All right, so you’ve obviously bought an email marketing, you want to know how to do this and you want to know where lead magnets fit in, and maybe some of you are already doing this, but I want to hopefully re-educate you on the value. So here’s the thing – how are you gonna grow your list? Are you gonna ask people on your website to subscribe? Not really successful for most companies. Are you gonna ask your social media followers to subscribe to your list?
Probably not gonna happen. You’re gonna do pay-per-click or Facebook ads to get people to sign up to your list – probably gonna be very expensive, so this is not the way to do this. And I know that, even myself, on my website – hey sign up, subscribe to our newsletter – it can be effective in some ways, I’m gonna talk a little bit about that, if you consider a newsletter a type of lead magnet.
So, here’s the thing – people are not going to give up their email addresses for anything and everyone these days, right, similar to like on Instagram five years ago maybe people openly followed people – they’re not doing it anymore, so Instagram growth is difficult. And email marketing, in terms of growing your list, it’s very difficult as well even if you get a lot of traffic.
You need to provide an incentive for people to subscribe, you need to give them something so that they subscribe.
This incentive is a lead magnet – it is an incentive. A lot of people also call these opt-ins, right. You need to give something of value. So let’s look further at what our lead magnet is by redefining them.
So this is from GetResponse’s own website – a lead magnet is a free incentive that you give away to your website visitors to capture their attention and convince them to provide you with their contact details – typically email address, name or email, just first name. If you ask for different things, you’re probably not gonna get many conversions, right. The fewer things you ask for, the higher your conversions are gonna be. So what are the essential components? You’re probably thinking maybe you already have lead magnets that aren’t converting or you want to create more lead magnets.
What are these essential components of highly converting lead magnets? Number one – they have to provide value, right.
Why are people coming to your website? When they find you in search, what keywords are they finding you for? Why are they going to your website or from social media, right?
You have to provide them value. You have to solve their problem, maybe give them an easy win. In addition to that, two things that are often forgotten are – you don’t just want to give out a random lead magnet – it has to generate demand for your products and services. If it doesn’t, then you get people to your list but they’re there for the wrong reason, right, and you can use lead magnets very intelligently to qualify purchase intent.
So, if you’re an email marketing software company and you have a lead magnet that says tips on how to automate your email marketing that our competitors don’t let you know about because you have some unique functionality, that’s a really, really good lead magnet that if people opt-in to that, you know that they have an interest in email marketing automation and they very might consider buying your software. So these are things to consider when creating your lead magnet.
Now, we talked at the very beginning about lead magnets and subscribe to my newsletter – so there are newsletters that might be considered a lead magnet. This comes from Jay Baer’s site Convince & Convert, one of the thought leaders in marketing, so he’s put a lot of thought into his newsletter – he’s been doing this for years, right, so his newsletter provides a lot of value. It provides information, but it’s curated – it keeps you on the top of the trends.
There are , other of the world’s smartest marketers. Everything is depicted here as a way that it’s almost like FOMO, right – fear of missing out.
If we don’t subscribe to this then we’re not going to get access to this content that’s really going to keep us ahead of our competition. So if you create a newsletter like that – I vow to do that with my own Neal Schaffer dot-com website. I have weekly newsletters, I have monthly newsletters and I spend time to really curate content that helps people but also generates demand for what I provide.
If you can do that, then yes, a newsletter can be considered a lead magnet – get your weekly diet tips, get your weekly fashion tips, get your weekly lead generation tips, whatever it is – so long as you can put it in this way I think the newsletter can be a lead magnet. But it’s obviously going to require you to invest time on a weekly basis to create that because you don’t want to be posting old news in your newsletter, probably.
But there are many, many other types of lead magnets that I want to go through. So on the left, we have more traditional types of lead magnets. What we’ve seen over the past few years is that very simple lead magnets can do very well, so these can be, when I say very simple lead magnets, it can be a one-page checklist or cheat sheet or worksheet.
There are podcasters like Amy Porterfield that basically create one of these for every podcast episode. Every podcast episode has a lead magnet, and obviously when you do that you’re qualifying your audience to see who is opting into which lead magnet to understand their needs right, so it’s actually a very, very brilliant approach.
You could have a different lead magnet – we sometimes call these content upgrades, but every blog post could have a different one-sheeter, ‘Hey, now that you’ve read the blog post, if you want to get this in a PDF format in an easy-to-read checklist, please download here, provide name, email address.’ And you’ve just created a lead magnet, so it doesn’t have to take a lot of time.
And there’s other types of lead magnets. The further down on the list we get a little bit more complex, but we have templates – this obviously depends on your product or service. If you’re selling Adobe Photoshop presets and you have a sample preset you can give away or if you’re a copywriter maybe you give away some free swipe files, whatever it is.
Quizzes – you need to use a third-party software for this, but quizzes – we’ve seen a lot of companies that have done very well by asking you to take the quiz and hey, if you want to see how you compare with everybody, make sure you sign up to see your results. That’s a very clever way of getting people to opt in to your newsletter.
We have email courses – very popular as well. These can be done in GetResponse with a very easy drip sequence – add people to a list for the course and after hours, for seven days send them an email. So these are very, very popular as well.
We have the ebook, which is probably the standard lead magnet – it can be short or long, so long as it’s providing value and solving a problem and really helping in the transformation of your visitor, right. We can do audio or video recordings or trainings.
We can do a webinar – yes, this is a lead magnet. You provided your name and email address to attend this webinar. Webinars are still really powerful and in today’s era of Covid- , everybody’s at home, just like we see all these Facebook lives and Instagram lives – you know, people are ready to consume information, so there’s never been a better way to do webinars.
And by the way, for those of you that don’t know, the webinar that you have accessed now is actually part of GetResponse’s software, so when you subscribe at a certain plan, you can actually do webinars for free – I’ll show you that a little bit later.
Now on the right hand side here are – you know the left hand side could be for BB or BC – the right hand side tends to be more for BC, but it could also be BB. So contests and giveaways – these are huge. We hear about people that do giveaways and grow their Instagram followers by hundreds or thousands of followers. Well hopefully they’re also asking for an email address in order to do or be entered into the giveaway.
So this is a really, really easy thing to do, but you don’t want to give away an iPad, you want to give away something that’s relevant to your audience. So I wrote a new book, right, and I had a number of authors endorse that book, so I’m preparing to do a giveaway of marketing books because anybody who enters this marketing book giveaway might be interested in buying my book – it could be as simple as that.
So invest a little money in this, in using appropriate products to qualify your audience and you’re gonna get a much higher quality lead, much higher quality opt-in when you do that. We also have coupons and special offers. How many times do you go to an e-commerce site or a retailer website – ‘Hey, save % in your next order – opt in to our list’ or ‘Hey, give us your email address – save %’.
That is a lead magnet. They are providing something of value – in this case its monetary value – % off, % off, buy one get one free, and your email address to get the code. So there’s no excuse for not having ideas for lead magnets. But there’s many, many different ways in which you can provide value, so I want you to really think out of the box here, which is why I’m trying to give you a lot of examples.
But as you can see there are many, many ways to get an email address, get contact details, once you provide something of value. They’re all going to convert differently, right, so probably at a certain point of time, you’re going to have multiple lead magnets of multiple formats,
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