Lead Magnets That Sell
Have you been struggling to figure out how to use a lead magnet to grow your business? Do you want to know what to offer, how to structure it, and how to drive free traffic to it so that it attracts, nurtures, and converts your warm leads into customers and clients? That’s what I’m going to tell you in this article. It’s the exact method of how I earned the ClickFunnels Dream Car Award in 66 days after launching a Facebook group without paid traffic. My goal today is to share:
- Some of the biggest mistake’s marketers make with lead magnets
- How to structure a successful lead magnet
- How to use Facebook marketing to drive traffic to it
- How to deliver a lead magnet
Before we get started, let’s define what a lead magnet is. A lead magnet is sometimes called a value offer and you’ll see that I use the terms interchangeably. A lead magnet is something of value for your customer that tells them what you do. Most people can produce a lead magnet in one day because they’re sharing digital marketing information they already know.
Biggest Mistakes Marketers Make With Lead Magnets
A value offer is often the first interaction you have with a potential customer. After this you want them to move on to a masterclass, workshop, or group coaching, which then might lead them to your core offer. This could be a full course, done-for-you service, or one-on-one coaching.
Providing value is the most important step in creating a lead magnet. The goal is to provide value that nurtures your lead. This helps grow the “know like and trust factor,” which ultimately leads to more sales. Your lead magnet also grows your email list, which is another way you can nurture your leads, so they begin to understand the power of your solutions.
Here are some of the biggest mistakes I see people make when they create a lead magnet:
- Developing a lead magnet that does not convert/is too long.
Your value offer may be the best product you’ve ever delivered, but if people don’t use the content it will sit on their hard drive without being consumed. Make your free course short, definitely under an hour. And be sure to include actionable steps. Ask yourself – if the goal of your value offer is to ascend your warm lead to a customer, what does your lead have to understand about you to become a customer?
- Validate the topic with your ideal customer.
Make sure what is in the lead magnet is what your audience needs most. You may have created the best content available on the topic, but if your ideal customer doesn’t have that problem, then they won’t want it. The goal is to find the gap in the market and then fill it with a better product. If you have your own Facebook page you can create a poll and find out what your ideal customer wants to know. If you don’t have your own Facebook group, then find 3 to 5 other groups where your ideal customer hangs out. Find out what they’re talking about and engage in questions with others. Pay attention to what they’re saying, and this will help you define your ideal customer’s biggest pain point.
- Add affiliate links to your lead magnet.
Affiliate links can be added to any type of lead magnet. People may not buy your course, but they could buy something you’re recommending as an affiliate.
- Forgetting to make an ascension offer.
The objective of a lead magnet is to develop a customer. It’s essential that you make an offer for your own product. The purpose of a lead magnet is for people to get to know, like, and trust you so that you can help them take the next step in their business.
- Not following the script structure.
I share a copy of the scripts I use in each part of the lead magnet videos. You can pick those up by XXX. A big problem I see in lead magnets is not following a successful structure. The scripts I share have a history of success in attracting, nurturing, and converting leads into customers.
I find that lead magnets also filter out the tire kickers. A good lead magnet creates a filter that helps to grow your business. It also bridges the gap for my potential customers that begins where they are and ends with the solution that I have. As I create my lead magnet, I help people to understand that they have a problem, I agitate that problem and then show them the solution.
How to Structure the Lead Magnet
I have found that to improve the efforts of my organic marketing, it’s important not to overwhelm customers. My first free course was 18 videos! After a bit, I realized very few people were actually finishing the course, so I changed it to make it as actionable as possible. Now I use a 5-part video structure that has been successful. At the end of each video, I create curiosity that helps move them to the next video.
Video 1: In this video, I give a little bit of an introduction of who I am and then focus on who they are and what is in it for them. This video is no more than 5 minutes long. It’s designed to be quick and to show the results they’re going to get from consuming the course.
Video 2: In this video, I talked about what they’ve been doing that’s kept them stuck. In other words, what’s their problem, and how it is impacting their ability to move forward. This video can be between five and 15 minutes long. I talk about what strategies they are currently using that aren’t working. This makes them problem aware. In my market, customers are looking for more leads.
Video 3: In this video, I talk about the framework of the solution for the problem that’s going to change their progression and their results. This bridges the gap between why what they are doing is not working and the solution that I’ll be sharing in the next video. To create curiosity about the process I might end with, “If you’re someone who wants to stop cold DM-ing people and you want to learn how to get inbound leads in an automated fashion that will track, nurture and convert your leads into customers then in video No. 4 we’re going to show you exactly how we do that.”
Video 4: People love stories and examples, so in this video, I tell how to solve the problem and I give several examples of how my solution works. I might use a case study, stories, action steps, or a story about how the solution worked for me.
Video 5: In the final video I make an ascension offer. This is usually a low-cost offer that’s the first thing I want my potential customer to do after watching the video. This could be a $47 workshop, master class, or the first module of a big course. In my case, I sell a 2-hour masterclass where I help you implement your business and how to create your avatar.
So how does this structure look in a real course? Here’s the first course I created using this exact structure that helped me land the Dream Car Award from ClickFunnels.
Example: Sales Funnel Mastery: 5 Ways to Monetize ClickFunnels
Video 1: Welcome to Sales Funnel Mastery
During the video, I very quickly cover who I am and why you should care. I tell them what’s worked for me and that we are going to talk about how to make money with sales funnels. I also talked about the gap between the number of people who use ClickFunnels and the number of people who are making a lot of money with it. That gap in learning how to use the software and how to make money is what I’m going to help them with.
Video 2: What Is a Sales Funnel?
In this video, I briefly talked about what a sales funnel actually is and how it’s a better solution to increasing sales for nearly every product online. I show a website and how a funnel is a better solution to get more targeted leads that end in sales.
Video 3: Funnels From Scratch
In this video, I take them through a funnel and show them the step-by-step process of how a customer goes through a funnel. I also give a behind-the-scenes look at the software and show them just how easy it is to create a sales funnel.
Video 4: 5 Ways to Monetize ClickFunnels
In this video I talk about five different ways people can monetize ClickFunnels:
- Create and design sales funnels
- Local lead generation for clients as an agency
- Create your own online course
- Sell ecommerce products
- Affiliate for the software
Video 5: How to Choose One and Get Started!
In his final video, I stress the importance of choosing only one way of monetizing the software, how to get started, and how to stay focused.
How to Use Facebook Marketing Effectively
You might have the perfect free lead magnet that offers a solution to your ideal customer’s biggest problem, but without traffic, there’s no purpose to having it. This is how I got 6,000 people into my original free course using Facebook marketing without spending any money.
The first step I took was to create content that I knew my ideal customer wanted to engage with. I posted this on my profile on Facebook which was optimized to drive traffic to the Facebook group. On my profile page, I had links to the Facebook group and links within the content to the Facebook group.
Driving people directly into a funnel or to a lead magnet from content on their Facebook page means you miss a huge nurturing component. People may not be ready to give you their email address and get your free lead magnet immediately. But when they join your group, you’re creating a community that gives you a better opportunity to capture a lead. You’re in a position to show your customer over time how you can help them and, in this way, you’ll see more people ascend into clients.
Within the Facebook group, I ask questions about what people need help with most, where they’re currently at and I ask them to give me their email address so I can send the free course and information about how we get traffic to it. The focus and effort of the Facebook group, messages, and content are to point people toward the free course.
Inside the free course is a call to action to take people to my products. The goal is to give people multiple places where they can become customers by either purchasing a product or service.
Delivery and the Sales System
I use delivery and sales systems to make the process as seamless as possible. The lead magnet is in a content membership area. I send a link so they can create their own login and password in the first email after they sign up. We follow up with people who go through the free course to help nurture them and recognize them for the work they’ve put into consuming the content.
The system has a couple of stages. We start with outbound leads, which are people we add as friends or who add us as friends on Facebook. The intent is to turn these people into inbound leads. However, we don’t communicate with them or message them. We just use content to engage with them.
Once they join the Facebook group and the free course, they become an inbound lead and I have conversations with them through email as they go through the free course. The idea is to give people enough information to decide whether or not they want to work with me in my monthly masterclass.
Design, Tools, and Resources
I have a specific set of tools and resources that make the process easier.
ClickFunnels or Kajabi: Both of these have membership areas that track how your content is being consumed. This way you can work with the people who have logged in, taken action, and consumed your content, because these are the people who are more likely to continue to take action by purchasing and using your products and services. This helps reduce your energy on people who are not ready to take the next step.
Screencast-o-matic: This is a screen capture tool you can use to build your video course or lead magnet. They have a free option.
Zoom: This tool will record you, your screen, and will do picture-in-picture so you can have your camera and screen capture on the same screen.
StreamYard: I’ve found this is best for doing a Facebook live video.
Loom: I use this to create quick videos and then share the link so people can view them.
Canva: You can design and create nearly any graphic you’d like. There is a free version and the program has pre-sized graphics for nearly all social media posts.
YouTube/ Vimeo / Wistia: Video hosting platforms that also have simple video editing capability.
Video editing: Filmora, iMovie, and Final Cut Pro are some of the programs available.
Create a product image: There are several options, including Snip Tool and Full-Screen Capture, which is a Chrome extension. You can also create or purchase one through Canva.com, SmartMockups.com, Fiverr.com, or Upwork.com.
Using the information and tools I shared in this article, you can produce a digital marketing lead magnet in one day that will wow your warm leads and encourages them to purchase your products and services. If you’re having trouble getting started or find yourself procrastinating, consider taking my free 6-Figure Clarity [ADD LINK] course, which can help you define the sticking points in your business and develop a framework to move your business forward.