Ally Cole, brand manager for ELOC Global, and Wilson Cole, President of Adams, Evens, & Ross (AER) discuss lead magnets and engagement on the podcast today. Wilson says that lead magnets used to be known as direct response advertising, but while the name has changed over the years, the function is the same. Instead of a company advertising directly to customers to buy their product, they advertise for other goodies that will get the customers in the door (or in this case onto a website), such as a free whitepaper or a free report on a topic that would be of interest to the customer. Once the customer is looking at the website, the rest of the sales funnel hopefully guides the customer to making a purchase. Each sales funnel that follows a lead magnet is custom-made for the types of customers that would be interested in the specific lead magnet they chose. For example, a client who chose a lead magnet related to finding back door hires would enter a corresponding sales funnel that would lead to a probable sale of back door hire solutions. Even though AER is a 27+ year old company, there is always a need to add more clients. Using marketing strategies, such as the ones explained in this podcast, helps AER add about 14-15 new clients per month. Wilson confirms that a number of those new clients each month come from employing marketing strategies that center around content marketing. Ally stresses the importance of putting yourself in the shoes of your prospective clients when you create your content as it will help you see what their concerns would be or what issue they are trying to resolve. If you have any follow up questions for Ally on today’s topic or any other marketing topics, you can email her at firstname.lastname@example.org.