Use Lead Magnets for Social Media Ads
By Nine Hive Digital
There are still brands that treat social media advertising just like they would a billboard ad. They use antiquated methods to let people know what their business offers. But social media advertising requires more effort and creativity.
Due to people being inundated with content, you have to provide value to catch their attention online and turn them into leads.
This is where lead magnets come in. Lead magnets are typically a free asset or a special deal that provides value to turn viewers into leads.
This can come in all sorts of forms. You can offer free educational content or a discount to your viewers in return for their contact information. A discount is simple. Just provide a limited time offer on a product or service you offer. But free content could deliver a higher return on investment for you, if done right.
For free content lead magnets, think about what your ideal lead is struggling with and would like to get educated on. This is your starting point. Then, think about what kind of content you could provide that would alleviate their issues. Is it a list of tips that they should know? Perhaps a video lecture? Whatever it is, make sure you’re creating your content to be as clear and concise as possible. At the end of the content, include your contact information and a brief description of the products or services you provide, just to build more authority for your brand.
Benefits of Lead Magnet Marketing
- Targeted Audience Growth: Lead magnets serve as a powerful tool to attract a specific audience. By offering valuable resources (such as e-books, checklists, or templates), you can encourage potential customers to subscribe to your email list. This targeted growth ensures that you’re reaching people genuinely interested in your niche or industry.
- Brand Authority and Trust Building: When you create a compelling lead magnet, you position yourself as an authority in your field. By providing high-quality content, you build trust with your audience. As they engage with your lead magnet, they become more receptive to your brand and offerings.
- Segmentation and Personalization: Lead magnets allow you to segment your audience based on their interests. For instance, if you offer different lead magnets related to various aspects of your business, you can tailor your follow-up emails accordingly. Personalized communication increases the chances of conversion.
- Data Collection and Insights: When users download your lead magnet, you collect valuable data beyond just their email addresses. You gain insights into their preferences, pain points, and needs. This information helps you refine your marketing strategies and create more targeted campaigns.
- Viral Potential and Referral Traffic: A well-crafted lead magnet has the potential to go viral. If users find it valuable, they’ll share it with their networks, leading to organic growth. Word-of-mouth referrals and social sharing can significantly boost your reach and attract new leads.
Let's use an example for a Realtor who wants to attract first-time homebuyers.
Firstly, think about an issue that they’re struggling with. The market is very uncertain during this time, so you could provide advice on how to navigate the current market to effectively buy a first home. From there, you can use your expertise to draft a full list of advice you would give. You could create a PDF that lists all your advice.
Once you have your PDF completed, you could create ads that target first-time homebuyers. The ad creative should address the issues that the audience is struggling with, and how the PDF would address the issues and help the audience. The ads are the most important aspect of the entire funnel since this is the first impression that the audience has on the brand. So, it’s best to keep the ads as simple and visually attractive as possible.
Once the ads are published, the Realtor should start seeing an inflow of leads interested in the PDF. Keep in mind that an email that sends the PDF should be automated to be sent as soon as the lead signs up.
Once the lead is sent the PDF, the Realtor can set up a drip email campaign to touch base with the lead in a few days increments providing more information. Ultimately, the goal is to turn the lead into a client, so you have to provide enough value to ensure that your lead knows that you could help them with their issue.
Ultimately, lead magnets are a great way to catch your ideal lead’s attention and turn them into a customer.
It’s also a great way to build your email database so that you can be top of mind when your lead does want to get your product or service.