Taking your business online is the best way to leverage your time, income, and global influence. But having people find you online is the biggest frustrations I see from people who have an expertise, but don’t understand online marketing.
Most entrepreneurs start with a website, and they think their ideal clients will come flooding to them. But having a website is akin to opening a store in the middle of the Sahara Desert if you don’t tell people where to find you! There is certainly no passer-by traffic, and no one is about to just ‘pop in’ for a browse!
So how do you build an audience of ideal clients?
The answer is, by building your email list, which I talked about in this article, Why you should build an email list for your business (and not just rely on social media).
One of the ways to have people choose to join your list, is by offering a lead magnet, or something of value in return for their email address.
Now people won’t just give you their email addresses out of the blue. I mean, do you wake up in the morning hoping that your inbox is going to be full of emails?
No, it’s no longer 1998 where we’re excited at the bing from the computer to signify, “You’ve got mail!”
You have to offer something of value, so the exchange can take place – and this is what you call a lead magnet. If you have given your name and email address in exchange for a free PDF guide or report, then you’ll know what I’m talking about.
So where do you start? What sort of lead magnet should you create for your business?
Do you want to learn how to build an email list of ideal clients? Check out Business Success Academy. Click Here to learn more.
Here are 3 simple steps to get you started:
1. Determine Your Buyer Persona.
Many business owners and digital marketers make the mistake of creating a lead magnet “for anyone and everyone.” Whilst you want to attract as many people as possible, creating a generic lead magnet will not entice a lot of people.
Think about building a list of quality over quantity. Knowing as much as possible about your ideal client will help you to create a lead magnet that speaks directly to their fears and frustrations, as well as giving them what they want.
Keep in mind, that you will need to create multiple lead magnets if you have multiple buyer personas. You can identify a buyer persona based on certain demographics (age, gender, location, etc.) as well as online behavior (ie. only watching videos that relate to a specific topic).
2. Identify Your Unique Point Of Difference.
After identifying your target market, you need to create a compelling reason so the right people click on your lead magnet. You need to clearly show that you are the trusted authority in your niche.
So how do you create something that is valuable to them?
Create something filled with value!
Coming up with a useful tool that is quick and digestible for your ideal prospect, is more valuable than a long e-book – people aren’t likely to ever read a long document, and it will metaphorically collect dust in their downloads folder.
Create something that can solve an immediate problem or need, keeping it precise and simple. Just offer one specific thing for each lead magnet where they can action your information and get a small win under their belt.
So that brings us to the last point…
3. Determine The Type Of Lead Magnet To Offer.
There are many types of lead magnets, from content like reports or guides, to cheat sheets to a video series offering a free training. Something that is interactive like a quiz, is highly desirable, and will likely bring you high opt-in rates if you get the topic right.
Of course, the type of lead magnet you choose in the end will actually depend on your prospect, and what they are most attracted to.
These are the steps to create an effective lead magnet. Once you’ve created your lead magnet, you will need to make sure you test and measure your results, and continue to improve them. But by using these three key principles, your efforts will be rewarded with calculated results.
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