Step 5: Identify the Magnets to pull users from shortlisted sources to your website

Continuing the analogy we have been using so far, Magnets are like a water pump that will pull the water from the source to your tap. This is probably the most critical aspect in your strategy.  Your competition will also be able to identify the sources and medium but the one who will be able to identify better magnet will be able to get better results.

Before you identify magnet, you should be clear about following 2 aspects

  1. Actor: Who should be taking the desired action?
  2. Action: What action do you want to take?

For example, if you want a particular blog to publish a post about you. Actors in this care are the “bloggers on that blog” and Action is “Writing a blog post”. Now you need to think about a Magnet that will pull the Actor to take desired action. 

Normally, businesses do not think investing money in creating magnets.

Let’s look at the following examples:

Case A: “If you are interested in Outsourcing your HR Department, click here”

Case B: “Free Auditing of HR Department for Industry Experts, click here”

You need to understand the difference between “Magnet” and “Call to Action (CTA)”. In the Case A, there is a CTA, “Click here” but there is no magnet. While in Case B, company is offering Free Auditing Services as Magnet.

While in Case B, the company will be investing extra money in offering free auditing service, but it will significantly increase the percentage number of users taking desired action.

Here are some more examples:

  1. Below is the listing of Digital Vidya (Digital Marketing Training company) on Google. They are offering “FREE Orientation” Session as Magnet.
  2. Here is a HR Software company offering “FREE Demo” as Magnet. While “Free Demo” is good Magnet for people who have decided to take software and are now considering various vendors for the same. It may not be a good magnet for users in early stage of buying funnel.
  3. Here is an interesting case of Entrepreneur who was able to get 20% of the top 40 technology bloggers to blog about him:
    He used  Special Access to his tool as the Magnet.

For all Sources/Mediums that you have identified earlier identify multiple Magnets:

 Check the example below: 

Source Medium Actor Action Magnet(s) ( Blog) Referral Blogger Write a Post 1.      Free Access to my tool

2.      First one to receive an update about new versions

3.      Discount Coupons for the readers ( Blog) Referral Blog Readers Click on the link in the blog post 1.      Discount Coupons

2.      Free Trial for longer duration

3.      Guide to make right decision

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Where are you currently?

No. Step Duration
1. Take a business Case – Select a case where you need to fulfill the objective 10 mins
2. Identify the online sources Target Audiences are visiting – Clear understanding of source and medium 15 mins
3. Shortlist Sources Based on Popularity – Shortlist sources based on their popularity in your network 30 mins
4. Shortlist The Mediums You Will Be Going After – Be more selective 15 mins
5. Identify the Magnets to pull users from shortlisted sources to your website- Think about magnets that will make audience to take the desired action 45 mins