Wilson Cole's Podcast From The Road

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