Lead magnets that work: How to capture leads at every stage of the funnel

In last week's newsletter, I introduced or - re-introduced - you to the three stages in the marketing content funnel. Today I dive deeper on that, specifically with ideas around the types of lead magnets you can use at different stages.

Capturing leads effectively requires more than just having a sign-up form on your website. To truly engage potential customers, you need tailored lead magnets that address their specific needs and questions at different stages of their buying journey. Here’s how to create powerful lead magnets for the top, middle, and bottom of your marketing funnel.

Understanding the marketing funnel

Before diving into lead magnets, let's briefly revisit the marketing funnel:

• Top of Funnel (TOFU): Potential customers become aware of their problems.
• Middle of Funnel (MOFU): They begin exploring solutions and evaluating options.
• Bottom of Funnel (BOFU): They are ready to make a purchase decision.

Top of funnel: Catching their attention

At the top of the funnel, your goal is to grab attention and provide initial value. Simple, easily consumable content works best here.

Checklists: Checklists are fantastic for the TOFU stage. They cater to our inner love for ticking off to-dos. For instance, if someone is looking into starting a podcast, a checklist of necessary equipment—detailing low, medium, and high-cost options—can be especiall helpful. It’s straightforward, immediate, and actionable.

Guides: Short guides or tutorials that address common problems are another excellent choice. For example, a physiotherapist could offer a guide titled “7 easy exercises to alleviate back pain.” This type of content meets potential clients exactly where they are—suffering from back pain—and offers a quick, practical solution.

Middle of funnel: Building trust and knowledge

In the middle of the funnel, prospects are comparing solutions and narrowing down their choices. Here, your lead magnets should provide deeper insights and demonstrate your expertise.

Ebooks and detailed guides: Marcus Sheridan's book, They Ask, You Answer, is a perfect example of MOFU content. Creating detailed guides on topics like pricing, common problems, or comparisons can position you as a trusted advisor. For instance, a guide on “The cost of hiring a business coach: What to expect” can help prospects understand the financial commitment and value of your services.

Webinars and workshops: Hosting webinars or workshops that delve into specific issues can also be highly effective. These formats allow for more in-depth discussion and provide a platform for you to showcase your expertise and answer questions in real-time.

Bottom of funnel: Sealing the deal

At the bottom of the funnel, prospects are ready to make a decision. Your lead magnets here should aim to remove any final barriers to purchase and affirm their choice to go with you.

Case studies and testimonials: Case studies that highlight your success stories can be powerful at this stage. They provide concrete examples of how you’ve helped others achieve their goals, which can reassure potential clients that you can deliver on your promises.

Free consultations and demos: Offering a free consultation or demo can also be a great way to convert leads at the BOFU stage. This allows prospects to experience your service firsthand, building trust and often sealing the deal.

The art of not overthinking

A common misconception is that you need a plethora of lead magnets for every possible scenario. However, simplicity often works best. Start with one high-quality lead magnet for each stage of the funnel. Once these are in place and performing well, you can consider adding more to address different segments of your audience.

For instance, a simple video walkthrough of your core methodology, like my Lemonade Plan, can serve as an excellent introduction at any stage of the funnel. This keeps prospects engaged without overwhelming them with too much information.

Key takeaways

1. Top of funnel: Use checklists and short guides to address initial problems.
2. Middle of funnel: Provide detailed guides, webinars, and workshops to build trust and knowledge.
3. Bottom of funnel: Use case studies, testimonials, free consultations, and demos to remove final purchase barriers.

By crafting lead magnets tailored to each stage of the marketing funnel, you can more effectively capture leads and guide them smoothly through their buying journey.

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Over to you...

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