2. They Invite Repeated Usage

It’s no secret that the more a potential buyer interacts with your brand, the more likely they are to become a customer.

And the more likely they are to become a customer, the more likely they are to become a repeat customer.

Research from RJMetrics found that customers who are invited to make a third purchase are 53% more likely to buy again than someone who has only made a second purchase.

The problem for many brands, though, is at the top of their funnel. A user at the awareness stage will read a blog post and opt in for a lead magnet, interact with it once—and that’s it.

Sure, they will have other touch points with the brand through email marketing and Facebook retargeting, but those efforts are ignored if their first impression of you wasn’t memorable.

However, by offering an evergreen lead magnet (a swipe file, a template library, a lifetime subscription to free software, etc.), you invite the reader to return to your brand, again and again, indoctrinating them into your marketing further.

The best part? They work even if you’re in an industry like e-commerce.

Let’s say you have an online apparel store with hundreds of product pages. Does that mean you need to create a lead magnet for each page? Not at all.

For instance, if you sell running apparel, you could offer a free guide on how to run 10k in 30 days and have it one each parent page that’s relevant such as /running or /training. In fact, one of our customers created the below lead magnet for this very reason.