The Top 5 Lead Generation Strategies
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Summary
If you do not have calls to action to collect emails on your content marketing on your website, you are missing out on probably TWO TIMES MORE opportunity than you have today. In this episode, I'm going to share with you exactly how to build a beacon lead magnet. It's my structure and it's very unique to creating a lead magnet to attract ready to buy customers for your product off of your content or website.
Transcript
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If you do not have calls to action to collect emails
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you are missing out on probably two times more opportunity
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serial entrepreneur, investor, and creator of SaaS Academy.
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in this episode i'm going to share with you exactly how to build a beacon lead magnet it's my
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structure it's very unique to creating a lead magnet to attract ready to buy customers for
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your product off of your content marketing or your website and be sure to stay to the end
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we're going to tell you how to download my reactivation email template to literally source
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new customers off any email list you may have today let's get into it so i want to start off
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by telling you a story about a company i built called flowtown flowtown was a social email
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marketing platform that we built back in 2009 and one of the things that we did incredibly well was
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our content marketing we had a blog that was generating hundreds of thousands of views per
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month but the problem was is that all we did was just blanket the blog post and all around it with
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ads to our trial of our software we actually weren't collecting any emails we figured you
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You know, if we got traffic, we want to send them straight to signing up for a trial.
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The problem was with that that I've learned since then is that not everybody is ready to start a trial with your product.
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They're not ready to buy what you've got to sell.
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And what you want to do is instead, you know, swap their contact information, their email address for some value that you might have.
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And the reason why is because marketing is meant to take care of your market until they're ready to buy.
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so if you've done all the heavy lifting to get somebody to come to your website then you need
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to give them something some bribe to collect an email address so you can continue the conversation
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continue to solve problems for them and at some point luckily you'll have the opportunity to you
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know sell them your solution and once we added lead magnets to our blog all of a sudden now there
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was this whole swath of visitors that were cold that had no clue what flow town was that weren't
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ready to buy that we started collecting emails and from that relationship we
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built we then converted them into trials so if you do not have calls to action to
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collect emails on your content marketing on your website you are missing out on
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probably two times more opportunity than you have today this was true back in the
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day for Tim Ferriss's blog some people don't realize this but he was opposed to
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collecting emails and emails marketing because he didn't want to like bug
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people and I think it was Ramit Sethi you know one of his good friends that finally convinced him
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like Tim you get millions of views to your blog every month and you're not building your email
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list now he has a multi-million person email list and even the other day I was talking to a
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SaaS founder that's in one of my programs or a new member and we were doing a quick marketing audit
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and I noticed that they're at 7 million in ARR an incredibly great built product and on their blog
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they had no calls to action to collect emails other than signing up for a demo for their product.
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So we want to solve that. And here's the way to do it. Number one is we want our lead magnet,
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what I call a beacon lead magnet to be sage. I got this terminology from my friend Taki Moore
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and sage stands for short, actionable, goal oriented, and easy. This means that it's some
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kind of document. Typically it's a checklist. It's a blueprint. It's a template. It's a script
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that adds a ton of value without asking the person
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Some people decide to like do like three-part video series
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But the truth is, is you're asking that visitor
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And for a lot of people, their time is worth way more
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One of my favorite examples is a company called ambition.com.
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They're a software platform, and they're not even a client,
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although they should be, because I'd love to work with them,
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and sales scorecards, and really just try to get the most
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So if you go to ambition.com, they have a whole thing,
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it's a resource section with templates and scorecards,
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that somebody that may not be ready to buy their software, but has a small sales team can engage
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with and download for an email address so that they can continue the relationship onward. It is,
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that is the mentality, the approach to thinking about what kind of lead magnet would even start
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to attract a ready to buy potential buyer. Number two, double aligned. So to me, the principle that
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I was kind of hinting on is the idea of double aligned. The lead magnet that you're building
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has to be aligned with the problem that your product solves and it has to be aligned with
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where the customer is in their awareness stage of the problem so could you create a lead magnet
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that would collect a bunch of emails from any visitor on the internet if you were like hey i
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can help you make more money download this thing and all of a sudden every visitor your website
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downloads the thing but that doesn't make them a perfect customer for your software product see
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what i'm saying is the lead magnet has to be aligned with not only attracting the perfect ideal
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customer profile but also the problem your product solves so that when you introduce your solution it
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makes sense so for example if i have a financial software um one uh one potential like especially
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if it helps with year-end planning you know like kind of financial modeling or financial planning
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then a great template or tool i could give away for their email address would be a year-end
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planning checklist like here are the 27 things and all the recommendations we have for how you
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should do your year-end financial planning and that would be aligned especially if your product
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does that so look inside the software you've already built or inside your your your solution
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your product that you're selling and ask yourself what is the problem that somebody that's about to
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hire us to solve you know to for the solution that they're trying to fix first so if i do
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you know camping trips let's say you know you go you want to hike Mount Rainier one of the top
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you know mountains in the U.S. a packing list for getting ready for Mount Rainier would be a great
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lead magnet because anybody downloading that's telling you that they want to go hike Mount
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Rainier so if you have a guide service to do that then that's a natural kind of process that you
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could then say hey if you want some help you want to get there safer you want to get there faster
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give us a call schedule a call so we can do a quick demo to see if we'd be the right fit for
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you and that is what double align means number three test the name I can't tell you the amount
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of times that I've been doing you know marketing coaching calls with my clients and seeing their
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beacon lead magnets and realizing that what they've created as a name for it is really just
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like a blog post title like how how to do your year-end planning or seven steps to do your year
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end planning that's not gonna make it interesting enough right we need to give it a cool name
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sometimes we got to just rename it to a scorecard or a template or we want to give it a cool name
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like modeler or you know like I have the rocket demo builder or the precision scorecard so you
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want to make sure you test the name here's how to test it is email a bunch of prospects maybe people
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on your your marketing list if you have one and just ask them hey I built this thing name and I'm
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curious if you want a copy if so just hit reply and I'll send it to you if you send that to 100
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people and only two people reply asking for it there's probably a problem with your name because
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it doesn't seem unique powerful it doesn't seem sage enough so be sure that you test the name
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before you go build i literally will run marketing ads against the beacon lead magnet before i ever
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build it because if i'm not getting the click-through rates then why am i going to spend
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the time and energy to build it so that is number three test the name number four conversion flow
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this is literally the most important thing you can have the most amazing beacon lead magnet and miss
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a huge opportunity to actually convert that traffic into customers so here's the key wherever
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i promote that lead magnet it could be on my blog could be on my home page could be through ads
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when they download that beacon lead magnet on the thank you page the page that shows up after they
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download it in the header you will give them a link to download the thing or tell them to check
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their inbox in seven minutes because that's where it will be to download but the page they see is
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a hundred percent above the fold ambition i'm looking at you ambition.com you guys don't do
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this above the fold you make the prompt for the demo you make a prompt for your trial you ask
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them if they want to move forward here's why if i think of like open rates for most email address
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a good open rate is about 20 a click-through rate's two percent so that means that if a hundred
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people downloaded my lead magnet and I only got 20% open rates. That means 20 people would open
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the email. And then if I had a link to come back to sign up for a trial or any information about
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the trial or demo, then I'd only get 2% of the 20, which means four people. So I'd get four people
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through the email funnel that would come back to the page that might have the information about how
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they could purchase our product or learn more about it. Yet you have a hundred percent of the
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people that after they downloaded your lead magnet that were still on the funnel they were still
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there ready for the impression and the and this is a plague it's 92 percent if you're not a coaching
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client of mine you probably don't do this all my coaching clients do it because it's a non-negotiable
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it's it's why we spend all this time generating traffic to collect an email but not moving the
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opportunity forward for the customer i've always said that marketing for me is the difference
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information and marketing is that there's a next action item at each stage of your marketing you
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have a clear next step for this person to go so that they don't just say oh this is cool but what
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am I supposed to do with this or how does this company help me that is the conversion flow is
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everything make sure that when you give them the thing tell them they'll get it in their inbox in
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a few minutes that way they stay on the page and then ask them if they want some more help through
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your software through a conversation to move things forward and make sure it's clear and
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there's a direct call to action. Number five, RND. So RND stands for rob and duplicate. Look,
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I'm not telling you, you should steal other people's things and claim them as your own,
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but I am saying you should do your research. You should find out what the market is already
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engaging in. Here's the coolest part about the world we live in is you can literally go and spy
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or review your competitors' lead magnets to find out what's working really well for them. So here's
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how you do it and this may change because ad platforms change all the time but in Facebook
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if you go to your competitors or people in the market that you know are doing really great
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marketing and you can do this from my Facebook page and you go to my my business Facebook page
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on the left side somewhere you're going to find the Facebook ad library okay so you can even go
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I think it's ads again they change it all the time but search for Facebook ad library and you can
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search a company and then see all the ads that they're running right now and you can see if
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they've got lead magnets that they're offering the market and go through their funnels now
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what i'm saying by rd is be inspired by their lead magnet if they're running three lead magnets and
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it's this scorecard this template and this script you don't have to reinvent the wheel you can just
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ask yourself do i have some unique thoughts on what that should look like do i have some existing
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content do we have something in our product that we're already doing that can help the person
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and just use that to inspire your creative process
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and it could drive millions of dollars in new revenue.
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depending on the type of content that you're talking about.
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But for right now, go R&D one of your competitors.
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If they're running ads and they've been running it for a while,
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and build that ready-to-buy audience of people for your product.
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to build a Beacon Lead Magnet that attracts ready-to-buy buyers.
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short actionable goal oriented and easy number two double aligned both the pain the customer has and
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the product you solve or the solution number three test the name with an email list for
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your conversion flow use the funnel number five rnd your competitors as i mentioned at the beginning
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i want to share with you an exclusive resource called the reactivation emailer you click the
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link below to download your copy it's a template nine words you send to your email list that will
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help you harvest new opportunities customers with literally no effort just send this email click the
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link below download your copy it's my gift to you especially if you're down you're collecting emails
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using the beacon leaving magnet strategy you're gonna need this email template it's the first
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email you should be sending to them after they download the lead magnet click the link below to
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download your copy and if you like this video please subscribe leave a comment let me know what
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the number one takeaway was for you that helps the engagement of the channel it would mean a lot
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and as per usual i want to challenge you to live a bigger life and a bigger business and i'll see