when a new product like a self-propelled lawn mower with a lawn sprinkler function is available for purchase, and they may also be eligible for discounts.

Cheat sheets, plans and checklists

It will literally take you a minute to prepare a list gardening tips. For instance, a checklist titled 10 steps to get the perfect lawn would be greatly appreciated by any garden lover.

Calendar / planner

Calendars make it easy to schedule your garden work. You can design (or have someone design for you) a planner that takes into account the seeding, flowering and harvesting seasons. Additionally, leave some space for the owner's notes. The calendar can be in the form of a sheet or a printable file.

Free shipping – an effective lead magnet

Free shipping is considered to be one of the most powerful lead magnets. It is a common practice for orders over a certain amount in many online stores. You can ship your new customer's first purchases for free in exchange for joining your base.

Free quote as a lead magnet

Even in e-commerce you can apply methods known in the service industry. Certainly, many of your potential customers will benefit from the opportunity to obtain, for example, a quote for the optimal amount of tomato seeds needed to sow a given acreage.

Invitation to a closed meeting or industry event

A free pass to a horticultural trade show, ornamental plant exhibition or a closed industry event is another opportunity to not only acquire data, but also bring your audience closer to your brand.

Album of inspirations

Every current and future garden owner will be pleased to receive an album of photographs of gardens in various styles, along with a list of the plants used.

Expert consultation

If your resources allow, you can offer a free consultation with a garden designer or irrigation system specialist.

Quiz – lead magnet and entertainment

We all enjoy testing our knowledge, especially when it's entertaining. Create a quiz and allow prospective customers to see how their knowledge of, say, potted plants stacks up against that of others. You can ask for an e-mail as:

• a condition for taking the test,
• the way to deliver the results,
• the way to send the prize for the best result.

Course or webinar

Ensure that you maintain contact with your audience by dividing a video or interactive webinar with an expert into lessons that will be shared periodically. You can dedicate the section titled How to Identify Crop-Damaging Pests to insects, rodents, etc. separately.

Calculator

Access to an online application that helps, e.g. calculate the required amount of fertilizer, will make life significantly easier for anyone growing vegetables.

Warranty extension

Providing an e-mail address extends the warranty on purchased machines by one year? Considerable benefit, in my opinion.

Access to content created by experts

If you have a blog, grant limited access to specialized content, such as on shrub diseases, compiled by qualified industry professionals.

Membership in an elite group

An invitation to a closed Facebook group where members exchange tips and inspiration, or access to an industry forum will please especially those who take their gardening passion very seriously.

Contest as a lead magnet

At a contest where prizes like pot sets or patio sets are up for grabs, everyone will want to try their luck.

Case studies

In return for an e-mail, you can show examples of successful implementations made with the products from your store, such as the transformation of a wasteland into a relaxation area.

Survey

Prepare a questionnaire that will be used to test people's knowledge of industry trends, for example. Many people will find it rewarding to leave a contact in exchange for taking the survey and contributing to an important report.

Bonus package

How about using a whole set of lead magnets right away? Create a unique combination, such as a checklist + planner + infographic.

E-book

An e-book, such as a beginner's guide to growing fruit, is an option for those who want to spend a little more. If you choose to publish it, content marketing experts will look after the quality of the ontents.

Apps

It's also a solution that means higher costs. However, investing in an app that will, among other things, send notifications that it's time to prune your apple trees can also pay off quickly.

What should the ideal lead magnet be like?

Will you share your e-mail address with me if I now offer you a 5% discount on medical clothing? I highly doubt it, since you probably don't want to buy a surgical cap right now if you're reading this article about lead magnet concepts. Would you be interested in a webinar on lead generation for B2B and B2C markets that is available only via a paid app supported in Croatian? I don’t think so.

For a lead magnet to work well, it needs to meet certain criteria. These are:

• brand consistency – this feature is referred to in the first example. The benefit we offer should be related to our business or at least a related industry;
• ease of use – the aforementioned webinar, which can only be viewed via a hard-to-access app, is no benefit;
• usability – the lead magnet should respond to the real needs of the user and provide a solution to their problems;
• immediate satisfaction – no one likes to wait, the benefit must appear immediately;
• professionalism and expertise – the authority of the expert is important. Show that your brand is worth remembering because it is made up of true professionals;
• clarity – communicate in a factual and accurate manner the value of leaving the user’s data. Let your audience know that you are distinguished by honesty and openness.

25 lead magnet ideas - summary

You already have a lot of ideas for lead magnets ready to go. Choosing the right ones should depend on the specifics of your business and target audience. With each one, you can show content in a funny or serious way, but it should always be useful and substantial.

You can order the best lead magnets that HI experts will produce for you. Write to us and find out more!