What is a lead magnet and lead page? And should HR consultants be using them in their marketing?

To you, marketing may seem like a dark art that you haven’t really got the hang of yet. But to me, marketing is really simple and should be treated like any other business process.

That’s why I want to demystify marketing jargon like “lead magnets” and “lead pages” for you.

Because both are really important to your consultancy’s marketing and if used correctly, will make your life a lot easier.

So let’s get started…

To get new clients for your consultancy, you just need to follow this simple 3 step process:

Step 1: Grow your audience (Email list and LinkedIn connections)

Step 2: Build a relationship with your audience

Step 3: Commercialise the relationship

If you follow these 3 steps in chronological order, your marketing will become a lot easier to manage and you’ll see much better results.

Let’s start with step 1…

The easiest way to build an email marketing list is to use what we call a lead magnet.

What is a lead magnet and what lead magnet should you use?

A lead magnet is something you give away for free to a prospect, in return for their contact details.

The key thing about your lead magnet is that it needs to be something your target audience will find useful - something that answers a problem or concern they have and will be happy to give you their email address in order to receive.

Think about who your target audience are, and what they are most interested in…

When it comes to HR, most business owners are concerned about being legally compliant for instance.

Which is why we created the “Employment Law Compliance Checklist”. As this is something that they would find really useful.

Once you’ve decided on the best lead magnet to use, you should then start reaching out to prospects on LinkedIn and via email, offering them a free copy of the  Employment Law Compliance Checklist.

You could manage all of this manually…

So, when someone says that they’d like a copy, you can get their email address, send them the email and save their email to a spreadsheet or create a record for them in your CRM.

Or, you could make this happen all automatically by using a lead page.

What is a lead page?

A lead page is just like a normal website page, but it doesn’t have any navigation at the top and it may have a different design to the rest of your site.

The reason for this is that you want your prospect to complete one action. And that’s to complete the webform to get the lead magnet.

What should a lead page look like and include?

Here’s an example of what a short form lead page should look like:

As you can see, there is:

• A clear headline explaining what the lead magnet is and the benefits of reading it.
• A short description of what the prospect will discover by reading the lead magnet.
• A webform.
• Context at the bottom - who the author is and why we’re giving it away.

Even though your lead magnet is a free resource (that you believe to be of great value), you still have to sell this to the prospect and reassure them of any fears that they might have by completing the web form.

This is ultimately what a lead page is:  A sales page to promote your lead magnet and to encourage prospects to complete the form in order to receive it.

How to power your lead page?

Your lead page can be a page on your existing website. Depending on your website, this might be quite straightforward to do, depending on your capabilities.

If you’re struggling, just get your website developer to do it for you.

Or, most CRMs have their own lead page builder which can sometimes be easier to use. Although, with these you don’t have much control over the design.

How to power your web form?

It’s easier to create your webform inside your CRM and then embed the coding onto your lead page. Again, this is something your website developer can do for you in 5 minutes.

So when someone completes the form, their details will be automatically created as a record in your CRM.

You can then create an automation that sends an email to the prospect with a link to their lead magnet.

What’s the benefit of doing it this way?

 Let’s say you’ve messaged someone on LinkedIn, offering them your lead magnet.

Instead of asking for their email address, sending the email to them and saving their contact details all manually, you can just send them a link to your lead page…

They’ll then visit your lead page which will probably do a better job than you at selling the lead magnet and encouraging them to complete the form.

Once they complete the form, your CRM will then automatically email them their download.

This is a much better experience for them. And a much better experience for you because you don’t need to do anything!

This is the systemised way to grow your email marketing list and consultancy.

A lead magnet and lead page are the first steps in your sales funnel

Your lead magnet and lead page play an important role in how you feed your marketing funnel with new prospects in a systemised way.

Once the prospect is in your CRM, you can then create an initial email sequence which will be sent to them automatically.

This will help you build a relationship with your new prospect and hopefully commercialise the relationship by converting them into an initial appointment.

Want to create this funnel in your consultancy and need help?

Creating a lead magnet and lead page can seem like a lot of confusing hard work - which is why we developed a Done For You Funnel Service to help you set up your funnel.

As part of this service, we’ll help you set up your Active Campaign account. Active Campaign is one of the best, easiest to use and most affordable CRM in the market.

We’ll:

• Create a webform for you within Active Campaign.
• Create the lead page for the Employment Law Compliance Checklist.
• Set up the initial email that gets sent to the prospect with a link to their guide
• Set up the email sequence that gets sent to them afterwards
• Create all of the different blog and sales pages on your website that the email sequence links back to

Our Done For You Funnel Service helps you to automate each of the three steps mentioned at the top of this article.

Please feel welcome to get in touch with me if you would like to have a chat about this.