Delivery
This is where starters tend to overcomplicate things. There’s no shame in starting with a simple way of delivering your lead magnet. Later, you can get fancy with funnels and automation sequences.
For now, you can make it as simple as: “DM me if you’d like a copy of my Amazon best-selling Independent Adjuster’s Playbook. I’ll add you to my weekly newsletter and send you the book.”
Don’t let tech overwhelm you. Just get started.
There are platforms that make delivering a lead magnet simple and that double as your email delivery system. They store your customers’ email addresses and allow you to schedule follow-up emails (more on that in the next chapter).
Your goal is to fill your email list—and to get permission to send newsletters. That is the core of your business. The money is in the list.
Without it, you don’t have a business.
You can start building your list with a simple email capture strategy, but ultimately, you’ll want to upgrade to an email marketing platform.
There are many options, but these are popular among beginners:
ConvertKit
Mailchimp
MailerLite
Active Campaign
Substack
Each will cost you monthly, but I promise this is a worthwhile investment.
If you’re looking for the cheapest, Mailchimp is your go to. My favorite is ConvertKit. It has the balance of automation and simplicity. Substack is creeping up there because it is a newsletter platform and website in one. You could run your business on Substack and nothing else for a reasonable price.
Easy Access
No matter how you choose to get the lead magnet to your customer, it must be easy to access. If you frustrate your customers with an unwieldy lead magnet, you can ruin the relationship.
Your lead magnet should quickly show up in their email. And the website should offer a simple download or automatically grant access.
Test your process to be sure it works. Though this product is free, it’s your customers’ first interaction with your products. They will judge you for how well the lead magnet worked for them. The more streamlined that experience, the more likely a future purchase.
Keep it simple.
Tracking
Tracking your leads will provide valuable information about where your customers are in the buying journey.
Is the customer interested in my products, or did he just want the goodies? The platforms I mentioned deliver real-time stats—showing you at a glance how many people have claimed your lead magnet and stuck around.
By checking which lead magnets are performing better—that is, which are more attractive to your customer—you can decide what future content and products to create.
Track your numbers, and they’ll guide you to success.
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