In the world of digital marketing, the most coveted piece of prospect information is an email address. The question is, how can you convince visitors to your website to provide you with their email addresses? The answer: a lead magnet.
A lead magnet is a free offer or incentive, typically a valuable piece of information, such as a special report or booklet. In essence, you are providing this free information in exchange for the prospect’s email address. You may have the preconceived notion that lead magnets must incorporate massive quantities of content, but that’s not necessarily true. Short downloads can be just as effective at collecting leads as 50-page white papers.
Of course, your lead magnet must be something that many prospects will want. Given the sandwich generation’s growth and its need for planning solutions, a lead magnet focusing on long-term care planning, Medicaid crisis planning and the like should help you capture plenty of leads.
