Hey everyone.
Jason here, digital marketing consulting.
And in this lead generation guide, you're going to learn about the seven best lead magnets
for not only building Goodwill for people who just enter their name and email to join
your email list, but also prime them for an actual sale because all the magnets are created
equal.
So timestamp table of contents in the description along some other helpful links to building
out your email sequence and landing page.
Along with some softwares you can use to make this process an absolute breeze once you collect
that email, but here we're just going to focus on these seven different lead magnet ideas.
The best way to think about a lead magnet is a… not even an 80, 20, but a 90, 10 power
packed piece of value that you are offering to your ideal prospect, customers or audience
members in exchange for their contact information.
Because after all, when you put together, something called a landing page where you're
going to be collecting that contact information.
You need to give people a reason to enter their name and email on there, growing an
email list by simply saying, Hey, why don't you just sign up for my newsletter?
And every once in a while, try to sell you something, probably isn't going to work really
well.
And after all, building an email list is one of the best ways to grow your digital business.
So these are really going to be helpful in accelerating that process.
So the very first lead magnet we have is going to be the audit.
And your ideal customer is asking, how bad is it?
That is they're struggling with a problem.
They're struggling with something they want to know.
Okay, but how bad is this problem, really?
And so the job of your audit is to make the problem look as big as possible.
And I know that might seem counterintuitive, like, wait, what?
That kind of a jerk move.
They answered their name and email.
Then they find out it's 10 times worse than they thought it is.
So you're not going to lie in your audit, but what you're doing in your audit is a simple
checklist, where they're going to essentially go through a self-diagnostic, where they can
come to the conclusion that, oh my gosh, this is actually a really important thing that
I need to solve.
And the reason you want to do that with an audit, is that it sets you up for whatever
your product or services down the road, because if you have an audit and it just totally downplays
whatever the problem is, well then they're probably not going to want to do business
with you, because you just said, it's not that big of a deal, right?
So we do want to make sure that the audit is in and of itself valuable.
It's actually able to help them fix a couple of things on their own, but also shows that,
Hey, you probably need some professional help or this product or service in order to really
fix the problem or the audit will reveal another big problem.
So here's a quick example of what an audit could look like.
This is an example from one of ours, where it's a simple checklist that walk someone
through their Google analytics account, showing them all of the switches and buttons that
should be turned on or off or showing them how their traffic isn't actually being tracked.
Like they thought it was.
And so this was setting up one of our analytic services.
And so the whole goal was to help them solve a quick couple of problems inside their analytics
account, and then point to some bigger, more complex things that might be resulting in
a loss tracking, which would of course also mean lost sales opportunities, which is kind
of a big deal for business owners of the size that we were going after.
So the next type.
NUMBER two, is going to be a case study.
And here you're answering the question in your ideal customer or prospects mind of have
other people in my situation, been able to achieve, what I want to achieve?
And that's all a case study is, it's simply showing how someone in their situation, whether
that's you, whether that was a previous client or you're just pointing to someone else that
you don't know.
And you're just using them for a case study, as long as the story is real, that's okay.
And you don't fake like you help the other person, right?
So you're just showing a story of how they were able to achieve the result that your
ideal customer wants.
And inside of that story, you also include actionable insights on what they can do to
achieve the same results.
So it's not just, Hey, you know, Tony, over there, he used to be a hundred pounds and
now he's 50 pounds because he went to the gym every day, like, okay, great.
But like, what was his workout?
What did he do with his sleep regimen?
Like what did he do for eating?
So adding those extra tidbits of information, and then also adding some misconceptions along
the way where, you know what he was struggling, because he believed this.
And then when he changed his mindset, he was able to achieve this great result, whatever
that result is.
I know that's a facetious example, but whatever situation, your ideal customer customers in,
whether it's trying to lose weight, whether it's trying to start a podcast or build a
business or whatever they're trying to do, that you meet them where they are.
And you show a case study, you show an example to inspire them, to show them, you can do
this, other people like you have done this.
And here's how they did it.
This is very similar to another one that we'll get to a little bit later, but it's more story
focused and make sure you just have actionable things inside of that story that people can
act upon.
So as a quick example here, this is from another marketer, Eric SU, where he's offering a case
study of how he was able to get really big clients.
So not only is he just doing a little bragging here and saying, Hey, check out all these
awesome clients that I got to work with.
But he is also saying, I'm going to show you how I was able to do it, how my situation
actually isn't that much different than where you are right now.
So it's a meeting, his ideal customer, where they are showing this awesome result that
they can get.
And then bridging that gap inside of his lead magnet.
This next one on our list, number three, is going to be another PDF style lead magnet.
And that is going to be a resource list.
So here, you're answering the question in your ideal prospects or customers head of,
okay, but what do you recommend specifically?
You being the expert, the freelancer, the business owner or the influencer, because
let's just go with the example of software, right?
When it comes to creating videos like this one, there are tons of different editing softwares.
There's tons of different lighting, cameras, equipment.
And so sometimes, people just want to know what you specifically are using.
Now it doesn't have to be you making videos.
It could be the software you use in your marketing.
It could be the specific supplements or protein powders that you use for working out, whatever
it may be.
There are a lot of people out there who want to know what you specifically use.
And so you can create a resource list of the software, the products and the services that
you've personally used.
And you personally recommend, and this is incredibly valuable, because it saves your
ideal prospects and customers, all that trial and error, because they don't want to go through
testing different software.
They don't want to go through testing different products.
They just want you to give them the answer.
Just tell me which one to buy.
That's worked for you, so I can move on with my life.
Your resource list could also be a swipe file.
A lot of things marketers like to do is collect a bunch of landing pages, sales pages, and
ads that they really liked.
So if you're a marketer or if you're a designer and you have a bunch of different things that
you look to for inspiration, whether it's a website, whether it's making logos, making
a painting, or just doing general social media marketing, and you can compile all of those
together and offer them as a lead magnet.
Now, number four on our list is going to be a report.
And this is where your ideal customer prospect is looking at a daunting task and saying,
wow, that's a lot of research.
So what did you get?
Right.
So what you're doing here is you're going to be taking a bunch of data and information
and distilling it down into a nice 20 package that is very easy and digestible to understand,
the best way to illustrate what our report could be.
Is this example from Motley fool, where for the low price of just your email, you can
get their latest stock picks, so instead of their ideal customers or prospects, having
to go through the hours of research, it would take to figure out what stocks to buy now,
they're just going to do all that research and give it to them on a silver platter.
So if you can take a bunch of research and just searching and distill it down into a
quick report that someone can easily read, as long as it's saving them a bunch of time
in their own research, it's going to be a valuable enough offer to make as a lead magnet.
Now this next one is pretty straightforward and standard, but it's very easy for it to
become way more than it needs to be.
And that is a guide and that's simply answering the question, okay, but how do I do it?
That's what your ideal customer prospect is asking.
And so what you want to identify is a problem that they have in a situation that they're
in.
So it's a little different than a case study in which you're going to be a lot more hands
on, and you're not really going to have a story of success here.
So identify point A, which is where they are now, and then identify point B, which is where
they want to be.
And then just create a step by step guide, getting there from point A to point B. I mean
the simplest example is making a peanut butter and jelly sandwich, right?
How do you make a peanut butter and jelly sandwich?
From point A is, could be going to the grocery store.
It could be assuming that they already have it.
So you kind of have to make that decision, right?
I'm being a little silly with my example here, but with, let's just say they already have
this stuff, right.
And then you'd go through how to actually make the sandwich, which would be point B.
And so that's what you're doing with a guide.
You're simply walking them step by step through a process in order to get them to the result
that they're looking for.
Now, it's very important.
This is an 80, 20 if 90, 10 process.
So you're not going to want to have a lead magnet that says, all right, this is how you're
going to lose, you know, 50 pounds over the next 30 days, right?
Like that's way too big for a lead magnet offer.
So what you want to do is identify something that someone would do to get that big result
and kind of distill it down.
So here's how to change your meal plan or here's how to, you know, change your workout
or whatever it might be.
So something that's small that someone can easily achieve within a week's time.
This needs to be fast, because we need to prime them for whatever your paid offer is,
because if it takes them three months to go through your lead magnet, that means you're
waiting three months to make your offer for your paid product or service, right?
We need to get them a quick win.
We need to get them a quick result.
So the guide needs to be able to deliver a result very quickly.
So I have a couple examples here.
The first one is one from one of our other tutorials, which is how to properly set up
Google tag manager.
So this is just a quick guide that goes through the basics of Google tag manager and someone
going through the guide and playing with Google tag manager can be done within three to four
hours, just depending on how tech savvy they are.
Right?
And so it's not something that's super long or super arduous.
Well, there is a little bit of coding in there.
So we try to keep it as simple as possible, but it's just a simple guide saying, Hey,
you want this on your site.
This is how you do it.
And three or four hours later, our ideal customers or prospects have gone through the guide.
And they're good to go.
Now, another thing you can do here is you can create the complete guide to, or the ultimate
guide to, and this is where you're going to take a lot of your other content.
If you already have content, obviously, if you don't, then this isn't going to matter,
right?
But if you have other content, whether it's video, podcast, written, or maybe even if
it's part of your product or service, where you take a bunch of you have other information
and you put it into one massive guide.
Now, I generally don't recommend doing this, simply because those big, how to guide are
going to take a long time for people to go through.
And it can actually start messing with your sales process.
But if you don't have a sales process right now, where you're not really concerned about
that, then you can create an ultimate guide to, the final example here is, it doesn't
necessarily have to be in PDF form.
It can be in video form as well.
So this is from one of our funnels, where it's an hour long YouTube growth training.
And so instead of creating a guide like we did with Google tag manager, we just offer
it as a growth training.
Now this next one is going to be template.
And this is where your ideal customer or prospect to say, Hey, can you just do this for me or
get to as close as doing this for me as you can.
And so this is creating something like a worksheet or giving them an actual copy of something
that you've already done.
So for example, with email marketing, we would give people some email scripts, or maybe you
have some media assets that you've created, or you've already collected, like a stock
library of photos or videos that you can share as well as just creating a worksheet.
So all they have to do is go through and fill in the blank.
Now, if you want to learn how to actually create, not only a great looking PDF, but
also a PDF where your ideal prospects or customers can actually edit it, check out this video
in the cards in the description that will walk you through how to add that cool little
functionality using canvas and another free tool.
Now, our example here is one of our blueprints where it's actually just a basic Google doc,
but it helps people go through all of the steps they need to go through for actually
putting together their funnel.
So it includes some things like some copywriting scripts, some email templates along with some
actual guides, where they can just fill in the blanks for staying organized as they put
together their funnel.
And a lot of people find value in it.
And I'm just using this as an example, because all it is from a technical aspect is a Google
doc.
And so it doesn't have to be really complicated.
People care about the information and what they're going to be able to do as a result
of getting the template guide, audit, case study, PDF, not necessarily how fancy the
software is, that's delivering it.
Now, speaking of software, our last one is going to be a tool.
And so this is where your ideal customer prospect wants help getting something done.
And so this works really well.
If you're going to put together something like a calendar, tracker, some sort of calculator,
or maybe even a full blown webpage, depending upon your niche or industry.
And here, you're essentially giving them some sort of calculator or something inside of
Excel.
We'd like to use Google sheets and don't worry.
You don't have to be an Excel nerd.
Like I am to get this to work.
You can actually find people on fiverr, who can put together calendars, trackers, and
calculators for you.
And you can just put this in a Google sheet and then people can go through it themselves,
do their own calculations, do their own tracking and planning.
And so our example here is from one of my old companies where we were helping people
evaluate whether or not they should be buying a particular stock.
And all it was, was a spreadsheet where they could just enter a ticker symbol of a stock.
And then the spreadsheet would do all of the calculations we would do, and then give our
recommendations based upon the current stock price and the company's financials.
And so that does it for the seven different types of ideas.
Again, there's a link in the cards and the description to a video that will help you
actually put together a PDF along with a playlist that goes through using a free tool called
Canva to actually put together your lead magnet.
So go in and hit that light button, subscribe for more deep dive lead generation tutorials,
just like this one.
And until the next, keep building the business, you love.