A "lead" is something that starts something. Take the lead. In online marketing, a lead is a person or organization interested in your activities. By calling you, emailing you or filling out a form on your website, for example. After that, the lead is registered on a list with a basic set of information like name and email address. Of course, the quality and degree of interest can vary greatly, but this is a lead. A starting point for business.
How to attract?
Once upon a time, the Internet was a place where people seemed to be actively looking to fill out a form. That has changed quite a bit. Now only bots do this for fun and I as a business owner and producer have to be much more active in looking for leads. I have to try to attract leads to me. Like with a magnet. Welcome to the stage: The Lead Magnet.
This magnet is an attractive and free online offer that I make in exchange for some of the lead's information. A giveaway, a freebie. This can be an e-book, a survey, a song, a spoken meditation, a podcast. Something I usually advertise on the website. On a specific page or between the lines. Of course, I can then also advertise my lead magnet through a post on social media or make the freebie available directly within the posts. And if I'm looking for a lot of leads or my website and social media just don't have enough traffic, I can also buy ads for more traffic.
Let me use my wife and business partner's website as an example. She has a coaching practice for business clients and for visitors to the site she gives away an e-book. The website is created in Leadpages and that is specifically focused on the conversion of a visitor to a lead. The hook for the book is:
After clicking the button, a form appears:
The lead fills this out and then receives an email with a download link to the e-book. And we get the data via email and in they are in then in Leadpages' system. The magnet has done its job. The lead has a wonderful gift, and we have enough data for a next step. That is an e-mail sequence, and I will write an article about it.