Design and Create Compelling Lead Magnets
By: Jackie Schwabe, Mba
Tags: Startup Lessons, Email Marketing, Small Business Marketing, Entrepreneur, Email Marketing Tips

Practical Business

Design and Create Compelling Lead Magnets

If you have been following our series on how to get your first 1000 subscribers in 30 days, then you are now about one week into that process and you might be wondering when you actually start emailing something. Well, what exactly is it that you are going to email them? That is what this next article is about.

Now that we have chosen the technology you are going to use to get started building your email list and learned a few mistakes to avoid when choosing your technology, it is time for you to create a compelling lead magnet that will attract your new subscribers.

Step #1 — Choose the Buyer’s Persona or Avatar You Want to Attract

If you want to create a compelling lead magnet, it is important that you really understand your audience’s buying journey.

You need to choose whether you want to attract people at the top of your funnel, middle of your funnel, or the bottom of your funnel. Maybe you want to teach people who have already bought from you something new and start marketing different things to them on a whole new level. It just depends on the goal you set for this lead magnet and who it’s meant for. You need to set a goal for what you want from your lead magnet, just like you set a goal for what you wanted to do with your email marketing.

Step #2 — Know the Problem You Want to Solve

Your lead magnet must solve a pressing problem for the customer that you’re trying to reach. The lead magnet should provide immediate value but can also provide long term value depending on the audience and the issue. The main thing is that you want to get them on your list, and you want them to be happy about it. The intention here is that they don’t unsubscribe immediately after getting your freebie.

The opt-out rates are often the highest on your lead magnet. So, unless your customer thinks you are going to give them value and continue to give them the value they are not going to stay around.

Step #3 — Name Your Freebie Using a Great Title

When you name your freebie, choose a name that is straightforward and tells the customer exactly what will be accomplished. This is not the time to try to be clever with words. Name the freebie based on what it does for your customers using action verbs and terms they understand and interest them.

Consider looking at the lead magnets your competitions are providing and what they are naming them. Don’t copy them, but you can get an idea of what your audience is expecting to try to get a higher conversion rate.

Step #4 — Choose the Form of the Lead Magnet

Once you know what problem you plan to solve, it will inform the format the lead magnet should take. You can choose to use video, webinars, podcasts, PDFs, and more. The important part is to choose the form that your audience will most enjoy and use. You can also take this opportunity to see what your competition is doing and so something similar or use an entirely different medium but cover a similar topic.

Here is an example of a PDF lead magnet that I create some time back. It is NOT AN OPT-IN form. I have provided the link just to give you one example, in the event that you have not seen a lead magnet before.

https://d2saw6je89goi1.cloudfront.net/.../10_Core_Beliefs...

Step #5 — Create a Landing Page for Your Freebie

Once you know what you’re going to create, now you need to make a landing page. Use software like ClickFunnels or Leadpages.net to help you create a landing page, or you can simply make a new page on your site. A landing page is just a page devoted only to the thing you’re trying to promote. Some people love creating the landing page first, then create the freebie based on their promises.

I created the landing page for the lead magnet above using ClickFunnels. Here is a ‘share’ funnel you can download for free to see how I created the funnel. You will be asked to create a 14-day trial. If you are not yet ready to spend the time creating your landing page, don’t click this and start the trial. First, go through the other training and links I share, then if you are ready to start creating a landing page, then consider opening the shared file.

https://app.clickfunnels.com/.../share/ptp5l3ltsx1wvne4

Step #6 — Develop a Download Page for Your Lead Magnet

In addition to a landing page, you need to set up a download page so that your subscribers can access the freebie after they’ve double opted into your email list. A landing page is best because it brings people back to your site where you can attract them to more of your information.

Luckily, if you use ClickFunnels, you can easily just upload the PDF and that is all taken care of for you. If you use WordPress, there is a WP Downloader plugin that is excellent. You can look at my website www.jackieschwabe.com and see a few free products in the store. They are free PDFs and the download page is part of WordPress. If you want to see how I did it in ClickFunnels, you can see all the details in the shared funnel above.

Step #7 — Create the Lead Magnet or Hire Someone to Create It

When you create the lead magnet, realize that you can hire someone to make it too. You can also buy PLR or private label rights content to assist you in creating freebies, depending on the terms of service of the PLR you use. I use a product called Canva that I really like. It makes graphics easier for the non-graphic artist. Or reach out to someone on Fiverr or Upwork.

Once you have finished creating it, get it on the download page and start marketing the freebie to your audience on social media, through paid ads, and even by sending it to your own email list that you have already. Write a blog post about it and share it with everyone so that you’ll get more people on your list. Whatever you do, don’t keep it a secret.

Step by Step Guide

This next section goes beyond the basics of the blog post a bit and shows you how to use ClickFunnels, Zoom, and Canva to create your first automated lead magnet. Here is a link to the YouTube video that shows you every step of the way:

https://youtu.be/2Cbn2k02MzQ

So that you don’t have to do anything from scratch here are links to all of the resources referred to in the training.

There are various FREE resources that are mentioned in the training video above. Links to all of those resources are below. Note there ARE AFFILIATE LINKS for the funnels. You don’t have to use my links — you can go to the vendor independently as well.

Shared Funnel https://app.clickfunnels.com/.../share/ptp5l3ltsx1wvne4

https://app.clickfunnels.com/.../share/ptp5l3ltsx1wvne4 YouTube Thank You Video https://youtu.be/JISPZZY_oNY

https://youtu.be/JISPZZY_oNY Lead Magnet https://d2saw6je89goi1.cloudfront.net/.../10_Core_Beliefs...

https://d2saw6je89goi1.cloudfront.net/.../10_Core_Beliefs... Canva Template https://www.canva.com/.../t3RGiDunL2Gk2mTE2zTX2A/view...

Wrap up

Don’t try to do this perfectly. Start with getting something out there so that you can get real feedback from your customers on how to improve. The lead magnet I am sharing with you above didn’t get huge amounts of email opt-ins. I have since created a number of new ones. The point is to get started and improve as you go.