How to Create Awesome Engagement Magnets Using Pull Marketing Strategies?
Last Updated on May 11, 2019 by Santhosh Muralidhar
Engagement Magnets attract website visitors to take the desired action. The desired action could be signing up for a newsletter, Free trial signup, Guide download, webinar registration, form signup, Subscribing to the E-mail List, etc. A large portion of the online audience landing up on a website are there to do research on the website. Hence a good engagement magnet is very much essential in order to attract the audience and prevent dropouts in the funnel. Engagement Magnets are a component of Pull Marketing strategies.
In this article, let us understand the various best Pull Marketing strategies that can help an Inbound marketing expert to create good engagement magnets.
Create Engagement Magnets according to the Audience Stage in the buying funnel
There could be different types of visitors with a different mindset landing up on a particular website or a blog page. But to list a few types of website visitors, in general, would be as follows:
- The visitors who are landing up for the first time on the website and in search of a solution to their problems.
- The site visitors who are aware of the website / Brand.
- The website visitors who have engaged with the social media pages of the Website/ Brand.
- The audience who have found a solution to their problem. but yet to consider a particular brand. ( As always there could be many competitors offering the same service/ Product).
- Website Visitors who have made a decision in their mind to buy a service or product from the website.
Like this, the list will go on.
In Pull marketing strategies it is important to create engagement magnets for each specific segment of the visitors on the basis of their mindset. So, it results in lead generation and creates an opportunity to guide the audience. If the leads are nurtured properly that will, in turn, it leads to the conversion of leads to business.
Let us now think of practically creating awesome engagement magnets for the above-mentioned audience types.
1. Creating an Engagement Magnet for the visitors landing up for the first time on the website.
For example, Let us assume that there is a business owner who wants to increase the revenue and sales of his business. He keeps on researching on the internet to find solutions to his problems. He would use search terms like “how to generate more sales?”. On one fine day, the business owner visits the websites of two popular digital marketing agencies in two different sessions.
Now the first website on which the business owner lands on has a beautifully designed landing page, relevant information, images, etc. There is a signup form with an engagement magnet known as ” Are you having a Low ROI? Get an Awesome guide on increasing your Business ROI using digital marketing strategies”.
The second website which the business owner visits have a Signup form. But the engagement magnet seems to be a bit irrelevant. Here, in this case, the engagement magnet is “Get free digital marketing consultation to increase your business ROI”.
The business owner is in search of a solution to his problem but not yet made a decision. The first website gives some informative guide to their visitors in exchange for an e-mail id. Whereas the second website offers a free consultation and is not so interested in guiding their website visitors.
It would not be a good idea to give a free consultation to the audience who are in the early stage of buying funnel.
Hence obviously the business owner would prefer to go with the first website which has shown some signs of guiding him to increase his Business ROI through digital marketing strategies.
This below-attached screenshot shows an example of an engagement magnet for an audience looking to increase their business ROI.
2. Creating an Engagement for the visitors who have found a solution to their problem. but yet to consider a particular brand.
Let us continue with the example of the business owner. Now the businessman has been properly guided by a digital marketing agency to solve his problem. So, the business owner is in search of a good digital marketing agency to find solutions to his problems.
He receives a guide in an e-mail from the same agency which had initially guided him. The engagement magnet was “Download this guide and get to know the Top 5 factors to consider while hiring a good digital marketing agency”.
As said earlier the business owner is actually is in search of a good agency. He would love to have these kinds of guides that give information about the various factors that he needs to consider while choosing a digital marketing agency.
3. Creating an engagement magnet for the audience who are in the later stage of the buying funnel through pull marketing strategies.
Again let us follow up with the example of the business owner. He now has the knowledge to choose the correct type of digital marketing agency as per his requirements. Because he was once again properly guided by the agency.
However, now the business owner has decided to choose a particular digital marketing agency to drive relevant traffic, to get leads and get more sales for his business. But he has a few things to discuss with the agency like discussing his business requirements, Pricing, Workflow, etc.
A good Engagement Magnet for this type of audience who are in the later stage of the buying funnel would be ” Get a Free digital marketing consultation for your business”.
This also an example of pull marketing strategies.
The below-attached screenshot shows an example of engagement magnet for audience in the later stage of the buying funnel.
Alongside creating magnets it is also equally important to create relevant contents, identify mediums and do lead nurturing in order to convert leads into sales.
Engagement Magnets are a critical element of pull marketing strategies. Around 9o% of the people land up on a website in a research mode. But over 70% of the audience buy a service/ product from that website or the competitors. Hence Engagement Magnets play a crucial role in attracting the website visitors and prevent the dropouts in the funnel. The Engagement Magnets vary accordingly to the mindset of the audience. It also depends on the audience stage in the buying funnel. After reading this article one must have gained good knowledge about Engagement Magnets. If you Enjoyed reading this article please do share it on social media sites with your friends.