What Is a Lead Magnet and How to Use It in Your Sales Funnel

According to Tony Haile at Chartbeat, 55% of people visiting your website will only give you 15 seconds of their attention before they lose interest. If you are trying to build a strong customer base for your brand, it is going to be pretty tricky to do that in 15-seconds on a per-customer basis.

However, if you can entertain your prospective customer and persuade them to hand over their email address or their phone number, you can then engage them more directly. With the help of a quality Lead Magnet, folks will be lining up to tell you their valuable marketing information.

What is a lead magnet?

Understandably, people are wary about handing over their contact information without receiving something in return — the lead magnet is an attractive offer that marketers use as an incentive for their customers in exchange for their valuable personal data. Lead Magnets are one of the best ways to build your brand’s audience, and also a fundamental part of a successful Landing Page.

(READ: A How-to Guide to Using Your Email List on Facebook)

What Constitutes an Attractive Lead Magnet?

Because Lead Magnets are a popular tool used by many businesses for engaging awareness and acquiring valuable market information, you will want to be a step ahead of your competitors. 
Here are four simple things you can do that will have them eating your dust.

Specificity is key: A good Lead Magnet draws attention to a specific problem and offers a relevant solution to that problem. By segmenting and providing an answer to that particular portion of your market, you are setting a clear path for customers to move through their Customer Value Journey.

Provide unparalleled value: If you offer content that is so valuable that your audience would pay for it if needed, imagine their perception of what they could get from making an actual purchase. Free or not, the content should have a high perceived value/high actual value. You don’t want to scare off potential prospects by introducing your brand with mediocrity. You want to make them an offer they can’t refuse.

Instant Gratification: Here is where the 15-second rule we discussed earlier comes into play. You want your Lead Magnet to address your customer’s particular pain point instantly. If you can’t address their problem in a timely enough manner, your customer will likely look to your competitors for a quicker fix.

Make it Unique: Present your brand as an authority in your field by making sure your offers stand out from the competition. 

You want to convince them that you can do everything they can do and more!

You wouldn’t buy a car without taking it for a test drive, would you?

In this scenario, everybody is a winner because:
The customer gets a whopping $300 of credits
Now that Google has their contact information, they can begin the next step of directly marketing their services to them.
Once the customer is familiar with the benefits of using GCP and its interface, they are less likely to jump ship to a competitor’s service of which they might be unfamiliar with.

(READ: Why Content Marketing is an Essential Element in a Marketing Plan)

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