Growing a strong email list is all about turning clicks into leads, so that you can mail to them and drive revenue into your business.
There’s a trick there though…
You have to give your visitors something of value that’ll get them to fill their email address into your optin box!
Let’s face it, the Internet is a big place and almost every topic known to man is beaten to death in various blogs, forum posts and news outlets. What makes your lead magnet so special that they can only get it from you?
That’s what we’re going to talk about in today’s article… And the first thing we need to cover is what constitutes a good lead magnet.
Now, if you missed the last two parts of this series, we covered both email marketing services and landing pages so far… After this post, we’ll be getting into autoresponders, affiliate marketing, email frequency and a ton of other stuff!
There are lots of ways to get started, including some awesome list building plugins, but the first thing we need to figure out is what we’re going to give away in exchange for a prospect’s email address!
Why Your Lead Magnet Title Matters
The first thing we need to get out in the open is that most lead magnets suck. The reason you can’t get more than 15% conversions on landing pages doesn’t have anything to do with the page itself…
It’s your lead magnet!
Anyone can write a report titled “7 Ways To Double Your Revenue,” or “8 Conversion Hacks For Your Website.” Take 5 minutes and cruise around online and you’ll be surprised how many similar titles you’ll find.
The key is to be specific – to let a prospect know exactly what they’re downloading – and make sure that the material is unique enough that the only way for them to consume it is to actually go through the lead magnet!
Because let’s face it… If your lead doesn’t at least look at your stuff, they sure won’t be on your list for very long! How many times have you downloaded something and never opened it up?
My point exactly :0)
So, rather than totally start from scratch, let’s just see if we can give the first title, “7 Ways To Double Your Revenue,” a makeover…
- 7 Secret Persuasion Tricks To Increase Webinar Conversion
- 7 WordPress Plugins That Increase Visitor Engagement (Without Them Even Realizing It!)
- 7 Passive Ad Networks That'll Increase Website Revenue In The Next 15 Minutes
- 7 Email Templates To Re-Engage The Email Subscribers Who Have Already Written You Off...
See how that works?
Be specific. Deliver value. Get the lead.
Now, you’re smart so I’m sure you’ve already picked this up…
What does a super specific lead magnet title let you do on the thank you page?!
Add an upsell!
That’s right… If someone just downloaded a report titled, “7 Secret Persuasion Tricks To Increase Webinar Conversion,” what do you think they’re interested in?
Which means, you can sell webinar courses, done for your services, coaching, and anything in between…
Welcome to the magic of creating sales funnels.
Now, let’s get back to lead magnets… There are 7 different types of lead magnets that we use, with a very strong preference to #1 and #5…
7 Types Of Lead Magnets
If you want to profit from your email list, you need to get the lead… There’s no better way to do that than to start solving problems for your prospects and packaging the solution up into something that folks will opt-in for…
Once you start getting leads, then you can start having Scriptly write your emails for you!
1) Report or Guide
The ‘report’ is the standard lead magnet for good reason – it works! In fact, we’ve found that oftentimes a report or a guide will get cheaper, higher quality leads than a video ever will.
Things to watch when it comes to PDF downloads are:
- You MUST, MUST, MUST deliver value.
- Your reader should have the ability to DO something contained in the report that will give them gratification of some kind.
- There should be at least a little bit of bonding that takes place in the report, so your new lead gets to learn a little more about you!
- A good length for a free report is 8 to 12 pages, normal spacing and typefaces.
- Most important of all - it needs to focus on ONE specific, clearly identified problem!
- And... Make sure it contains some kind of call to action at the end of it!
With reports, the more clearly you state the benefit, the better your conversions and lead costs will be.
2) Cheat Sheet or Process Map
I love process maps, because they cut through a lot of BS real quick. More to the point – your prospects will love process maps even more!
In a lot of instances, the sequence of events is what trips people up when they’re trying to accomplish a certain task, be it setting up a website or editing a perfect black and white photo.
By outlining a complicated process and breaking it down into small, easily understandable chunks you’re doing your folks an incredible service. They’ll know that you:
- Have the 'process' down to a science (increasing trust...)
- Are able to perform that process for them or teach them how to do it themselves
Both of those outcomes lead to more sales for you, in a very short amount of time!
Software was what I was meant to do with my life, and I’m just now finding that out.
One of our software applications is TimeSlots, a sales call scheduling software… It has a 14-day free trial. I don’t need to tell you how awesome that is for getting us leads!
The beauty of software is that it’s core function is to solve a problem for users, instantly. Plus, there’s an immediate gratification element to it that can’t be matched.
The best way to turn your software into a lead magnet is to have a ‘Free Trial’ set up. They get full access to all of the features of your software, and after 7 days or 14 days they need to join to keep using it.
Much like ‘Process Maps,’ checklists are awesome tools for describing a set of actions that someone needs to take to accomplish a task correctly, without actually giving them the tools and the training to do it…
The 2X checklist is what we gave away on some of our live webinars.
(After all, we do want to convert them to a sale at some point, right?)
With a well thought out checklist, you can demonstrate that you know the material inside and out, and also point out things that your prospect might be missing!
This is great for getting them to raise their hand and say that they need your help!
One of the ways that a lot of marketers try to get leads is to give access to a ‘free video.’ From experience, I can tell you that sometimes it works… And sometimes it doesn’t.
If you’re demonstrating something that’s highly visual, like training a dog, swinging a golf club, adjusting a camera for the best portrait, or building something out of 2×4’s, then video is a good medium to share that content.
If you’re doing something that’s NOT visual, like talking about marketing strategy, explaining the big benefit of life coaching, or teaching someone how to ward away panic attacks – a video lead magnet is a bad way to go.
The point of video is to move them along in the sales process, and it’s almost impossible to do if the video isn’t engaging. You’re far better served to choose some kind of PDF download that you can give away…
I’m a big fan of point and click tutorials for teaching like we have in Lead Fire – and they make excellent lead magnets.
In fact, I can’t tell you how many people have emailed me saying the printed them out and rely on them every time they need to set up a new campaign or a new website.
As further evidence of this, one of the biggest tutorial sites online is Envato Network’s TutsPlus. For years, they’ve put together incredible tutorial sites, and now they’ve got so much content that they’ve put a big ecourse kind of wrapper around it, making it a HUGE challenger in the digital course space!
7) Quiz or Survey
And finally, quizzes and surveys.
What’s funny is that quizzes and surveys have been around forever, and marketers are just now touting them as the ‘best way to engage users’ because you can get feedback from your readers a bit differently.
Years ago, we called this list segmentation… When someone fills out a survey and selects (A) as their choice, they get put into one autoresponder. If they select (B), they get put in another autoresponder.
That’s the crux though… When you use a survey as a lead magnet, your lead conversion will most likely drop… But your engagement will be a lot higher, meaning you’ll have better quality leads!
It’s worth testing. I’ve seen campaigns that use surveys so effectively that it doubles optin rates. I’ve also seen campaigns where conversions were below 10% (which is dismal!) It’s all in how you set them up!
(NOTE: Once you get your lead magnet set up, the next step is to add one of these Lead Magnet Plugins to your site to start converting traffic to leads!)
After You Get The Lead…
After you get the lead, what do you do? Do you sell them something? Do you give them a bunch of free content and build a relationship with them?
The best answer – both!
Inside Scriptly, we have 26+ email templates that’ll move prospects from just getting to know you to buying your stuff as soon as you send out an email. It’s all copy and paste. Click here to watch the video >>