Recently, we shared how a lead magnet campaign can help you attract new clients and grow your business. Lead magnet giveaways lure prospects in and give them something of value in the hope that they’ll eventually become loyal customers. Maybe.
Net Fishing or Spearfishing?
Marketing agencies sometimes talk about casting a wide net with your marketing efforts. The net fishing concept certainly works for your big picture. But for the specific marketing campaigns you create, spear fishing is a more effective option. The key to success in lead magnet marketing is to be incredibly specific about the people you want to attract. If you cast too wide a net, you won’t lure many prospects.
Building a Buyer Persona
To help focus your lead magnet target market, it helps to build a buyer persona. We’ve talked about this a bit on our blog, too. Your business may target multiple buyer personas—first-time home buyers, move-up buyers, and downsizers, for a real estate example. But your lead magnet should only target one of those personas.
Here’s a quick list of the questions we ask our clients to help them build their buyer personas:
- How old are your buyers?
- Where do they live?
- Are they just starting out, getting married, having kids, or retiring?
- What do they do for work?
- How long is their commute?
- Do they have a high school diploma? College degree? PhD?
- What other products and services do they buy?
- How do they find out about you?
- How does your competition market to your buyers?
These should be enough questions to get your wheels turning! Remember—specific is terrific. The more specific you can be in the details of your buyer persona, the more effective your lead magnet will be. You’ll know you’re offering your buyers something of value and high interest.
Having trouble turning your net in for a spear? Wild Fig Marketing can help you get focused and lure more clients. Schedule a no-obligation, 15-minute consultation to see how we can help your lead magnet spear more fish.