How to Generate Leads With Content Marketing + Best Lead Magnets for Lead Generation Study Report

Content marketing is so powerful in so many 
ways. It builds awareness, it builds trust, it's   credibility, it's thought leadership, it drives 
results in social and in email because it gives   you something to share and to send. It's great for 
search optimization because it gives other people   something to link to, growing your authority. You 
can target information intent keywords. It's very   very powerful but how good is content marketing at 
driving marketing qualified leads as in generating   actual business demand? It's not great at least 
not directly. If you check your analytics for   any website that has a mature content marketing 
program you'll find that visitors who start their   visit on a blog post are actually very unlikely 
to click over to a service page and become a lead.   You know suddenly realize they need your products 
or services.

In this example visitors who start   their visit on a service page are 50 times more 
likely to become a lead than visitors who start   their visit in a blog post. So why are we 
all working so hard to create and promote   content? What outcomes are we really hoping for 
if not a lead gen contact form submission? The   answer is that visitors who read the content are 
actually very likely to subscribe. If the content   is good enough they'll happily share their email 
address and subscribe to get more of it and this   is magical. Why? Because it gives you the ability 
to market to this audience directly. There is no   longer a giant technology company in between you 
and your audience there's no Facebook or Google   or LinkedIn or Twitter. The email address is so 
important because it's disintermediation. You   can now contact and communicate with that audience 

But it's hard it's very challenging. It   takes a lot of trust to get someone to share their 
email address with you. That's where lead magnets   come in. If you give them just a little nudge and 
offer them something relevant, something helpful,   something really really good they're actually far 
more likely to give you that email address. We   asked a thousand bloggers if they use lead magnets 
and if they get results from blogging. Bloggers   who use lead magnets are 57% more likely to report 
strong results from their content marketing.   It's working it's a it's sometimes called a 
content upgrade it's called a freebie it's called   an opt-in incentive it's basically just an ethical 
bribe. If they share their email address with you   you're going to give them the good stuff so what 
kind of lead magnets work? What's the difference   in the forms? How do you maximize the conversion 
rate? How can we design better offers and present   them in more compelling ways? I have some new 
research from GetResponse for you. I've got   some tips. Let's see what's working now and 
how it could work even a little bit better.   Okay, let's start with the basics if you want 
someone to give you their email address you've   got to do a couple of things pretty well.

I call 
these the three P's of email signup. The first P   is prominence the call to action the thing has got 
to stand out. The pop-up windows are prominent,   sticky photos are prominent things and 
headers are prominent the right side the   offer that appears next to the content in-line 
CTAs. These are all prominent and you can also   create prominence through size, through white 
space around things, through contrast and color.   Next make a specific promise. You gotta tell 
people what they're gonna get. Make a promise,   make it specific and tell people why they would do 
that thing. Email signup submit makes no promise   at all so in this case I've got the why you'd 
want to do it to build strong castles and forts.   Finally proof. The third P is proof and that is 
evidence that someone else has done this before.   If you have a small email list you can't say join 
the 10 million people who's who have subscribed.   You might just want to say a tiny testimonial 
from one person who got this and liked it.   But proof is powerful it leverages the conformity 
bias also known as the bandwagon effect of strong   correlation with conversion.

Now i want to present 
a little bit of data from LinkedIn and everything   they do there is kind of a test and they 
report sometimes on the results they're getting   stat versus no stat. These are the same exact 
social post but you can see the results and   social media is awesome for testing and getting 
data. It's a data rich environment you can see   the difference when they just put a single number 
at the beginning of the post 75 got a 37 percent   higher click-through rate. So use stats in your 
calls to action for your lead magnets. Also light   versus dark you can see the power of contrast. 177 
percent higher click-through rate on the posted at   stronger contrast. How about guide versus e-book? 
I think this one's fascinating. In a second,   we're going to see the GetResponse research e-book 
will be mentioned there. This suggests that maybe   we should be using the term guide because when 
there's no other difference except the word   ebook and guide are used guide seems 
to be the one that's getting a higher   click-through rate according to this mini-study 
by LinkedIn.

What about a quote or a statistic?   What do you think is going to work better? 
The quote worked better the more human thing   worked better. 30% higher click-through 
rate when they tested a quote versus a   statistic which brings us to another test of a 
person versus an object. When used as the image   this test was done by Megan Goldin you can see 
she herself is featured in this picture here.   160% higher click-through rates and at 289 higher 
conversion rates. Very powerful. Notice how she's   looking at that little headline this is something 
else they've tested looking away versus looking at   eye direction can be quite powerful 
when the subject of the photo is looking   at something you might find that that leads to 
a higher click-through rate. You can basically   guide visitors attention around the thing they're 
trying to get you look at. The headline here   speaking of visual cues maybe you've seen this one 
baby looks at the camera, you look at the baby,   baby looks at the headline, you look at the 

This has been shown time and time   again on landing pages all over the internet and 
it's done deliberately or accidentally when the   subject in the photo is looking in a direction 
as if an invisible arrow is shooting out of their   eyes and it guides attention toward that thing 
with the visual cue. There are examples everywhere   so be deliberate about it and make sure that when 
you use a picture of a person that that person's   the tilt of the shoulder and the head uh Joanna 
Webb is doing this on Copy Hackers and you can see   just the the sort of the tilt of the head is very 
specifically designed to move our attention over   to the right. CXL has tested this using eye 
tracking studies with heat maps when there's a   person looking away from the form, person looking 
up at the form, little arrow pointed at the form.   Which of these do you think has the highest? 
Gazing on the form itself? It was actually the   arrow which kind of blows my mind. This is one 
worth testing just try drawing a little arrow   toward that thing that you want people to look at. 
In this study it created quite a bit more time of   the visitor the viewer looking at the form.

But i 
want to get into the offer and this is really one   of the most important parts here. What GetResponse 
discovered is fascinating. They looked at a big   survey, tons of respondents, pro marketers telling 
them what's working and what's not. I love data   like this right because i can't see everybody's 
analytics but we can ask and GetResponse   asked and it's a good sample size here. What type 
of lead magnets have the highest conversion rates?   790 marketers responded to this question and 
video and written were the two highest answers.   Video. That is totally fascinating to me but 
video could mean a lot of different things.   What type of video, short form video or long form 
video? What they found 178 respondents said that   73% of them showed that short form videos were 
converting at higher rates than long-form videos.   Long-form videos. What are we talking about 
here with long-form videos? Basically,   webinars.

Webinars actually people 
will give you their email address   to get into a webinar or recording of a webinar 
that is highly relevant to them. That was the top   performing long-form video content. At least 
the one with the highest conversion rate.   That's the webinar. Recordings were actually 
number three so we're really talking about a   live event mostly here, right? You can see demos 
and long tutorials are much farther down the list.   But what short form videos, remember these were 
even more successful, it was just simply video   clips and short tutorials.

How to? Remember 
content marketing is mostly about teaching.   The best educators are the best content 
marketers. So these short video clips can be   a very powerful offer. Something that you don't 
see that often. I think there's lots of white   space here to create short form video content 
that people may want to subscribe, offer their   email address in exchange for that content. But 
what about written content? That was number two,   right? What type of written lead magnets have the 
highest conversion rates? It was short form. Short   form won over long form by a pretty substantial 
margin there.

Long form, let's look at long form   first. What type of long-form lead magnets had 
the highest conversion rates? It was guides.   There again, right? Maybe the age of the e-book 
is kind of past us now and the guide is maybe   something that we should be testing more. In 
the name of the format in the the format itself,   white papers, spreadsheets, farther down the list 
email courses, farther down the list really the   guides were a strong winner in this in this 
research. Short form content, that had the   highest conversion rate, ebook samples. I think 
the word sample there is really important because   it indicates to the subscriber or the possible 
you know the visitor the possible conversion   that it's easy to consume, right? A sample 
doesn't sound like homework. Not too much of a   maybe easy to get. Checklists also really value I 
could totally see how that works, right? Get the   quick version of this thing, get the checklist. 
Maybe it was a long form piece and the upgrade,   the content upgrade right, that lead magnet 
was just to get the checklist version of it,   right? The easier version.

Okay now I want to 
talk about the call to action itself because   there's a lot of discussion about this and I 
want to present like kind of what's working now   in terms of the CTA — the call to action. Now 
this is GetResponse's page. It matters. Visual   hierarchy is designed deliberately or not and 
it's created partly through things like size,   I mentioned white space, top of the page or bottom 
of the page and color. Okay remember art school   in high school our class in high school? Color 
temperature — red, orange and yellow are warm.   Blue, purple and green are cool. And in a cool 
context, a warm color is going to stand out.   I'm basically telling you how to design a page so 
that different parts of the page attract the eye   sort of magnetically and can pull the attention 
to the offer to the button — to call to action.   Past that, it's really important that we try 
to manipulate, in the visitor's mind right,   the benefits and the cost because before they 
give you their email address, they're going to do   a split second cost benefit calculation in their 
brain and they're going to be asking themselves is   this thing that I want to get worth sharing my 
email address.

Worth the you hitting my inbox.   Is it worth 10 seconds of my time and attention? 
In other words, nobody does anything nobody clicks   on anything or scans or scrolls or subscribes or 
converts until they have done a ROI calculation in   their mind and that offer has won out as having 
a higher return than the perceived investment.   With that in mind you can see calls to 
action everywhere. Calls to action that have   the word free in them or that make it sound 
easy to get, right? That's lowering the eye,   lowering the perceived investment, right? Brian 
Dean does this in a kind of a clever way giving it   the feeling of exclusivity. What am I doing here? 
I'm unlocking the content. It's exclusive content.   I'm almost there, showing progress. So 
this is triggering different psychology   where something feels unfinished which people 
don't like they want to they want to finish it.   So that word there, unlock the content.

Do I know 
what I'm doing? Is it specific? Is it prominent?   Is it a strong promise? Here's a formula from 
a friend. I learned so much from my network   and thought leaders in the industry. For 
high performance calls to action, and you   can basically create like a little template 
like calls to action that worked this way,   I want to what? Because why? And put the what's in 
it for me into the call to action itself. Example,   download the free guide. Why? So you can start 
your guard tower training today, right? The value,   the benefit, is specific.

It's listed there maybe 
right in the button. It doesn't have to be in the   button but it needs to be there somewhere. Talk 
to a strategist. Why? To get your free estimate.   Ah! The what and the why are there for me, right? 
The what is insufficient. You've got to align with   the visitor's intent. Call it, and even this is 
a universal CTA this could be done on mobile,   call why? Because you want to talk to a web 

Wherever, whatever. Lead magnets,   content upgrades, form submission. Whatever the 
thing is, right, give them a reason to do it.   Nobody's going to do anything unless they 
perceive a strong benefit to doing it. In the end,   you get to what would be, you can build these 
in GetResponse. Whatever tool you're using,   they're made for this. They're built for high 
conversion forms. GetResponse is gonna let you   put this together. The form itself can have a 
little headline, it's the what of your offer.   Hopefully you remember to do this. It's 
telling people what they're going to get.   It's actually not giving them a 
why. It's just really the what   now. The subhead can add the why. It's the what's 
in it for me.

What's in it for me? This is the the   purpose of getting the thing. It's why the person 
cares. It's a psychological hook and then you've   got room give them a little bit more. Make it 
scannable. Maybe a bullet list. Make it scannable.   Finally, after that, it's the form itself. The 
name, the email address, the title, whatever   that thing is that they want to get. Tell them 
what they're going to get and then finally the   call to action. You can see I had to warm them up 
quite a bit. It's not email sign up then submit.   I'm working hard. I'm building a hard working 
form. This is the, in this case, it's a 10-step   guide. Give me my 10-step guide. You can imagine. 
And then finally, maybe we're going to work.   Maybe we're going to give them a little bit 
extra. Maybe they weren't ready yet.

The closer,   it's a last-minute nudge to encourage them to 
take that action. That's it. There you have it.   That's what's working now and how you can make 
it work a little better. Work harder on your lead   magnets and your offers and your lead magnets 
will work harder for you. Thanks for watching   and keep an eye on this space for more great 
research from GetResponse. Thanks everyone!.

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