What Is a Lead Magnet (and Why Are Quizzes Our Favorite)?
When you’re growing your business and ready to fill your email list with super-engaged subscribers (who you can nurture toward the buy), there’s one part of your marketing strategy that needs a little extra attention—your lead magnet.
What is a lead magnet?
Lead magnets are freebies that businesses offer in the name of snagging some contact details and getting some new, soon-to-be-customers looking at their brand. There are many types of lead magnets out there, from uber-educational PDFs to trial subscriptions, free consults, e-newsletters, and everything in between.
You have to think about your niche when deciding which one of the many types of lead magnets will work best for your brand.
Software companies, for instance, have long found sales lead-generating success by offering a trial subscription that draws leads into the brand and shows them exactly why the never-before-seen software they’re offering is so valuable.
Course creators, on the other hand, often find free ebooks or value-heavy PDFs a fantastic way to get their audience to engage more actively with their brand.
By offering a sneak peek into the kinds of things that their course discusses in detail, they drum up excitement (drum roll please!) for the why didn’t I find out about this sooner?? info that they’ll discover in the course.
But when it comes to lead magnet marketing, there’s one lead magnet tool that can attract leads on autopilot and deliver thousands of oh-so-interested subscribers into your email list, no matter your niche—the quiz funnel.
Why is a quiz funnel one of the best types of lead magnets?
While other lead magnets are lucky to convert at 5%, quiz funnels easily score average conversion rates of 30-60%—while attracting leads on autopilot.
Which puts quiz funnels solidly in crème de la crème status when it comes to lead magnet marketing design.
How do quiz funnels generate so much lead-attracting power?
They harness all the virality and entertainment value of Buzzfeed-style quizzes and sprinkle some high-level psychological priming on top.
As your leads move through your well-designed quiz, they begin to trust the authority and know-how of your brand.
And through a few well-designed quiz questions that harness the power of priming, they begin to see how your offer will help them achieve a desired outcome or fill a hole that’s keeping them from their highest life experience.
When health brand Healthier Motion asked us to build them a quiz that could take from just-founded with no audience to super-peeped by qualified leads, they weren’t sure what kind of results they should expect.
But within the first month of their quiz being live, they had 1000+ leads.
And within 3 months, their lead list had grown to 3,600+!
(And yep, those results kept on coming in the months that followed.)
But the quiz isn’t the only powerful part of the quiz funnel puzzle.
Though the quiz is the first look that starts the real, customer-for-a-lifetime, meant-to-be-together-forever wedding in full swing, it’s the email sequence on the back-end that does the heavy hitting when it comes to building relationships and making memories that will last a lifetime.
How an Email Sequence Fits Into the Quiz Funnel Puzzle
No matter what types of lead magnets you choose to use to grow your email list, get eyes on your brand, and start scaling up your small business, there’s one important thing to remember—your lead magnet is your first point of contact, but it can’t be your last.
Though deciding on your lead magnet design and moving toward the build phase might be a good place to start, you should have a plan in place on how you’re going to continue to engage with your leads once they are in your email list.
Quiz funnels take all the guesswork out of keeping the we’re just made for each other relationship going strong.
The moment that your leads click “See My Results!” they’re gifted with an email that celebrates their completion of the quiz. (They should celebrate! They put their heart and soul into answering your asking them to do some serious self-reflection questions!)
In the days that follow, they’ll further engage with your brand through an email sequence.
Depending on the cost of your offer, you want as little as 3 emails in your chain and as many as...well, I don’t believe there’s an upper limit.
But let’s say 10 to keep things chill around your desk.
Imagine that your emails are the romantic dates you and your prospect are going to go on before you pop the big “will you buy me” question.
As we just previewed, your first email should let them know they did the right thing by saying they’d go out with you (ie, took your quiz).
The second email should be a little bit of a “hey, get to know me” email.
The third can be a “my mamma has a lot of nice things to say about me...so do my friends” email that’s peppered with testimonials and other words from fans.
Then you can either dive right into your “ask” for a sale, or you can continue the courtship with more high-value relationship builders.
By the end of their quiz journey, your just-found leads should be confident that you’re an authority in your market, with enough expert know-how to deliver on the outcomes your offer is promising.
Which is a powerful position to be in…because when leads are that toasty warm, they’re waiting with their running shoes on, ready to sprint to your site and tap “Add to Cart!”
Lead Magnets: The Takeaway
There are many different types of lead magnets out there, but as you go to create your own, put thought into how it will fit into the bigger picture of your business.
Here at Persuasion Maven, we like to think of your lead magnet marketing strategy as one element of your far-larger profit ecosystem.
Instead of choosing a lead magnet example to copy and then leaving it all forgotten and lonesome on your site or socials, think ahead about how your chosen lead magnet will connect with other aspects of your brand—like how it will prime your leads to be ready to receive a back-end email sequence or get excited about what you have to offer.