What content do you need to launch an email lead magnet (and yes you do need to launch!)
Episode 14127th April 2022 • Courageous Content with Janet Murray • Janet Murray
00:00:00 00:13:38

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IMPORTANT: THIS TRANSCRIPT IS AUTOMATICALLY GENERATED. WE GIVE IT A QUICK CHECK THROUGH BUT WE DON’T CORRECT EVERYTHING AS IT’S INTENDED TO HELP YOU FIND PARTS YOU WANT TO LISTEN TO AGAIN - NOT AS AN EXACT TRANSCRIPT. SO THERE MIGHT BE A FEW QUIRKY WORDS/PHRASES HERE!

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Last year, I made 45,000 in pre-orders of my courageous content planner in just seven days. It was my best planner launch week ever. How did I do it by launching an email lead magnet that was specifically designed to attract leads for my content planner launch. So what was so special about that email lead back then? Well, nothing really because creating the lead magnet itself is actually the easy part.

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What really makes the difference with lead magnet, signups and sales is the strategy behind it and the content you create for your launch. And yes, you do need to launch an email lead magnet. I'm Janet Murray, I'm a content and online business strategist. And in this episode of the courageous concept podcast, I'll share the content you need to launch an effective email lead magnet.

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So, first off, if you're not familiar with the term email lead magnet, it's basically a resource that you create to attract people, to sign up for your email list. And people typically don't give over their email address unless they think there's something valuable coming. So creating a freebie resource that solves the problem for your ideal customers or clients can be a really great way to build your list.

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And there are a surprising amount of moving parts involved with creating and launching a successful email lead magnet. Aside from actually creating the resource itself. First, you have to choose a suitable topic and format. Then you need to create content for your landing page. That's the web page, or send prospective subscribers to more on that later, including while you don't actually need to have one,

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you also need several different sets of emails. You need a delivery sequence of emails, a nurture sequence of emails and a sales or upsell sequence. That is thousands of words of copy. And that's before you've thought about images design and the tech side of things like how you're going to deliver your email lead magnet to subscribers. One of the most common mistakes I see business owners make with lead magnets is to get to advance,

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to sing. It really is best to keep things simple and to start with a very simple PDF download. Once you've successfully launched a simple lead magnet, and you're starting to get decent download numbers. That's when you can move on to more advanced things like quizzes, for example, and I will talk about the easiest types of lead magnets you creates in an upcoming episode called three easy email lead magnets.

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Every business owner can create, sorry, here's a run through of the content you need to create to successfully launch an email lead magnet. Well, the first thing you need is a sales funnel. Now, if you're not familiar with the term sales funnel, it's basically the journey someone takes to make a purchase from you. Sales funnels don't have to be complicated.

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A lot of business owners do overcomplicate them, but if you sold anything to anyone, you already have a sales funnel that you probably have Medi when it comes to creating a lead magnet, it's best to start at the end of your funnel. First start with what you want people to buy as a result of downloading your email lead magnet. This will help you decide what the best first step might be and to decide what your lead magnet should be.

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And that's so important because getting the topic right or wrong, impacts everything and can really make or break your lead magnet. And there is a sales funnel templates in microwave, email lead magnet content kit. The next thing you need is a strategy. So to maximize downloads and sales form your lead magnet, you need to be clear on what you need to do when that's all women.

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When we talk about a strategy, for example, with my successful courageous content planner launch, I launched my lead magnet in June. So that's 2021 and it was a very specific lead magnet. It's my 30 day content plan. And that lead magnet was created specifically to gather leads for my courageous content planner pre-order week. And that generally happens at the end of August.

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So that's what I mean by strategy. I very strategically launched a lead magnet that links really closely to the product that I wanted to sell. And actually I had a target number of leads of new leads that I wanted to acquire in that time period. You'll notice there was around 90 days in between launching that lead magnet and opening priorities for my planner, which was quite deliberate because when somebody joins your email list,

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they're typically not ready to buy. So you need time to nurture those new subscribers. And this is something that I go into in a lot more depth in the training. And that goes alongside my courageous email lead magnet content here. So next you need landing page copy, but I do want to start by saying you don't actually need a web page to promote a lead back then if you don't have a website or for whatever reason,

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your website isn't right for this particular lead magnet. For example, if your lead magnet relates to something new that's coming on in your business, and you feel that putting it on your current website might confuse people. You can simply send people to a social media account or even just a Google or word document, because the most important thing here is to create a resource that solved a problem for your ideal customers or clients and leads people towards a product or service that you want to sell.

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It is a good idea actually, though, to have a web page because it can help people find you on blind. It can help with things like search engine optimization, helping people to find you via internet search. It's also a good way to get prospective clients over to your website and find out a bit more about you. However, if you are going to create a web page for your email lead magnet,

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it's a good idea to create a landing page rather than a regular page on your website. A landing page is just a special webpage you create where people can only do one thing. So in this case, download your lead magnet. There are no other distractions, typically, you know, sidebars and menus. And the reason for doing this is to increase your conversion rate.

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The number of people who actually download your email lead magnet. Now, if you've launched one before, you'll know that not everyone who clicks through to your web page will actually download your lead magnet and they can be all sorts of reasons for this. But what you're looking to do is to increase the number of people who check out the details and actually hit download.

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And while there were no hard and fast rules about what makes a great landing page, there are some common features that can help increase conversion rates and they include clean design, okay? Headline that nails the benefit of your lead magnet, a clear call to action button and a compelling image. There is so much stuff you can geek out about on line, about landing pages and different things that you can do with the design and the color of the buttons and the copy to increase conversions.

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But I think the most important thing is to keep it simple, less is more particularly when it comes to copy, because generally you'll be sending people from an email or social media posts about your lead magnet. You don't need to then give them another lots of copy to read. And again, I do go into this in more depth in the training, in my courageous email lead magnet content kept,

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and there are templates to help with the landing page copy check. So the next type of content you need is your delivery sequence. So this is the sequence of emails. You send someone when they sign up for your lead magnet, generally no more than a few emails where you deliver the lead magnet. So typically you do that in the first email and tell them what they need to do.

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Next. I'd also advise sending a follow-up email to check that the lead magnet arrived, okay, this can help to troubleshoot any potential problems with spam. Once a new subscriber emails you back there, and your email providers kind of recognize you as friends, which increases the deliverability and decreases the likelihood that any future emails won't land in their inbox, then because most of your new email subscribers,

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won't be ready to buy. You need to follow up, you need to nurture. So this is why it's important to create a nurture sequence of emails. And this is a series of emails, usually three to five that you send when someone joins your list. Now there are so many different ways of approaching our nurture sequence, but I think if you're creating your first lead magnet or you're trying to improve one,

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you already have, because it's not really getting you enough downloads or sales, I would recommend using your nurture sequence to break down and explain the content of your lead magnet in more detail. So with the 30 day lead magnet that I created specifically to help with quarters of my greatest planner, I actually broke down the content of that plan. If you have a copy of my courageous content plan,

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you'll know it's based on my four by four content strategy and four styles of content four days a week. So you've got your news and trends inspire community and educate. So I very deliberately created a 30 day content plan that replicated those four stars of content. Actually the content plan sample from my planner, they look really quite similar. And over the course of my nurture sequence for microwave content planner,

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I broke down those four types of content and gave some examples. And in the fifth email I made an offer. You may be interested to know that 25% of people who will microwave this concept, plan it in 2022, downloaded that they back then. And the last type of concept needed to create is a sequence of sales emails. People sometimes call them upsell emails.

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Now there's absolutely no reason why you can't make an offer for your page product or service in your nurture sequence. Or even as soon as people buy, I actually do it on a thank you page. If you've ever downloaded one of my freebie lead magnets, you may have been taken to a thank you page, where there's a video of me telling you that your freebie is on its way to your inbox.

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But in the meantime, inviting you to check out one of my paid products or services, that is a more complicated strategy. And if you're just starting out with email lead magnets, I wouldn't recommend that you do that to start with, but once you're happy with your lead magnet sales, that's certainly something that you can do to increase your conversions, even if you do so in your email nurture sequence,

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it's likely your percentage of sales will be small because your new subscribers will still be getting to know you. That's why it's often necessary to follow up with a sales sequence of emails. People sometimes call it an upsell sequence. Typically this will be a sequence of between three and five emails that specifically relate to your product or service. And I'd recommend starting with three upsells emails and perhaps moving to five when you're more experienced.

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So I hope that's given you a bit of an idea of the content that you need to create to launch an effective email lead back there. And if you've launched one in the past that hasn't been as successful as you hoped, I hope it's also helped you to diagnose where the problems might be and what you might need to fix. Next time. You don't want your lead magnet or about your current lead magnet.

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There are actually quite a lot of moving parts. And what you may have picked up is that you've missed out some important content or, and this is really common. You didn't have a strategy. You didn't start out by mapping out your sales funnel, which means that perhaps your email lead magnet, isn't really closely aligned to what you want to sell it.

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And maybe you haven't even thought about what you want to sell at the end. And this stuff is so important. It will save you so much time and trouble in the long run. So if you're interested in learning more about email lead back nets and email marketing in general, I've got a few podcast episodes that should be particularly. So while your email,

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Nick magnet, isn't working what to do. If you've ghosted your email subscribers. And actually if you're launching a new lead magnet, that's something that you might need to think about as part of your strategy. If you've got people on your list, who haven't heard from you for months, and you suddenly rock up with your new lead magnets, your signups are likely to be low.

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So you might want to think about a re-engagement sequence before you start. And the other episode that might be worth a lesson is do you need an email list to launch an online course? If this is highlighted to you, that you need some help and support to get your email ear back net strategy in place and map out your sales funnel and get your lead magnet working effectively for you,

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right from the word go, then you may want to invest in my courageous email lead back there, content kit. It contains templates for all of the content that I've talked about in this episode. So there is a strategy that you can follow along with and an audio training. It takes less than an hour to work your way through it. There are templates for mapping out your sales funnel,

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creating copy for your landing page and for your delivery, nurture and sales emails and a whole lot more. So if you want to save yourself a ton of time and trouble, then it's definitely worth investing in it. The cost is 97 pounds, but you can use the code magnet 67 to get yourself a 30% discount, which will certainly be valid around the time this episode goes live,

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which is April, 2022. If you're listening in the future, typically, any discount codes I share are valid for 90 days from publication of the episode, but any queries drop me a line on Janet, Janet murray.co.uk.