Now that you have chosen your technology and you have all the things in place you need to get started building your email list, it’s time to design and create a compelling lead magnet that will attract subscribers.
Choose the Buyer’s Persona or Avatar You Want to Attract
Understanding your audience’s buying journey is imperative. You need to choose whether you want to attract people at the top of your funnel, middle of your funnel, or the bottom of your funnel. Maybe you want to teach people who have already bought from you something new and start marketing different things to them on a whole new level. It just depends on the goal you set for this lead magnet and who it’s meant for.
Know the Problem You Want to Solve for Them
Your lead magnet must solve a pressing problem for the customer that you’re trying to touch. The lead magnet should provide immediate value but can also provide long term value depending on the audience and the issue. The main thing is that you want to get them on your list, and you want them to be happy about it.
Name Your Freebie Using a Compelling Title
When you name your freebie, choose a name that is straightforward and tells the customer exactly what will be accomplished. This is not the time to try to be clever with words. Name the freebie based on what it does for your customers using action verbs and terms they understand and interests them.
Choose the Form the Lead Magnet Will Appear
Once you know what problem you plan to solve, it will inform the format the lead magnet should take. You can choose to use video, webinars, podcasts, PDFs, and more. The important part is to choose the form that your audience will most enjoy and use.
Create a Landing Page for Your Freebie
Once you know what you’re going to create, now you need to make a landing page. Use software like Leadpages.net to help you create a landing page, or you can simply make a new page on your site. A landing page is just a page devoted only to the thing you’re trying to promote. Some people love creating the landing page first, then create the freebie based on their promises.
Develop a Download Page for Your Lead Magnet
In addition to a landing page, you need to set up a download page so that your subscribers can access the freebie after they’ve double opted into your email list. A landing page is best because it brings people back to your site where you can attract them to more of your information.
Create the Lead Magnet or Hire Someone to Create It
When you create the lead magnet, realize that you can hire someone to make it too. You can also buy PLR or private label rights content to assist you in creating freebies, depending on the terms of service of the PLR you use.
Once you have finished creating it, get it on the download page and start marketing the freebie to your audience on social media, through paid ads, and even by sending it to your own email list that you have already. Write a blog post about it and share it with everyone so that you’ll get more people on your list. Whatever you do, don’t keep it a secret.
An effective lead magnet must solve a real problem quickly for your ideal customer. They are usually very specific, easy to digest, and are considered to be high value. Plus, they demonstrate your expertise exceptionally well without risk to your ideal customer. The following lead magnet ideas can work for almost any niche.
Teach Your Audience Something
This is likely the simplest way to come up with a lead magnet if you don’t sell a product or software but works with those niches too. Set up a course in email that runs your ideal customer through education about their problem and the solutions that exist. A course can be in many formats. You can deliver it by email, put it on a platform like Teachable.com, or turn it into a PDF download.
Provide Your Audience a Useful Tool
A really fun freebie to offer your audience are tools that help them. For example, if you have a food-related website, you can create and offer a recipe app. If you help people lose weight and get healthy, you can create and offer an app that tracks food intake and exercise.
Build Your Community
This freebie idea is a big winner with socially based businesses. Set up a free group on a platform like Facebook Groups or DelphiForums.com and then only invite people to the group who ask after downloading the freebie or via automation due to them downloading the freebie.
Inspire and Entertain Your Audience
A perfect freebie excites your audience and makes them want to take the next step. It can be entertaining. For example, why not use an old talk you gave to a group or workshop as your freebie? Or give priority access to some users to private information that only they get to see?
Re-segment Your Current List Members
If you already have a dead list or a list that you don’t use much, sending them a freebie offer via email is a great way to segment your list further and reactivate the list members. For example, if someone joined your list due to a freebie you made, but they’ve not moved to customer, try sending them a new one that is more targeted.
Cause Prospects to Become Customers
To move your audience from leads to prospects to customers, you need to provide the right content that captures their attention continually. Knowing where they are in their buying journey can inform the type of freebie you make for them. You should definitely consider making more than one freebie so that you can offer one to people at every stage of their buying journey.
Lead magnets can be PDFs, videos, webinars, reports, software, apps, transcripts, and more. You can use any of the content that you’ve already created to develop a lead magnet, or you can buy new content in PLR form to use. As long as the freebie addresses the targeted person and solves a problem for them quickly and efficiently, you will build your list better.
The entire point of creating lead magnets as list builders are to build your list with targeted customers who want and need the products and services that you offer. The people who think marketing with freebies doesn’t work usually are doing it wrong. You can avoid mistakes by learning the most common ones and not doing them.
* Your Lead Magnet is Too Expansive – A really good freebie is going to be ultra-focused on solving one small problem and even poke the bear a bit in order to soften them up to buy the big product you’re selling. Keep it narrowly focused to increase success. For example, if you are a weight loss coach, don’t give away the entire program in your freebie. Instead, focus on one thing, such as providing a checklist or app to help them.
* Your Lead Magnet Has No Reason for Existing – You need to know why you want the person who needs that information in the lead magnet or the app you’re giving away. Why does this lead magnet exist, and what does it do for the person who needs it? If you have no goal for it, it’s not going to work.
* Your Lead Magnet Isn’t Targeted to The Right Audience – Your lead magnet cannot be targeted to your entire audience. It really needs to be narrowed down to specific people based on where they are in their buying journey. Try mapping your buyers’ journey to help identify points at which they need a little something extra to push or pull them to the next stage.
* You Didn’t Create an Autoresponder Series Based on The Lead Magnet – When your customer downloads the lead magnet, it’s imperative that they receive targeted messages based on their choice in the autoresponder. A welcome message, a confirmation message, a more personal email to check on them, and so forth, including asking for the sale if that’s what’s next.
* You Didn’t Cross-Promote Yourself Within Your Lead Magnet – People are downloading the lead magnet. You may as well take advantage of that fact. At the end or the beginning, tell the people about you and invite them to your social media platforms, events, and tell them about the other things you do.
* You’re Not Following the Laws for Your Country – Every country has SPAM laws. In general, most want you to get a double opt-in to avoid spam complaints. Plus, of course, what you say must be the truth. You can’t make promises that aren’t true.
* Your Lead Magnet Title is Boring and Not Targeted – When you title the freebie, you’ll want to make sure you use straightforward words that your target audience understands. However, you don’t want to be boring about it. Use action words and tug at their emotions in the title.
* You Don’t Market and Advertise Your Lead Magnet – The idea that building a lead magnet will attract your ideal audience without marketing and advertising is just not accurate. You do have to tell everyone about it just like you would your most expensive and compelling paid product to get people to sign up.
* You Don’t Create Lead Magnets for All Stages of The Buying Journey – Don’t just create one freebie based on awareness. Instead, map your ideal buyer’s journey so that you can identify areas when a freebie might push them to the next stage in their buying journey.
* You Neglected to Create a Landing Page for Your Lead Magnet – To get the most interest in your freebies, make a landing page for each. After that, write a blog post too. Then use that to market and advertise the freebie to your audience.
* You Ask for Too Much or Not Enough Information in Exchange for The Freebie – It really depends on your audience and the goals you have for them. But, at the very least, you need to ask for a first name and email address. But if it’s relevant to your audience, you may want to ask for other information to qualify for the freebie, such as business size or something else that is relevant to determining if someone is serious or not.
* You Failed to Welcome New Subscribers – When someone signs up for your freebie, whether they were already on your list or not, they should receive a welcome message or thank you message regarding their choice.
* You Never Ask for the Sale in Your Email Messages – When you create the autoresponder messages based on the behavior of your list members, don’t fail to ask for the sale or the conversion using a well-formed and targeted call to action.
Avoiding these lead magnet mistakes means that when you create a lead magnet or freebie, it will help you build your list with targeted audience members who really want and need your offers. You can only do this right if you take the time to get to know your audience as well as your offers so you can easily explain to the audience what you do, who you do it for, why you do it, and then demonstrate why you’re the best through your freebie.
Your landing page is an essential tool to help you build your list. If you really want to build a healthy list, you’ll want to find ways to avoid these landing page mistakes. Creating high-converting landing pages will ensure that the right people get your solutions in their hands, and since they will be on your email list, they’ll also find out about your new offers.
1. Your Page Loads Too Slowly – You have seconds to get and keep your audience’s attention. If your pages load slow, they’ll just go elsewhere. Use software to test how fast your pages load so that you can ensure they work well.
2. Your Page Isn’t Personalized for The Audience – It may seem like a small thing, but it’s important to create landing pages that are personalized for the audience you’re trying to attract. If you guest post on a blog, make a landing page just for that one audience, so they feel welcomed. You may have more than one landing page for each opt-in due to this in order to target the audience.
3. There Are Too Many Diversions on The Page – A landing page should be free of distractions so that your audience focuses on the offer at hand. Use very little navigation or sidebar information to help focus their attention.
4. The Information Included Doesn’t Differentiate Your Offer Enough – A visitor to the landing page needs to understand why your offer is so much better. How you are different or what makes you unique needs to be pointed out to your audience.
5. The Offer Doesn’t Match Your Marketing – If you notice you are getting a lot of click-throughs but no sign-ups, make sure that your offer matches the marketing and the audience you’re marketing to. Go back to looking at the description of the target audience you created as you made the freebie to get it right.
6. Using Irrelevant or No Images and Visuals to Help Attract Your Audience – Don’t bore your visitors to death by not making your landing pages and website visually oriented. Most people respond better to images that help advance the meaning of the words on the page. Plus, some imagery provides directional cues to the reader, helping them take advantage of your offers.
7. Not Paying Attention to Search Engine Optimization – SEO works for all types of content, but it will really help you get more traffic to your offers if you also include the skill on your landing pages. Headlines, keywords, headers, alt text, and more are all important on a landing page too.
8. Forgetting to Calm Their Fears with Social Proof – Showing that other people trust you and believe in what you say will build trust in your offers. Testimonials, likes, shares, downloads – all show that you can be trusted and will help improve your conversion rate.
9. Your Landing Page Doesn’t Work on Your Audience’s Device – The days of “optimizing for mobile” are over. If your site doesn’t work first on mobile, then you’re going to miss out on some customers. But do check your demographic information to ensure that you are optimizing each page for the devices most used by your audience.
10. You Include Weak CTAs – Saying things like “download now” is not a good enough CTA to use these days. You need to be more specific about the benefit of the download as well as who needs it in your CTA.
Developing a landing page that gets results takes time and practice. The first one you make might not work as well as the tenth one you make. But take heart in knowing that you can improve through testing over time until you create an opt-in page that works for your audience to build your list fast.
Once you have a lead magnet, a landing page, and an opt-in form, you need to start building traffic to the freebie so that you can build your email list. Getting more traffic for a landing page is not really any different from how you get traffic for anything you do.
* Create Offers Your Ideal Audience Wants – The only way to make offers that your audience wants and needs is to get to know them. Study them. Engage with them. Survey them. Then put what they want right in front of them where they are.
* Tell Your Current Subscribers About Your New Offers – Anytime you create a new offer, whether free or not, tell your current subscribers about it. This might seem counter-productive since you want to build your list, but it will keep your list healthy, segmented, and engaged.
* Get Affiliates Involved – Set up your funnels with freebies that your affiliates can promote too. Show them what’s in the funnel, so they know it’s worth their while to promote your freebies too.
* Send Out a Press Release – Tell the world about every single offer you have, including your freebies. If it’s newsworthy, it deserves a press release, and letting your audience grab a free solution is something they want to know about.
* Host a Live Event – When you make the freebie available to the public, have a live event on Facebook Live or a webinar via Zoom or another preferred platform to help get the word out about your offer.
* Include Smart SEO – The landing page and opt-in form for the lead magnet allow you to use excellent search engine optimization techniques that help pull traffic to your site via your audience searches.
* Blog About Your Offers – Once you’ve finished your landing page or opt-in form, always write a blog post announcing your freebie offer linking to the landing page and opt-in form. Then you can share that blog post freely multiple times as you spread the word.
* Share on Social Media – Share multiple times across all your social media platforms about the freebie. Don’t just share once and call it done. Instead, share multiple times during any launch and then repeatedly over time as long as it’s still a good offer. Use Hootsuite.com or other software to help automate this process.
* Reach Out to Social Influencers – A fun way to get noticed is to work with social media influencers. Whenever you have a freebie offer for your audience, let the influencers know about it so they can promote it too.
* Run Ads Via Social Media and Google – Don’t forget that you can speed everything up with targeted paid ads. Before you do that, consider hiring someone to help you ensure your targeting is working, as well as your landing pages and freebie are optimized for your audience.
* Ask People Who Are Downloading to Share – Set up your download page to make it easy for your audience who downloads the freebie to share the opportunity with their friends.
Driving traffic to your landing pages is an essential element in marketing online. You can use a variety of methods to get more eyes on each page you create but don’t ever waste money just sending people to your home page. Use the time and money you have budgeted for marketing to send your visitors to specialized pages because you’ll build your list faster.
As you work on creating your lead magnets and landing pages to build your list and get your first or next 1000 subscribers, let’s think about why you need landing pages and look at what the research suggests about landing pages.
A landing page is simply a page on your site that is very precise and directed toward a specific purpose. It’s a stand-alone page that you make just for marketing and advertising one thing. When your visitor lands on this page, they will be able to educate themselves on the offer without distractions and convert into a lead through the sign-up form.
According to Hubspot.com, the more landing pages you have on your website, the more traffic you’ll receive and the more conversions you’ll get. In fact, studies show that websites with more than 40 landing pages will increase their conversions by over 500 percent.
Ensure that you follow the rules of landing pages to ensure they really do convert. Optimize the landing pages you create for SEO, sound design, effective CTAS, and of course, make sure the landing page copy speaks directly to the audience member you want to convert, focusing on the benefits to them your offer gives them.
For example, create a new landing page for each traffic source you want to attract, even if it’s the same freebie. You want each visitor to your landing page to feel unique and important to you, so the people who come to get your freebie from a guest blog post see information important to them compared to the people who visit from your email list. If you segment the landing pages and write the copy for your audience of one, based on where they’re coming from and where they are in their buying journey, you’ll be more successful converting your visitors to leads.
To be successful, create at least one landing page for each segment you want to download your freebie and follow the rules for a well-made and highly converting landing page.
* Focus on your Unique Selling Point – What makes you different? * Use Compelling Images and Video – Use directional images that relate to your audience. * Tell Them What’s In It for Them – Benefits over features. * Develop Effective Calls to Action – Practice writing CTAs and test them. * Include Social Proof – Who else likes it? Why you? * Optimize for SEO – Search engine optimization helps everyone. Learn all you can about on-page and off-page SEO.
When you do this, you will be very successful in converting people to your list. Remember, once you get them on your list, you need to keep them there by providing interesting and informative information every day.
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