Welcome to day one of the Lead Magnet Challenge!
Today we are going to dive right into lead magnets and how to use them as part a bigger (and smarter) blogging strategy.
Lead magnets are bribes, I give a reader something (like an awesome free challenge on lead magnets, teehee) and they give me their email address.
We want this email address because it gives us direct access to cultivate a relationship with our reader and also allows us to make direct offers on our latest paid offer.
There is a balance to this relationship, it has to be nurtured with useful info and targeted to the potential buyer.
Now pretty much EVERYONE is giving away something and most of them are doing it wrong. I’m going to cover some of these catastrophic mistakes on the last day (don’t miss that) but today I want to share the biggest hole in the lead magnet funnel, a lack of coherent strategy.
This Is How Most People Do Lead Magnets
Blogger offers random lead magnet.
Blogger fails to provide value.
Reader receives mediocre lead magnet that is neither memorable, nor useful, and is quickly forgotten.
Reader decides to keep looking elsewhere for what they need, painful breakup ensues.
Blogger is spending money to build a list of people who will never buy anything. #expensivefail
Blogger quits blogging and decides to forget they ever had a dream of being a successful blogger
No one is ever allowed to bring up painful memories of blogging EVER. (cue awkward holiday dinners)
This Is How Smart Bloggers Should Design Their Strategy
These are the 6 Critical Steps to Your BEST Lead Magnet Strategy. I cover these steps in greater detail in the PDF guide, so make you download the guide and review it.
Following this outline may take more work but it will set you up for success!
Step #1: Determine your (eventual) paid product first. Remember,you don’t need to actually build your paid product yet, but you do need to know WHAT you will be offering to your prospects and HOW you will deliver that offer (group coaching, a masterclass, a paid webinar, a live training, a course, etc.).
This is a critical first step because it allows you to focus on building a list of future buyers. We cover this in more detail tomorrow.
Step #2: Make sure your website is setup to convert. Your lead magnet is usually the first impression people have of you so you MUST be strategic with your website. Make sure your site is easy to navigate, is clean and uncluttered, looks good, has working links, has embedded analytics/pixels/tracking, clearly communicates HOW your can help your potential buyer, and prominently showcases your BEST lead magnet.
There is nothing worse than going to all the trouble of getting people back to your site just to have them abandon you because your site is a confusing mess. You deserve a site worthy of your brand.
Step #3: Choose a Lead magnet that connect buyers to your product/offer. Your lead magnet should be designed to attract buyers. You do not want to spend months building a list of readers who will never buy, you want BUYERS. And the way you get buyers is to use your content and lead magnet(s) as a bridge between buyers who need your solution and your paid offer. We cover this day three!
Step #4: Create a stellar lead Magnet. It should go without saying but your lead magnet needs to be both useful and beautiful. If it’s not useful no one will take a second glance at you or your offer. if it’s not beautiful, few will even notice it in the first place.
That’s the harsh truth, we live in a world where every image is Instagram worthy and every blogger is offering a freebie. In order to stand out you have to deliver exceptional content AND make it gorgeous. We will cover this on day four!
Step #5: Getting Your Lead Magnet Seen. Your lead magnet needs a marketing strategy. Otherwise it may never get noticed. This strategy doesn’t have to be over complicated. There are dozens of ways to promote your content, and everyone has their unique strategy. From YouTube videos, to Pinterest to Facebook ads, even free Kindle E-Books.
Don’t believe the hype of ONLY one way to promote your content and list build. There are MANY successful paths to the same destination.
I recommend you start by choosing up to 3 platforms where your target buyers spend their time, and focus on building your presence there. We cover this advanced topic on day five!
Step #6: Problem solve your strategy and ADAPT. Most bloggers would stop at showing you how to create a lead magnet, but it’s important to understand that most lead magnets will need to be tweaked before they succeed.
Maybe a new title, a better graphic, or in some cases a total revamp.
Don’t forget that tracking HOW your readers react to your content, and then adjusting your strategy accordingly is part of the plan. We cover this advanced topic on day five!
Today’s Take Home Message: No Matter What You’ve Been Told, Strategy Is King.
I know you’ve heard the cliche, “content is king”.
Great content is indeed critical to your success. And that content can take many forms, videos, webinars, guest posts, guest podcasts, graphics, quizzes, challenges, free courses, paid courses, etc., but without a targeted STRATEGY your content will NOT serve you.
That’s why we need to stop and strategize BEFORE putting time and resources into a lead magnets or any other content.
Go back to step #1 and decide how top bridge the gap between your target buyer and your product.
If you are selling a product about getting your baby to sleep through the night but are busy offering a lead magnet on how to spend less money at the grocery store you will probably never make a sale.
If you offer a masterclass about using Tailwind to grow your Pinterest account, don’t spend time on a lead magnet that teaches Instagram tactics.
If you offer a program on helping college students get out of debt, don’t write content about how to travel the world while you are in college.
Everything about your online business (the website name, the posts, the content, the lead magnets, everything…) should revolve around attracting your targeted BUYERS.
Not likes, not comments, not followers, not readers…but buyers.
Everything else (the shares, the followers, the readers, the comments) are nice, but nice doesn’t build a business. Sales do. Everything revolves around sales. Including your lead magnet.
Just for clarification, building a sales focused blog does NOT mean, being pushy, pitching your product day and night, or being sleazy in any way, but it does mean being helpful and creating content that focuses on a part of your target buyers problem.
Ask yourself this, what are my target buyers searching for? Then create content around that.
And do make sure your free content complements not competes with your eventual paid product. (this is another reason with starting with the paid product outline is critical, if you don’t have your paid product outlined then you run a high risk of stepping on the toes of that paid product with your free content.)
||TODAY’S CHALLENGE: So today’s challenge is to think about your strategy, what might you offer as a paid product and what types of content could help those buyers find you. No need for concrete ideas yet. Just grab a notebook and your favorite beverage and start brainstorming.||
Part.2: What You’ll Sell Online?
Part.4: The Creation Resources