A Beginner’s Guide To Creating A Lead Magnet
- June 21, 2016
- Posted by: Chris Daigle
- Category: Uncategorized
Earlier in the My Online Business Blog, we talked about building a Squeeze Page that helps you get more subscribers.
I want to dig a bit deeper and tell you about another way to gather more email addresses…simply by giving away FREE stuff.
This is called a Lead magnet.
The sole purpose of the lead magnets is to help you gather leads. You give away free information that the readers will find valuable, in exchange for their email address.
This allows you to stay in touch with your readers and consistently deliver value, so that you can ask them to buy from you when you’re ready to sell.
But here’s the problem…you can just offer anything as a lead magnet. Every other website is trying to do that and so your readers are hyper aware if this’ll actually help them.
Take a look at this example…
This is not a lead magnet!
They’re offering NOTHING in return. The reader has no reason to sign up because they’re not even sure what they’ll get in exchange.
To find out what your readers want, you’ll need to do a little bit of research.
You have to offer a solution to ONE problem…because your readers will remember you as an expert for that one particular problem they’re having.
Let’s talk about the type of lead magnets that you can create for your website…
Types of Lead Magnets
There are 3 types of lead magnets that we’ll cover in detail here. The first is…
1) Ebooks: This is a great way to provide complementary information for your blog post. But the mistake most bloggers make is providing the readers with pages and pages of information that aren’t actionable.
Let’s look at this lead magnet from Ramit Sethi.
After writing a blog post about how to make a great first impression, he entices his readers to sign up by telling them to download an ebook about building social skills.
He provides relevant information!
Also, notice his description…
“What if you could talk to anyone, anytime, anywhere and never worry about awkward silences or saying the wrong things? Wouldn’t that feel great”
It’s a short description that tells the readers exactly how the ebook will benefit them.
They don’t have to guess what’s in it for them or even go through the entire guide before deciding if it’s useful…they’ll know right away as they’re reading.
It would’ve been easy for Ramit to just say, download my free ebook on social skills, but he took it one step further and pointed out why they should download his guide.
2) Free courses: One of the benefits of offering a free course, is that it gets your readers used to the idea of opening your emails.
If your material on day 1 is good, they’ll be more likely to open the email on day 2.
The readers perceive a course more valuable than just a blog post. They know that they’ll learn something each day of the week, that they would otherwise have to pay for.
Let’s take a look at an example…
This is an example for Noah Kagan of OkDork. If you aren’t familiar with him, Noah was the #30 employee of Facebook and built multiple businesses like Gambit and Appsumo.
Noah wrote a blog post on the importance of having an email list…and to compliment that, he decided to create a free 30 day email course that shows you exactly what he did to grow his list.
The course is simple and has one purpose…how to grow your email list.
He gets to interact with his readers for 30 days and provide value around ONE topic.
3) Lists: This is a great way to offer value without spending a lot of time doing research. Let’s say that you’re creating a fitness product on teaching your readers how to lose 20 lbs.
A checklist that you can create could talk about the “10 best exercises for losing 20lbs”.
It doesn’t have to be comprehensive and get into super detail, but just small actionable information.
Let’s take a look at how people are using this on the internet…
Digital Marketer wrote a blog post where they interviewed some of the best online marketers and asked them how they generated traffic for their blog using ads.
So at the end of the post, they simply decided to give away 7 Facebook Template ads that you can copy and paste and use for your blog.
Now that you’ve decided what type of lead magnet to create for your blog, it’s time to go find that information.
If you’re still not sure how to go about and find information for a lead magnet, don’t worry…we’ll show you exactly how to do that.
How to find the best information on the web
It can be tempting to start writing about what you know best and put that as a lead magnet…but I want to challenge you to do something different.
One of the best ways to find out what your readers care about is by finding out what they’re paying for…
If someone is physically taking your their credit card and putting in personal information, you can be sure that they find that information valuable.
One of the best places to research lead magnet ideas is Amazon!
There are TONS of books that people are buying everyday and all you have do…is to look for the ones in your field that are ranked the highest.
Let me give you an example. Let’s use our previous example of creating a weight loss product.
If you go on Amazon and type out “weight loss books” in kindle and filter by the most popular results and you’ll get something like this…
Just take a look at the top three results. This is what your market is paying for!
If you can create a lead magnet just based on these particular topics, you’ll definitely generate a lot of subscribers.
Here a few headlines you can use:
- 20 delicious recipes for the fast metabolism diet
- 10 Green Smoothies that helps you lose 15 pounds in 10 days
Reading the reviews will also help you to find out what the readers liked and didn’t like. You can use them to add or delete information accordingly.
What your competitors are doing
It’s time to do some snooping…not in a bad way, but just to find out what your competitors are up to.
If you’re in the weight loss market, you need to find people that are more established that you are…just to make sure you’re getting your information from a source that has high traffic to their site.
One of the biggest names in the fitness industry is John Romanello. If you go to his website, on the top you’ll notice a menu that looks like this…
The items under “SHOP” are a goldmine for you because that’s what his readers are willing to pay for.
If your free products are just as good or even better than his paid products, you can be sure that your blog will generate some buzz in your industry.
John sells a product called Super Hero Workout, and in it he has four phases towards getting jacked. His product costs $77.
Can you create a free product similar to his phase 1 and give your readers even more value than he does?
Of course you can. There’s always room for the best information in any market…because all your readers care about is who provides the most value.
They don’t care if they get it from you…or John…or their fitness instructor. They just want the the best information, regardless of who gives it to them.
For your health blog, you can have one or two instructional videos to show how to do these exercises with proper form. Maybe you can provide a list of supplements to take…or maybe you can provide a list of meals for pre and post workout.
Just provide more value and your readers will LOVE you for it! If you can impress them with your free content, they won’t hesitate to get your paid product because they know it’ll be even better.
Another untapped area for research is Udemy. This is website that hosts online courses created by individual instructors.
These are a short courses that you have to pay for…
This takes the guesswork completely out of the picture because you know that people are interested in these topics…since they’re paying for them.
Since a lead magnet needs to solve one very specific problem…the udemy courses are perfect for that!
Let’s try it for our weight loss product example.
Start by typing in weight loss in the search bar and you’ll see options like this…
Using these titles, we can come with a few headlines with this subject:
- How to lose weight fast and easily if you’re a busy professional
- The ultimate weight loss guide for the busy professional
Since people pay for these, you can bet that they’ll be interested in the free version.
Once you’re done picking, you can use this guide to build a simple Squeeze Page and start collecting emails.
But I want to show you something else…
There are actually ways to collect email addresses without a squeeze page and I’m going to show you the best places to ask a reader for their email address…
Where to ask for email address
The most common place is the Squeeze page. It works great, but you can increase your opt in rate simply by testing a few of these other options…
The Home Page
Since your homepage will receive a lot of traffic, it just makes sense to have a lead magnet prepared just incase they’re ready to opt in.
Let’s take a look at an from Ramit Sethi. This is what his homepage currently looks like…
He knows that he only has a few seconds to convince the readers why they should give away their email address…so he decides to give away his best stuff for the homepage…
A few chapters from his New York Times bestselling book!
Inside the blog post
This method actually saves you from the hassle of creating a lead magnet.
If you’re able to create a blog post and pack a TON of value in it, you can simply ask your readers for their email address…so that next time you decide to publish something, they can have it right in their inbox.
Here’s a great example from Derek Halpern. At the end of his blog, he prompts his readers to subscribe like this…
If your blog post provides a ton of value, you don’t have to wait till the end before asking for their email.
Here’s a perfect example from Brian Dean of Backlinko…
He decides to offer a free bonus checklist right as he’s about to get into the meat of the blog post.
The About Us Page
When your readers first land on your page, they’re going to be snooping around a lot.
They’re going to see if they like you, if they trust you and if you’re actually an expert at what you’re talking about.
So they check your homepage, your blog and your About Us page.
The About Us page is one of the last pages the reader checks to make sure that you’re an expert in your field and they’re just looking for some credibility to put their mind at ease.
This why Ramit’s About Us Page has a call to action like this…
Ramit clearly states that he has hundreds of thousands of people just his readers who have used his material. This lets the reader know that since others read his blog, he must know what he’s talking about.
How you can build a Lead Magnet and increase conversions
Register for FREE for this week’s masterclass, where we will walk you through the exact steps on how to set up and optimize your Squeeze Page and your Lead Magnet, so that you can start collecting emails and growing your subscriber list.