Have you ever spent weeks or even months crafting the perfect lead-gen content piece that generated almost no leads? You expected written thank you notes for all the hard work you put in and the red carpet laid out for you! But nothing happened.
That’s because a big part of content marketing goes wasted. Your content piece was probably really good!
But you’re not only competing for attention with other marketing content on the Internet, you’re also competing with everything else out there that steals people’s attention.
Every 60-seconds approximately 500 hours of video is uploaded to Youtube, 149,513 e-mails are sent, 3,3 million Facebook posts are published, 44,800 Tweets are tweeted out (although we know those numbers are magnified because of Trump’s constant tweeting!), 65,957 Instagram photos are published, and 29 million Whatsapp messages are sent. If you’re already sweating reading this, don’t lose hope, just read on!
What are Lead Magnets?
Lead magnets are free content you give out in exchange for people’s contact information. The main goal is to build your email list and gain as much knowledge as possible about your prospects through a lead-gen form. A good lead magnet can generate loads of new leads for your company.
The typical lead magnets provide value to your client, and are usually in the form of e-books, cheat sheets, coupons, free trials or webinars that educate or offer discounts.
However, due to the increased amount of lead magnets published every day the results are not what they used to be. People are not as willing to give out their contact information anymore.
Marketing has changed, competition is tough and clients are picky.
That is why new forms of content have appeared in the past decade, interactive content being one of them.
Smart marketers are already using it to stand out and offer interactive experiences for their clients and to personalise their marketing.
In this blog post, we will get into depths on what interactive content works best as lead magnets. First, we’ll start with why interactive content makes good lead magnets!
Traditional Lead Magnets Vs. Interactive Lead Magnets
Content creation takes time!
Creating an e-book can take a while, most marketers say it takes at least a week, or up to a couple of weeks. With the busy schedule marketers have, it can be hard to clear a full week to create one piece of content.
A large part of interactive content can be set up in only a couple of hours. Of course, it depends on what you want to create and how much material you have ready.
Let me give you an example if you set up a personality quiz and you have a topic in mind, what you need to do is to write down 5-10 questions with four answers each. And finally, you write four different versions of feedback for the ending results.
That is a whole lot simpler than writing and editing a whole e-book.
To save more time, it is very easy to repurpose old content into interactive experiences. If you already invested a lot of time into writing a blog post, you can transform it into a quiz. Old videos can be repurposed into interactive and clickable videos. You can do this with almost any content, you can check out 22 Ways to Repurpose Your Content Into Interactive Experiences for more information.
Return on Investment
The information you gain about your prospect via traditional lead magnets depends on how extensive the lead form is. You may get the name, e-mail, occupation, location and other simple facts. The longer the lead-form, the less likely your prospect is to fill it out, so as you know, you cannot ask for too much. After people download your e-book the story is over; you got your contact information, and your prospect got what they came for.
The story goes a little different with interactive content. After filling out the lead form, people interact with your content. While taking a personality test, people provide you information about their personality, likes and dislikes.
A knowledge test and a skills test will reveal what knowledge or skills people are lacking, and you can offer your knowledge or product to help. Even when people read an interactive report, every action is tracked and registered and you’ll see what chapters people interacted with the most, what numbers they put into equations and how much time they spent engaging with the e-book. None of this is possible with traditional lead magnets.
All this information can help to generate quality leads, build up rich lead profiles over time and aid your sales team in filtering out the right prospects. Not to mention that you can start personalising your marketing based on the information gained and send your leads the right sales material.
Interactive Lead Magnets
- Personality Quiz. This type of quiz categorises individuals into personality types based on their answers. This makes an excellent lead magnet because people love to test themselves and you gain knowledge about people’s personality, preferences, likes and dislikes that you can use to personalise your marketing. You can include a short opt-in form before showing the results or show partial results, encouraging people to opt-in to the rest of it.
- Knowledge Quiz. This type of quiz tests the knowledge of an individual and gives results based on their score. You can use your industry knowledge for this kind of quiz. This quiz reveals people’s gaps in knowledge, and therefore makes an excellent lead magnet. Giving you the chance to follow up by providing content that helps improve the gaps in knowledge. You can include a short opt-in form in the beginning or in the end, before seeing the results.
- Educational Quiz. This type of quiz tests knowledge, just like the knowledge test, but it provides feedback on each question. This makes a great lead magnet because it educates people about rules, regulations or changes in a specific industry. It offers people a quick way to learn and stay up-to-date in their industry. This lead magnet gives the marketer an insight into what knowledge people are interested in and how much they know about it. Here it’s best to include the opt-in form in the beginning, or after the first question, as the feedback is provided after each question.
- Industry Benchmark Assessments. This type of test evaluates how your customers stack up against their peers in the industry. Everyone like to evaluate how they stack up against others and this lead magnet also provides people feedback on what areas they can improve in. You can use your research studies to make your questionnaire. You can include a short opt-in form in the beginning, or end before seeing the results. You can try making your own here!
- Skills Test.This type of test examines your customers’ knowledge about news, trends technology, or a lighter topic. This provides a similar value to your customer as the Industry Benchmark Assessment, showing what skills they score high on and which they can improve in. This is a great lead magnet as it provides value to your customer and offers you an insight into their skills, or lack of skills. You can include a short opt-in form in the beginning or in the end before the results show.
- Interactive e-book.
This type of lead magnet is great to present a report, research or longer informative content you may have to offer your client. Your client doesn’t have to download the interactive e-book to view it. It can be viewed online and you can include interactive graphs, videos and images to make the reading easier to get through. This is a very attractive lead magnet because it presents in-depth information in a visual way, and the marketer can track what chapters are read and what interactive tools are used. You can include the opt-in form before viewing the e-book, where you can even ask about people’s interests and shrink the e-book accordingly. If your customer is only interested in one topic, you can shrink a 100-page e-book to 10 pages.
- Calculator. The calculator offers real utility to the user, as a tool to help make better buying decisions, business plans, budgets and more. This works well as a lead magnet because it offers you an insight into your prospect; his business needs, budget, and upcoming decisions. You can include the opt-in form before publishing the results or in the beginning.
- Solution Builder. The solution builder is designed to help people with a specific challenge or a problem. They make good lead magnets for IT firms to help their prospects find out what sort of service will help to solve their challenges. Here, you can include the opt-in form in the beginning or before presenting the results.
These make great lead magnets because people are very attracted to calendars with surprises (like discounts or prizes) and countdowns that build up excitement for a big event. It’s easy to get people to opt-in to feed their curiosity and you can include the opt-in form in the beginning, in the middle, or right before revealing a prize.
- Interactive video. The interactive videos can teach people a new skill, guide them through baking a cake, or showcase products. Depending on which way you take, you can include the lead form in the beginning, 10-seconds in, or 20-seconds in.
What makes interactive magnets so effective as lead magnets, is that you can use a short opt-in form and still gain more information about your prospects.
I hope this has encouraged you to try different lead magnets in your marketing. If you want to try creating interactive lead magnets you can try out our 15-day trial here.