6 super effective lead magnet ideas for established b2b … · 2019. 7. 6. · mathis/6 super...
TRANSCRIPT
6 Super Effective Lead
Magnet Ideas for
Established B2B
Companies
Legalcopywritingcentral.com
Mathis/6 Super Effective Lead Magnet Ideas for Established B2B Companies
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Copyright © 2019 by Stacey Mathis
All rights reserved. No part of this publication may be reproduced or transmitted
in any form or by any means, electronic, or mechanical, including photocopying,
recording, or by any information storage and retrieval system, without
permission in writing from the publisher.
Published by:
Stacey Mathis.
244 Fifth Avenue, Suite S 208
New York, New York 10001
Phone: 800-862-0361
Website: www.legalcopywritingcentral.com
NOTE: This publication contains the opinions and ideas of its author. It is intended
to provide helpful and informative material on the subject matter covered. It is sold
with the understanding that the author and publisher is not engaged in rendering
professional services in this book. If the reader requires personal assistance or advice,
a competent professional should be consulted. Every effort has been made to accurately
represent this product and its potential. However, there is no guarantee of earnings
using the techniques and ideas in this publication. Examples in this publication are not
to be interpreted as a promise or guarantee of earnings. Earnings potential is entirely
dependent on the person using our product, ideas, and techniques. The author and the
publisher specifically disclaim any responsibility for any liability, loss, or risk, personal
or otherwise, which is incurred as a consequence, direct or indirect, of the use and
application of any of the contents of this publication.
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Introduction 4
Educate with Webinars 5
Present Case Studies 8
Write Ebooks 10
Offer Manuals and Guides 11
Produce White Papers 12
Make Videos 14
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“. . . you want your core lead magnet to address a question they have right now, before they're
ever willing to buy from you." Amy Porterfield
Introduction
Not long ago, a successful b2b website needed only a few elements to generate leads: a
Homepage with a visually-appealing layout, a Services and/or Products page, and an informative
About Us page. Today, however, b2b websites have stiffer competition. Options available to
potential customers are everywhere – domestically and internationally. Presenting an even bigger
digital challenge to established b2b companies are new, unexpected players - start-ups and
competitors with business models that are poised to exploit an unfilled or uncreated customer
need.
People visit websites to find not only basic contact information, but also to find some resources
which establish you as an authority in your field. The bottom line is: a digital strategy has to be
woven into your corporate strategy for your business to come out in one piece. And strong lead
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magnets are certainly one way, an affordable way, your company has to face disruptive
skirmishes.
What is a lead magnet?
“A lead magnet (aka gated content) is a valuable offer or incentive — usually a content
download, demo, or free trial — behind a landing page. Marketers provide online users this
content in exchange for their contact information (email address at the very least). Lead magnets
are one of the most powerful marketing assets that brands have because of their ability to
generate business leads.” Instapage.com
There's no limit to the types of content you could produce, but some are more effective than
others at driving traffic to a b2b website.
What types of content should you offer?
1) Educate with Webinars
Webinars were reported, in 2017, as one of the top revenue drivers for B2B marketers. (Source).
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Webinars are a marketing favorite among the b2b crowd. If you want to teach your readers
something, especially something that requires a lot of visuals, then a webinar is a great option.
The key is to remember that you are not creating the webinar (or any content for that matter)
simply to generate leads. You are creating the b2b2 webinar because it has real informative
value for your target audience’s business. There are countless ways to put together a webinar
that both excites and educates your audience.
Brands today experiment with the following new types of webinar formats:
• Live workshops
• Q&A sessions
• Live audits
• Hybrid pre-recorded seminars
According to Gotowebinar’s findings, the following title formulas work better than others:
A. List formats – Lists are an ideal way to show your expertise and value to your b2b audience.
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B. How to – How to’s show your topic authority and let your b2b audience know your webinar
is chock full of practical and actionable take-aways.
C. 101 – 101’s work best if you are talking about a trending subject that everyone is eager to
learn more about.
D. Training, Classes and Workshops – These titles indicate that your webinar offers huge
benefits, including extensive content
E. New - When titles contain the word "new," your b2b audience knows to expect material, data
and announcements that are hot and timely.
F. Trends - Trends routinely are thought-leadership webinars with content that is part of a larger
conversation.
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2) Present Case Studies
As to where in a sales funnel certain demand generation tactics work for b2b marketers,
according to Marketing Charts, “Events help generate leads; case studies move them through the
funnel.”
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Case studies are special reports that can be considered extended testimonials about a finished
project you worked on. It’s your client’s personal story and is a living example of what your
company can do to help other businesses. A case study is useful for presenting data in a
streamlined, compelling manner and should only include details that support your main
argument. Case studies are usually no more than two pages long.
The basic questions you answer in a case study are:
• Who did you help?
• What was the problem?
• How did you solve it?
Example of case study excellence at work: IDEO
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Have you ever emailed a client about participating in a case study? If not, why not
download this Case Study Participation Request Email to do so?
3) Write Ebooks
63% of B2B buyers listed ebooks as the material they were most likely to share with colleagues.
(Source: DemandGen 2017 Report)
This is a practical option for your business if you regularly post content on your blog. Once you
have a series of posts completed, put the information together and format it as an Ebook. Readers
won't have to spend time searching individual blog posts when they can access all of the text at
once.
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4) Offer Manuals and Guides
Manuals and Guides are popular because they tell you more succinctly than books how to do
something specific. They can, but don’t always, list step by step how to achieve an objective:
how to file a business complaint, how to walk 1,000 steps every day. Guides don't require a lot of
background research; they present the basics. Some refer you to other sources for additional
information.
Think like a user: When you create guides or manuals, you must think like a user. If your
b2b customer is not a tech geek, you cannot tell him that all he needs to do is unzip a file and
upload it to the public_html (webroot) in the File Manager of is host’s cpanel.
Focus on reader: Use “you” so that you emphasize the message that the information is
intended for the reader. Connect with your reader, and make the information in the manual
relevant to him or her.
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Use active voice:
Don’t’ say - Tools that will be required to complete step 1 are . . .
Say this - To complete step 1 you will need . . .
Establish standards: For example, use one way to spell a word. Don’t write barbecue,
then barbeque, then BBQ (although, they are all correct). Choose one and stick with it.
Write clear instructions: The ideal way to create a manual whose purpose is to instruct
users on how to complete tasks is to make them concise. Use numbered lists; begin each item
with a verb; and leave out information the reader does not need to know.
5) Produce White Papers
76% of b2b buyers listed white papers as the material they were most likely to share with
colleagues. (Source: DemandGen 2017 Report)
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White papers, also spelled whitepapers, are often confused with case studies. They’ve also been
created as though they are a sales or product brochure, which they are not. They are powerful
tools for solving problems and establishing authority. White papers that are written correctly,
are not opinionated, not too promotional and not out-of-date. These reports (which are longer
than blog posts, but shorter than ebooks) contain more substantial information and often use
academic, esoteric language. Yet, despite the esoteric language, white papers should not be
dense or difficult to get through.
The best white papers, are:
• timely
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• logical
• to-the-point
• fact-based
• supported by graphics and images
And all of these attributes must be valuable to its b2b audience.
6) Make Videos
“Marketing is no longer about the stuff that you make, but the stories you tell.” – Seth Godin
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Regardless of what industry your business is in, if it hasn’t already, video will become an
important component in your marketing mix. Video has been listed as one of the marketing
tactics with higher conversion performance. It’s an excellent way to create trust in your company
and build brand awareness. And leveraging video content has never been easier. Brands have
successfully used one or more of the following strategies:
• Showcase employee stories
• Keep potential customers current on what’s happening in your niche, industry or
company.
• Livestream industry conferences, interviews or other events your target audience would
want to be in on.
• Provide customer testimonials.
• Produce demo videos to showcase key information about the benefits of your products or
services.
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Remember that building your email list is the ultimate goal of offering gated content, though it
may take some trial and error to determine which type of lead magnet will drive the most traffic
to your website. You may even find that a combination of items is most effective.
Lastly, if you’re pressed for time and want a shortcut to creating a very valuable piece of content,
do what many successful marketers do. Don’t start from scratch. Repurpose content you already
have. For instance, if you’ve created a blog post that many people have found beneficial, take the
next step and repurpose it into infographics, videos, podcasts, ebooks . . .”