The humble lead magnet is invaluable to your marketing if you believe in email. Which you should, of course.
But anyway, many people have 1 lead magnet… but no more than that.
I’m here to tell you that if that’s you, you’re missing out.
You could make some more lead magnets to great benefit.
But how many?
Read on to learn.
What Is a Lead Magnet’s Job?
A lead magnet has a few jobs, depending on who you’re asking.
For you, its job is to build trust with the reader and grab their email address. From there, you can build more trust and sell, sell, sell with email.
It can also be used as a sort of “free” front-end offer, after which you have some sort of pitch (like a “thank-you” video that also sells).
For the reader, though, its job is to solve a specific problem without hard teaching. In other words, teach the “what,” not the “how.” The customer hires you or buys your products for the “how.”
So with that said…
So How Many Lead Magnets?
Here’s the thing: even if you only sell one product or service…
Multiple customers might want it for entirely different reasons.
Say you sell a course on sales skills.
Customer A is a salesman. He wants to improve his craft so he can earn more commissions and become the #1 salesman at the company.
Customer B is an entrepreneur. She wants to get better at selling her products and growing her business, but she’s afraid to sell
Customer C is an employee (that isn’t a salesperson). He wants to get better at interviewing and negotiating his salary and benefits.
All three of these people are viable customers for your sales skills course…
But they have different goals to achieve and problems to solve.
Therefore, you can have multiple lead magnets to address several of your target market’s key problems.
Alternatively, you might have 3 of those Customer A’s… all of whom are at different stages of awareness.
Each stage of awareness could get a different style of lead magnet for the same general persona.
Regardless, the key is that each one stays focused.
Start with 1. Solve a burning, aching, sore, painful problem — preferably among your most lucrative market segment. Show them there’s an answer to that with a lead magnet.
From there, identify more segments of your customer base, dig out their problems, and offer them solutions with more lead magnets.
Oh, and this helps with segmenting later on.
When Customer A comes in from Lead Magnet X, and Customer B comes in from Lead Magnet Y, you have a better understanding of where they are in their customer journeys. You have a better grasp of their most pressing problems.
You can adjust your segmentation and messaging for each one accordingly.
You Could Use a Lot of Lead Magnets
Every business except for those with the narrowest of customer bases could use more than a few lead magnets.
Each one addresses a specific problem among different segments of your overall audience. This builds trust with you and gets more emails — not to mention it automatically segments your audience for maximum personalization.
Need help writing a lead magnet? Or maybe writing the emails that come after it?
I’m just a short form away.