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.