Welcome to Episode 62 of Make it Happen Monday!
Content creation is great, and it’s the lifeblood of businesses online. But you don’t just want people to simply consume your content and leave!
When these people come and visit your content, you want them to sign up to an email list so you can nurture and build that relationship via email.
Yes, email is still very much alive!
I know there is social media, and that speaking to people in a live, dynamic setting is becoming extremely popular, but email is still incredibly effective.
Now, unless you’re incredibly famous, simply sticking up an opt in form on your site will not work.
You need to give tremendous value to someone in order to entice them into leaving you their email address. In other words, a valuable list building lead magnet!
However, in some niches, it can be difficult to come up with ideas of what to give as a free gift to potential customers.
In this week’s Make It Happen Monday, I’m sharing with you how to create a list building lead magnet that will have high perceived value by your customers, and will entice them into leaving you their details.
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Watch Episode 62 Here
Read Episode 62 Here
In today’s episode I want to talk about how to create your list building lead magnet
What is a list building lead magnet?
Once you have defined your target market, you’ll know who your customers are, you’ll know what kind of problems they have, and you’ll know you can solve those problems with your products and services.
You’ll have a little bit of an idea of how you can help these people with your content, whether that is through blog posts, videos, podcasts, whatever it is you use to get your message out there.
When these people come and consume your content, you want them to sign up to an email list so you can nurture and build that relationship via email.
Yes, email is still very much alive!
I know there is social media, and that speaking to people in a live, dynamic setting is becoming extremely popular, but email is still incredibly effective. Don’t put it to bed just yet!
Tremendous value upfront
If you are incredibly famous, if you have written books, you’re a celebrity, and everyone knows who you are, you can just stick up an opt in form saying ‘hey join my list and I’ll give you some great information’. Loads of people will sign up.
If, however, you are a small business, you are still growing, and nobody knows who you really are, this won’t work.
You need to give tremendous value to someone in order to entice them into leaving you their email address.
In the online marketing type world, you are going to get a higher conversion rate than, say in an accountancy business, where people aren’t quite used to leaving their name and email address in order to get information.
But it works in all industries.
So how do you come up with an idea for a lead magnet?
What do you give away for free? I get a lot of people ask me this. For example, say someone sells paintings. What can this person give away for free? They can’t give away paintings!
The trick to a great lead magnet is producing something that is digital and instant, and it does not require your time. You need something that is automated.
You need something that you can scale up, so you can put out adverts and generate leads of 100, 1000, or even 10000 a day if you wanted, and yet you don’t have to put in any extra work.
If you’re watching this video and thinking, ‘Oh I’ll do some consultations’, that’s not scalable!
That’s your time, and you need to charge for your time!
Instead, you want something that someone can download and it doesn’t take up any more of your time. You do the work once and then you carry on generating and building your leads and your list with that same piece of content.
Examples of list building lead magnets
It’s easy in online marketing. If you know about Facebook ads, you could do a guide to Facebook ads. If you’re awesome on Instagram, you can do a guide to great images etc.
Outside of online marketing, it can feel more difficult. Let’s start with the previous example of someone selling paintings or selling art.
What on earth can you give away in order for you to build an email list and nurture those relationships?
Well, perhaps you could give away a digitized version of 10 amazing paintings, images that can be used as laptop screensavers?
Or what about a guide to art? A guide to knowing what you are looking at when looking at art? Or perhaps a guide to painting your first portrait, landscape etc
Think about the types of things that your audience are going to be interested in to help you create your free gift.
Another example is an idea I had for this marina next door to the marina I live in. They’re main business is in trying to attract boat owners to moor their boats, as well as rent out or sell their apartments.
They don’t have any lead magnets on their blog. I was talking to the marketing manager there recently, and I suggested he create a ‘Top 10 Mooring Spots In The World’ guide.
Phuket, by the way, is genuinely one of those spots. He can then put in his details, fees etc.
You could be a hairdresser with a new shampoo line that you want to sell online. You might do a guide to hair care, or a guide to different hairstyles.
A great recent example is an idea I had from someone who recently contacted me via email. As some of you know, I have an eCommerce site. This guy emailed me and, on the strength of this one email, sold me his consultancy services.
His email really answered the specific problems and pain points I was having with my site – conversion. How do I get people, once they’ve visited my site, to convert into a sale?
He gave me 3 things I could do right now to convert my visitors into sales.
What a great lead magnet that could be! “3 proven strategies that you can put in place today that will increase the conversion rates on your eCommerce store.”
Whatever you believe your customers are going to be interested in, or whatever challenges they are having, think of how to create a lead magnet that solves those problems.
There are so many different things you can come up with, but the key is to make it as specific as possible.
Specificity sells. This is how effective a targeted and specific lead magnet can be when it answers and solves your customer’s problems.
Your challenge this week, should you choose to accept it, is…..
Create a lead magnet that solves your customer’s problems:
1) What are the biggest problems your customers have?
Make a list of these questions
2) How can you solve these problems for free?
How can you give them something that will give them results right now so they will leave you their name and email address in order to download this free gift?
3) Put together a list building lead magnet that solves these problems
Below this video, I have placed a link to a blog post I wrote a while back that has a little video that shows you how to create an eBook or PDF lead magnet and then upload it so it can be delivered to your customers.
What else can I do?
See the comments below? Have you got an idea for a lead magnet? Tell me what it is! Or, if you feel like you can’t come up with anything, come and tell me. I’m more than happy to brainstorm with you and come up with some ideas.
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Have an amazing week, live life on purpose and Make It Happen.
Thanks for watching.