Skip to content
  • Login
  • About Us
  • Pricing
    • Brochure
  • Case Studies
  • Blog
  • Magazine
  • Contact

How to use a Lead Magnet to Automate Selling Online

I spoke to a potential client yesterday on the phone.

They had a decent amount of natural, organic traffic to their website – but less than a 1% conversion rate (any type of conversion on their site).

They informed me they had spent the previous evening researching and setting up a Facebook PPC campaign they were planning to launch.

With their flagship product making around £10 profit after postage, it doesn’t take a mathematical genius to know this campaign is probably destined for disappointment.

But this is consistently the case in the digital marketing world: people want to sell before their customer is ready. 

This is the biggest cause of failure and loss of faith in digital marketing practices. Frankly speaking, people are doing things the wrong way round.

The Customer Value Journey

Figure 1: Customer Value Journey – Source: digitalmarketer.com

Here’s a better way forward:

1)  Start with an Email Conversion

Seldom does your target audience buy upon their first visit; you don’t need me to tell you that.

But what they are usually willing to do is exchange a snippet of their personal data in return for valuable information.

The goal should be to engage with them in some capacity and raise awareness (see figure 1).

That’s where a Lead Magnet comes into play.

If you’re unaware on what a Lead Magnet is, please watch the video below for a quick introduction:

Our goal here is a simple conversion: we want them to subscribe to us.

It’s the first stage of trust on the Customer Value Journey that’s ubiquitous across all businesses (revert back to figure 1).

 2)  Optimising the Lead Magnet with Exit-Intent

A Lead Magnet is a fantastic start to increasing conversions and putting your customers at the beginning of the Value Ladder.

However, getting as many people as possible to the beginning of the ladder requires technical expertise and optimisation.

At Magnet Monster, we find Exit-Intent software (we use Optin Monster), has had tremendous results across a range of businesses.

Exit-Intent is what the name suggests: a pop-up/screen takeover that appears when it’s detected that your user is about to leave your website.

We’ve found exit-intent typically increases conversion rates to 5% as a minimum (lower end), but we’ve had some staggering results with certain clients when it’s evident we’ve nailed the Lead Magnet and spiked customer curiosity (see below).

Figure 2: Screenshot of Professor Nutz campaign in Optin Monster dashboard

You can see the complete case study of how we achieved incredible results with the Professor Nutz brand here. 

3) Begin Remarketing

Once you’ve gained the trust of your followers by engaging them, only then should you begin the selling process.

At Magnet Monster, we prioritise email marketing as our primary method of remarketing for innumerable reasons.

The most important, however, is that it simply converts better: there is more trust attached to an email, a higher click-through rate, and often, more visibility when compared to social media and other forms of digital advertising. [1]

We believe too many companies have overlooked the effectiveness of email marketing in recent years in pursuit of new technology.

And while we believe in innovation, we also believe in focusing on what works, and the statistics are very clear on that: email drives conversions strongly across the board and provides unbelievable value for money.

Conclusion

Selling is a process, and nurturing customers through the customer value journey requires a carefully executed strategy.

Start by capturing an email address and adding value to their lives – the sale will come afterwards once the trust has been established.

If you need any assistance setting up this part of your business, then contact us directly at Magnet Monster and we’ll be more than happy to talk to you.

References

[1] Anon, (2019). [online] Available at: https://optinmonster.com/email-marketing-vs-social-media-performance-2016-2019-statistics/ [Accessed 30 Jan. 2019].

Adam Magnet Monster
Adam Kitchen

Adam is a digital marketing entrepreneur with over a decade of experience in the industry. His copywriting has contributed towards building multimillion £/$ e-commerce brands with proven email marketing strategies. Today, Adam is fiercely passionate about helping SMEs optimise their customer value journeys with effective content marketing and scaleable digital strategies at Magnet Monster.

  • Magnet Monster
  • Master Service Agreement
  • About Us
  • Pricing
  • Case Studies
  • Contact
  • FAQ
  • Privacy
  • Blog
  • Sitemap
  • Client Dashboard
  • Brochure

Copyright 2020 Magnet Monster UK | All Rights Reserved | Powered by TML Creative Media ltd.

Registered in England and Wales Company Number 12292469 VAT: GB 338 238 391 Accelerate Commerce Limited Registered. Office: Marsland Chambers, 1A Marsland Rd, Sale, Cheshire, M33 3HP, United Kingdom.

Login

Forgot Passwoard Register
Forgot Password

Register

Registration confirmation will be emailed to you.


Login
Cookie & Privacy Notification
We are GDPR compliant & use cookies to ensure that we give you the best experience on our website.


AcceptReject


Read More

Privacy Overview

This website uses cookies to improve your experience while you navigate through the website. Out of these, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may affect your browsing experience.
Necessary
Always Enabled

Necessary cookies are absolutely essential for the website to function properly. This category only includes cookies that ensures basic functionalities and security features of the website. These cookies do not store any personal information.

Non-necessary

Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. It is mandatory to procure user consent prior to running these cookies on your website.