Lead Magnets that Actually Convert

The Best Way to get Qualified Leads

I’ve said previously that the most effective way to build your list is with a good lead magnet – or three.

A good lead magnet can generate thousands of leads per month for your business. Lead magnets, those ubiquitous free offers attached to a signup form for an email list, are a great opportunity to gain targeted leads. Creating a lead magnet is easy. But creating a lead magnet that gets you targeted leads is challenging. Here are some tips that will help you overcome those challenges to create dynamic lead magnets that get great results. But before we start, let’s lay some groundwork.

What is a lead magnet?

A lead magnet is any content that is given away to someone in exchange for his or her email address. Instead of purchasing an ebook, for example, they simply sign up for your email list and then receive a link to download the ebook free.

Know your customer.

All good marketing begins with knowing your customer. Do your research to be sure you have your customer avatar fleshed out. Who are you trying to attract? Where are they online? What do they read? What do they really truly want? What is the transformation they want? Google, YouTube, and Amazon are great research tools to get deep into the minds of your ideal customer.

Defining your target customer, the ideal person you’d like to have sign up for your email list will help you refine your content offer so that your lead magnet attracts not just plenty of leads, but well-qualified leads.

What creates conversion?

You must give customers a reason to provide you with their contact information. Most people today are so inundated with emails, newsletters and offer advertisements that the lead magnet must be truly stellar to get people to add one more email to their inbox. Simply inviting people to sign up for your list no longer generates the results it once did. You must give something of value in order to receive something of value — namely, a customer’s email address.

Nearly every website or business with an email list uses lead magnets to attract customers to their list. The question, however, isn’t whether lead magnets attract prospects, but are they the right prospects that are not only interested in your offer but also willing to spend money with you later on down the road.

The best-performing lead magnets add great value to the customer receiving them while satisfying a need or solving a problem for customers. These lead magnet appeals to the target audience because they provide a much-needed service, important information, and directions to solve a specific problem or some other piece of information that the customer craves.

Another attribute of the best lead magnets is that they are highly specific. They do not provide answers to all of a customer’s questions, but very specific questions. Instead of “Learning How to Be a Sought After Speaker” a much better lead magnet might be “The Introvert’s Guide to Becoming a Sought after Speaker,” The latter is specific enough that it will attract a very dedicated prospect who has the challenge of being an introvert. The more general your lead magnet, the less likely it will be to convert. You can’t be all things to all people!

How do you use a lead magnet?

Now, where do you actually offer these lead magnets on your site? Remember, you are creating a multi-use asset for your business, so make it available in as many locations online as you can.

  • Feature Box
  • Top of Sidebar
  • Within a blog post
  • The Footer Of Your Site
  • On Your About Page
  • The Banner across The Top Of Your Page
  • A Popup Box on your home page or blog
  • Create a landing page, or opt-in page as a stand-alone area to offer your lead magnet. I’m a big advocate of Leadpages for landing, opt-in and sales pages.

You may also want to take that same lead magnet and produce it in a variety of formats. Create a PDF, record it and create an audio file, do a video with the same information, conduct a Facebook Live. All can be used with the same purpose of collecting an email address.

5 Lead Magnets to get you started

Here are five ideas for lead magnets that are top converters and can be customized for your business Remember, the more value you can add to the lead magnet, the better the results should be. Make it a fairly quick read, with truly actionable material.

NOTE: Want more ideas? Lead magnets should be used at every stage of your prospect’s journey; from simple brand recognition all they through to becoming a customer Click here to download “50 lead magnets for every stage of the Prospect Journey”

  • The “cheat sheet.” Cheat sheets are short tips; lists or worksheets that help customers solve a specific problem. Because they are short, design counts, so you might want to hire a professional design to make your cheat sheet look spectacular. The specific problem-solving nature of the cheat sheet makes it very appealing alone or combined a related blog post, podcast or video post of more depth.

 

  • Free templates for anything are extremely popular and generate lots of leads. Make sure your template supports what you are selling and doesn’t supplant it. For example, if you offer social media consulting services, a free Facebook ad template or graphic generator for a Facebook profile page might be a good lead magnet. Templates can be in Word, Excel or any other common program and should be designed to appeal to the target audience.

 

  • Free training series. Videos, workbooks, a combination of these tools or free training delivered through daily emails make for a great lead magnet. This is especially true if you sell a similar training service and can put a dollar amount on the value of the training. Think about problems that require multiple steps for your customers to solve. These can make ideal step-by-step training products for your lead magnet.

 

  • Swipe files. A swipe file is a file set up to collect good examples of things that you like. For example, a swipe file of article headlines might include the 50 best headlines you’ve ever seen in an email campaign. Swipe files provide valuable ideas in a way that make them unique and useful.

 

  • Tool kits. Tool kits can be a little more complex to create, but because they are filled with resources, they can make excellent lead magnets. You may not need to start completely from scratch with a toolkit. You can use existing resources, blog posts and other content to complete your tool kit. Common tool kits include one or two ebooks and a worksheet, a video or a checklist.

Lead magnets continue to evolve, but one thing remains the same — they work. The greater the value you give your customers, the more they will trust you when they give you their email address to fill your pipeline with leads.

Want more ideas for creating Lead magnet for all stages of your prospects journey?  Click here.

 

Want more ideas for lead magnets to use throughout your business. Click here to download

How to Get Over the Fear of Creating Videos

Today we are talking about video and specifically how to get over your fear of being on camera. We have been talking in the past few weeks about how important video is not only in Facebook Ads but in your business in general. But many women are not brave about hopping in front of the camera.

Today I’m delighted to be joined by my friend and colleague SaCola Lehr. SaCola is known in the online world as a Video Launch Strategist and creator of “From Introverted to Video Powerhouse”, where she helps coaches, consultants, and other online female entrepreneurs bring their words and visions to life by using video.

 

How Much Should I Spend on my Facebook Ads?

This is the question I get asked every single day

How much should I spend on my Facebook Ads?

In this quick video I’ll give you a long and short answer to that. Stick with me to the end, and I’ll give you the sound bite you are waiting for.

My answer, and I know you are not going to want to hear this, is “it depends”

It depends on:

What is your objective?

  • Listing building?
  • Get people to a webinar?
  • Send people to your blog?
  • Course sign up?
  • Attend an event?
  • Drive people into your retail store?

For any and all these objective you need to know your conversion numbers.

  • How many people will click on your ad (that’s your click thru rate)
  • Once that person gets to the landing page how many take the action you are asking them to take? (Landing page conversion rate)
  • Once they opt in, now many will buy what you are offering?

The first campaign that you are doing should be establishing all of these metrics. You know the price of your offer. Now you can back into what you can afford to spend to get a new customer.

Ok ok, but how much should I spend?

Facebook Advertising is not about throwing ads against the wall and hoping for success.

It’s a test and iterate process.

Especially if you want to grow your business – and I’m assuming that’s why you are here.
Think of all the things you can and should be testing.

  • Audiences
  • Ads
  • Copy
  • Headlines

The more variables you test, the more expensive (but educational) your testing will be.

So let’s lay out a simple strategy.

Test for one week – 7 days. – (It takes Facebook 48 hours for the algorithm to do its job)

Test 5 audiences

Test 2 versions of an ad.

This is already 10 ad-sets, at $5 per day for 7 days. That’s $350.

I rarely test at $5 – it’s too slow and there is not enough data to be reliable. The more data you gather and the faster, the faster can make improvements.

So that initial campaign could be $700.

I usually suggest we start with a budget of $500 at least to establish those important conversion metrics.

If you don’t already know your numbers, this testing period will tell you what your business model can support.

  • How much can you pay for a new lead?
  • What is your typical conversion rate from lead to paying customer?
  • And the most important figure – How much can you pay for a new customer? This is the golden ticket in Paid advertising.

You want to test with a plan, and prepare for the rollout. –

You are NOT throwing a few ads out and watching for the magic. It’s a test and iterate process.

The testing phase it for the purpose of learning as much as you can to prepare you for the rollout process.

What a good strategy should be doing for you

  • Building your email list with qualified prospects at the minimal cost per lead you can afford
  • Knowing that your FB Ads campaigns are going to get you 3x 4x 5x your ad budget or more. If you spend $100 (on your ads) to ultimately make $300, $400 or $500 wouldn’t you do that all day long? If you can 10x your ad budget back, wouldn’t that be the golden ticket to ongoing, reliable, predictable revenue…who doesn’t what that?

So. Can you spend $5 per day on FB ads? Yes, If you want to grow at a snails pace. I don’t. And none of my clients do.

And that magic number “how much do I have to spend”To be in growth mode and strategic, I would say $350-$700 for your first campaign.

So, if you ARE at that stage of your business and are looking for exponential growth, I’d love to help you.

Click here to schedule a call with me here

No pressure, I promise, just a conversation.

The Importance of Video in your Facebook Advertising

Part 1 of a 2 part series

Video is so important for your business, especially on Facebook, that I’m going to be doing a 2-part series. How is it important, you ask?

Facebook is favoring video posts in the newsfeed – so you will get more reach!  A little background: FB wants to be more personal, engaging immediate and in the past year has placed a huge emphasis on video. In fact, Facebook is going after Youtube and will create its own TV channels.

But a few more points that are relevant to your business.  The cost to advertise with video ads is lower because you will get more reach for your dollar of ad spend. More eyeballs! Your responses, click thru’s and conversions will be higher.  I just convinced one of my clients to test a video ad to some of her proven audiences and the click through rates were double and the cost per click were less than half of her controls.  We had a winner!

Here are just a few tips for your video creation:

  • Make it short. Wistia, (a video hosting platform), data showed that on average, people watch more than 80% of a video shorter than 30 seconds. I recommend no more than a minute for max viewing time.
  • Add captions: According to Facebook, captioned video ads increase video viewing times by 12%. Another study showed that 41% of videos were meaning less with out sound. Don’t be that guy.
  • Run videos that have done well elsewhere – your website or blog

So NOW is the time to start using video in your Facebook ads.

Warm Audience – Don’t forget your Tribe!

Once you have someone on your email list, or liking your Facebook page, or in your Facebook group, it’s easy to think you’ve “got them”.  Meaning, they already know about you, and don’t need to hear about your newest offers or see your ads.  Not true!  You warm audience is the most important piece of your marketing strategy.

 

Facebook Strategy vs. Facebook Ads

Are you just dabbling?

There is a difference between “dabbling” with Facebook ads and having a well crafted, results oriented, long term strategy.

You will need patience, tenacity, and a bit of Sherlock Holmes to make it all hum.  But once it does, you will have an endless stream of prospects, leads, clients and revenue.

 

Facebook Live

So just what does a Facebook Ads Strategist Do?

Just introducing myself and my services on Facebook Live and answer the question – just what IS a Facebook Ads Strategist.

I’m on Facebook every Friday at 11 am Pacific time with a FB Live focusing on various aspects of Facebook advertising, and growing your business.  Join me any Friday on my Facebook Page.