Business | 06/01/2016
Draw Prospects Closer with Lead Magnets
You’re at a concert watching your favorite band. You’re moving your body, enjoying the sounds. Suddenly, someone brushes your right arm. You glance over, about ready to tell them off for invading your personal jam space.
But then your glance turns into a stare.
It’s not some random high-school kid who doesn’t even fully appreciate the bootleg EP your favorite band released before they got big. It’s your favorite star of the silver screen.
Maybe that means Jennifer Lawrence, or maybe it’s Brad Pitt, depending on your preference.
You smile, they smile back. You end up harmonizing to your favorite songs for the next two hours and having the time of your life. The two of you have really hit it off.
And then, at the end of the night, you look into each other’s eyes, the hairs stand up on the back of your neck, your heart pounds in your ears like a kick drum, you forgot the difference between color, sound and taste, and then—you say goodbye and Brannifer walks away without even an exchange of phone numbers or Twitter follows.
Two hours of pure bliss that could have turned into a lifetime of euphoria, wasted.
This is your website without great lead magnets.
What’s a lead magnet though?
I’m so glad you asked. Because if you didn’t, the rest of this section wouldn’t make much sense.
A lead magnet is a specific, valuable item offered to a prospect in return for their contact information.
A lead magnet is not the same as putting a contact form on your website and hoping for an interested prospect to stop by and ask you to call them. With a contact form, you’re not giving your prospects anything. It’s all take and no give.
In comparison, a lead magnet asks for very little. An email and a name, sometimes more. But it gives the prospect much, much more than that. If you’re a financial advisor, you can give away something your prospect will find valuable.
But what would be valuable enough for visitors to be willing to part with their contact information?
Four Examples of Lead Magnets for Financial Advisors
- A Report
This one’s simple enough as a starter for the inexperienced. Perhaps you have someone on staff that’s great with numbers, and they put together a detailed analysis of the market each quarter, or you have a statistics-driven answer to the question “how valuable is financial advice?” If that’s the case, put your writing gloves on and crank out a report on the subject, then offer that as a free download to prospects visiting your website.
- A Quiz You Won’t Hate
Oh, a quiz! You mean like “What’s My Risk Score?” or “Which Disney Princess Are You?” Yes, that type of quiz is exactly what I mean. The popularity of websites like Buzzfeed and nonstop barrage of quiz results on the average Facebook feed both attest to how much people love taking quizzes outside of school. If you can put together a quiz that tells a prospect what type of investor they are, you’re offering them the satisfaction of knowing themselves just a little bit better.
- Video Training
You’re an expert on retirement and financial planning. If you’ve got the means, creating a short video course may be a natural way to bring in additional leads. If there’s something even more popular than online quizzes, it might be watching online video tutorials. A simple two-part video course on best practices when rolling over a company 401(k) account could be the lead magnet that will get prospects’ attention.
- Infographic or Fact Sheet
If you’ve got a talented designer or even your own marketing team, designing a resource like a data-heavy infographic about why market-timing doesn’t work or compiling a few best practices about the benefits of diversification into a one-page sheet can be a valuable resource for any investor looking to further educate themselves about their finances.
OK, so now you know what a lead magnet is, and you have a few examples you can start with, but how are you going to get people to look at your lead magnets?
Super Simple Ways to Get More Eyes on Your Magnets
Start where we always tell you to start: Create content that’s going to help you rank for keywords on Google, and then create lead magnets that tie in with those keywords.
So let’s say you write a blog about “asset diversification in Indiana.” Include a lead magnet in that post—maybe an offer to do a free portfolio review—and the next time someone in Indiana searches for an advisor that can help them diversify their assets, they’ll find you and the offer you put together as a value-add on your blog post.
And then there’s the other super obvious way to bring more people in: buy ads promoting your lead magnets on LinkedIn, Twitter, Facebook, and Google.
While you are going to have to pay up at the beginning to start driving more traffic to your website, the more visitors you get, the higher your chances grow of turning a visitor into a prospect.
Need help creating an attention-grabbing lead magnet? Drop us a line and ask for a free website and marketing review.
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