Build an engaged email marketing list.
Choose a buyer persona or segment that this lead magnet will be targeting based on product or service type or special offer.
Is it general for everyone who goes onto your website or do you want to target it to specific buyer personas or specific user actions? For example, you may be running a region-specific offer like 10% off for all London businesses. In this case you’d only target users who are located in London. You may want to offer the lead magnet only to users who have been referred to you through another website or specific contact point.
Choose the type of lead magnet you’ll use, based on what you think your target market will find valuable enough to sign up to receive.
This can be a discount, a free piece of content, or the chance to win something. You will need to try different lead magnets to determine what will work best for your market. For ecommerce, this optin bribe often takes the form of a discount on their next purchase. For B2B marketing you’ll often see free content or access to tools as the lead magnet offer. However, there is no reason they cannot be interchangeable.
For your website, you can create a dedicated landing page or an exit-intent pop-up to offer the lead magnet. You may have your lead magnet campaign running on several channels like social media and PPC.
Your email marketing provider may also offer or recommend specific lead magnet applications that integrate directly with your email marketing tool.
Build your lead magnet creative ensuring your headline, call to action and offer are relevant and compelling to your target market.
You must ensure the offer is visible and understandable. Something simple like: “JOIN OUR MAILING LIST FOR 20% OFF YOUR NEXT ORDER” will be effective.
Add data capture fields to your form by selecting the user input fields you require for your future marketing purposes like email address, first name, last name, etc.
Do not make it too difficult to sign-up. Asking for the email address, name and a preference or segment question is usually enough. Most lead capture forms ask for a first and last name, email address, and have a “what products are you interested in” drop-down menu for better future segmentation.
Add clear instructions to your form on how a user will receive their promised benefit like discounts, content, and offers, in exchange for their details.
For example, add a message that is prominently displayed on the form saying “Sign-up now, and we will email you your exclusive discount/offer/content”. If you are in the EU you must set up double opt-in in order to comply with GDPR.