Ep101 Creating a winning lead magnet!Oct 22, 2020
A lead magnet is vital to the success of a digital online business, it is usually that first place where customers will first come into contact with you. A good lead magnet or opt in can change the shape of your business and usually, the ones that work best, are the simplest ones. I know that can sound so incredibly simple, but it can be a little tricky to get it right. And it can take some testing and measuring and experimenting to get that perfect lead magnet all sorted. So, let’s discuss some key points below to get you started!
So, the first thing that you want to do is decide what your lead magnet is going to be and what your audience wants. Picture your ideal client, the Alice Carrington of your database and ask yourself these questions: Is this right for Alice? Would Alice love this? Why would she love this? What is missing from it? Why would she say no to it? Figure out her pain points and design the perfect recipe to solve them! It can take some testing and measuring and experimenting to get that perfect lead magnet all sorted but one of the most important things when you're designing a lead magnet is that specificity. It’s an exchange, it's a way of saying “Hey, I'll give you this piece of beautiful value that I've created in exchange for your contact information so that I can market to you” - obviously not in those words specifically, but you get the idea! So it's a really effective way to start building your email list and to start engaging with the perfect customer as well.
A good lead magnet or opt in can change the shape of your business and the size of your email list is going to be more important than any other vanity metrics. The size of your email list is going to be directly determinant to the volume of sales when you go to launch something. But not all email lists are created equal, there are good leads versus poor leads. And what I mean by that is, it's how those leads are acquired and the acquisition of those, that's going to make a really big difference in terms of how much cultivating of that relationship you're going to have to do to convert that person into a customer.
Next, funnel marketing! So I've kind of touched on this already with the email sequence, but you're going to do the opt in page first. And then when someone opts in, what do you want to have happen next? So where do you want them to go? Make sure that you're taking advantage of that thank you page to invite people to continue on that customer journey with you, and take that next step. Use automation to send follow up emails after their first engagement with you and make sure to take advantage of Thank You pages by directing them to pages like Facebook groups. Keep your actions to a minimum in terms of what you're offering people as the next step - people are decision fatigued, keep it simple!
And then it comes down to marketing it elsewhere. You want to market your lead magnet everywhere, there's no point in having it and then hiding it. You want to put it on the announcement bar on all of your web pages, you want to put it on your homepage, and you want to have a standalone opt in page for it that you can share on all your socials. So whatever social media you're active on, you want to make sure that you sharing it out there and not once, not twice, not three times, but many, many, many, many times. The thing is, a lot of people don't see what we post, because people's lives are busy and you have to be right at the time when they're first clicking onto their social media to be there when they're seeing you before you get buried in the feed. So by talking about it multiple times a day for a week means that your Alice Carrington might see it once or twice. She's not going to see it all day every day. So don't worry about doing it too much, because not everyone sees what we put out.
So, let’s summarise!
- The size of your email list is going to be more important than any other vanity metrics. It is going to be directly determinant to the volume of sales when you go to launch something. But not all email lists are created equal. How those leads are acquired and the acquisition of them is going to make a really big difference in terms of how much cultivating of that relationship you're going to have to do to convert that person into a customer.
- Decide who you are creating the lead magnet for (target audience). When it's too broad and trying to appeal to too many different people, it appeals to nobody specifically. Figure out their pain points and find a solution!
- Funnel Marketing - nurture your customers with follow up emails. It allows you to start a relationship with people who aren't quite ready to buy yet, but need to get to know you a little more before handing over those hard earned dollars
- Market your lead magnet everywhere! Don’t be worried about bombarding your audience, not everyone is logged on at the time of posting so by being present multiple times a day/week - you’re bound to catch more of your audience members.
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