When you boil lead generation marketing down into it’s most fundamental components, the thing that you offer to potential leads in order to compel them to take action will always make the top five list of such fundamental components. Perhaps even the top three.
This thing I’m referring to goes by a number of different names:
- Lead magnet
- Response mechanism
- Funnel entry point
No matter what you call it, your lead response widget plays a critical role in your marketing funnel. Offering the right lead magnet to the right person is the key to generating the lead.
What’s the difference between a lead magnet and my offer?
It’s quite common to use these two different terms interchangeably. Fundamentally, there is nothing wrong with that, as most people will understand which one you mean via context. But I do want to point out that the two actually are different critters.
The lead magnet itself, which is the focus of this month’s Action Plan, is the thing. The offer, on the other hand, is the mechanism which entices somebody to obtain the thing.
For example, let’s say that I’m offering one of my best performing special reports: 5 Things To Ask Any Tax Resolution Firm Before Paying Them A Dime.
The lead magnet, the thing, is the actual report. The physical, printed pages that are mailed to the lead, or the PDF that is digitally delivered to them.
In order for them to obtain the report, I might have them call a special voicemail number, or enter their information into a web page. An example:
Don’t get ripped off by fly-by-night tax resolution firms! Before giving one single penny to anybody that wants to represent you (even me!), be sure to read this special report outlining 5 Things To Ask ANY Tax Resolution Firm Before Paying Them A Dime. To obtain your FREE copy of this report, simply enter your email address in the box below.
This, my friends, is an offer.
In some marketing circles, you may hear of the offer referred to as the Call To Action, or CTA for short. Same thing, different name.
This brings us to an important marketing lesson:
Thou shalt always include an offer/Call To Action in all thine marketing.
I don’t care what you’re selling or who you’re selling it to. This is a fundamental rule of direct response marketing that, if violated, will result in nothing but wasted money and endless frustration.
Since the purpose of your lead generation marketing is, of course, to generate leads, then you must ask them to take an action in order to create the lead. This may seem obvious to most readers, but when I conduct critiques of marketing pieces or web sites, it’s amazing how often this critical component is simply missing entirely.
Now that you understand the important of a lead response widget, and the connection between your offer and your widget, the obvious next question is: What should my widget be?
Lead Magnet Considerations
Your lead magnet is such an important actor in your overall marketing funnel, you should give it serious thought in order to make the right casting call. Too many firms try to create an unholy alliance between a great lead magnet and the wrong market, or with the wrong end result in mind.
Remember Stephen Covey’s 7 Habits of Highly Effective People? One of them is to begin with the end in mind. Here’s what this means for your lead response mechanism:
- What are the demographic, psychographic, and geographic criteria that this particular lead magnet is direct at? (aka, your target market).
- How does this lead widget tie in with the rest of my marketing funnel that the lead will be entering?
- Similarly, what is the desired end result for leads that acquire this particular lead magnet?
- What solution does my lead magnet provide to the end user?
The answers to these questions in particular will help determine several things, such as what to include in your lead magnet, and what form it should take (media format). Let’s take a look at each of these factors in greater depth.
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