THE UGLY TRUTH
WHAT YOU SEE EVERYDAY
WHAT IS A LEAD MAGNET?
QUICK TIP
Aim to keep your customer list as clean and organised as possible. If you can segment interested customers into specific groups, you will maximise your email marketing results.
EMAIL MARKETING
59% of respondents say marketing emails influence their purchase decisions.
SO, WHAT'S AN EVEGREEN LEAD MAGNET?
An evergreen lead magnet is continually updated to keep it fully relevant to our rapidly changing world. By doing this, people who opt-in to your evergreen lead magnet will be able to return to it, time and time again.
For example, if you were a business that helped start-ups manage their finances better, your evergreen lead magnet could be kept up-to-date and inline with any new points that need considering. You could offer visitors to your website a complete checklist with the latest, most relevant, most helpful information.
Not only would you have collected the details of your customer, they would also be reminded of your brand every time they checked into your lead magnet.
There are other benefits to consider too – in particular, upselling. By getting in touch with customers who have already shared their information and bought from you, the likelihood of repeat custom is also increased:
...customers who are invited to make a third purchase are 53% more likely to buy again than someone who has only made a second purchase.
CREATING YOUR EVERGREEN LEAD MAGNET
When creating your evergreen lead magnet, you’ll need to have these 6 things in mind:
- Solve a Problem – Remember, the point of a lead magnet is to solve a problem! If it doesn’t do that, your customers won’t be interested.
- Get Specific – The more specific you are about the benefit of your lead magnet, the better results you’ll have.
- Digestible – Whether it’s a checklist, an eBook, or a white paper, your content needs to be written well and easily understood.
- Instant – Whatever you are offering, make sure you can get it to your lead as soon as possible (preferably the same day).
- Demonstrate your Knowledge – Your lead magnet should demonstrate your expertise clearly.
- Relevant – It has to be completely up-to-date and relevant. You’ll need to update it regularly!
If you need help deciding what type of lead magnet you should create, I suggest checking out Optinmonster for some good ideas. Although, not all of them will be useful as evergreen lead magnets.
Another thing to remember: all of your content (including your evergreen lead magnet) should follow a similar trend and stay well within the borders of your business’ core offerings. Keep it relevant to what you do, in order to attract the right customers.
The last thing you’ll need to consider is TIME! Your evergreen lead magnet must be something very special and you will need to put a lot of work into it. If this isn’t an option, you could always hire a good copywriter to do it for you!
WHY IS THIS IMPORTANT NOW?
The iOS updates have shown us that change is on the way – if not already here. So, relying on ads and re-targeting ads to boost your impressions will become a much tougher ground to tread. Although, that is not to say this option is swept away with completely.
Having control of your own customer list should become a top priority for your business – and for good reason. Well written, well planned, personalised emails will drastically improve your sales or bookings, while also boosting repeat custom.
An evergreen lead magnet works alongside your emails, as it is a continued reminder of your brand and capabilities.
FINAL TIP
A well crafted evergreen lead magnet starts establishing trust between you and your potential customers immediately. If they are then reminded of who you are and how you can help, you will increase the chances of a sale considerably.
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