Hey there, beautiful biz owner!
It’s no secret that we think that lead magnets provide incredible success to your business. Lead magnets can help connect with your audience and convert them into buyers.
However, if you aren’t doing it right, your lead magnet might not provide the value that you want or expect.
If you aren’t receiving the results that you hoped for, keep reading to find out how to convert your email list into success for your biz!
Don’t have the time to read an article? Check out our YouTube video!
What is a Lead Magnet?
A lead magnet is a free item of value that attracts your ideal client to your website. Typically, your lead magnet will be a downloadable digital asset such as a checklist or guide that will help your audience to accomplish something.
In exchange for this item, you will receive their email address. Once they are on your email list, you will be able to stay in touch with them past that initial contact.
No matter what, our email list always converts better than our social media sales. At any given time, we can’t be sure how many of our followers are interested in our offerings. But we do know that those who signed up to receive our lead magnet are interested in building a website.
Always remember: direct access is more valuable than any of your social media followers.
How to Build Your Lead Magnet for Success.
Not all lead magnets are created equal. One business owner might not get sign ups for months, while another is swamped with sign ups every single day.
When building your lead magnet, you must always make sure that it aligns with your value ladder.
What’s a value ladder? Great question! Your value ladder is the different offers in your business, on different tiers. The higher you go on the ladder, the more access your audience has with you.
For example, your lowest ticket offer might be a digital asset whereas your highest ticket would be your 1:1 offerings.
Your lead magnet must be in direct alignment with your value ladder. Even if it converts well, if your lead magnet isn’t bringing in the right people, it’s not doing anything for you.
Ask yourself this: Are all the people I’m bringing in at the lowest offer the same people who will want to buy the highest offer? If not, it’s time to reevaluate.
Once you’ve done this, you’re able to optimize your sign up page for your opt-in. There’s no point in sending traffic to an opt-in page that isn’t optimized to convert!
How to Optimize Your Signup Page.
When it comes to creating and optimizing your sign up page, there are a few mistakes that you might be making that are impacting your conversion rate.
1. Is the result of the lead magnet clear to your audience?
Sometimes, business owners tend to “bury the lead” and not share the end result or “win” of their asset with their audience. If you aren’t telling your audience what your asset can do for them, you’ll likely lose them.
Make sure not to throw a bunch of information at them without letting them know why or how it will help them. You want to convince them that you have something worth establishing trust and sharing their email address with you.
2. Is it super simple to understand?
When we created our Secret Podcast Series over at Tasha DaCosta Coaching, we found that it was immediately loved by our audience who knows and trusts us. But with our new audience, our Business Strategy Guide is far better received.
Despite both having the same information, the guide is easier to understand than the podcast series. It is digestible, provides immediate results, and doesn’t lead to uncertainty. Some people might worry about how to download the podcast or might not even know what it’s offering. The guide, however, is clear in its objective.
If your audience doesn’t understand what your asset can do for them, it’s unlikely they will sign up to your email list.
3. Is there a mockup of what they will get?
As they say, seeing is believing. Your audience will feel a lot more connected with your offer if they can see what they will receive and what it can do for them.
While you don’t want to give away everything on the opt-in page, you can include a “sneak peek” of what they will download. You can easily use Canva to create a mockup of your asset. Here’s an example of how we do this for our Ultimate Website Content Planner on the opt-in page:
The more tangible that your digital asset feels, the more likely they are to download.
How to Increase Traffic to Your Opt-in Page.
On average, you can expect a 20-40% conversion rate of all the people who land on your opt-in page. For Lady Boss Studio, we tend to see about 70-80%… So we are pretty confident in saying that this is something we do well!
To check your conversion rate, you can look at the amount of people who viewed your page versus the amount that actually signed up. If you are lingering below the average conversion rate, we have some work to do!
We talked about a few ways to optimize your lead magnet opt-in page. But in order to bump up those conversions, you have to drive people to your page in the first place.
A lot of people tend to mention their lead magnet once and never talk about it again. Like every other offer in your business, your lead magnet needs to be regularly marketed.
Be super intentional about promoting your lead magnet on your website. Create a pop-up that leads to your opt-in page. Put your lead magnet in your header, sidebar, or even content breaks in your blog posts.
After working so hard to get people to your website, you need to capitalize on that traffic by telling them about this awesome offer!
Another place to market your lead magnet is on Pinterest. Pinterest is a search engine and planning platform. While you won’t see conversions straight away, after building organic traffic over time, it will begin to gain traction. Best of all, it’s free!
Of course, we have to mention Facebook ads, too. Conversion ads can be run for as little as $5 per day to bring leads into your business. We spend about $40 per day and in the month of March, we had approximately 1,300 lead magnet sign-ups come in from Facebook!
Lastly, collaborations are a great option for organic traffic. Find other business owners in your industry whose audience could benefit from your asset. Develop a relationship and let them know how you can offer value to one another’s audiences.
Most business owners with smaller followings would be happy to collaborate, so long as your lead magnet provides value to their audience!
Why Your Lead Magnet Matters.
Business is a game of numbers and connections. More numbers result in a greater chance at more connections.
Your email list isn’t the be all and end all. If you have a long email list but you don’t make an effort to connect with them, it will be harder to convert them into buyers.
But if you’re consistently increasing your email list and being intentional about creating connections with your sign-ups, then your email list is a recipe for success!
Want even more help creating the best lead magnet for your business? Check out our Lead Magnet Blueprint here for access to 150+ Lead Magnet and Workbook Templates!