Last week we looked at how to create lead magnets as an important step in your marketing and sales process. In case you didn’t read the last post all about lead magnets, head here to catch up. But as a quick refresher, lead magnets are those free pieces of content that you use to draw prospects in and begin to build trust and credibility, so you can convert the lead into a customer.
KNOW; LIKE; TRUST; BUY
Our goal is to get our prospects to know us (that’s the exposure that social media can offer), then to like us (likeability is a big factor in the buying cycle and comes through the type of content you are sharing and your ability to build rapport through that content) and then to trust us to be able to solve their problems and provide answers before they will buy from us.
Too many people expect to go from KNOW ME to BUY FROM ME and are disappointed when posting on social media doesn’t result in sales. There are more steps to the typical sales cycle. Not always, but most of the time. There are times I am scrolling through Instagram and see a great skirt, or cool gift idea and will click over to purchase the item immediately. When it’s a low dollar investment, I may not need to trust you or even like you, as long as I can buy from you NOW. Whether I return or not, might take a little of the likeability and trust factors. Great lead magnets offer valuable information that can build trust and even likeability.
DELIVERING A LEAD MAGNET:
Now that we have those great pieces of content created, let’s talk about how to get them out to people. You want to either house your lead magnet on a cloud service like Dropbox or Google Docs, or if you are using a service like Leadpages (see below), you will upload your pdf there for easy delivery.
To get started you need to have an email service. This is where you will gather the contact information and then nurture the relationships with these folks with weekly or monthly email campaigns. Some of these have a free option to begin but all of them are very reasonable to get you going. Here are just a few:
Within the email service you can create sign up forms so people can opt-in to your lists for newsletters or lead magnets. These are not necessarily going to provide a beautiful landing page (a page that looks like a website with copy on it explaining what they are about to download or sign up for), but instead most email services can provide a lead “box” or form that simply collects the contact information, but technically you could have this form collect an email and set up an initial triggered email within the service that sends out a message with the link to your lead magnet going to the item in Dropbox or Google Docs.
You may want to sign up for a service that helps you build out simple templated landing pages, like Leadpages. Leadpages gives you templates that are tested and proven for higher conversion rates. They are set up to look more visually appealing than a plain form or lead box. They have templates for getting webinar registrations, complete with countdown clocks and information spots about the instructors on the webinar. Leadpages has a monthly cost starting at $25 a month, and if you are going to commit to building your email list, this is an investment worth every penny.
Using a tool like Leadpages, you would create a landing page like the one below, and then when the person clicks on the button to request your download, their contact information is sent directly to your email service and an email is sent from Leadpages with the lead magnet attached. All automated for you.
I Have Your Email, Now What?
Now that your prospect has your wonderful piece of content and you have their contact information, what happens? As you are building your lead magnets, be sure to ask yourself this question, “Now What?” When the prospect gets to the bottom of your lead magnet or finishes listening to you on a webinar or video that they consumed, what should they do next? Put a link in the email they get with the lead magnet or put it directly on the item that is sent, back to your website, or to a blog post that they might find helpful.
And now that their email address is in your email list, you might want to set up a regular email that goes out providing additional resources they might find helpful. Tips or resources you have found helpful and want to share. An invitation to join you for a webinar or an offer for a free consultation with you and your team. Think of ways to stay in touch with the people on this list. Nurture the relationships and soon they will convert to paying customers.
Before you get to feeling overwhelmed, I want you to know that if you take this step by step, it is VERY DOABLE! You can do this, even by your little ol’ self. You don’t have to be a technical wizard, you just have to be willing to learn something new. If you get stuck or have questions on one part or another, let me know. I can point you to some resources for help.
So to recap:
1. Create your lead magnets (see last post for lots of ideas)
2. House your lead magnet somewhere—Google Doc, Leadpages, Dropbox, mostly as pdf files.
3. Set up your email service provider
4. Create your landing page or lead capture box
5. Nurture the people who are now on your email list.
Perhaps you’ve heard this term, “Lead Magnet” and wondered what it is. Maybe you’ve heard them called freebies, giveaways, value offers or a slew of other terms. The bottom-line is they are a crucial part of your marketing mix and without them, it is hard to measure your success and many times, it’s hard to get to your goals without them.
WHAT IS A LEAD MAGNET?
A Lead Magnet (I’m going to use this term but you can call them whatever you’d like) is simply a piece of content or an item of value that people would exchange their contact information for. Perhaps you would exchange your email address for a free ebook. You might sign up on a website with your email address to get 20% off an order. You enter your email address to gain access to a free webinar or online course. All of these are lead magnets. What’s NOT a lead magnet is a piece of content that just talks about YOU or your brand. Lead magnets are not promotional content. They are not a piece of sales copy. They are helpful and/or valuable content to the prospective customer.
Even if you think the item is super valuable because it tells your prospects about the services you offer…that is NOT a lead magnet. That is a promotional piece of content.
WHY SHOULD I GIVE MY VALUABLE CONTENT AWAY FOR FREE?
This is often the response of people when I say we need to take their template, their eBook, their white paper or tip sheet and give it away for free. Do you remember the days when you paid to create brochures and flyers and then you bundled them up and went to the post office and paid them to mail these? Well what did that cost you? You are going to pay for your marketing one way or the other. Why not use a method that is working for today’s consumers?
And if you are going to tell me the printed brochures do work for you, then you can get a pass on this post and get your gold star. Keep doing what’s working. But for those who need to find a way to reach today’s savvy consumer who is searching Google for answers, this is for you. Keep reading.
WHY ARE LEAD MAGNETS IMPORTANT IN MARKETING?
In marketing, we have goals such as brand awareness, building trust, increasing brand engagement, and establishing credibility, but these are harder to measure. We also have more tangible goals like building an email list, increasing website traffic, driving traffic to sales pages and helping to convert to sales. These actions are usually done with the use of lead magnets. These actions are easier to measure because there is an action people take when they download or sign up for something.
Lead magnets are important because they form a bridge from EXPOSURE or AWARENESS, to TRUST and LIKABILITY. They give people a stepping stone to stand on and decide if they want more of you before you expect them to open their wallets. And the higher your price tag is the more steps you may need. You may need a free tip sheet that then gets their email and then in a series of emails you send helpful content that has a link at the bottom to download your research paper or eBook. Then you might have to invite them to a free webinar to then talk about the coaching program or consulting practice you have.
They also help start to qualify a lead and gain a small commitment from them, moving them toward a sale. If I create a piece of content that is for leaders managing teams of people in candy factories, I might just know something about the person who downloads this item.
EXAMPLES OF LEAD MAGNETS
Here is an example of some lead magnets. I’m sure there are many more we could think of, but this will get you started:
Tip Sheet—Top 10 tips for ____.
Resource Guide—Step-by-step guide to ______.
Must have apps/tools for your life/business.
e-Booklet (keep it short)
Sample questions to help someone __________.
Series of video tips
Single short video course
Discount code to use on purchase
Free item (perhaps customer pays shipping only)
Your best resources (equipment, suppliers, etc)
Monthly HOT TIPS (aka not-so-boring-newsletter)
TIPS FOR CREATING GREAT LEAD MAGNETS
There are a few things to keep in mind as you create a lead magnet. One, you should keep them short and “digestible.” If you give me your 78 page eBook, I will probably save it for later reading…to be read right after those 900 wordy emails and 42 e-zines I have saved in that same folder. Keep the content valuable and short. You want people to download the item and use it right away to see how awesome you are. They will come back faster for more if you keep things short and sweet.
Secondly, you want to be sure the lead magnet is indeed, valuable. Just because you think it’s the most awesome piece of content you have ever seen, it doesn’t mean that people will find it valuable enough to turn over their precious email address for it. It’s like when I see, “Sign up for my newsletter.” You know someone thought that was going to draw people like goats to tin cans, but let’s get honest with one-another, who REALLY wants another email coming in? No one. But if you had something like, “Get our monthly tips and resources,” that might be more of a draw. I’ll never forget when a client told me that he subscribed to many newsletters from professional speakers and was shocked at how useless and self-promotional almost all of them were. Make sure your offer or lead magnet is really providing value.
Lastly, always but your next move or call-to-action at the bottom of your lead magnet. If I download your resource guide and love it, I find it so helpful, I will probably be in the mindset to consume some more! Have a link at the bottom or at the end that takes me to that next step.
TOOLS TO USE TO CREATE LEAD MAGNETS
Lead magnets are not created out of some special magnetic app that you must use. You can use Microsoft Word or PowerPoint to create your item and then save it as a pdf (most lead magnets are saved as pdf for easy delivery and to preserve your formatting). You can have someone work their magic on the document to make it a visual wonder in Adobe Illustrator, or even have a professionally produced video piece to use…but you don’t have to.
Keep it simple but make it look professional and VALUABLE! A bunch of text thrown on an image that looks like a poster in the breakroom of the post office is not going to cut it. If you do not have an eye for design, either pay someone to lay out a template for you or use one of these tools:
Beacon is a template tool for creating guides, tip sheets and more. The monthly cost is steep ($30) but it might be worth it for a few months to build your inventory.
Canva is another tool that you could use to layout a great template and then plug your content into it.
WHERE TO USE A LEAD MAGNET ONCE YOU HAVE CREATED THEM
Now that you’ve created a few lead magnets and have started beefing up your inventory, plan on creating one or two a month, if possible. You want enough of a variety that you don’t have to offer the same item everywhere. Here are some of the spots you can use your lead magnet to draw people in:
End of blog posts
Social media posts
The end of a live or pre-recorded video
In your newsletters
In your email signature
In your LinkedIn connection messages
Now it’s time…time for you to create your first lead magnet or another lead magnet if you have one that might need revamping. As you work on that, we’ll get next week’s post lined up to show you the next step in your marketing plan.
I’d love to hear from you in the comments below with questions you have or other ways you have used or seen lead magnets used.
Hitting business goals with social media is like planning a family vacation: You don’t start with planning potty-stops (well unless you travel with someone who has an extremely small bladder, then you just might).
Yesterday a new client asked how many posts per day we will be sharing on Facebook and how many on Twitter. I asked her if she has ever taken a road trip. She replied, “Yes. Why?” I told her when you plan a road trip you don’t start by deciding how many gas stations and potty-stops you’ll take. You decide where you are going and make the necessary stops to get there.
Many people are concerned about whether they should be posting 4 times a day or 20 times a day on their social media channels. There are people who worry about whether posts go out at 5am or 5pm. The key is, the algorithms have gotten so good it doesn’t matter what time of day you post. If your followers are typically interested in your content, it will be waiting for them when they log in.
We are looking at social media marketing all wrong if we are asking how many posts do we need to load each day. We need to take each goal and ask, “How do we get there?” Will we need to take a plane? A train? A car? All the above? And if you have ever followed a paper map instead of your GPS, which basically tells you what to do and which route to take, you know there are often several routes you could take to reach the same destination.
You may have to identify multiple goals along the way before you arrive at your final destination. Perhaps your final destination is halfway around the world. Your first goal is getting your family from your home to the airport. Then the next goal is to get from that destination to a train station and then a rental car location in the next destination. Achieving a business goal is a lot like this family vacation. There’s a lot of planning that has to go into getting to that final and ideal destination.
Let’s be sure the main goal you have in mind is the real business goal. If your goal is to have 1,000 fans on your Facebook Page, I would ask you WHY. Why do you want 1,000 fans on your Facebook Page? Do you want 1,000 fans so you can get 500 of them in a coaching program you run? Then getting 500 coaching clients is your goal. Having 1,000 fans on Facebook might be one of the vehicles you take. Adding fans, and followers to your social channel that then come into your email list to attend a free webinar to then sign up as a coaching client might be a better route to take.
So let’s take our road trip analogy and help you create a plan.
The Strategic Goal: Where are you wanting to go?
Identify the goals you have, big and small. These are the destinations you want to get to. Many times, it is not a single goal, but each one will have its own roadmap and plan.
The Plan: What mode of transportation will you need to take to get there?
Let’s identify some of the different vehicles you could take to get you to your goal:
Social Media Posts
Video – Live streaming or pre-recorded
Podcast shows (yours or someone else’s)
Whitepaper or research paper
Now let’s work backward. We’ll use the coaching program as our example and work backward to identify the specific activities that need to take place to help us get there. You will simply tweak this to layout your own trip and plan.
GOAL – Final Destination → Getting 500 people in a coaching program
PLAN→ Host a webinar to teach the top 2 things people do to sabotage their own success and 3 steps to put a stop to that. If you can convert 20% of webinar attendees to sign up for your coaching program, you will need to have 2,500 on your webinar, or you need to host a few webinars with an average of 500 on each.
GOAL –Destination #3 → Getting 500 people on a webinar 5+ times
PLAN→ Email campaign. Send a series of 5 emails – 4 with short video tips to make changes in your life and the last email inviting people to a free webinar. Assuming you will get a 50% conversion of people who watch your videos to those who sign up for the webinar, you are going to need 5,000 people getting these email sequences.
GOAL – Destination #2→ Getting 5,000 in your email sequence
PLAN→ Lead Magnets (Freebie) with a downloadable resource guide or tip sheet for people struggling with self-sabotage. They get added to your email list when they download. PLAN → Blog post about the destructive powers of self-sabotage with a tip sheet at the end for people to download and get added to your email list. PLAN→ Weekly Facebook Live events to discuss one problem and one tip each week and end with a freebie off to download your research paper or tip sheet to gather email addresses. PLAN→ Social media posts driving traffic to blog content mentioned above. PLAN→ Social media posts offering freebie download PLAN→ Social media posts inviting people to webinar PLAN→ Facebook Ads using FB Live event that has an offer at the end. PLAN → Facebook remarketing ads to those who watched the Facebook Live videos above but didn’t end on your freebie offered at the end. This ad could offer the free download
GOAL- Destination #1→ Grow your social media audience continually to keep new people seeing your content above.
PLAN→ Add specific hashtags to draw in your strategic audience PLAN → Follow or connect with people who are interested in other coaching books, seminars, speakers, etc. PLAN→ Create posts on Facebook that get people to identify self-sabotaging behavior they have experienced or seen in their life. Share a downloadable tip sheet after and ask people to share with others who might find it helpful
As you can see, this list can not only continue to grow but can be as exhausting as a family road trip. The key I want you to take away is this:
Stop focusing on the number of gas and potty-stops that you will make each day. Spend a little more time on the strategy and daily plan and you will get to your final destination much faster and have a much better time once you are there.
Have you been meaning to set up a Facebook Business Page for your business but have just not had the time to figure it all out? Have you been using your Facebook Personal Profile for your business and now even your mom and sister have blocked you?
You may feel that everyone is too far ahead on the social media marketing train and you have been left behind. Just know that it’s never too late to get started and you are not alone at this train station! Many people have set up their Facebook pages and profiles wrong or not at all, so let’s get you caught up and on the right track!
First a few basics:
Facebook Personal Profile:
You are allowed one personal profile per person.
According to Facebook’s terms of service, you are not supposed to use a personal profile for conducting business.
There are no analytics on the activity for a personal profile.
You cannot run ads with only a personal profile.
There are privacy settings on a personal profile you can adjust.
Facebook Business Page:
You can have as many business pages as you’d like.
You can set up a business page from your Personal Profile (recommended) or as a stand-alone page using a different login email (some limitations are placed on these accounts)
There are loads of analytics showing you everything from your fan demographics and individual post performance to the time of day most of your fans are online.
You can run ads targeting people on Facebook who do not have anything to do with your page and you can drive traffic to your website or any other place you’d like.
There are no privacy settings. Like a website, anyone can find and LIKE your page (unless you specifically block them, which you can do).
You can be a member of 6,000 groups whether you start them or just join them, so if you are a member of 2,000 groups (first you are insane) you can start 4,000 more groups (crazy insane).
Currently, you can only enter or manage a group from your personal profile. Your business page cannot be in or comment on group activities. I believe this will change soon, since just this week, Facebook allowed a business to link to a group to help drive FANS over to join a group. (I know this gets a bit confusing…hang on!)
You can run ads using your business page account to drive people to a group.
There are 3 “privacy” settings for a group: PUBLIC-Anyone can find the group in search, see the content and request to join so they can comment and participate. PRIVATE-The group can be found in search but the content is closed to you until you request to join and get accepted. SECRET- This group cannot be found in search and can only be joined when someone sends a private invitation to join.
Why should you create a business page and have it connected to a personal profile, or can you create a Business Facebook Page without connecting it to a Personal Profile? These are two very common questions. Many people are worried that if they create a Business Page, people there will be able to see their Personal Profile posts. This is not true. The only connection the profile and the page have is that there is a single login and you can easily manage the business page, bouncing back and forth.
Others are worried that if they connect a Business Page to their own Personal Profile, other people who work at that business can see their personal information, or they cannot transfer the management of the page to another person if they leave the organization. This is also not true. You can set up 100 Business Pages for other companies and then help manage them or transfer the management to another team member.
If you do not connect the Business Page to a Personal Profile, Facebook will limit the visibility of the page and it will not appear in some search results nor will that page be able to comment on other Business Pages. [SEE 4 Tips for Better Social Media Management]
When I create a Facebook Page for a client—let’s say Company X—I would be listed as an admin or manager on that page. I would also want to add someone from Company X to be a second admin and perhaps another person to be a content editor or advertiser. You can have multiple admins/editors/advertisers on a Business Page. If I wanted, I could remove myself and the others would remain on the page. We also do not share a password. We all log in using our own Facebook login and then go to the page we are managing when we want to post, edit, or manage content on that Business Page.
If you are a solopreneur, I would still recommend you add someone else as a second admin or editor to your page. If you were to ever get locked out of Facebook, or put in Facebook Jail [SEE Banned on Facebook: 6 Lessons Learned] you would have someone else who could login to post or comment on your page.
Once you have your Business Page created you will want to add some content with great images before you start welcoming people to your new page. Use posts that ask questions so new people will feel compelled to answer and get engaged with you.
Now it’s time to start driving people to your page. It’s not as easy as inviting people to connect, like you can on your personal profile. You must let people know about your page and ask them to come and join you. Be sure to tell them WHY they will want to come to the page. Are you sharing tips and resources? Let people know the benefit of coming to LIKE your page.
If you want to invite your current friends and family members that you’re connected with on your personal profile, you can post something about your new page and let them know why you think they will want to join you. Post the link to make it easy for people. Do this about once a week. Not everyone will see the initial post. You can change it up and let people know you have a great discussion question on your business page that you’d love their opinion on and leave the link for them to click and come over to chime in.
If you want to invite people that you are NOT connected with personally, you can run some targeted ads, use the walking about method mentioned earlier, and cross-pollinate from your other social media channels and your email list, letting people know you are now on Facebook and would love for them to join you for … (tips and tools …benefits of coming to your page).
Is your head exploding yet? I know it’s a lot to take in, but take one step at a time. Get on the slow train and enjoy the ride. Don’t look at how many fans someone else has on their Facebook Page. The key is to have a few great fans that will engage, give you feedback, share their experiences with your products and services, and grow slowly.
If you get stuck along the way, be sure to pop into our DIYsocial group where we are there to answer your marketing questions, cheer you on and enjoy the train ride together!