While there is a sea of possible people to market to out there, you are only creating it for a targeted segment. This actually gives you freedom and allows you to make decisions on how to build it clearer.

Find Your People

Of course, you want big impact, big results and big ROI, and you won’t get it with offering something so diluted that it doesn’t excite the people you want to attract.

Your brand, messaging and lead magnet should emit a light that reflects what your ideal customer wants. That is how you get leads, especially leads that will convert into sales.

You Can Have Quantity and Quality

if you have to choose, quality wins over quantity of leads. If you have 100K people in your database and only 100 actually end up in sales, that isn’t as good as having 10K that buy consistently.

Someone poking holes in this plan may say. Well, those 100K people may lead to referrals and send it to others. While that may get a small return, most of the people who don’t want what you’re offering don’t tune into your comms enough to forward it to a friend.

Use Your Personal Experience as an Indicator

I subscribed to sustainable online-only clothing company, Quince, a while back and I get their emails multiple times a week. I stay subscribed because I buy clothing from them every couple of months. If I didn’t intend on buying from them again, I’d likely unsubscribe or tune them out. Since I like their brand, I stay on and an a repeat purchaser.

I am also subscribed to ASOS. I get their emails about as frequently and can’t remember the last time I’ve opened their email or purchased. I am not the type of subscriber they’d should be seeking out.

We make time for what we like.

Test & Learn to Find Lead Magnets That Convert

I won’t go into detail on the obvious – know your target audiences. More importantly, the more you test and learn what they actually like the better. You might think that a golfer would like a golf pro’s perspective on how to improve your stroke, but through testing you find out that what they really want is a play-by-play on how to spot the best golf green across the country and why.

You may think your audience wants a discount when what they really want is a rewards program that helps them earn points for future purchases.

Make It So Good They Just Tap and Sign Up

You’ll know if your lead magnet was a success once you see how many sign up for your email list. You’ll have even more data when you see how many convert to a customer. Aim to get to a place where your lead magnet is so aligned with your potential customer that they don’t take much time to decide if they want to convert. They’re excited to put their information in your form and become purchasing customers.