Let’s be honest, we’ve all clicked out of a web page once it asked for our name and email address. We either didn’t want to take the time to enter information or saw it as a privacy issue. We moved on with our day or kept looking at cat videos on the Internet.

So how do businesses overcome this challenge to capture consumer data? How do we target them in the future? This is where the power of incentives comes into play.

The Incentive: Creating a Lead Magnet

Getting someone to give their email address is going to require an offer that has weight behind it, or what marketers call a “lead magnet.” A lead magnet is a form of content that offers value for your target audience, such as a coupon, guide or toolkit.

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The biggest factor when creating your lead magnet is making sure it is tailored to your target audience. Once you know who you want to target and have nailed down the right messaging, then create a landing page on your site that houses both the incentive and the lead generation form.

Finally, promote the content to drive your target audience back to your new landing page. Leverage social media, display advertising, and even your blog to source net new leads. Use your current email database to promote the content to nurture already existing contacts and potentially reengage them.

There are many forms of lead magnets you can make that can help you reel in customers. Simply pinpoint the ones that will be most effective for your business.

Why Take the Time to Create Incentives?

You’re busy, however, taking the time to create incentives up front will be efficient for driving new leads in the long run. As we discussed in a previous blog, providing solutions will help you land more business.

These incentives also provide information that your potential customer may need. You are providing them value for the cost of an email address. They are presented with a solution and a reason to come back to you since they know you have what they need to be successful.

So How Do You Show Off These Incentives?

This is the easy part.

The standard way would be to create a landing page dedicated to the incentive as we discussed above, however, there a few more ways to get your solution in front of the customer’s eyes.

You can present it as a scrolling ad that is sticky to a page on your website. This ad will stay with the reader as they continue to scroll through the page’s content.

Another highly-used method is the pop-up banner. These have garnered some negative attention in the past, but they can be useful when used the correct way. If a user is spending a good amount time consuming your content, a timed pop-up is a good way to entice them to provide their information for relevant content.

There are many ways to display your lead magnets. The biggest factor is to ensure you are targeting the best audience with relevant information to them.

If you’re ready to sell solutions, give us a call at 904.359.4318, or fill out our contact form. Our experts can help you market your business the right way.

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