I’m going to let you into a secret.  Today / right now – your website visitors don’t care what you do and they won’t hire you or buy your thing.

Now that’s not 100% true – It’s only 95% true!

5% ( at best ) of your audience might hire you or buy something.

So – 100% of your online marketing targets 5% of audience. That just makes no sense!

– Go back and read that again if you didn’t get it.

If your website gets 500 visits a month ( pretty average ) but generates 5 leads a month you might be happy with this.  What if we could generate 50 leads from the same 500 visits a month?  This is where lead magnets come in.

5% of visitors might be committed to talking to you.
95% of visitors are *not* that bothered about talking to you.

For now – let’s disregard the 5% of committed people.  They’ll take care of themselves.  Lets look instead at the large percentage of people who are less committed. In an ideal world all our visitors would buy from us.

Sadly that’s not the real world.  If these visitors are not ready to trade money for our service or product – can we offer them something of lesser value?  Something they might trade for an item they feel has value?

Think of the “Lead Magnet” as a resource.  You offer this resource in exchange for something you value.  – Normally an email address.

There are many different types of lead magnet but they all tend to be in the form of packaged information.  Information targeted to be compelling and attractive to the visitor.  If you are a consultant then you might offer a lead magnet such as “5 Things your Widget consultant does not want you to know.”

If you sell houses you might offer “The first time buyer’s guide to saving thousands on your first home”.
If run a catering firm you might offer “6 ways make sure your event gets remembered for the right reasons.”

Lead magnets can be applied to every business and every website.  They can be offered on the website but also on social media and through online advertising.

There are a lot of tools to help manage this process and a lot of techniques to help optimise the process.

You might be asking what the point of collecting email addresses is?  As soon as people convert on a lead magnet they are qualified.  You know what they are interested in and you can NURTURE them.

Lead magnets remove your dependance on Google for a relationship and allow you to start communicating with the 95% and not just the 5%.

This is a lot to take in but it’s so important.  If you can leverage the 95% and not just the 5% you can change the rules of the game.

Are you ready to change the rules?

About Bob Gentle

I work with businesses of all sizes on digital marketing, host the Amplify digital marketing entrepreneur podcast and work with entrepreneurs to help them amplify their business online.