Integration Central (00:01.664)
All right, so welcome back to the Ask an Integrator Newsletter Audio Edition, where I will be breaking down business strategy into bite-size actionable steps. Today's question involves one of my very favorite things, and that is a lead magnet. So if you are ready to learn about all things lead magnets, this is the episode for you, and let's dive in. All right.
So a question that I am asked almost always when I am working with someone in their business is that, yeah, I have a lead magnet, but it's really just getting, it's not getting any sign up. So should I just scrap it? Definitely not. That's my answer. We're not going to scrap it. If you know me and if you've listened to this before, you know that we're going to tweak it, right? So.
Anything like anything that we're doing it it's going to require optimization You know, I just I think that there is this illusion in business or this myth that we should get everything right on the first try and that is Insane to me like it's crazy. Why why should we get everything right on the first try and lead magnets are no different? Everything that we're doing in the beginning
it when we develop something is discovery. We're discovering things and we're implementing them. So with a lead magnet, there are so many things that we can do to make it better, right? And so many things that we can optimize to make people want it without completely scrapping it. Okay. So before ditching your lead magnet, or maybe you have one that you've already thrown in the trash, let's get it back out of the trash and let's look at these three areas to optimize conversions.
So the first thing is to check your analytics. And if you listened to my metric tracking newsletter, this is a little different, right? So there's a few things that we want to check when we are considering our lead magnet. The very first thing is the same thing we talked about last time in the metric tracking episode. It's our page views, right? So.
Integration Central (02:25.102)
It just stands to reason that if nobody is visiting your page, that doesn't mean that it's not attractive to people. That means we need to work on getting people to the page. there are some of the tips that I'm going to give you today and the other two things are going to help people get to the page a lot better. So we need to get those page views up before we make any type of changes.
The next thing is our opt-in rate and we did not go over this the last time. However, this is incredibly important. This tells us specific information about the page itself that we created to promote this freebie, right? Okay. So if I have a landing page and a hundred people visit it and 30 of those people opt in, that means that I have a 30 % conversion rate for, or opt-in rate.
You can call it conversion rate, opt-in rate, doesn't matter. That's the percentage of people that are opting in. 30 is okay. It's one of those benchmarks where 30 is about the benchmark, it's the average, if you do some research. I really think if this is gonna be the opt-in, that's the thing that leads people to
your offer, we want to get this up into the 50, 60, even 70 % range. And that w that's not going to happen right out of the gate. We're going to have to tweak, tweak, tweak. But if it's a low con like, if it's like, I do have a hundred people visiting and only 30 % are opting in. That means that something that we have on the page is not jiving with people. So it could be the way that you're describing it.
Are you really making it outcome based? So if I go to your page and you're going to give me this thing, do I know exactly what it's going to do for me? I see a lot of people like having journals and things like that. That's great. But like, what is it going to do for me? That's all that people want to know is what is this thing going to do for me? Where is it going to get me? If I get your opt in, your freebie, lead magnet, whatever you want to call it.
Integration Central (04:50.194)
and I use it, how is my life gonna be different after I do that? That needs to be clearly and concisely conveyed on your landing page. And that's gonna make a big difference in your conversion rate. The last thing is just your email open rate. So I mentioned this before in the metrics episode, but we want this to be above 80%. And now I don't mean if you have a nurture series that goes with it, that doesn't need to be.
All those emails don't need to be 80%. It'd be awesome if they were, right? But the delivery email though, the email that we are sending this freebie with, it needs to be above 80%. Otherwise, nobody is looking at that freebie that you spent so much time making. And obviously the path to conversion is going to be limited because people aren't even getting it out of their inbox. So you want this thing to be something that
I go to your page, I put my email in and then I immediately open up my Gmail and I'm refreshing. Like, when is this thing going to get here? That's the vibe that we're going for. All right. So that, those are your analytics to check. And then the next thing, and this is, I think a universal problem is does your lead magnet solve a problem that matters to your people? Every single thing that you put out.
every single thing. It does not matter if it's free. Needs to be high value and it needs to solve a problem that actually matters to your people. If people won't opt in and give you their time, they're certainly not going to sign up for your offer. Right? So this needs to be compelling. It needs to solve a problem. And when we look at this problem, what it should be,
is a micro problem, a small little problem that comes from the bigger problem that I have. So just to give you an example of this, I was just talking with a client earlier about this. And let's say that you're having marriage problems. That's the big overarching problem. What could be a micro problem that we solve from that? What we came up with was resentment. And so that would be an area.
Integration Central (07:16.14)
that that's a tiny little problem that once they go through this freebie, right, they realize that they have a lot more problems that need to be solved. And they know that this person is the person to take them there. So they're ready to buy that offer. That's the logic that we want to get into when we are creating a lead magnet.
And again, I just want you to think about this in the sense that like not everything that you have. I know a lot of people just tell you like, just grab this, whatever the things that you've made and just put them as a lead magnet. It needs to be strategically placed in front of your offer. This thing needs to be very strategic and it really needs to position you as the solution to their problem. So if you are in wellness,
and I get your recipe guide. You need me to go through that recipe guide and use those recipes so that I see you as a solution to the problem. So this thing needs to be compelling because a lot of people have recipe guides out there. So why is yours compelling? And I would challenge you that if you have a recipe guide or if you're somebody that's this is your space, how can you?
make it even more unique, right? Because a lot of people have recipe guides. So make like, how can you position it so that it's a unique perspective or what maybe it's something about the recipes that make it unique. Maybe I can make them all in five minutes. I'm just making something up here, but really I just want to drive home the fact that your lead magnet is not just a thing. It's not just some random PDF or ebook. I'm not a fan of ebooks. just,
If you want a busy human to read an ebook from you and they barely know you, you have an uphill battle ahead of you. I really want you to think about something short and readily consumable, easy to digest. All right. I'll stop there. Next, let's go to your title. Is your title clear and compelling?
Integration Central (09:33.814)
And this is something that I encounter all the time with clients is they, you know, name something, just some random name, just like naming your offers, which is absolutely crucial. Your freebie needs to be named something or include a tagline with it where the outcome that I'm going to get from it is crystal clear. People don't have time to waste. They don't have time to, you know, and that could be a big.
problem if I'm going again, if I'm going to your landing page and you're offering me something and I'm like, I don't know. I don't know what this thing does. So I'm not going to give you my email address because let's face it, we all know the drill when we give somebody our email address, we're going to get a bunch of emails from them. Right. So, I mean, people are really savvy and they're considering this when they're thinking about giving you their email address. So really before you go throwing your lead magnet out, try changing the title.
I've had that work so many times for people just because it wasn't clear and compelling to tell people exactly what it is that they did. All right, and my bonus tip today, let's go first, let's go back through the three. So check your analytics. Does your lead magnet solve a problem that actually matters to your ideal client? And is your title clear and compelling? My bonus tip is that you're probably just not promoting it enough.
And I know a lot of people get in their heads about talking about things a lot, but you have to consider this. Only 3 % on average, only 3 % of your audience actually sees a post that you put out. So if you are expecting hordes of people to sign up for your lead magnet organically, meaning without ads, that is going to be a challenge, right? Like that means that we need to talk about this all the time, right?
Multiple times a week, we need to have the link here, there, and everywhere. You know, we need to put the link in newsletters. We need to put it in articles. We need to put it in our bio. We need to include it in stories. We need to put it out on Pinterest. I'm not suggesting that you do all these platforms, but these are just, if you're using these things, please put the links out repeatedly. Otherwise, if you're just posting it every now and then, no.
Integration Central (12:00.11)
people aren't going to opt in for it, right? Because they probably just didn't see it. All right. So those are my tips for today. And as always, I would love to hear from you. I would love to hear how your lead magnet is performing and tell me how my diagnosis tools kind of worked for you today. And if you're thinking that there's any new direction that you would go, I'd love to hear that. And if you are somebody that needs help,
optimizing your lead magnet, I do have a checklist for you today, a lead magnet checklist. So if you want that checklist, go back to your email and grab it or scroll up in your podcast to the description and click the link there. And you can always DM me for the link if you need it. I'm happy to give it to you. But that is a lead magnet checklist for things that you will need with your lead magnet.
And as always, if you want my eyes on your lead magnet, I do a few business audits per month. This is completely different than my intensive sessions. This is where you can literally just ask me a quick question and I will send you a video response back. It's only $197 and it can get you unstuck from any lead magnet problems that you're having, any quick questions that you have that you want a quick response to get you in action a lot faster.
So I hope this was helpful to you guys today and I hope that you have a great week and I will see you next week.
