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.
You’ve invested a lot of time creating solutions to make life easier for your target customers. The good news is you already have a handful of customers using your solutions. But you want to grow your business and capture your fair share of the market. Unfortunately, you're having a hard time connecting with customers.
It shouldn’t be that hard to have a conversation with others about your offer. Should it?
Every interaction you find yourself talking to prospects about the awesome products you’ve created. You even describe all the time your solutions can save people. But, you’ve discovered that sharing all the wonderful features and benefits gets you nowhere fast.
For some reason, people seem to go into the twilight zone with a glazed look in their eyes. Or if they are on the phone, you can tell that they stop listening to what you have to say.
Your pre-canned talk scripts and presentations are missing a few core elements to make you successful. Let’s review some essential truths that can help turn things around.
Four Essential Truths You Must Know
If you reflect back to the beginning of your company, you may recall that identifying your customers’ pain points helped create the products you offer in the first place.
These same issues can help you market and sell. Understanding what annoys, frustrates or hinders your customer gives you psychological ammunition that you can use to build your brand, create trust, and form relationships.
Once you are armed with this knowledge, you can start conversations that creatively focus on your customers’ problems. Since people like to talk about themselves, your conversation should create lots of dialogue.
By shining the spotlight on your prospects concerns, you’re creating a bridge that eventually leads to the solutions you provide. But it doesn’t happen overnight. This form of relationship marketing takes time to build - just like a friendship.
Think about the friends you trust. You connect with them because they get you. They understand what you struggle with and why. They empathize with you, and sometimes they even show you ways to do things that can ease your pain.
Now that you know the secret to connecting with customers and prospects, how can you do your homework to uncover these issues?
Three Tips for Uncovering Your Customers' Issues
Let's look at three tips to uncover the problems that keep your customers up at night:
No matter what you’re doing, it all starts with an engaging interaction that makes you relatable and memorable. When the time is right for them to solve their problem, I guarantee they’ll remember you.
Until that time, let me challenge you to find creative ways to address them in all aspects of marketing and sales.
Don't have enough time to do the research and create a plan? Let me help you uncover your customers' pain points. It all starts with a conversation. Email me today.
You can’t miss it. Everywhere you look, you see tragedies occurring around the nation. You turn on the news or go to social media, and it permeates everything.
As a business owner, what do you do during these times? Do you continue to send out email campaigns trying to create engagement that hopefully leads to a new customer? Or do you switch gears?
Do you stay the course, waving your productivity flag trying to conduct business as usual? Or do you show your human side?
Two Different Approaches
Over the past few weeks, I’ve seen two different ways brands try to connect. I’ve seen businesses who push forward and continue to fill the inbox of everyone on their email list. No matter what has been going on — these individuals have persevered in trying to make a sale.
I’ve also seen businesses that have paused to give people space to breathe, recover and embrace life and loved ones. They have taken time to reach out to others and offer a reassuring hand. They’ve given prospective customers time to deal with whatever tragedy is afoot.
Even though I no longer live in Texas, living through Hurricane Harvey was trying because I have so many friends living there that were potentially impacted by the storm. (Thankfully most were not impacted.)
Preparing for Hurricane Irma proved to be exhausting as it was projected to wipe out large portions of my home state of Florida. Family members and friends stood to lose their homes. Even our own home in Charleston was also in harm’s way.
Today life is somewhat back to normal in Charleston. We were impacted by Irma but not as greatly as others. As I sit at my desk getting back into the groove of things, I’m struck by the immense numbers of “sales” or “engagement” or “launch” emails that are cluttering my inbox.
It gives me pause and makes me want to reflect on the senders of the emails. It makes me wonder if they realize that they come across as disconnected and unfeeling. It makes me feel like they are fake and not genuine in their pursuit of my time and money.
A Few Extra Steps Can Help
I am certain they would have segmented their list to block their automated campaigns from storm-targeted zip codes or states had they possessed that information. But I realize that in today’s rapid email collection world, businesses typically only collect names and emails addresses. That said I really can’t blame the businesses for being insensitive when they send email blasts to their entire lists.
But what I can do is make a recommendation. We all possess the capability to collect data and use it wisely. That said going forward I recommend business owners of all sizes collect the state and/or zip code from people who opt-in.
Collecting additional demographic information gives you the ability to segment out populations that may be experiencing a tragedy. Doing so gives you the ability to genuinely engage with your audience. Instead of trying to sell something to those in tragic situations— you could consider sending a kind word. Your email campaigns, blog posts and outreach are ensured to catapult from fake to genuine.
Sure, gathering a bit more data creates a couple more steps in your collection and email sending process. But I guarantee you—being in tune with your audience in times of need ensures engagement that goes a lot further than selling something ever could go. If you do this, your brand or company is sure to be remembered for a long time in a positive way.
Want to create an engaging email campaign but don’t know how? Let’s connect and discuss your needs today.
Relationships are powerful. Connections with others can build up or tear down. How you interact with others can impact your business or personal life.
These thoughts run through my head, heart and mind everyday as I go through this journey called life. How can I can pour into others and connect with them? What can I do to be helpful and make an impact? What can I learn from others? How can I apply what I've learned? The questions are endless... and meaningful.
In keeping with this new theme of making powerful connections, I experienced something uplifting and powerful this morning. A friend of mine, who is part of my Copywriting Mastermind group, took the time to pick up the phone and speak words of encouragement over me. It only took her a moment to do that but it meant so much.
As a side note, she had just listened to my first attempt at recording a podcast and wanted to give me feedback. (Creating a podcast about pouring yourself into profitable connections is a professional goal I'm working on. My Copywriting Mastermind Group is part of that journey as they give me feedback and hold me accountable to achieving that goal.) But that's another story that is in development...
My point is this: Who in your life, both business and personally, needs to hear from you today? What five customers and/or prospects do you need to reach out to? Is there a colleague or personal friend that you could pour encouragement into? How can these interactions benefit them and/or you?
Take a moment to make a list of key people that you need to connect with and do just that. Think about ways to make each connection meaningful to the other person. Make it a daily habit. I promise you the results and rewards will be long lasting.
Want to read (and eventually listen) to more of my thoughts about pouring yourself into profitable connections? Subscribe to receive occasional updates from me.
Generating leads is a key to successful sales and marketing programs. When a prospect willingly provides you with their contact information, they are expressing an interest in what you have to offer. Leads can be converted into sales if you take the time to build a relationship with them.
In the past, leads were slowly collected through cold calling, networking and even (gasp) purchasing lists. The Internet has opened the door for lead generation to occur faster through virtual online connections.
So what is a surefire way to collect quality leads? I recommend webinars.
Webinars provide an easy way to generate a vibrant list of leads for your sales and marketing team. In fact, more than 60 percent of marketers use webinars as part of their strategy. (Source: Content Marketing Institute)
Using webinars to provide free content to people who want to learn more about a particular topic opens the door to connect with prospects around the globe. This interactive, engaging content establishes your brand as a thought leader and expert. Webinars also provide the opportunity to interact and build connections with your targeted audience.
So how do you use webinars to generate leads?
Provide Valuable Information. When someone signs up for your webinar, they are giving a strong indication that they are interested in the what you’re offering. It may begin with interest about the content of the webinar. But you can nurture a relationship with that lead over time when you consistently provide them valuable content that meets their needs and wants.