Lead Magnet. Opt in. Free gift.
Let me tell you a story. When I joined my previous business Dotti Media in April 2014, we had a list of 45 people. Not bad for a business that previously built their list through networking events and a ‘sign up for my newsletter’ style of subscriber box on the website. A few months later my business partner and I launched our first mini e-course ‘7 Days to Ignite your Facebook Page’. We launched the course and had 56 people signed up in two months. In addition to that we were running workshops, speaking at networking events and working with clients. By the end of 2014 our list had grown to 192.
Our Instagram Cheat Sheet included a checklist, 27 post ideas and a posting schedule. We promoted it using Instagram, our website and using Facebook Ads. When we launched our course in July 2015 we had 577 people that were interested in using Instagram for their business and who knew who we were.
So where do you start?
You may have heard the online marketing saying ‘the money is in your list’. Your fans and followers on social media are subject to regular algorithm changes depending on the platform, however when someone has signed up to your email list, you’ve now got their email address. This is a direct line of communication with them and no one can take it away from you. It’s then your job to turn them into customers and clients.
What should your lead magnet be?
Good lead magnets
- Solve a problem for people
- Are easy to understand
- Are used as a way of starting a conversation with people that you can continue in regular email updates
- Offer a quick win
Bad lead magnets
- Pose more questions than answers
- Make more problems for people
- Don’t change the state or knowledge of someone
- Are hard to read or print due to over the top formatting
Where can you find ideas for your lead magnet?
- Customer interaction – what questions do your customers always seem to ask you
- Facebook Groups – read through what questions people are asking to do with your industry
- Amazon book reviews – read the reviews for books in your industry, what have people said they wanted to know more about that wasn’t covered
- Influencer Facebook/Instagram pages – what are people always asking ‘leaders in your field’
Once you have an idea, simplify it.
Remember the key elements of a lead magnet are
- Solve a specific problem for a specific audience
- Easy to understand
- A quick win
- Making less work for your potential customers (not more)
What format should your lead magnet be?
Simple ways to deliver a lead magnet include
- Free short ebook
- Video series
- Mini-course or training
- Free trial
- A discount*
*Discounts work well for product based businesses
There are a ton of other lead magnet ideas out there, however it’s best to go with a format of lead magnet that people know and are used to. You don’t have to reinvent the wheel. Your goal with a lead magnet is to make it attractive enough for someone to take action, enter their email address and for you to deliver on your promise.
Once you’ve created you lead magnet, what do you do with it?
- At the bottom of blog posts
- On your About page
- On your Contact page
- On your Facebook Page
- As the link in your Instagram bio