To follow-up from last week’s article on Marketing Automation, this week we’re going to take a closer look at your opt-in offer or lead magnet. It’s what draws your new subscribers in, making it an important part of your list building funnel.
Your lead magnet is the first piece of the puzzle. It is the “thing” you are giving away as a thank you when people join your list. It’s the carrot you dangle in front of them and how you invite them into your inner circle.
It’s a good idea to change the lead magnet from time to time, and even more importantly, to make sure it’s something of value AND interest to your readers. That’s why it’s always best to start with your target audience in mind.
You don’t want to appeal to the largest audience. Instead, you want to attract the right people who will love your products. You want your list to be made up of future customers. Do you know who those people are? If not, now is a great time to become crystal clear on this point.
Once you know who your ideal customer is, think about where they are at right now. I’m not talking about location here. Think about where they are in life, pertaining to what you have to offer and where they want to go. For example, you could build an audience of parents of toddlers who are just starting to potty train. Their goal is, of course, to get the kid out of diapers for good and for some, this may be a challenge. Think about what some of the early questions these people ask themselves or what problems they face. In this example, they may be wondering when the right time would be to start potty training and what signs to look for telling them their child is ready.
Spend a little time today to brainstorm ideas for questions and solutions around this whole concept for your own target audience. Along the way, think about how your existing lead magnet fits into the picture. Is it a good fit? If not, now may be time to come up with something new.
Think about format as well. Is a short downloadable PDF report or eBook going to be attractive to your market? Or would they prefer a video course, eCourse or interactive quiz? Look at what your competition or others who target the same audience are doing and consider going along a similar route.
In the end, don’t be afraid to create multiple new lead magnets and test them out to see which one performs best for you. It will be time well spent when you find the opt-in offer that explodes your list
For expert advice on sales funnels and marketing automation call Bob at 604.270.1730 or send an email to firstname.lastname@example.org and let me know how I can help you.