One of the best ways to attract new clients is with a successful newsletter, but before people receive your newsletter they need to subscribe. Giving something of value to your audience when they subscribe can be a great way to entice more people to hit that subscribe button and share their email address. The thing you give away, whether it be a video, pdf, infographic or free session, is called a lead magnet in the email marketing world. In this article, we'll walk you through how to implement a lead magnet on your OfferingTree website.
OfferingTree has a email marketing features built right in! With this feature you can send newsletters to your contacts (email addresses) and you can also set up automatic emails to be sent to people when they subscribe on your site. We'll use these features to execute our lead magnet strategy.
Step 1 - Create your lead magnet:
There is no one size fits all instructions for how to do this. You need to think about what your audience needs and would be interested in. Preferably something that builds trust with them when they read it, watch it or use it. This will make the chances that they come back for more or read your emails much higher.
Step 2 - Set up an Automatic Email Series a.k.a Drip Campaign
A drip campaign is a series of emails that are sent to an email address usually automatically. We can set this up with the email marketing tools within OfferingTree. When someone subscribes, we can set up the drip campaign to send an email right away to that person, and we can attach or link our lead magnet to that email. If you created a pdf or infographic you can attach it right to the email, or if you created a video that you put on YouTube you can add the link to the video in the email. See our video instructions for how to set up the drip campaign step by step.
Step 3 - Call Out Your Lead Magnet
You need to get people to your site in order for them to subscribe. There are many different ways you can do this, but some of the most popular ways are leveraging social media and using paid digital advertising. Post about your lead magnet on your social networks and instruct people to go to your site and subscribe to get it. If you want to reach a larger audience than your social network, you can boost your posts by paying a small amount of money. Facebook, Instragram and LinkedIn (along with many others) allow you to advertise a post to reach a wider audience. If you decide to go this route, we'd recommend setting a meager budget to start out. For just $20 or so you can reach hundreds of people. Most of these social media platforms allow you to target locations, for instance the city you provide your services in, so your post only shows to those people more likely to engage with your post.
Step 4 - Fine Tune
Once in a while you get things right the first time, but just like most other things it takes some practice to get it right. It's good practice to assess how things are going and try and tweak things here and there to see if you can improve. Try changing how you're letting people know about your lead magnet, or maybe change your lead magnet once in a while to see if you can increase your subscriber count. Eventually you'll find what works for your audience.
Hopefully this guide has been helpful, and if you have any further questions or comments, don't hesitate to send us a note at firstname.lastname@example.org