Even though you would, of course, like every person that visits your website to subscribe to your email list, the truth is that if you simply have a “subscribe to my email list” button on your site and nothing else, you aren’t going to get many subscriptions. People just aren’t wired that way.
So the question becomes how? How do you get visitors to opt into your email list so you can build your brand awareness and grow your business? It’s simple. You bribe them.
Of course, we’re kidding. At least a little bit. There is some truth to this though. In order to attract visitors to want to sign up for your subscription list, you have to offer them something compelling that they deem valuable and want. They want it so bad, in fact, that they are willing to give you their contact information to get it.
This is what is referred to as a lead magnet. There are some tricks to creating lead magnets that convert, so today we want to discuss some tips and tricks you can focus on to create compelling lead magnets that will help you grow your email subscription list and grow your company.
Understand The Needs Of Your Ideal Clients
One reason that many lead magnets fail is that they are offering something to your website visitors that they simply aren’t interested in. Before you start planning what your lead magnet is going to be, you have to firmly have your buyer personas thought out. These are going to be the road map for the types of lead magnets you put on your website.
When you create a lead magnet on a topic your target audience deeply wants to learn about, you’ll have a much higher chance of converting them.
So how do you build client personas? One way to do that is to engage your current customers, ask them questions and get feedback to help you fill in these blanks.
Here are a few techniques you can use to do this:
These are great because they allow you to easily summarize and analyze answers from your audience. At the same time, it’s easier to convince someone to fill out a survey than to jump on a call with you.
Of course, it’s good to give them some kind of incentive for filling out the survey. This will further motivate your audience to give you their answers. For example, you could offer a free webinar in which you can teach them how to overcome their current obstacles and reach their goals.
This method will allow you to dig deeper into answers from your audience and identify the secret reasons behind each answer. It’s harder to get people on a call, but it’s totally worth it.
Offer them bigger incentives if they decide to do so – free consultation, training etc. Try to target whatever they will find valuable.
Be sure to take notes during your interviews so you can go back and review them when building your personas.
Detailed keyword research is essential to understand what people want to find and learn.
Beyond simply using Google Keyword Planner’s keyword tool, you can expand on this with other tools such as SEMrush.
Also, don’t forget to also check out Google’s search console data to find out which keywords you’re already ranking for and getting traffic from.
The Best Types Of Lead Magnets For Conversion
So now that you have an idea of what your ideal clients would deem valuable, it’s time to get to work. But how do you pick the right type of lead magnet?
There are many types of lead magnets. Here are a few you should consider.
These are usually in PDF format. The purpose of these guides is to teach your audience how to deal with a specific project or goal they have. This is surely something they will be interested in.
The key to a successful downloadable guide lead magnet is making sure the title of your lead magnet is hyper-specific. For instance, “How to get 100,000 blog subscribers in 30 days”. That is a very specific goal with a specific outcome.
Cheatsheets are short guides (generally 1-2 pages) that detail actionable steps that guide your prospects on how they can reach a specific outcome. They are really short and to-the-point, which makes them desirable and easy for your audience to consume.
Usually, cheat sheets are offered as a content upgrade. They make a perfect CTA for blog posts on your website.
This lead magnet is a bit different because you are not offering free content. Instead, it is an actual tool people can use to solve their problems. You can offer any kind of free tool to your audience in exchange for contact information.
For instance, offer a content calendar template, or a keyword planning spreadsheet. The work isn’t done for them, but these toolkits give your prospects a great start to achieving the goal they have.
Video trainings are fantastic CTA’s because video is becoming more and more popular every day. Not only that, it’s a great way to establish yourself as a thought leader in your space.
You can offer a short training video to your audience in exchange for their email address. They are going to want to learn what you are offering, to solve their problem, so giving up their email address is something they’ll be more than willing to do.
What To Include In Your Lead Magnet
It’s important to remember a few key factors with your lead magnets to ensure you are getting as much conversion as possible.
First of all, you want the magnet to be short and consumable. You have to remember that most of your website visitors are cold leads, so you can’t offer something that requires a ton of buy-in. For instance, if your CTA is a video training, don’t make it a 7-day course. That is too much. Perhaps focus on a single, 30-minute training.
You also want to make sure your audience finds your offering valuable. Remember the research you did on your customers? Use the data you gathered as a road map. The more relevant your CTA is to your visitor’s needs, the more likely they are to opt-in.
Lastly, you want to make sure your CTA is value-added. Too many brands disguise a sales message as a CTA and this does not work. In fact, it will likely turn off your visitor and cause them to never come back to your website.
Your CTA needs to provide lots of value to your visitor with no expectation of anything else in return. They already gave you their contact information, and that was the agreed-upon barrier of entry to get the information. It is the job of your follow up email marketing to move that visitor through your sales funnel and turn them into a customer. Not the initial CTA they subscribe to.
But Wait, There’s More…
So now you know how to figure out what your visitors will deem valuable, what different types of lead magnets convert the best, and what to include in your lead magnet. This is a great start, but there is more involved in creating a killer lead magnet that will convert.
In our next article, we’ll discuss how to create a lead magnet, and how to optimize your lead magnet for optimum conversion.