Considering 95% of the people visiting your website will leave without buying anything, the need for an effective lead magnet strategy becomes clear.

Lead magnets are important for an effective online marketing strategy. They’re the best way to capture your visitors’ emails and slowly build a relationship until they’re ready to purchase your products or services.

Given how crucial lead magnets can be for your business, you must do everything in your power to create the most effective strategy possible – and that includes considering the number of lead magnets on your site.

As professional lead magnet designers, we know that not only does the quality and appeal of your lead magnets matter, the number matters too!

So, how many lead magnets should be on your site? In this article, we’ll answer that question. We’ll also let you know the reasoning behind why you need several lead magnets.

How Many Lead Magnets Should You Have?

Ideally, you should have at least 9 lead magnets.

Sound like a lot?

We know. But let’s dive into why you actually need so many:

Different Customer Types

Research shows that most businesses have three different audience segments they need to target:

When figuring out how many lead magnets should you have, this HubSpot chart about audience segments is a good start.

Even if you’re only selling one product, you’re still targeting several customer types. And if you sell multiple products, you can be sure you need to appeal to a diverse array of people.

A CBD company that sells multiple products, for instance, needs to attract different types of customers that’ll consume different products:

  • Athletes will be more prone to getting products they can incorporate in pre or post-workout, like CBD oil, CBD muscle recovery lotion, or hemp protein.
  • Seniors usually need products to help them manage chronic pain and inflammation, like CBD oil or tinctures.
  • And women might want some CBD oil or transdermal patches to relieve period cramps.

As you can see, there are people searching for different products and people searching for the same products, but with different goals.

Obviously, what appeals to athletes would be completely different from what appeals to seniors. So, you’d need different lead magnets to appeal to each segment of the audience.

Different Stages Of Awareness

Potential customers will also be at different stages of awareness within your sales funnel.

Some will enter through your landing page, others through blog posts or product pages. Some will already have knowledge about what you’re selling, while others are complete beginners.

Lead magnets are specifically designed to target people in the Discovery Phase of your sales funnel, which is made of 3 parts:

  • The Unaware who don’t know they have a problem and don’t know there is a solution.
  • The Pain Aware who know they have a problem, but don’t know there is a solution.
  • The Solution Aware who know they have a problem and know there is a solution.

Your sales funnel is crucially important in determining how many lead magnets you should have. You need to adapt your marketing strategy to cater to people in different stages of the sales funnel to increase the likelihood of getting their emails on your list.

Why 9 Is The Magic Number

As we’ve discussed, you need different lead magnets for different segments of your audience. And most businesses target three segments.

You also need different lead magnets for the three parts of the Discovery Phase of the sales funnel.

And each audience segment will have its own sales funnel.

So, simple math tells us: 3 x 3 = 9.

Of course, this is an optimal number. It is the amount of lead magnets a mature business with a robust online marketing strategy should have, at minimum.

However, when considering how many lead magnets should you create, quality will always be more important than quantity.

Make sure your lead magnets solve a problem specific to their audience, are easy to digest, and instantly accessible. You should showcase your expertise and always provide high value.

Otherwise, you won’t create a relationship nor build trust with your potential clients. You’ll do exactly the opposite – scare them away with too many options and too little value.

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