Become a Magnet for Prospects
Episode #6 of the course How to generate more leads through your website by Lauren Pawell
Hello hello,
Are you as pumped for today’s lesson as I am?!
But first, let’s recap yesterday’s lesson.
To convert website subscribers into leads, you need to collect their email addresses using an email opt-in. They may not yet be ready to buy, but with some nurturing and TLC, they will be.
Got it?
Good.
Okay. Now let’s talk about how you can take that email opt-in you installed yesterday to the next level.
Here’s the deal. While email opt-ins used to be enticing enough to collect email subscribers, people are getting more selective about who they give their email address to.
That is where today’s technique, the lead magnet, comes in.
So what’s a lead magnet?
It’s a free incentive that you give a prospect in exchange for receiving their email address.
The reality is, a typical, well-performing opt-in converts at around 1-2%. With a lead magnet, a good conversion rate will be around 5% or higher. To put this into concrete numbers, instead of receiving only 1-2 emails for every 100 visitors, a lead magnet might attract 5 emails for every 100 visitors.
Lead magnets come in a variety of forms, including:
• Discounts for new subscribers
• Ebooks
• Videos
• Automated email courses (dripped out over time)
• Cheatsheets
• Toolkits or resource lists
• Free trials
When you adjust your email opt-in copy and visuals to promote your lead magnet, you should see your VTL conversion rate skyrocket.
Here’s the catch: you must have a compelling lead magnet.
If you aren’t sure what kind of lead magnet to create, look to others in your space, Amazon reviews, Reddit, and BuzzSumo for inspiration.
Or poll your existing subscribers and/or customers. They will often tell you exactly what they are looking for.
Now, lead magnets can take a bit of time to create. My advice? Less is more. Get something up quickly so you can test its performance right away rather than spending a ton of time creating something that may or may not get the results you desired.
Plus, the best lead magnets are easy to digest and help your new lead achieve a quick win. Long ebooks do not fit these criteria.
So be efficient with your time and work on a lead magnet that can be created in a couple of hours or less.
Last (but certainly not least), you want to deliver your lead magnet via email. DO NOT show it on the thank you page the subscriber sees after opting in on your website.
Why?
1. You want the subscriber to get used to opening up emails with you while creating a positive association with your communications.
2. Lead magnets delivered via email tend to mean high open and clickthrough rates. This helps you start off on the right foot with spam filters, meaning your future emails are more likely to show up in someone’s inbox rather than getting lost in spam folders.
Okay, it’s time to get to work on creating your first lead magnet! Write down 10 ideas, pick the best one, and get moving on it.
Here’s to your ongoing online success,
Lauren
Recommended book
“Convert!: Designing Web Sites to Increase Traffic and Conversion” by Ben Hunt
Recommended course
Foundations of Everyday Leadership
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