One challenge for demand generation marketers is finding ways to bring in higher quality leads, particularly at a time when regulations have made it more difficult to cultivate contact information.
One way to overcome this challenge is to offer something of value in exchange for such information. Survey data from GetReponse shows which type of offers – or ‘lead magnets’ – are resulting in higher conversion rates.
The survey of 790 marketers, the majority of which are solopreneurs or from small businesses, found that the largest share of respondents believe that video content (24.2%) is the type of lead magnet that has the highest conversion rate.
Close behind video is written content (22.8%), followed by visual content (11.8%), providing a tool or access to something (11.8%) and monetary value (10.5%).
The data also shows there are differing opinions based on business size.
Of the approximately 400 solopreneurs surveyed, a leading 28.4% share say they think video performs best, ahead of written content (20.7%).
Similarly, respondents from businesses with 10-49 employees (55 respondents) believe that video (25.5%) is the best lead magnet, with written content coming in a relatively distant second (18.2%).
However, written content is the top-cited lead magnet for those representing businesses with 50-249 employees (45 respondents; 31.1% share) and 250+ employees (50 respondents; 22%). Read the rest at Marketing Charts.