EP09 - How to Create the Perfect Lead Magnet for Your Audience

If you are wanting more leads that convert to paying clients or customers, then a really great marketing and sales tool, especially for introverts, is email marketing. This tool connects well with each of the marketing methods that work for introverts. The best way to grow an engaged email list, is by creating a lead magnet that helps your target audience in some way, so they opt into your list. This begins their journey to eventually (and hopefully) convert into a client or customer. 

In today’s episode, we are going to cover what a lead magnet is, the benefits of creating one for your email list, different types of lead magnets you can create, promoting your freebie and more that you don’t want to miss.

What is a Lead Magnet?

A lead magnet is anything you create that’s free where someone can opt into your email list. They provide their email. They are then subscribed to your email list in exchange for whatever your lead magnet is. Pretty much anything you create can be a lead magnet. It doesn’t have to be a huge offer, but it does have to have some value to get people, to give you their email address. People are very protective of their email address. So if somebody is actually entering it and opting into your list, that means they are really interested in what your lead magnet is. The best way to grow your email list quickly and get people on your email list that are really interested in what you have to offer is by getting people to opt into your lead magnet.

Your lead magnet should always relate to your offer or whatever action you want them to take once they’re on your email list. What is the end goal you have in mind for them here? Is it for them to buy a digital product or to hire you as an expert in something like Pinterest Management? That being said, there are tons of free offer ideas that you can tailor to their needs as you create one like an ebook, a webinar, a masterclass checklist, or some kind of guide or workbook. 

The Benefits of Having a Great Lead Magnet

Once you create the perfect lead magnet for your targeted audience, you can expect to benefit from them in these four ways.

  1. Positions you as an expert who can help them with their main problem
  2. Helps you gain more visibility
  3. Grows your email list with targeted leads, who would be interested in your paid or other offers
  4. Helps you build the know, like and trust factor (People need to have this factor with you in order for them usually to give you some money, especially if your main offers or products or services are higher end.)

In order to reap the benefits of your perfect lead magnet, people are going to need to be nurtured once they are on your email list and get to know you better before they make that transition into clients or customers. 

Questions to Ask Yourself Before Creating Your Perfect Lead Magnet

Before you start putting together your free offer, you want to make sure you are on the right track. You don’t want to have your free offer completed and out there before you realize it’s not right for your audience. If this happens, it’s likely that your lead magnet won’t get any opt-ins, so let’s start with these few brainstorming questions to get you started.

  • What does my audience need?
  • What is one pain point that my audience has that I can create a free, special offer freebie for?
  • Does it relate and complement my other services or offers that I have, that I would love them to convert to later on once I’ve nurtured the relationship through other emails and then being on my list for a while?
 

It’s like your lead magnet is usually the start of your sales funnel, so you want to think about what kind of journey you want them to take once they opt-in and they are on your email list. A great example for this is: let’s say I am a Pinterest Manager with a Pinterest course and want to get people inside the course. A lead magnet I might create is a free webinar on How to Optimize Your Pinterest Profile, so that gives them the starting point of a number of things I cover in my course. Not only does this give them action steps, but it shows that I am an expert who knows what she’s talking about and is skilled when it comes to Pinterest. Then through nurturing emails, they may then decide to opt into my course because they don’t want to learn everything by themselves.

Is Your Lead Magnet Giving Away Too Much Value?

You don’t want to give away too much value in your freebie, like giving them the whole farm. It’s important for your lead magnet to give amazing value because after all you want them to buy a product or service from you. You want to give them just enough without including information from your paid offers.

So back to the example – why would someone want to join your Pinterest course if you already gave away all of your tips and tricks in your freebie? If someone was to download your lead magnet with just the right amount of information and go through it, then they started to have questions about pinning, scheduling, and writing optimized pin descriptions, that’s where you nurture them and give them some tips on those other pain points that they might be experiencing once they get their profile optimized. This then allows you to share with them your course for more support, resources, and knowledge that you have. And because of your lead magnet and nurturing emails – they know, like, and trust you and are more likely to join your course!

Promoting and Marketing Your Freebie

Everywhere! That’s the most simple answer for you, especially if you have email marketing set up where you are nurturing them, which allows you to get them familiar with you on a consistent basis. You don’t want to start selling to them right out of the gate after they sign-up for your email list. That’s going to get them to unsubscribe from your list ASAP – introverts even more so.

Once you have your nurture sequence and your email marketing set up, then you can start promoting it everywhere because it is going to be a very valuable asset for your business. Make sure it’s linked on your website, in the navigation, in your footer, maybe on your home page, maybe have a pop-up, if you want to have a pop-up on your website and in your social media bios. Ideally, you are going to be mentioning it or promoting it at least a couple of times per month on Instagram or Facebook, whatever social media platform you use, as well as Pinterest.

If you are a fan of Clubhouse and you’re hosting a room full of your targeted audience talking about the topic of your lead magnet, then you can have it linked as your freebie, or you can tell them to DM you on Instagram with a word like ‘Pinterest’ to grab your freebie. This allows you to open up more of a conversation with them in the process!

I hope you have found this episode helpful and that it gave you some insight on what you need to create the best lead magnet for your audience. Remember that you have to have your end goal in mind, don’t give away too much value, and be sure to promote and market your lead magnet everywhere. Be sure to grab my FREE ebook template and my other free resources below to help you design your perfect lead magnet!

What lead magnet are you going to create for your audience based on today’s tips? 

A Breakdown of This Episode

[1:09] Email marketing, especially for introverts, is a great way to focus on building your email list

[3:06] What is a lead magnet and examples of what you can create for your audience

[4:48] The benefits of having a really solid and great lead magnet

[5:40] Questions to ask yourself before creating your perfect lead magnet 

[6:20] A great example of the client or customer journey your leads will go through once they get on your email list

[9:08] Are you giving away too much value in your lead magnet?

[10:23] Where exactly should you be promoting and marketing your lead magnet?

[13:52] A great tip for promoting your lead magnet on Clubhouse and interacting with your target audience 

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