One problem shared by many small business websites lies with engagement. Around 95% of their website traffic clicks away from their pages on their first visit without converting by either contacting them or filling out a form on the website.
If your website receives 1000s, or even hundreds of unique visits a month, converting just 1 or 2% more of those visitors can really bump up your bottom line. The fact is, that 95 % of visitors who leave are not yet ready to buy. So how do you convert those visitors that aren’t yet ready to buy? The answer is “lead magnets.”
A lead magnet is a way to increase engagement with your visitors, and generate leads by providing something of value (typically special content) to prompt a potential customer to act. Today, most buyers will not freely give you their contact information. But, if you provide something of value, they will give you something of value – their contact information.
Using lead magnets like podcasts, e-learning courses, contests, white papers, and eBooks are all effective for increasing conversions.
Traditionally, buyers recognize a need, gather information, consider their options, and make a purchase. Today’s buyer will spend much more time gathering information as they work through their buying process. They’re not interested in being sold, they’re interested in information!
By creating content that educates visitors, then utilizing a call-to-action, your prospect is taken to a landing page where they are presented with an offer (the lead magnet) in exchange for their information. By filling out a form and providing their email, name and other data, you then deliver premium content.
The process is completed by sending them to a thank you page where they can download your resource, adding them to your mailing list. The next step is sending them a “kickback” email a short time later. You can now begin to guide your prospect via email, building trust as you nurture them through the buying process.
Converting prospects early in the buying cycle is critical. By convincing visitors to act, developing a relationship and providing your prospect with value, you can help guide their final decision. Using lead magnets is a great way to accelerate the sales process.