What is a “lead Magnet”?
A lead magnet (aka “opt-in”) is an incentive, freebie, or offer that you can use to “magnetize” potential buyers in exchange for their email address or other contact information. Lead magnets usually offer a piece of digital, download-able content, such as a free PDF checklist, report, eBook, white-paper, video, etc.
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We talk about digital lead magnets, like the ones on websites. Though we are not discrediting the effectiveness of printed lead magnets such as post cards, direct mail, magazine ads – all of which can work together in a cohesive marketing plan for both online & offline lead generation.
Why care about lead magnets?
People do all kinds of crazy things when researching something new online, lot’s of skimming, scrolling and snap decisions. These people are at the top of the funnel, they are not ready to buy, yet.
"I HIRED THEM BECAUSE THE WEBSITE AND EMAILS THEY SENT ME WERE SO INFORMATIVE, AS IF THEY KNEW WHAT INFORMATION I NEEDED - IT MADE ME TRUST AND APPRECIATE THEIR EXPERTISE."
Before your buyer become a customer, they are first shopping around as leads. It is one of the most effective ways to give trust and value in a mutually beneficial exchange of information.
The bottom line is that if you are not creating ways to exchange value on the first impression your competitors probably are. You need ways to get these potential customers that you otherwise might never have known were considering your company for the sale but they other guys just did their marketing better. Ouch.
On the backside of collecting all the leads you have magnetized you can create automations & systems to reach and filter out unqualified leads.
What Makes a Good Lead Magnet?
First of all, no one is going to sign up for your “Newsletter” – it’s 2020, potential customers are looking for VALUE. A good, effective lead magnet should be quick to respond and easy to operate.
Tips for creating good lead magnets that work:
- Create something of value, but doesn't give away the farm.
- Request only the minimal contact info.
- Do not try to trap the visitor inside the popup.
- Disclaim if you will be sending them future emails.
- Make sure it actually works!
Don’t be cheesy
Here’s a few things that your lead magnet should do if you want it to be effective:
- Solves an actual problem – if your lead magnet doesn’t solve a real problem that your potential customer has, or if it doesn’t give them something they really want, it won’t work at all.
- Concise solutions – your lead magnet should promise (and deliver) one quick win for your avatar. In other words, it should help them to easily achieve something.
- Relevant – don’t create a lead magnet about something general. The more specific you are about the benefit of your lead magnet, the better it will convert leads.
- Quick to understand – PDF checklists tend to convert really well because they are so quick and easy to digest. eBooks or lengthy reports may make your prospects feel overwhelmed.
- High value – your lead magnet should have both high perceived value and high actual value.
- Fast deliver-ability – your lead magnet will work best if it is something that can be delivered right away. People love instant gratification.
- Demonstrates expertise or MVP – when someone consumes your lead magnet, it should demonstrate your expertise or your minimum viable package / service offer, such as a discount. This helps turn leads into customers down the road.
Effective use of lead magnets & Best practices
No one likes a popup that hits you in the face the second you arrive to view a website, even Google has spoken out about that problem. Since people expect a solid value-driven approach to website design, you should let them open it when they are ready, like a button.
If you decide to display a popup automatically, at least set it to display at the bottom of the page, or on “exit intent” – as that one last ditch effort to capture their interest. Just don’t be super hardcore sales about it, that pushes people away.
Lead magnet categories
- Informative Lead Magnets
- How-To Lead Magnets
- Entertaining Lead Magnets
- Empathy-Building Lead Magnets
- Top of Funnel Lead Magnets
- Bottom of Funnel Lead Magnets
- Surveys & Polls Lead Magnets
- Quiz & Chat Bot Lead Magnets
Why this matters
- Captures emails for follow up
- Helps set expectations
- Makes sales calls much easier on both ends
- They like you have already given them something of value, and didn't have to call you about it.
Lead Magnet Triggers
- Clicks a button for popup
- Scrolls to section of a page
- Arrives from a specific link or advert campaign
- Dedicated landing page for offer
Why this matters
- Opens on click when the user is ready
Lead Magnet Media & Delivery
- Email sent with PDF download
- Download right away after email submission
- Embedded price / cost calculator
Why this matters
- Emails can be saved for future reference
Now that you know what a lead magnet is, why you should have many of them, and why they are so important, let’s have a look at the ways swimming pool companies can use lead magnets effectively.
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Website Lead Capture
Capture more business than ever before with lead magnets & email followup.
Pool Service Lead Magnet Examples
POOL SERVICE LEAD MAGNETS
Pool service and repair customers can be quick to make a decision. A good way to capture them as a lead is to offer a quick pool service reference guide, or even better, a discount first time service if they act right away.
QUICK IDEAS
- Pool Maintenance Guide
- Summer Season Checklist
- % Discount Coupon
- Enter email to view pricing
Pool Builder Lead Magnet Examples
POOL BUILDER LEAD MAGNETS
New pool buyers can take some time before making the decision on getting a pool, then deciding on a contractor. As potential buyers are searching for information about a new pool you need to have something to offer to get them into the top end of your sales funnel.
QUICK IDEAS
- Pool design trends e-book
- New pool pricing guides
- Seasonal % discount coupon
- Design your own pool feature
- Minimum Viable Pool Package
Comprehensive list of lead magnet ideas:
Swimming Pool Industry Edition
Some of the lead magnet ideas listed below are links to service-packages we offer for you pool people.
Any of the items you see on this page we should be able to help you add to your existing or new website.
POOL CONTRACTORS
- Pool construction cost calculator
- Pool Remodeling cost calculator
- Choose your pool design & features form
- Minimum new pool package guide
- Top popular pool design trends guide
- Survey or Quiz: What is the best type of pool for me
- What to expect when installing a new pool
- New pool price guide: Designs by price ranges
POOL SERVICE TECHS
- Pool maintenance cost calculator
- Pool Renovation cost calculator
- Yearly guide to pool care
You can see how these things will attract new leads like a magnet! Consider the graphic design & layout to be viewed & printed easily – and you will stay ahead of the competition and front-of-mind to your prospects.
What do I do after I capture leads?
Capturing the emails from potential leads is half the puzzle. On the back end of collecting all those emails or phone numbers is building a list, and then creating a strategy and put it to use. As important is the way you reach out to these people as it is to get their info.
Not all leads are the same, some may not even be qualified to do business with you.
Sometimes the sequence of “touch points” you create to nurture a lead helps to filter out the unqualified – less time on the phone chasing dead leads for you, and that’s more quality time for your life.
- Create an educational email sequence
- Track their activity for segmentation & filtering
- Create relevant follow up actions based on their activity & interests for as long as it makes sense per the buying cycle.
Create a value-based system that takes leads through the journey in the direction they want to go - into your bottom line.
IMPROVE YOUR SALES GAME
Customers now have higher expectations from even some of the most mundane home services.
We can’t count how many times our pool building partners say to us they were hired because customers told them they had a great website with all the right information on it.
How potential customers judge you
Service Offer
Need Help creating lead magnets?
Lead capture pages help you sell more, bottom line. If you don’t have the time or experience to make these important pages on your website we can help you out with creating them for you for a quoted price.
HOW WE HELP YOUR POOL COMPANY
- Graphic Design
- Lead Generation
- Website Management
- Social Media Marketing
- Review Generation
- Reputation Management
- Sales Coaching
- Documents & Forms Templates
- Pool Studio Design Training
- Customer Relationship Management
Nexxus Digital Media Designs
Nexxus Digital Media Designs