If you’re looking to expand your audience and gain new clients, a lead magnet is a perfect tool to do it. We’ve been breaking down the steps to building an attractive landing page and how to use email marketing to build relationships and make sales. Now let’s talk about how to get subscribers on your list.
What is a lead magnet anyway?
A lead magnet, also known as a freebie, is an offer provided to your audience in exchange for their email address or contact information. Not many people want to give out their valuable contact information for nothing. They give you their information because you’ve given them something of value.
The majority of entrepreneurs use email marketing, but many also use SMS to reach their audience. In the case of SMS, they would also collect phone numbers or tell their audience to send them a text to opt-in to text notifications. That text could also be in exchange for free information or a free resource.
So now that the role of the lead magnet is clear, let’s talk about your options for your offer and how to set it up.
As always, start with the plan.
What, you thought I forgot? You already know I’m going to tell you to think about the full picture and your end goal. Before you even think about creating a lead magnet, landing page, or email sequence, know what it is that you want to motivate your potential customer to do.
1. Write down your overall sales and marketing strategy for this product or service
What product do you want to sell, what channel will you use to sell it, and what benefits will you present? Use the Dream Sales & Marketing Plan Template to map this out.
If you have more than one product or service, choose one to focus on for a period. It could be that week, that month, or that quarter depending on how many products you have and the price point for it. The sales and marketing plan and a product planner will help you map out the strategy for promoting your products and services.
2. Write out your plans for promoting your offers.
You start by creating value for your target audience. If you’ve planned your business, you should have already identified your target audience. Now, decide what type of content you will create to will reach your audience.
What forms of content marketing do you already use (ads, blog, podcast, video)? For example, I use my blog, podcast, and video on my social media platforms and YouTube. My main two platforms for social media marketing are Instagram and Pinterest (Pinterest is technically a search engine, but that’s another story for another day).
Reach your audience by publishing the right content. Your audience wants to know that you have informed, educated, entertained, or helped them solve their problem. So once you choose what forms of content, choose topics for your content with one or more of these goals and with the ultimate goal being to sell your paid product.
3. Be clear on what action you want your audience to take
We understand that we want the customer to make a purchase, but what actions do you want your target audience to take to get to that point?
It should look something like “view my post or social media ad, click to view my profile, follow me, click the link in my bio to view my landing page and free offer (or more details about the offer first), enter their email to subscribe and download the free offer”.
Decide what type of lead magnet you want to use
Now you understand the goal for your lead magnet, how to craft your promotional content, and what you expect your target market to do when reaching your landing page. You’re ready to create your lead magnet now.
On Dreamer’s Den Podcast, I did a break down of 10 different lead magnets you can create and offer on your landing page. Use this podcast as a guide to brainstorm ideas and be creative.
When deciding which free offer you’ll use, make sure it relates to your paid product or service. It could be something that the person can use with it or a portion of the paid product to give potential customers a sample of what they’ll get for a price.
Create the lead magnet
Finally, the moment you’ve been waiting for. It’s time to create a freebie worthy of your audience’s attention. Depending on the type of lead magnet you chose to focus on for your offer, you will need to make a graphic or document and save it as a PDF. If you’re using video or audio, you may need to record or edit.
Here are some of the design, storage, recording, and editing tools I’ve either used or are familiar with based on feedback from my peers:
- Adobe Suite
- Google Docs or Microsoft Word
- Google Drive
Upload the lead magnet to your email marketing platform
Use the confirmation message, “thank you” message, or welcome email to deliver your freebie once you receive a new subscriber on your landing page. Depending on the email marketing platform you use. You’ll have options to either upload the file or attach it as a link.
Create content surrounding your offer
Remember the plan we just created to promote your lead magnet? Go back to that and create content based on the topics you noted centered around your offer. Focus on the benefits and the problem you’re solving.
Make life easier for your audience, teach them how to do something, or give mind-blowing advice that will leave them appreciative, craving more. Attract them to your content by using catchy titles that either promote solving the problem or flip the script and tell them what not to do, why they aren’t solving the problem, what they’re doing wrong, etc.
Since video is all the rave these days, try to use a mix of video and written content. Everyone consumes their information differently, but we know to implement the 80/20 rule when thinking about who views video content online.
Offer the lead magnet as a benefit and problem solver
Once you’ve poured your heart out with valuable content, videos, audio, and ads, it’s time to ask for the first sale. Even though you’re still in giving mode with the freebie, you have to sell your audience on subscribing to your list in exchange for it.
This is where you add your trusty call-to-action. Don’t be timid. If you’ve done the steps here correctly, your audience will be warm to you and ready for you to ask.
Include a subscription form in the content or a link to your landing page. Add the landing page or tree link to your social media profile and link it to your ads. Place your landing page or links anywhere you’re allowed such as podcast show notes, YouTube descriptions, or comments on your own Facebook pages where it applies.
Engage with your email community
Activate your email sales sequence within your email marketing platform so that your subscribers start receiving emails with a mix of tips, stories, and offers. Use this sales funnel podcast for more details about setting this up.
Continue getting acquainted with your email subscribers once they’re on your list. Do this whether your email sequence results in a sale or not. If you’re stuck on what to talk about, here are 11 topics so you never run out of email content.