What is a lead magnet?
A lead magnet is an incentive that can be used to attract potential clients in exchange for their email address or other contact information. A lead magnet is not a brochure about your law firm!
Why are they important?
They are a simple way to capture traffic or visitors to your website. Once you have a potential clients’ details you can then nurture them through a series of regular emails which adds value and educates them about your area of expertise. This helps to build trust, show credibility and build a relationship as the potential client can get to know you.
A free consultation could technically be considered a lead magnet however these days most firms offer this, so it does nothing to differentiate you or add value.
Where to start when creating a lead magnet
A lead magnet is only effective if your visitors find value in it, so you need to create one that solves a pain point or issue they currently have. It should be something that your audience wants or needs badly enough that they’re willing to exchange personal information for it.
By catering to their specific needs and offering them something they value in exchange for their contact information, you then can build upon this relationship and funnel these leads toward becoming a client.
A few lead magnet ideas to consider include:
- White Papers
- Case Studies
- Video series
- Free training
When creating lead magnets, you must start with your audience. What type of content would interest them, and in what format would they prefer it?
To answer that question, you should make sure you develop clear buyer personas. You have to understand who it is you’re trying to target before you try to uncover their pain points or issues. Once you know that you can use Google AdWords Keyword Planner to look at how often that keyword is searched for. Why? This will show you if there is demand for that topic before you go ahead and develop the content.
Alternatively, just ask your past and current clients what they look for when searching for a lawyer. What led them to convert with you? In their specific case, what type of information would have been useful to them?
These answers will help you choose which types of lead magnets – and which formats – to develop.
Make sure to promote your lead magnets
Now you are have developed a lead magnet, you need to promote it. This can be done in multiple ways:
- Social media posts
- Emails direct to clients
- Paid ads using Facebook, LinkedIn or other ad online options
- Shared with strategic partners to promote to their audience
- Create a blog post and / or LinkedIn article
You can use a few different lead magnets that are targeted at different audiences. This will help to grow your list, nurture qualified leads and turn them into clients.
Need help? Get in touch.