The 6 Laws of Attraction: How to be a Hot Lead Magnet
The most romantic day of the calendar year is upon us. To celebrate Valentine’s Day, we’ve put together the ultimate guide for B2B digital marketers to attract (and convert…) hot leads.
1. Up your mobile dating game
With over 50 million registered Tinder users worldwide, it’s not news that people are taking a mobile-first approach to dating. Marketers must do the same. In fact, our clients regularly see 90%+ of advertising traffic come from mobile devices, highlighting the importance of mobile-optimised content and landing pages.
That being said, you can still think traditionally in a mobile-first world. We recently ran a social media advertising campaign for our client Gemalto – promoting its Cyber Investigator Chronicles comic as part of a campaign for its enterprise security division. Those who loved the online comic could fill in their details and receive a physical copy of the comic delivered to their door – a real-world value-add from a mobile-driven social campaign.
2. Pick the right first date location
Rooftop cocktails? Candlelit dinner at home? A night at the bingo? With so many options, deciding where to meet your first date can seem daunting. The same goes for digital marketing. With a wide range of channels on offer, it can be difficult to decide how and where is the best place to woo your audience with your assets (no pun intended).
The answer is simple. Know your audience and your content. If you’re promoting a technical whitepaper to a niche audience, LinkedIn could well be your ideal platform. But if you’re trying to build an email database for a new consumer product, Facebook, Twitter or YouTube could be better bets.
3. Dress to impress
We all know the importance of first impressions. If using promotional social posts to attract your audience – the immediate visual attraction of your content is key.
Plan the visuals of these posts like you would plan your first date outfit. Does it grab your audience’s attention? Does it reflect who you are?
Ensure you’re transparent with your social posts, however. You don’t want to overdress and not deliver on the promise. Having beautiful cover images and social posts that promote a poor piece of content is much like a Tinder profile that leans too heavily on flattering Instagram filters.
4. Be a smooth talker
Put your best foot forward with a compelling choice of words. You would be careful not to bore a first date, so do the same with potential leads. Snappy, creative copy is essential for driving clicks to your website. Ensure that your post copy and creatives have a clear call to action.
5. Don’t get too personal
Asking too many questions on a first date can be a real turn off. So can intrusive landing pages that demand a tonne of your personal data from the onset.
So how to collect lead data without scaring your prospect away?
Consider progressive profiling. On your first interaction with your audience, start off with the essentials that allow you to build a basic lead persona – maybe just name and email addresses – as you run more content campaigns, collect a little bit more information at a time to build a full lead persona, including name, location, industry, job title, company etc.
Ensure you are giving people a good enough incentive to want to trade their data away too. Unless your gated content is going to add real value to your audience’s work or lifestyle, it’s likely they’ll swipe to the left and move on to the next. Just like an awkward Tinder match.
For example, think how you can make data capture more dynamic. Rather than creating a static landing page for our client VMware, we developed the #SecurityDisconnect interactive infographic that tailored cyber security facts to your region once you had entered your data, giving visitors a more compelling reason to complete a (brief) form.
6. “Would you like to see me again?”
If they don’t answer your follow up text, resist the urge to send another… and another.
The same goes for following up with people who downloaded your content. Unsubscribe rates will soar if you’re too pushy or intrusive. At the same time, don’t leave it too long to get back in touch – they’ve shown they’re interested! You need to notice when your leads do the equivalent of “send you a text”… and then retarget them with a tailored piece of content based on the information they have shared. It will show you really listened to them on the first date.
Conor in our Digital & Social team
What’s your top tip for attracting leads? Valentine’s Day puns welcome…