Tag Archives: interactive content

guy writing leads on glass wall

Lead Magnets: How Your Small Business Can Create One

Once again, we have teamed up with Kayleigh Alexandra, a content writer for Micro Startups, to guest write an article for our blog.  On this occasion, her insights are on the topic of lead magnets for SMEs. Read on for our collaboration on the subject.

Lead magnets draw people to your brand by engaging customers through high-quality and relevant content. Building a strong informational bond means that your marketing efforts are more likely to get the results you want. We call this being smarter about your marketing.

The simple rationale behind using a lead magnet is that it enables you to get data from your target audience, engage them in a conversation, and ultimately, turn them into long-term customers.

Here are our thoughts on how you can create a lead magnet to draw customers into your business.

What are lead magnets? – A way of winning customers

To use a fishing analogy, great marketing is built on finding hooks to catch your target audience and reel them into your business. It might be an exquisite tagline (one Don Draper would go sober to own), or a hilarious moment in a video. Basically, a lead magnet is a way of attracting people to your brand.

The key to a great lead magnet is that it’s something your customers get value from. This value could be financial, educational, or recreational.

But before we go any further you must know this – lead magnets are a free resource. The point is that by giving your customers something for nothing they’ll give you something in return i.e. their details, and/or their engagement.

lead magnets men in suits at meeting

Credit: Flickr

You can then use the details you get from your lead magnets to help segment your customer base. This allows you to create targeted campaigns that expose your small business to the right people at the right time.

So, what are lead magnets? It’s a way for your small business to win more customers. And what argument could you have against that? Here are some different ways you can create a lead magnet for your small business.

Use Interactive content as lead magnets – create a fun quiz

Interactive content is the future. The popularity of experiential marketing shows that your customers want brand selling to be more about them (not your business). But interactive is also the present and ignoring it will leave your business in the past.

Creating an interactive lead magnet is perfect for driving engagement. Why? Because it lets them play and have fun with your brand. One popular way of getting your customers to play with your business (in a positive way) is to create a quiz.

While quizzes are a clickbait way of reaching out to your customers, they really do work. For example, Buzzfeed’s quizzes are viewed millions of times. There are two types of quizzes you can create for your lead magnet:

  1. Outcome: this tells your customers something at the end of the quiz. It could be “which marketing or advertising personality am I?”
  2. Graded: this will give your customer a score. You could have a soccer quiz, like “The Man Utd European Legends Quiz,” with 10 questions – if you get 7 right the score is 70%

soccer team quiz as a lead magnet

Credit: Wikimedia

You can create a Buzzfeed style quiz using this tool from TryInteract. To get your customers details you could make it a social signing to activate the quiz.

Provide a resource as a lead magnet – produce an eBook

Knowledge is power. With it, your customers can improve the way their businesses operate, or further their careers – it’s something they can use. The benefit of this to you is that providing people with something practical shows the value of your small business to them/your customers.

You can give your customers a practical tool by dipping into content and resources your business already has. What content and resources? Your whitepapers, blog posts, and industry experts. You can use these assets to produce an eBook or mini-course lead magnet:

  • eBooks: these are incredibly simple to make. This tool from Designnr lets you create an eBook and requires no design skills to use. It works for blog posts, podcasts, videos, and PDFs. To make it a lead magnet you just need to make it available to customers by asking them to submit their email address
  • Mini-course: you can run a mini-course via email. You’ll need to design the training program first. Once you’ve done that you can turn it into an email course by following one of the paths used by these people. Like your eBook, turn it into a lead magnet with an email sign up.


ebook as lead magnets

Credit: PxHere

Giving your customer knowledge helps to build a relationship between them and your brand. Once you have this the chances of them engaging positively with your business improve dramatically.

Buy your customers – vouchers, discounts, or gifts

If all else fails, you still have the time honoured tactic of really giving your customers something for nothing. There’s never going to be a time when your customers can’t be swayed by a voucher, discount, or gift – it’s free money – so turn them into a lead magnet.

Making a lead magnet from a voucher, discount, or gift is almost too simple. All of the major platforms worth their salt either have their own tools, or an app/plugin integration to do this. As WordPress runs 32% of the internet, I’ll give you some examples for WooCommerce – if you’re not a WP user simply search “voucher, discount, or gift,” “app” and “X (your CMS).”

  • OptinMonster
  • Gift Cards
  • Coupon Creator
  • YITH WooCommerce Gift Cards
  • Coupon Generator for WooCommerce
  • WordPress Notification Bar
  • WooCommerce Gift Coupon

There are so many plugins to choose from that I’ll stop there.

special gift membership as lead magnets

Credit: PXhere

How you get your customers is up to your small business. You could give them a membership, a free trial of your software, a discount code, or more. Whatever you choose, make the offer contingent on (yes) your customers handing over their details so your marketing team can use them.

Recommended reading: 18 Useful Smarter Marketing Tips You Might Want to Know

Marketing is one of the most important parts of any business, but most of us don’t want to be marketed to. By using a lead magnet you can build a relationship with people, then sell your business to an engaged audience. All you need to do is pick the lead magnet that works best for you.

Kayleigh Alexandra is a content writer for Micro Startups — a site dedicated to spreading the word about startups and small businesses of all shapes and sizes. Visit their blog for the latest marketing insights from top experts and inspiring entrepreneurial stories. Follow them on Twitter @getmicrostarted.

“Thank you to Kayleigh for her input and to you for reading our blog post today.

If you require any assistance with your marketing including e-commerce websites or mobile apps do not hesitate to give us a call.

Cheers –  Aidan & Jim.

From time to time we send a heads-up email to advise publication of our smarter marketing blog post.

Would you like to be included and get free smarter marketing tips? – yes please 

Why Authentic Customer Engagement is the Only Way


I was standing in a local shop queue recently to pay for my ‘takeout’ lunch. It was during lunchtime so it was busy. The server at the till did not appear to be in a good mood as he kept shouting, ‘who’s next?” at the queue. Fair enough you might say – he was trying to move the queue.

No, when I arrived at the till I was greeted with a sigh. I, the customer appeared to be an inconvenience for him. Obviously, I had no idea why he was in a foul mood but surely he’s being paid to smile? Walking back to my office, I wondered whether this guy’s customer engagement was a reflection of the shop owner’s attitude to customers.

Where am I going with this? Well, when I returned to the office, I began wondering how important good customer engagement is to a business. Also, in this day and age of ‘content shock’ whether our communication really engaged with customers in an authentic way?

Satisfied employees make for excellent engagement with customers.

It is an age-old truism that employees are not motivated by salaries / wages alone. If they have purpose, a chance to learn new skills and/or some element of flexibility in how they operate, they will be motivated in general but more so on good customer service delivery.

The challenge for the business owner is to make customer service delivery a purpose for all employees – not just the front-line people. If employees are encouraged to view improved customer service delivery as a new skill they should take training etc. on board more willingly. Also, allowing employees to say ‘yes’ and feel a sense of autonomy in doing so will reinforce the business owners commitment to ‘putting the customer first’.

So here’s my tuppence worth – if your employees aren’t pleasant when communicating with customers and are rude or unhelpful, it doesn’t matter what formal strategy you have in place – customers will switch loyalties

In the rush to obtain leads / sales are we losing focus on what good engagement is or looks like? Content marketing is one route that a lot of businesses now undertake with a view to better engagement with customers.

Can content marketing can drive customer engagement?

Let’s look at some ways that content marketing can work for a business.

  • It can position the business as a thought leader by the sharing of relevant information for free.
  • It can encourage a customer to engage your business by them spending more time on your website.
  • By providing the customer with content that helps their business will help make them feel more appreciative / closer to you.
  • It can provide solutions for customers in advance of them contacting you – which can actually save you money / time on incoming phone calls as well as informing them of your offerings before talking.

Using content marketing for engagement works best when all the tools, channels, and platforms used, form part of an over-arching story. That story must be unique and authentic and it must be told in a high-quality manner.

Customer engagement strategies for businesses.

We are all aware that people’s attention span is reducing. (although it could be argued that this is not a bad thing). The second business fact that we are constantly reminded of is that a growing percentage of a business’s site traffic arrives via mobile devices. As a result, the challenge is to keep customer engagement real while retaining a business focus.

One of the ways of starting this process is to view social media as a tool rather than just an engagement platform. As a tool it can be used to share information, talk to industry influencers, identify questions and for listening to customer feedback. Free trials are another way of building relationships through social media.

Needless to say, a business owner must nurture all customers but one essential piece of information that is a must-know is who their ‘top’ customers are. By knowing this, businesses can provide a more personal touch for them.

Ashish Kalra mentioned in this post that 68% of customers will leave your business if they don’t believe that you care about them. Surely, it is a no brainer to care for your top customers by delivering real value.

Another strategy for good customer engagement is to create customised content for them. If you know what their requirements are then you can be part of the solution. Taking this one step further would be to develop a conference for customers, influencers, and prospects with a particular theme. What better way to provide value and to engage with top customers over a few hours in a mutually suitable environment.

When customers become emotionally charged, through education / helping them grow – they engage more with the provider of that education. Content is definitely the platform but the type of content appreciated is changing.

There is a lot of similar content out there and it seems that only content which is different, authentic and relevant is cutting through the noise. That differentiation, more and more, appears to involve interactive content. Examples would be polls, galleries, quizzes, tests, calculators, contests and automated audit tools.

Interactive content is a great way to engage a user up front and usually provides real time value. So, what are some ways of improving your customer engagement activity?

Tips for improving your customer engagement activity.interactive content

Make the customer happy.

– listen to them and then talk

– make sure they benefit every time they engage with you

– respect their age, culture, language or background

If the engagement is online – offer a takeaway before they leave

– a pop-up thank you message

– a free download / cheat-sheet

– a link to further relevant information

Surprise them whenever you can

– use personalised emails or create customised webinars

– offer a free consultation (for a limited period)

– share industry information that they might not be aware exists

Be social with them

– choose a social media platform that suits you & them

– say thank you when others have shared your business content

– share your customer’s posts online

– implement a Q & A session on your social networks

Deal with negative feedback

– Never avoid responding and do so ASAP

– If you can, check out the profile of the annoyed person online

– Listen carefully and don’t rush to defend – start with an apology

Always be conscious of your brand reputation

– Don’t always be selling – help people when you can

– Set up online alerts to monitor perceptions (if any)

– Be a storyteller with the customer as the hero

Join online and offline groups relevant to your industry

– join an online group on social media

– join a local association that includes your customer demographics

– create your own group or community


No matter how you look at it – good people engagement is the key to potential conversion of them into customers. No matter what your pricing policy is or how brilliant your offers are – your efforts will be wasted if the customer’s experience isn’t human, pleasant and authentic.

What I hope you got from this post is that customer engagement is not a destination but a journey. Just because you will never get 100% customer satisfaction doesn’t mean that owners and employees shouldn’t strive for it.

“Thank you for reading our blog post today” – Aidan & Jim.

 Would you like us to notify you, by email, when we publish new content? If so, just let us know by clicking here. Of course, we can always meet face-to-face, just leave your details here and we might grab a coffee, cheers. Jim – O’C&K