Fast-forward to a week later, and your rival has landed the best candidates at the fair. Meanwhile, the only thing you experienced were awkward conversations, poor candidate submissions and a parking ticket.
Situations like this illustrate the importance of lead magnets – like signing up for skills-training classes – when trying to capture important contact information.
The same applies to your B2B website when it comes to obtaining contact information using lead magnets.
What is a lead magnet?
A lead magnet is a valuable piece of content on a web page that requires visitors to submit their contact information in order to receive access to this otherwise “gated” information. Every site needs lead magnets based on these three essential reasons.
1
Re-Engaging with Website Visitors
Statistics show more than 70% of people who visit your website will never come back. And, when you look at your Analytics account, you might find that number to be even higher. Lead magnets help potential customers establish a relationship with your brand by offering valuable B2B content that entices them to return for more.
2
Improving Database Quality
Contact Us forms are no longer a wasteland for unsolicited sales pitches and irrelevant submissions. Instead, potential leads, truly interested in learning more about your business, will be compelled to fill out forms that are attached to a valuable piece of content, filtering out unqualified leads from databases.3
Increasing Website Conversion Rates
According to sources1, high-quality, well written, clearly laid out landing pages with lead magnets can convert leads at up to 50% – 60%, in comparison to the average landing page conversion rate of 4.%2. This highlights the importance of creating an effective landing page and the impact it can have on growing your database.
Make Your Website Work Harder
Gone are the days of using your website to simply validate your value proposition. Today, you can and should use it as a bona fide lead generation tool, utilizing strategically created lead magnets to engage directly with your target audiences and capture their contact information.
So, what are you waiting for? It’s time to grow your database and leapfrog the competition.
