Esther
Good morning and welcome to the Monday Morning Marketing Podcast, I'm Esther
Melanie
and I'm Melanie.
Esther
And today we're talking about lead magnets, why your business needs one and some examples you can use.
Melanie
Lead magnets. It sounds like a really boring topic, Esther.
Esther
Does, doesn't it? But it also generates the idea of one of those little magnets pulling everything towards it. Did you ever do that in school? We just got a magnet in the science lab. And you just tried putting against it? No, just me ok, you know, I'm not the only weirdo.
Melanie
I did. I know what you mean, but I was more than a negative push a one. So it was like pushing it around when there's a big gap anyway with digressing himself. And so, yes, at the end of the day, a lead magnet is a way of drawing people to your page or to a call to action. And there were lots of different methods out there. And give it a Google, you'll find a ton. But funnily enough, you'll need to give your email address to have it downloaded. And that's exactly how a lead magnet works. Now, there's absolutely no harm. Any business, any industry out there can add a lead magnet to their website, anyone
Esther
Yes. Yes. And there's also a way to add it onto your Facebook page as well.
Melanie
Yes. And you can get downloads on practically every platform, but normally it has to originate from a website in the first place.
Esther
Well, it's I think it's more useful when it generates from a website because then it's building your traffic. It's building your momentum. It's building your visibility on the website. So that's where you always want people to end up is on your website, because that's the one part of your business online that you truly own. Yeah, we've talked about this before, but obviously I'm a big website advocate and being that we build them and stuff,
Melanie
What she says is, we buy, the way she means me because I don't build websites. She's talking about IPA group who does build websites.
Esther
Yes, we do. We at IPA Group build websites and...
Melanie
"Whispers" I don't build them yet.
Esther
Not yet "laughs". Not yet. But I mean, it's possible. Anyway, I'm digressing again, you just really don't want to talk about the subject.
Esther
Well, it sounds like such a boring subject,
Esther
But it's not. I mean, think of all the ways that you can generate leads, ok? So you've got
Melanie
Go and dazzle me.
Esther
OK, so whenever you go on to somebody's website, if anything pops up, it's there in the corner, like a free ebook. Are you not tempted to download it? Go on, tell the truth,
Melanie
Well, it depends on what the ebooks is about. I mean, I suppose if it's the ultimate guide to house training a puppy and I had a puppy, then maybe or you know, how to use. A podcast, mic at home without tripping over all the cables in five easy steps. You know, that would be a good one for me as well.
Esther
Well, you've also touched there on the, you know, the clickbait part of the e-book, the name, the title, the topic that it's talking about. So your how to's and your easy steps. So those are all good ways. But if somebody then comes on and says, "I have this great webinar that you should sign up to, it's all about" insert topic that you're interested in here, then, would that also entice you to give your email address out?
Melanie
I probably would. And let's face it, with GDP out these days, it's so much easier to sort of unsubscribe from stuff easier than it ever was. So you can still get what you're ultimately looking for. But inmidiately unsubscribe afterwards.
Esther
Well,
Melanie
I'm such a cynic "laughs",
Esther
it is possible, but you don't need to do that, because if you're really looking to sign up, if you're really interested, what the person what that business is giving, then obviously you're going to want to stay on and receive their emails. And we'll talk about email marketing at another date.
Melanie
Yeah,
Esther
Possibly next week. We're not committing to any dates right now, guys, because everything's still a bit up in the air. But we'll say next week anyway. And so you can tune in again anyway. So another way and a lot of social media marketers do this one is a printable template to download this template, download this, you know, and fill it in with your details of what you're going to post, when you're going to post, how you're going to post, you know?
Melanie
It gives people use, doesn't it? A checklist if you like.
Esther
Yes. Yeah, definitely a checklist. And we all need those. Let's be honest, because our to do lists are a mile long. And so ways to shorten you to do list. Sign me up you know?
Melanie
Workbooks, you got workbooks as well. Something you can actually go through with somebody. I mean, I've got a workbook for my clients, not that I'm dropping any hints or anything. But, you know, it's surprisingly is necessary, but it's just hard to find one that will suit your business. And that's people are nervous about giving away information, aren't they? And I think that's wrong because you can generalize an awful lot of the information you give out, essentially because you have to because you're not targeting a particular audience with this information. And so they still need to speak to you directly in order to get this particular answer they're looking for.
Esther
Yeah, but if you're, for example, selling something online, one of your lead magnets could be sign-up and get 20 percent off or sign up for free shipping on the first order. Who's not going to want free shipping or a discount on their purchase? You know, and then if you have an incentive that, you know, every month there's going to be something going out again. We'll talk about this when we're talking about email marketing of ways to send out other things, they're going to want to stay on the lists. The idea isn't just to get a whole bunch of email addresses onto your list and then not do anything with them.
Melanie
No, no, we're supposed to follow up. Absolutely.
Esther
And we'll talk about that. But it isn't also the idea to get 20000 people on your email list and then 10000 of them disappear either, you know, you want to have an email or a lead magnet that is appealing, but that is also part of your brand, ok? So there's no point in going sign up and get a free computer if you don't sell computers.
Melanie
So maybe offering a return on investment. So, OK, you've managed to get in to view your download in the first place. That's one part. And that's something you can monitor on your Google Analytics, on your websites. Then you get them to actually sign up for something. Then maybe the answer is to have the lead magnet thank people and then offer something else that gives them ROI (return of investment). Maybe it could be "thank you so much for subscribing. Maybe be interested in this cheat sheet or checklist or download", you know, connected to what you've just signed up for. That's more useful again.
Esther
Yeah.
Melanie
And you know, they think"oh, crikey, bonus" you know, didn't expect that. And all of a sudden you've given them extra value that they weren't expecting.
Esther
Exactly. Exactly. And it is that surprise element that will keep them interested later on that will keep them coming back for more. But they won't also expect it every single time.
Melanie
I should hope not.
Esther
But it is great. I mean, if you have this correctly, if you have a magnet correctly installed into your website, then you'll see your Google Analytics people where people have come from and how they're connecting with you.
Melanie
We need to talk about that some state as well, because we need to we need to talk about goals that you can do through you, Google Analytics as well. And
Esther
There's so much you can do, guys. But we don't want to overwhelm you either. You know, this is why our podcast is only 10 minutes long. So we're not, you know, overwhelming you with, we could talk for hours. Melanie and I could just...
Melanie
We do.
Esther
We do actually all these podcasts are actually "no, we're not". But you do get the shortened version and the ten minutes is just enough for you to take something away and go and do it. OK, so what you want to do now is think what your audience would want to receive from you as a free download, as a free e-book, as a free lead magnet. OK, so you don't want to go onto your website and put "Free Lead Magnet right here".
Melanie
No...It's a bit shouty
Esther
yeah.
Melanie
You're not the vanished man, you know, "vanish and the dirt is gone". And this is "Oh my god, the shouty man. It does my head. And so you don't need to shout all the time. But if you can give people something really quick and easy is very, very helpful. And all it requires from them is, you know, a short sentence. You know, an email is massively useful and, you know. We try to put these podcasts together to be useful. I mean, that's why our tagline is mildly amusing and mostly useful, and it's really difficult to make Esther, you know, mildly amusing. So she she relies on me for that.
Esther
I really do.
Melanie
But, you know, we've decided that this little bite-sized bits of information are going to be a lot handy for people who are on the guy who are listening to this in the car. And, you know, we get all these questions afterwards asking us to talk about different subjects, which we really, really appreciate. So if you've got any other suggestions on the areas that we can cover, that we can have a chit chat and a bit of a laugh, do let us know. We're always fascinated with your comments. And we will talk about e-mail marketing very soon.
Esther
Yes, we will. So go off, do your lead magnet. Think about the problem that you can solve really quickly. It doesn't need to be a 10, 20 page, 50 page ebook. Think about short and sweet to the point.
Melanie
Yeah.
Esther
All right. Thanks, guys, for tuning in. And then again, we really appreciate it. Like Melanie says, send us your messages. You can find us and all social media platforms and on our website, the Monday Morning Marketing.com
Esther
Until next week, have a good one
Melanie
Bye.
