Many business owners and entrepreneurs are focused on building their lists. (Aren’t we all?!) Growing email lists is the holy grail of online marketing.
One effective way to grow your email list is by creating a lead magnet.
But What is a Lead Magnet Anyway?
You’ve probably heard the term, but do you really know what it means and how to use the lead magnet once you’ve created it?
A lead magnet is free valuable content you give to your target audience in exchange for their email.
It is important to note that the actual form where people write their email address is not your lead magnet.
Your ethical bribe targets a problem that a specific audience needs solved with insights they can quickly implement.
There are many types of “free gifts” or “irresistible bribes” you can offer including, but not limited to, checklists, cheatsheets, discounts, eBooks, free consultations, reports, resource guides, short online video training, swipe files (aka templates), etc.
No matter what kind of opt-in incentive you use for your freemium content, you need a strategy to determine the best way to get it into the hand of your potential customers.
Before you create your lead magnet or strategy to distribute it, pause to determine what type of lead magnet might attract your target audience. You want to make sure you create something they are to certain to find useful. If it doesn't attract them - it won't work.
Once you’ve created the opt-in, you can promote your lead magnet in a wide variety of ways. Let’s look at some options to consider for both your website and your social channels.
Promoting On Your Website
Since your website is your own personal platform that you control, you want to use it to promote your “free gift” as much as possible. You can place your lead magnet:
Promoting On Your Social Outlets
You can also promote your “freemium” through your social channels.
But keep in mind that social media outlets should be used as a mechanism to drive traffic to your landing pages and website. They should not be used as your primary platform.
Why? Because social media platforms are always changing the rules for how they operate.
You could invest a lot of money and time working within one-or-two of your social channels, only to have the platform change operations and lose all the hard work you’ve done. (Think about what Facebook recently did.)
Here are some ways to promote your "ethical bribe" through your social channels:
Don't Focus On Advertising While Growing Your List
Notice that I didn’t mention spending money on social advertising to promote your lead magnet. This was not an oversight. I left it out on purpose.
Promoting your lead magnet to grow your list requires strategy, time, and A/B testing. And your lead magnet should be just ONE part of your overall marketing strategy.
Paid advertisements can work once you’ve developed a strategic plan for something like a full-blown product launch.
So how can you make a lead magnet work for you to grow your list? Work with your marketing person to methodically plan out the best opt-in content for your audience, create it, then strategically place it in the places previously mentioned.
Over time you are certain to see your list grow, provided your free lead magnet solves a problem for your target market.
This morning I opened the dishwasher to unload it before heading to the office. As I started to take the “clean” dishes out, I noticed something. They were all wet like clean dishes, but they didn’t look or smell clean. Something was definitely off.
Upon closer examination, I noticed that the dishwashing detergent tray never opened during the cycle. A quick analysis found me opening the detergent tray and starting the dishwasher over again to get the dishes clean.
This real-life situation made me think about copywriting. How many times do we write emails, website copy, infographics, blogs, or social posts that fall flat? The words we write don’t connect with our audience or evoke the response we are looking to achieve.
(This also reminds me of the scene in Rush Hour where Chris Tucker thinks Jackie Chan doesn’t speak English.)
Now it is true that one size does not fit all. Because we are all wired differently, what resonates with one reader may not strike a chord with someone else.
Just like the dishwasher analysis, sometimes you need to analyze your copy to determine if you’re reaching your goals. Or maybe like Chris Tucker, you need to understand your audience so you can speak the same language.
Here are some questions to kickstart your copywriting analysis:
At the end of the day, you need to use a marketing and copywriting approach that works for you. If what you’re doing is working, stick with it.
If your situation is similar to the dishwasher scenario, you may be setting everything up for success, but you’re not getting the results you wanted.
Long-term marketing success comes by consistently creating and delivering content (emails, website copy, infographics, blogs, or social posts) that benefits your readers.
So how can you help your readers find value in the words you write?
Believe it or not, there are formulas you can use to make sure that your words connect with your audience. I’ve learned these tips by continually studying master copywriters, and even working with them.
Here are a few things to consider when you write:
If you’ve read this far, you could be a loyal reader who likes to read what I have to share. Or perhaps you’re someone who is having a hard time creating content to reach your goals.
Whatever brought you here, please consider me as a resource to help guide you in your journey to connect with your audience.
If you’d like to learn more about the latter points, I’m sure to write about them in upcoming posts.
Do you need help now, and don’t want to wait for future posts? I love helping people succeed. I can walk you through how to do it, coach you to success, or do it for you. Schedule a 30-minute call with me today.
Are you using your website to showcase the success of your customers? If you answered no, then you are missing an easy sales and marketing opportunity.
Today, more than four billion* people around the globe use the Internet. And most of those people use online search capabilities to quickly find solutions for whatever business problem they might be experiencing.
Since the vast majority of your customers use technology, your prospects are on the Internet actively searching for what you offer. This means that any B2B company with a product or service can use the power of online marketing to showcase what they sell.
Think about it for a minute: No matter what you offer, your customers are online searching for you right now, even as you read this. Are your prospects:
Today’s technology age allows anyone to quickly Google a list of companies that offer solutions to their problems.
So let me ask you: When your prospects click on the link to your website, does your site convince them that you can help them?
There are many ways to help your prospects see that they need what you offer without tooting your own horn.
Providing testimonials, case studies, and customer success stories can give you a competitive edge that others aren't using. Need proof? Forrester research data shows that only 34 percent of salespeople consistently use success stories.
When you use customer success stories, you're focusing on significant business problems that showcase the benefits your solution provides. Since the spotlight is on real issues, the story feels genuine and authentic. In turn, this evokes emotion and causes people to take action.
You don’t have to look far to create compelling case studies. Conversations with your existing customers can quickly provide you a goldmine of information that connects with prospects.
Showcasing the stories of your customers can result in:
Success stories use hard data from actual customers to showcase your value to your target audience. Case studies are powerful, compelling tools that sales and marketing can use to turn prospects into customers.
Even if you haven’t tracked the before and after metrics of your customer’s journey, you can still capture the core elements to write a story that converts. The basic format looks at the customer’s background, the solutions they sought, and the results they experienced by working with your company. While numbers show quantifiable ROI, you can still showcase key highlights your customer’s story.
If you invest the time to collect customer information and create case studies, you can use them to elevate your marketing. Success stories can attract more clients when you use them for sales collateral, blog articles, social proof, website copy, lead generation, press releases, webinars, and so much more. The opportunities to showcase this content are endless.
Don’t miss out on building your credibility and selling more. Let your customer stories do the work for you.
If you don’t have the staff, resources or time to collect customer success stories, hire a marketing consultant--like me—to do the legwork for you. From coordinating the interviews to writing the case studies—I can help you use success stories to elevate your sales and marketing.
Let's schedule a conversation today!
In today’s online society, companies of all sizes use webinars to educate, inform, instruct and sell. These online seminars or meetings are typically live and used by sales and marketing teams. Recordings of the sessions offer reusable content with many marketing options. A quick online can quickly reveal free and paid webinars about virtually any type of content.
Some presenters do require registrants to pay for webinars. While it is possible to monetize your sessions, it might prove to be a daunting task to get people to put skin in the game; especially when you’re just starting to market yourself, your product or your brand. Like most things in life, people expect more in return when they have to pay.
If you’re just beginning to evaluate whether or not to add webinars to your marketing regime, you’ll want to start by getting a handle on the ins and outs of hosting free webinars. Use the time to build your brand and determine what your audience needs and wants.
As part of my quest to give back, I participate in Rotary Readers where I read stories to kindergartners every week at a local inner city school. With this group of children, I’ve found myself drawn to one little guy named Kinley. I think this is because he is always happy and has a natural excitement and enthusiasm for life. (Candidly, Kinley reminds me of my youngest fur-son, Paisley, but that’s another entirely different story.)
Recently we read a Dr. Seuss book about a moose with a growing group of guests taking residence in his antlers. At one point in the story, I asked the children how many guests were currently riding in the moose horns. (Repeating this from before, the children knew they should count the number of guests in Mr. Moose’s antlers.) Kinley did not disappoint as he enthusiastically raised his hand.
“Kinley, how many guests are now in Mr. Moose’s antlers,” I asked. “All of them,” Kinley emphatically replied.
While Kinley’s response was cute and funny, it made me realize that I should have been more specific with my question. He may have answered differently had I asked, “How many guests do you count in Mr. Moose’s antlers?”
This exchange made me reflect on the need for clarity in business communications.
When you write about your business, you need to offer the same clarification. Words can be powerful, but you need to use the right ones. You also need to ask clarifying questions to make sure your customers and prospects understand what you’re saying.
So how do you do determine the right words to convey what your business does and why someone needs it? Here are a few tips for consideration: