Have you ever heard of a lead magnet? I know… it does sound almost a bit "scammy" at first, but I promise it's not. At least, it shouldn't be. A lead magnet is a piece of content you create for your potential clients (or "leads") that is valuable to them and helps them to solve a problem or learn more about a certain topic. Some examples of lead magnets you might find from businesses online these days are digital workbooks, e-books, checklists, cheat sheets, guides, etc. In exchange for the document or file, you give your email address to the provider and join their email list. Lead magnets are usually given in exchange for one's information. This is why you will often see a Call to Action (CTA) with a lead magnet on a website. However, this is not the only way you can use a lead magnet. In fact, I'd argue that it's important to use them a bit differently than everyone else as yet another way to stand out to clients.
As a translator or interpreter you could use a lead magnet in several ways
In exchange for someone signing up for an email list on your website
As a way of saying "thank-you" to someone who likes your business Facebook page
As part of a warm email pitch or a follow-up email to a direct client lead
In exchange for feedback or a response to a survey to help you learn more about your target market
As a way to add value to an email you'd like to send to existing clients you might not have heard from in a while (Hint: this is highly effective!)
I have created many lead magnets myself. Some gain more traction with clients than others, but it all depends on what your ideal audience wants to learn or know. Right now I'm in the process of developing a few lead magnets as a test in my marketing efforts this year. I'll keep you updated once I have a chance to use them and see how well they work. But the plan is to use this content as an attachment in a warm email to a potential client.
If a lead magnet is something that sounds like it would be worth your time to create, and if you believe your potential clients might find one helpful, you will want to think about a few details so that you can plan to provide content that is both valuable and boosts your credibility.
Examples of effective lead magnets on websites
Here are some examples of a few lead magnets that are both attractive in nature and valuable to the customers they target. You'll see these are for various audiences, of course, but perhaps one of these will give you an idea of a lead magnet you could create for your own leads. Note: these are used on websites, but you can easily provide the same types of resources and send them out as attachments in an email to a potential client!
So, how do you create a lead magnet?
Well, first you have to understand your potential client's challenges. You'll want to create something that is valuable for more than one person so that you don't have to constantly create new content. You'll also want to make the content manageable to consume.
Does your potential client base need a checklist that will be useful to them in their work? Would an e-book that is chock full of useful information for their field be valuable to them? Could a guide about something specific in their industry make them want to sign up for your email list or open your email attachment?
All of these things can boost your credibility, and while these are just a few ideas, it is important to understand your audience first to know what will be most appealing to them. Whatever you choose to create, make sure that you make it fitting for your ideal clients. If your target market doesn't spend a lot of time in front of the computer at work, then you will want to make a lead magnet that is brief and to the point. If they (or you) are sensitive to design, then you will want to use a free tool like Canva or hire a graphic designer to make your lead magnet more attractive.
You should also take into consideration the timing of your lead magnet. Make sure that the content you include is valuable at the time you release it. Is it appropriate for your client's particular situation, goals, challenges, etc. Would you need to release it at a certain time of year to be more relevant to them?
You may have to test your lead magnet on a few potential clients to see how well it is received. You could also create two versions of your lead magnet and do a bit of A/B testing to see which version is received more positively and which one might need some extra work.
Let me know if you make a lead magnet and how you use it. Not only is this a great way to show your expertise in a genuine way, but it is a valuable and useful piece of content for those who receive it. Or, that's the goal anyway!