Quick question; what’s the best way to market a lead magnet and grow your email list?
If you’ve already created a lead magnet, then getting it in front of the right people is the next step in your strategy.
If there’s no lead magnet in your tool kit, don’t worry, here’s some content ideas you can steal. Plus check out this video for more content ideas!
Lead Magnet Marketing
One of the most valuable tools to grow your business and your email list is also one of the trickiest to market. Tune in to the video for tips that I’ve used to ramp up my e-mail list.
Advanced Lead Magnet Strategies
In the above video we talked about 3 ways to market your lead magnet. Let’s break these tips down into chunks that work. Each tip below is based on the level of marketing savvy and time available, along with the needed tools.
Tip #1 – Create Video
Why video? 83% of video marketers say video helps them with lead generation. Enough said?
Novice – creating a video that introduces you and your lead magnet can be as easy as shooting a 1-minute video using Zoom. The only tool you’ll need is the free version of Zoom and the camera and microphone on your computer or phone. This covers the basics and gets the job done.
Video editing can be done on your phone or even on You-Tube.
Intermediate – Taking a step up from the novice tools will provide more quality and a consistent, professional look. Consider investing in an external microphone and webcam. Check out these mics and cameras for your computer or phone.
Ramping up your video editing skills and tools creates a professional look and helps you stand out from the crowd. Check out editing tools like:
- ScreenCast-O-Matic My go-to recording and editing choice.
- Tunes Kit
- APowerSoft
Rock Star – Shine the light on yourself with professional lighting. This doesn’t have to cost an arm and leg. The lighting packages on Amazon range from $50 – $200. Here’s what I use.
For a truly professional and creative look, invest in a green screen so that you can change your background to showcase your topic. Even having simply the white side of the screen behind you eliminates viewer distraction. Sold either as a pop-up or with a stand, it’s a wise investment.
Figure 1 – Pop-up Green screen. This is what I use. Found on Amazon
Figure 2 – Green screen found on Amazon
Ramp-up video production with studio-quality editing with these advance tools:
Tip #2 – Social Ad Campaign
The foundation of a successful ad campaign is creating an audience that’s interested in what you’re selling. For example, if you have the perfect product, but the wrong audience it’s a #fail! That perfect audience comes with plenty of tweaking, so starting with a list of your own existing clients is the basis for ad success. In order to advertise to a client list on Facebook, the Business Manager tool is required.
Business Manager Set-up Guide & Tips; here and here. These are some of the clearest, easiest to follow guides I’ve found.
Novice – get started on your ad campaign by creating audiences that target your perfect client avatar. Write and refine your ad copy to speak to the needs and wants of your avatar. Right now video ads are bringing the most reach and engagement. Great opportunity to put your video from Tip #1 to work!
Intermediate – Fire up your creativity and learn what works for each unique ad audience. Incorporate dynamic ads into your strategy. You’ll quickly learn which ad copy, headlines and visual combinations work best. Understand which ad variations have the most impact.
Install and use your pixel to target social fans who click thru to your website.
Rock Star – geek out with ad campaigns so that you’re certain your getting the most bang for your ad budget by split-testing each aspect of an ad; copy, visual, delivery, CTA. Check out these tips for split-testing your video ads.
At this stage of the game, remember to create ad audiences based on your pixel as well as page engagement and video views.
Tip #3 – Marketing Funnel
A Marketing Funnel is a step-by-step process that a potential client goes thru as they build a relationship with you and finally become your client. An automated funnel helps move the prospect thru the process by:
- Creating a landing page,
- collecting email addresses,
- sending a lead magnet,
- launching a thank you template
- launching an email sequence based on the prospects’ actions,
- analytics tools to help understand prospect’s actions and needs,
- showing the prospect additional helpful, curated content of yours and
- finally leading them to you for the sale
Novice – Build a simple funnel to collect email address and send your lead magnet. A tool like JotForm allows you to build an effective and pretty good looking landing page and email collection form. Included is the option to save the collected emails to a variety of formats including GoogleDocs.
The bonus is that you can include a thank you page along with a simple e-mail sequence. For a reasonable cost and a reasonable amount of tech-time, forms can be set up and managed easily.
Intermediate – Unleash creativity and get more bells and whistles with one of these mid-level funnel building tools.
The biggest value to be found in these tools is the opportunity to segment your audiences based on their actions. For example, many tools provide a way to send specific emails only to the people who have downloaded your lead magnet and other sequences to those who didn’t complete the download.
In addition, building landing pages, sign-up forms and automation let’s you stay in touch with your prospects every step of their journey.
E-mail sequence automation tools change frequently, so here’s a short list of professional looking options:
Rock Star – Skyrocket your relationship building and sell at the same time. Tools in this category give the opportunities listed above along with the option to sell products. For example, you may want to give away a wedding planning checklist and then sell a larger e-book or planning guide. Click Funnels and similar tools, make that easy by integrating the email collection, template design and sales pages features.
Here’s a curated list of services:
- Click Funnels Amazing support and a 14-day FREE trial. Keep you eyes open for their powerful ‘One Funnel Away Challenge’ that walks you thru creating your first funnel.
- 10 Minute Funnels
- InstaPage
- LeadPages
Here’s an in-depth overview of types of popular travel & tourism lead magnets along with some top tools to build your lead magnet. Don’t miss the marketing roadmap designed to walk thru the steps to get maximum visibility.
What I’ve found when I’ve created lead magnets and funnels is that they take on a life of their own by continually bringing in people who are interested! This is one of the most valuable tools I’ve ever put into play.
Armed with this knowledge ask yourself how you want to spend your time, building your client base or trying to work only with existing clients who may be dwindling due to age or aversion to travel in the new normal. Which is more effective in this new era?
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About Catherine Heeg
Catherine Heeg is a recognized social media trail blazer passionate about social media and marketing in the tourism and hospitality industry. She takes the mystery out of marketing!
She creates and delivers meaningful, dynamic workshops that meet your unique needs in the Travel, Tourism & Hospitality Industry.
Catherine and her team help travel, tourism and hospitality pros design and implement social media marketing strategies and tactics that drive traffic to their social and web sites. Learn more…
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