In last week's issue, I shared the importance of landing pages to help you generate new leads.
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As I said:
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\"For B2B businesses, the top goal is capturing lead contact information for follow-up. A well-designed landing page can be a goldmine for this. By offering something valuable in return, like a white paper, listicle, or video tutorial, you can entice visitors to metaphorically raise their hand and say, \"Hey, I'm interested in what you're offering me!\" In return, they share their name, company, and email. Voila! You’ve got yourself a lead.
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The important difference between a landing page and your website is the landing page has one, and only one, purpose -- to capture the visitor. It doesn't have ANY other links. Unlike your website’s homepage, which usually has multiple goals and paths for a visitor to take, a landing page is designed with one focused objective, known as a Call to Action (CTA). And you can create multiple landing pages to test different offers.\"
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The most important component of your landing page is the giveaway you promise to give them in return for sharing their contact information. This is called a Lead Magnet.
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Lead magnets have been successfully used in both B2B and B2C businesses for many years. Remember how Sports Illustrated used to give away a football shaped telephone with every new subscription? That's a lead magnet.
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Most likely, a football telephone wouldn't be a good giveaway for you, but the are several reasons why a well thought out lead magnet should be in your marketing tool arsenal:
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Perceived Value: Lead magnets offer something of value in exchange for a user's contact information. When prospects perceive they're getting something beneficial for free or at a perceived discount, they're more likely to engage.*
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Instant Gratification: In today's digital age, people want immediate results. Lead magnets provide instant access to the promised content or offer, satisfying the user's desire for immediate value.*
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Qualifies Leads: By offering content or services tailored to a specific audience or problem, rather than anyone who can fog a mirror, you attract leads genuinely interested in your niche or what you have to offer. This ensures a higher quality of leads who are more likely to convert later.*
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Builds Trust: Offering free valuable content positions your business as an authority in the field. It shows potential customers that you're knowledgeable and willing to provide upfront value, fostering trust.*
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Grows Your Email List: Lead magnets are an effective way to grow your email list, which remains one of the most valuable assets in digital marketing. An expanded email list means a larger audience for your future marketing campaigns.
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Initiates Customer Relationship: By providing value upfront, you start a relationship with potential customers. It's the first step in the customer journey, leading them down the sales funnel.*
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Gathers Data: Lead magnets allow businesses to gather data about their audience. This data can be used to tailor future marketing efforts, ensuring they're more targeted and effective.
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Encourages Engagement: Once a user has engaged with a lead magnet, they're more likely to engage with subsequent offers or content, increasing the chances of conversion.*
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Segmentation: Based on the type of lead magnet a user opts for, businesses can segment their audience, allowing for more personalized and effective marketing campaigns.*
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Cost-Effective: Compared to other marketing strategies, creating a lead magnet can be relatively inexpensive, especially considering the potential return on investment in terms of lead generation and conversions.
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*Obviously, your primary objective is to capture new leads, but a powerful secondary benefit is they work because they tap into the Law of Reciprocity, offer immediate value, and serve as an effective tool to initiate and nurture relationships with potential customers.
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I love psychology.
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What are the best lead magnets for you?
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While there are a myriad of giveaway ideas (hello, football phone!), B2B lead magnets tend to be content-focused. For example:
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White Papers: Detailed reports on industry trends, challenges, or solutions. They're great for showcasing expertise and providing in-depth insights on a specific topic.
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eBooks: Comprehensive guides on industry-related topics. They can be broader than white papers and are excellent for establishing authority in your field.
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Webinars: Live or pre-recorded sessions on industry topics, product demonstrations, or expert interviews. They offer real-time engagement and can be repurposed later.
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Case Studies: Real-world examples of how your product or service solved a client's problem. They provide tangible proof of your value proposition.
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Templates or Toolkits: Ready-to-use resources, such as spreadsheets, checklists, or frameworks, that help businesses streamline processes or tasks.
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Industry Reports or Surveys: Original research or aggregated data on industry trends, challenges, or benchmarks. They can position your company as a thought leader.
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Free Trials or Demos: Offering a limited-time free access to your product or service. It allows potential clients to experience the value firsthand.
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Exclusive Videos: Tutorials, behind-the-scenes looks, or expert interviews that aren't available to the general public. They can be a compelling visual way to convey information.
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When creating a lead magnet for your moose, it's essential to ensure that the content is relevant, valuable, and addresses the specific pain points or challenges faced by them. The goal is to position your company as a trusted resource and expert in the field, encouraging potential leads to engage further with your brand.
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I would also add that anything you give away should be consistent with your brand and branding promise! For example, it would be highly incongruent if my smokin' hot wife, Kay, or I sent out an ebook with a RED or BLUE cover! Yes, that might sound a little picky, but remember, it's never the lions or tigers that get you in the jungle. It's the mosquitos! Our moose would notice that right away, which would say we don't practice what we preach.
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How much should you spend on a lead magnet?
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I'm glad you asked!
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This actually leads into a topic for another newsletter, but for now, here's my question for you.
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How much are you willing to spend for a quality lead? $10? $50? $100? $500?
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This should be a well thought out and analyzed number, and not some seat of the pants guess. Let's say, for example, your average product or service sells for $10,000. Now let's say, you have an average closing rate of 10%. Would you spend $1000 for ten new quality leads that nets you one new client? I would. I would find some AMAZING lead magnet that costs me $100 and attracts my exact target moose!
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Wouldn't you?
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Next week, I'll share examples of landing pages and lead magnets that worked (and maybe some that didn't)!
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Summarize Long Documents
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I read a lot, but I can't read as much as I want. And you know about those businesses that sell us abridge versions of books? Yeah, I don't care for them.
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Enter AI! I have found that I can ask AI to provide me with summaries of books I haven't read and don't have time to. But I've also seen a lot of long form articles, PDFs, blogs and Word docs. I didn't know how to summarize those.
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Enter Isabel Bedoya, another one of my LinkedIn Must Reads. She is drop-dead smart and is great at explaining simple ways to use AI. She currently has 28,915 followers, but is rising fast.
Contact Kay or Steve directly about consulting or presentations. Our clients are killing it!
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The Uncopyable Mindset
I'LL MAKE YOU UNCOPYABLE, GET MORE LEADS, MAKE MORE MONEY. (How about that?) I consult and write for B2B businesses and solopreneurs about results-driven branding, marketing, and innovation. I am AKA: Kelly's Dad. Author of bestseller, UNCOPYABLE. TED speaker. Bad golfer. Unemployable. 3rd funniest person in my family. I'll be honest...I have an edge in my tone and personality. My all-time favorite client quote is, "Steve should come with a disclaimer, but you still need to hire him." ¯\_(ツ)_/¯ Most important words above are "RESULT-DRIVEN."
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The Uncopyable Mindset: Lead Generation with Landing Pages - Part 2
Published over 1 year ago • 5 min read
In This Issue Lead Generation with Landing Pages - Part 2 Use AI to Summarize Long Documents Lead Generation with Landing Pages - Part 2 In last week's issue, I shared the importance of landing pages to help you generate new leads. As I said: "For B2B businesses, the top goal is capturing lead contact information for follow-up. A well-designed landing page can be a goldmine for this. By offering something valuable in return, like a white paper, listicle, or video tutorial, you can entice...
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