Use Lead Magnets to Organically Grow Your Audience

How can you organically convert an unknown company into a loyal, returning client for your B2B product or service without first gathering information on who to contact within the company? You can't.

Marketing directors and business owners recognize that in order to hook a business into a targeted sales funnel, you must first dangle the bait. In B2B marketing, that bait is known as a lead magnet. With this method, it's possible to grow your email lists, gain more followers, and increase the number of subscriptions in your ranks.

A lead magnet is evergreen content that is offered for free in exchange for a company representative's email address and other contact information. Lead magnets help your business position itself as an expert in the industry while letting potential clients know that your products or service can help solve their problems.

Instead of paying for expensive lists of industry contacts, you're able to grow your database organically with the help of lead magnets. This is the heart of lead generation, which simply allows you to connect with businesses that are already in the market for the products or services you offer. They've expressed interest, and with their contact information, you can work to convert these leads into clients.

Wondering what types of lead magnets can help with growing your audience? Try these options:

Downloadable Guides

You've got in-depth information worth sharing, and a PDF is an excellent method to do it. Downloadable guides offer a free educational tool that your potential clients are interested in, and it's an easy call-to-action to ask for their email address in order to send it.

Think about insights that you can discuss about your industry, technical elements that businesses want to learn, or even templates for forms they can use in their day-to-day business practices. These guides should be practicable, evergreen, and easy to digest.

EBooks

While a guide offers a specific and targeted look at a certain topic, an eBook is a more in-depth offering. Think about all the blogs, guides, case studies, and research documents you've compiled over the years. All this information can be used to create a readable, interesting, and useful tool for potential clients.

Often, businesses already have a lot of information scattered throughout the website. Organize what you already know to give business leaders what they need. 

Case Studies

The best way to show a potential customer how successful your product or service can be for them is to show the success of others. Talk with some of your most valued customers and learn their story. If your business works with a business that has relied on you as it grew, you'll want to share in a case study as a lead magnet.

Still, a case study or a whitepaper isn't just a testimonial. They demonstrate the research you've done or compiled from other important studies. Think of what proof your future clients need to see to be reassured of your work; this is the way to show them what they need to see to move them up the sales funnel. 

Webinars

Whether they are live or pre-recorded, webinars provide an exclusive opportunity to share important information in an engaging manner. Some online video conferencing tools also allows for questions to be poised and answered, creating a buzz that can get you on the right radars within your industry.

Infographics 

Your clients are busy, so they may not have time to read an entire eBook or sit through a webinar. This is where well-designed infographics come in. If you've got a lot of statistics worth sharing, look to visually appealing methods of communication as a way to increase interaction and get the attention you seek.

Product Demos and/or Free Consultation 

Finally, the best lead magnet is one that gets you into a conversation with a company representative. Offering a product demonstration or a free consultation saves your sales team a step, as it encourages direct interaction and demonstration of what you have to offer. While in-person meetings are best, you can also create videos, video conferencing, or even calls and chats to connect with your future clients.

Target Your Audience

Whichever method you choose, you'll want to do some market research to determine what your future clients need and want. Try a few options out and see which lead magnets gain more traction. By tracking the success of the different topics or media, you'll know what content converts best. That way, you'll be able to create more. 

You may find that you'll be able to better understand your audience with lead magnets and, in turn, convert more leads to happy B2B clients.