August 3, 2025 • 42 mins
Struggling to turn website visitors into customers? The missing piece might be a strategically crafted lead magnet that does more than just collect email addresses.
In this workshop replay, I break down my framework for creating lead magnets that actually convert to sales. We dive deep into how your lead magnet should function as the first step in your customer's journey, connecting directly to your gateway offer and signature service. You'll discover why the most effective lead magnets mirror the experience of working with you and how this simple shift can dramatically improve your conversion rates.
Beyond just theory, I walk through the exact process for identifying your ideal lead magnet topic, choosing the right format, structuring it effectively, and setting up the technical components for seamless delivery. You'll learn how to use your thank you page as a selling tool and how to promote your lead magnet to reach your ideal clients.
What makes this approach different is the focus on strategic alignment. Your lead magnet shouldn't be a standalone piece of content—it should be the first step in a carefully designed journey that leads naturally to your paid offerings.
Whether you're creating your first lead magnet or optimizing existing ones, this episode provides the blueprint for transforming your lead generation system from merely collecting emails to consistently creating qualified prospects who understand your value and are ready to buy.
Ready to revolutionize your marketing funnel? Listen now, and don't forget to subscribe to Tiny Marketing for more actionable marketing strategies.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
I'm Sarah Noelle Block and this is the Uncut
Summer Series on Tiny Marketing.
This is episode 148.
I am sharing a live workshoprecording on how to craft a
killer lead magnet.
Enjoy, okay, sweet.
So that comment loaded.
You guys have the workbook, thecopy-only version, and we'll
(00:25):
get into it.
So the first thing we're goingto do today is identify your
target audience.
The lead magnet needs to workin conjunction with your bigger
offers, your signature offer andyour gateway offer your bigger
offers, your signature offer andyour gateway offer.
(00:46):
So you want to identify whoyour target audience is for each
of these, and your lead magnetshould be the first thing that
they would need to do in orderto go into your gateway offer.
And for anybody who doesn'tknow what signature offer, offer
, gateway Offer, lead Magnet is,let me just give you a little
(01:07):
rundown, the quick dictionaryversion of it.
Okay, a lead magnet is a gatedpiece of content that's valuable
on its own and it's somethingthat someone would submit their
(01:31):
email address for to gain accessto.
So lead magnets are often PDFdownloads, guides, they could be
workbooks, they could bebundles of templates, a
masterclass I have a whole listin here, but those are lead
magnets and what you want themto do is you want them to
(01:52):
understand the why and the whatof your signature offer.
So if you are selling here,well let's say you're an event
marketer and you are selling aprogram where you're teaching
people that event marketing is agreat way to gain clients,
that's how you can fill yourpipeline.
So that will be the examplethat I'll just carry through in
(02:16):
this workshop.
So a good lead magnet forsomeone with that for that
service would be to teach themwhy event marketing works so
well to fill your sales pipeline.
So it could be like threereasons why events are the
easiest way to fill your salespipeline could be one or a what
(02:39):
could be it so like what arefour activities that actually
odds work better?
So what are five activitiesthat you could do to fill your
sales pipeline?
Those are examples of what leadmagnets would be great to lead
into that signature offer.
Now the goal is for your leadmagnet to lean directly to your
gateway offer.
What is a gateway offer?
(03:00):
A gateway offer is a high value, low-cost entry point for
potential clients.
So it needs to be an easy,no-brainer yes for people.
They need to be able to.
It needs to be a price pointwhere you don't need a ton of
approval from higher-ups inorder to say yes, and it's low
(03:21):
enough where they're like okay,it's worth testing this person
out with this.
And what you would want thatgateway offer to do is one,
identify the entire scope ofwhat they would need to solve
their problem.
Two, build trust with them.
And three, help you identifythe easiest path for them to
(03:41):
succeed.
The easiest path for them tosucceed, and it should include
elements like an interview, aworkshop, something where you're
talking to them, you'reinteracting with them, and then
a documented piece that buildsout a strategy, an audit, a
roadmap, something like that.
Charge for those, in caseyou're tempted to give those
(04:02):
away for free, like a leadmagnet.
Don't charge for those.
Okay, so your lead magnet needsto lead to the gateway offer,
which the gateway offer thenleads to the signature offer.
All right, I'm going to pull myscreen back up so we can get
into the gist of it now that thedictionary terms are there.
All right, the first thingwe're going to do is identify
(04:24):
our target audience for thislead magnet.
You don't want to targeteveryone.
In fact, if you can name theniche that you are targeting
within the title of your leadmagnet, it's even better.
You want to be as specific aspossible.
You need to identify why theyneed your solution and who they
(04:48):
are.
So let's take some time to dothat.
I'm going to set a 5-minutetimer.
I'm actually using YouTube, sothere will probably be a
commercial.
My apologies, but right nowwhat I want you to do is, in
another tab, go to ChatGP teamand you're going to use these
(05:08):
prompts.
So prompt one is build a personafor whoever that person is and
then describe it.
So I have revenue, industry andlocation.
Those are just examples.
You would want to fill in anyof the information that you
already know about your targetaudience.
Those are just examples of whatyou can put in.
The goals of this person are.
(05:31):
So the goals that you want toput are the reasons that they
would be coming to you in thefirst place.
What is the problem thatthey're experiencing that they
need a solution to?
So that's what the goals are,and then include any specific
things that you already knowabout it.
So the pain points they'regoing through what decision
(05:54):
criteria that they are going touse to select you or someone
else, things like that.
So go into ChatGPT and do that.
And then your next one would bewhat would trigger this person
to find a solution for thisproblem?
And number three is whattransformation would they hope
(06:14):
for?
So those are the three promptsthat I want you to put in and
you'll also have.
You can put in the informationright here that ChatGPT spits
out for you.
So put it in your workbook.
I'm going to set the fiveminute timer now.
Well, four minutes and 58seconds and I'm going to let you
(06:38):
work.
Alrighty, let me turn off thatcommercial, okay.
So that should give you a goodidea of is to help you start
brainstorming what would makesense for your lead magnets.
Now you have the goals thatthey want, you have the pain
(07:03):
points, the decision criteria,and you have the triggers what's
causing them to seek out yoursolution in the first place and
what transformation they hopefor.
So I want you, right in here,to take what you learned from
that chat GPT prompt oh, let meremove my comment and put it
(07:36):
right here and then look at whatare the challenges that you can
address using a lead magnet.
That will go right here.
Now, as you're mulling thatover, I'm going to move on to
the next piece.
What are the ideal lead magnetformats?
So if you've watched any of mymaster classes on my personal
(07:58):
framework that I take my clientsthrough, then you know that I
recommend having a passive leadmagnet and an active lead magnet
.
So a passive lead magnet issomething that is always on.
It lives on your website.
It can be a pop-up, it can be alittle bar that sits at the top
of your website, it can be inyour email signatures, it can be
(08:21):
in your social media headerimages, all over the place.
It's always on and it's alwaysslowly dripping new leads into
your funnel.
That's why it's always good tohave.
It's evergreen and it's alwaysworking for you.
An active lead magnet istime-sensitive and it brings in
(08:45):
a flood of new leads at once.
So this would look like avirtual summit, an audio summit,
a workshop, a webinar,something that is time-sensitive
and is only available for a setamount of time.
So today's focus is on a passivelead magnet.
So those can look like PDFdownloads, ebooks, webinars,
(09:09):
masterclasses, mini courses thatare evergreen, on demand
workshops specifically ones thatare pre-recorded, quizzes.
Templates do amazing.
Template bundles are evenbetter If you have a whole bunch
of resources that you'realready using in your business
(09:30):
or you supply to your clients.
Putting them in a bundle thatpeople can download is very
appetizing for potentialcustomers.
And tools like calculators,audits, or little mini like AI
apps Maybe you have a chat GPTthat you've engineered for your
clients.
That could even be a leadmagnet.
(09:51):
So these are your options forpassive lead magnets.
What you want to do is you wantto look at the problems that
your customer is going throughyour signature offer and gateway
(10:13):
offer and identify what wouldmake sense for a great lead
magnet.
Remember, you would wantsomething that is creating more
why and what content for yourpotential clients.
Because you're supplying thehow in the gateway offer and
then you're executing in thesignature offer.
So you want them to understandwhy the method that you're
(10:38):
taking them through makes sense.
So when you're deciding ontopics, that's the direction you
should go in, or what methodswould make sense, or what
strategies would make sense forthem to go from point A the
challenge to point B thesolution, the transformation.
So those are some things thatyou will want to identify.
(11:02):
Let's pop over to the workbookfor a second and I want you to
put in here some ideas.
What challenges can you addressin this lead magnet.
Right here is the perfect spotfor you to start identifying
possible lead magnets and righthere is a dropdown of what lead
(11:23):
magnet type you would want.
Now let's go through, like howdo you decide what lead magnet
would work best for youraudience?
You want to think about theirtime.
How much time do they haveavailable to consume your
content?
What is their preferred medium?
And here's another thing thatI've never talked about before
(11:46):
publicly, but is a bigdifference, like something that
I always include and I have myclients always include that I
never talk about.
But your lead magnet shouldmatch the experience of your
offer, match the experience ofyour offer.
(12:12):
So let's say your offer isaround, like maybe you have an
audio course, it's an audiotraining and then once they
consume the content of it andput together their drafts, and
then you do a one-to-oneworkshop where you review the
content that they've created.
I'm just making this up on thefly.
So let's say that's yoursignature offer.
You would want the lead magnetthen to mirror that experience.
(12:33):
So your lead magnet would makethe most sense.
Like, if you're using audioformat to deliver your
experience, then doing a privatepodcast feed would make sense
for your lead magnet format.
You want the lead magnet tomirror the experience of working
(12:55):
with you, so they get used tothe idea of how you work with
them.
So start getting that in yourbrain and letting it tickle a
little bit to try and thinkabout how you can get your lead
magnet format to mirror theexperience of working with you.
Okay, so some other things toconsider when you're creating
(13:17):
your lead magnet.
What content medium does youraudience prefer?
Does your audience prefer Ifyour core content is a YouTube
show and that's where your leadsare coming in then it's fair to
say that they'll probably likea masterclass or a webinar, so
those would make sense for you.
Whereas if your core contentthat is attracting new clients
(13:40):
is social media, for example,then they might like something
that's more written version ofit, or they might like prompts.
So you want it to mirror thesame experience.
So what kind of content do theyask for?
A lot of times we ignore what'sright in front of our face, and
(14:02):
our clients are asking forspecific types of things.
For example, I have a podcastand I am constantly being asked
to share the video version of it, to publish it on YouTube, so I
know that my audience wantsvideo.
They're craving it becausethey're telling me that they
(14:22):
want it, and it's very likely.
By the way, I'm not because I'mlazy.
I don't want to edit thepodcast for video Eventually I
will but what you want is tojust listen.
Listen to them.
What kind of content do theycrave?
I interview my own clients'customers a lot when we're
(14:44):
trying to decide on their leadmagnet, and it's crazy how far
off our assumptions are fromwhat they actually want.
If you just ask what they like,they'll tell you.
So, for example, one of myclients was like I think they'd
want a PDF download.
That was their hypothesis.
And then I went and interviewedtheir customers and they wanted
(15:08):
an on-demand course.
So it's completely different.
So just have conversations withyour customers and ask what
they prefer.
What do you feel mostcomfortable with?
You're the one creating thisand delivering it, so make sure
that it's a medium that you feelcomfortable with.
If you don't feel confident inarchitecting a quiz, for example
(15:32):
, then either don't do it orhire someone else to do it.
And what can you create withresources you already have?
Here's an amazing example thatI bring up a lot, but I noticed
in my Google Analytics that Ihad a couple blog posts that
were killing it in search andlike 50% of my traffic was
(15:58):
coming to those two blog posts.
So what did I do?
I created a template based offof that blog post.
It was about creating quarterlymarketing plans.
So I created a quarterlymarketing plan template that
people could use and downloadwhen they were consuming that
blog, and it got like 100downloads in the first week.
(16:20):
So, looking at what makes sensefor where you're already getting
traffic, look at your analytics, see where your traffic is
coming from.
That would be like no brainerlow hanging fruit lead magnets
that would get you a bunch ofleads at once.
So those are great for listbuilding, but using that,
(16:42):
matching the experience and yourtarget audience's pain points,
those are for building genuinegood leads that could convert to
customers.
So you got to decide Do youwant a bigger list that you
could potentially sell, likedigital downloads to low-hanging
(17:03):
fruit things to sell likedigital downloads to low hanging
fruit things too, or do youwant to focus in on who's going
to give me the best qualityleads that would convert into an
actual customer?
Then you have to be a lot morestrategic about it.
So how do I identify the righttopic for your lead magnet there
?
I just talked about this alittle bit.
Find what content is rankingwell in Google on your website
(17:26):
and you can bust in little leadmagnets right there.
Make it super easy.
It could be someplace thatyou're already using.
You just gate it.
What's your most popularcontent?
Let's say you have a podcast.
Your Buzzsprout account isgoing to tell you which topics
are ranking the highest, so youcould create a lead magnet
(17:51):
around that, because you alreadyknow tons of people are
listening to this episode.
I can create this lead magnet.
Insert an ad into that episodeand in the show notes page and
boom, I'll instantly getdownloads because people are
already there.
But social media posts werehighly engaged.
So go through your LinkedIn orwhatever channel you use and
(18:14):
look at the analytics.
What posts did the best?
There's probably a lead magnetidea in there.
What posts did the best?
There's probably a lead magnetidea in there.
What questions are people askingonline?
So let's say you don't have acrazy engaged audience and those
first three things just won'twork because you don't have the
audience or the core content yet.
So go to like.
(18:36):
Ask the public, go to like.
Ask the public.
Go to the forums that you spendtime on.
If you're on any communities,like entrepreneur stuff, for
example, you can go in there andsee what questions people are
asking within your niche andthat would be a great lead
magnet too and then share it inthat community.
Duh, they already want it.
(18:56):
And last, what questions dopeople ask on sales calls or in
your social media comments?
So whenever I see a trend in aquestion happening, I create a
bonus episode on my podcast forit, so I can pull people over to
(19:17):
my podcast and I don't have toanswer the same question over
and over again.
But you can use this samemethod for your lead magnet.
You keep getting the samequestions over and over.
That's a lead magnet, my friend, and someone has to submit
their email in order to get it.
So if you don't have theanswers to any of those
(19:37):
questions, survey your audience.
The smartest thing that I everdid was add a survey in my
signature of my email askingwhat content they wanted, what
was their priorities for 2024?
, and then I just had.
It was a one question surveyand it had all the ideas that I
(19:58):
had been thinking of, thingspeople have been asking me and I
had them vote.
And so many people voted and itmade it really, really easy for
me to understand what contentthey wanted and what lead
magnets would make sense forthem.
So survey them, make it supereasy for them to answer, put it
in your email signature, put iton social media as a pinned post
(20:21):
, put it everywhere that you canthink of.
You can also go on social mediaand just run a poll and see
what people say.
Put all of your ideas out thereand go with whatever gets the
most votes.
You can also schedule connectioncalls that's just 15-minute
calls with a few of your pastclients and ask them what would
(20:42):
interest them.
What questions did they haveearly on in the process when
they were trying to figure out asolution to the problem that
you solve?
That would have been helpfulfor them.
They'll tell you.
I ask this question all thetime and they always have an
answer.
Let's pop over to the workshopor the workbook, okay.
(21:04):
So right now I want you to gointo the workbook and I want you
to write down everything.
Just start brain dumping.
Everything you can think ofright here Questions that they
ask, comments that you get.
What topics do theyspecifically come to you for.
Start brain dumping it righthere.
(21:26):
As you're doing that, I'm goingto keep on talking.
So how do you structure yourlead magnet?
It's actually very specific.
I think that a lot of timespeople build their lead magnets
like they would any other typeof content.
They're just structuring it foreducation.
(21:47):
But you want to remind themwhat the challenge is that
they're going through, what isthe pain that they're going
through, and so they canunderstand by the end what that
little win is that they'regetting from your lead magnet.
Remember, the faster that youcan get someone a little win,
(22:08):
the more they're going to beinterested in your services.
So when you're structuring yourlead magnet, start with the
challenge you're addressing andremind them why they needed this
resource in the first place.
The next thing you want to dois explain the transformation
they can expect from theresource.
So we talk about the challengeand then we explain what the
(22:32):
outcome will be.
This is what you'll get by theend of this leadback net and
then teach the thing.
So make it really easy todigest.
You want a surface-leveleducation, enough for them to
get somewhere with it, move tothe next step of their journey,
(22:53):
but not so much that they getbogged down and it's
overwhelming, and also not somuch that they wouldn't want to
move on to your gateway offer oryour signature offer.
And then, last, you want to endwith an offer.
So when you end with an offer,it should be in the thank you
page and the reply email.
(23:14):
So I'm going to get into that alittle bit more in a second.
First, we're going to createheadlines and value propositions
.
So when you're creating yourlead magnet, you need a sales
type page for them to downloadthat lead magnet from.
So you want to first outlinethe lead magnet, write down your
(23:39):
ideal customer's challengesrelated to that topic and then
connect them with the benefitsthat they would get from that
lead magnet.
So, and then jot down thetransformation they can expect
from it.
You want to connect everythingto the challenge.
So put down as you'rebrainstorming challenge the
(24:00):
benefit that they get from thelead magnet, challenge the
benefit they get from the leadmagnet, connect the dots for
them.
So it's super easy.
You want that on the downloadpage.
You want it as clear aspossible for them to understand
what they're getting.
Let's pop over to the workbook.
So right here you would outlineyour lead magnet, okay.
(24:26):
So I am going to give you acouple minutes to do these two
pieces.
So I'm going to turn thatfive-minute timer back on and
what I want you to do is writedown your potential, your topic
ideas.
What are the questions thatyou're getting, what are the
(24:47):
comments you're getting, what dopeople come to you for?
And remember, keep it like whatcontent and why content and
then outline it.
What's the challenge you'regoing to solve with that lead
magnet?
What transformation can theyexpect from it?
Now, in the teach the thingpart, just write down a couple
(25:07):
bullets of what you would teachin that part and then what offer
would lead to it.
So a little bonus in your leadmagnet is to add little pieces
of authority throughout thatlead magnet.
So if you can put in reviews,like screenshots from reviews,
(25:28):
or screenshots from DMs that yougot, or case studies, customer
results, things like that, justsprinkle them throughout the
lead magnet.
Okay, I'm going to set thefive-minute timer and I want you
to do these two pieces and thenwe'll come back and I'm going
to teach you how to sell fromyour lead magnet.
(25:49):
Let's see if I can go back tothe beginning Five-minute time.
All righty, let's pop back over.
So at this point you shouldhave brainstormed your topics
for your lead magnet andoutlined what it should look
like.
(26:09):
Right here you will write downthe headlines and the value
propositions for your leadmagnet.
So, remember, you want to lookat what is the challenge they're
experiencing and then how doesthis lead magnet solve it.
So those are some pieces thatyou want to get into.
(26:30):
Next up, let's talk about thetech pieces of it, so the
technical pieces of it.
When you are setting up yourlead magnet, you need to have
these three pages.
You need the form page, whichis the sales page that we were
just working on right here.
The thank you page that's whereyou're going to be selling and
(26:56):
the delivery page Okay, so youwant to automate everything that
you can.
So automatically send an emailwith the delivery.
You want that lead magnet to bedelivered via email In case
people are putting in fakeemails, if they have to submit
their correct email in order toreceive the lead magnet.
(27:17):
That makes the most sense.
Otherwise they're skirting thesystem and you're not getting
anything from that.
Automatically add them to theright segment.
So what was the lead magnet?
What offer would it lead to.
Does it lead them to a salesfunnel and then add them to a
workflow for a specific offer.
(27:39):
Tools that you'll need that cando it all.
So Squarespace can doeverything for you.
You can create the form page,the thank you page, the delivery
page and the emails in therepage and the emails in there.
Flowdesk, same.
You could do all of them andMailChimp also.
Tools you'll need if you don'thave any of those, you'll need
(28:04):
an email marketing platform.
I use Flowdesk.
I love it.
You'll need a website and youmight need Zapier in order to
connect your email form or yourform on your landing page to
your email marketing platform.
So that's possible.
But if you use Squarespace,flowdesk or MailChimp, they'll
do everything for you all in oneplace.
(28:28):
Let's dig into the form page fora second.
So the form page is where youwould put those headlines and
value propositions we talkedabout a moment ago, describing
the challenge and then thesolution that the lead magnet
provides.
And then you have the form,obviously, that they have to
submit.
So they fill out the form, theyhit submit.
(28:51):
It takes them to a thank youpage.
The thank you page should beselling for you, so you want it
to include a quick masterclassthat explains the next offer,
the order bump that you'retrying to get them to go to, and
then describe what that orderbump is and make it super easy
(29:14):
for them to sign up for it.
So if it's something live, youhave the scheduler right there
for them.
If they need to pay for it,then it should lead them
directly to that cart where theycan pay directly on there for
that order bump.
But the thank you page is theperfect place to upsell into a
(29:35):
paid offer.
You also want to include anylinks where they can be nurtured
later.
So if you want them to followyou on LinkedIn, make sure you
have that on there.
If you have a podcast or aYouTube show, make sure to put
links there and ask them tosubscribe to those so you can
(29:55):
constantly be nurturing thatrelationship with them.
And then the delivery page iswhere that lead magnet lives.
So it could just be a download.
It could just be a PDF that'semailed to them, but it might be
a master class with a workbook.
Whatever it happens to be, youguys have any questions about
(30:17):
that?
Put it in the comments.
Next up is promotion.
So what good is a lead magnetif no one is downloading it.
I put my lead magnetseverywhere, so I have my lead
magnets available in my emailsignature.
(30:38):
In my newsletter I have it as asection to download the lead
magnet.
It would be great to put it inthe header image of your social
media profile, directing them tothe link to download the lead
magnet.
Promote it with collaborationcontent.
(30:59):
So doing a newsletter swap or awebinar, where you're doing it
for one person and my husbandjust walked in.
So a webinar swap is anotherway to do it in order to get in
front of their audience.
It's all about borrowing otherpeople's audiences and getting
(31:20):
that lead magnet in front of asmany people as possible.
Another great one is a YouTubevideo walkthrough.
So you actually have that leadmagnet open and you're walking
through exactly how to use itand how it will transform
someone.
So it'll get that search engineoptimization because it's in
(31:42):
YouTube and but it'll also kindof sell for you because you're
describing what they're going tobe getting and then have the
download link within thatYouTube page.
Podcast guesting is one of thebiggest what's the word I'm
looking for.
Most of my clients come from mypodcast guesting, so always
(32:08):
have lead magnet optionsavailable for the talks that
you're doing.
On podcast guesting, I actuallyfind I get better results if,
instead of a lead magnet whenI'm podcast guesting, I'm using
a low-cost, paid digital productwith 100% promo code, because
(32:28):
that value is tied to it, so itgets a lot more downloads.
Guest writing another way toget your lead magnet out there
because it can be in your bio.
Meetups, like all of my eventslive on Meetup, but that's also
a great place for you to build acommunity and share your lead
(32:50):
magnets.
Same with Eventbrite.
It's more of a distributionstrategy, but if you're doing
webinars or workshops as yourlead magnet, eventbrite works
really well.
Advertising obviously you can dosocial, like paid social, and
get it in front of all of yourbest fit clients.
And then partnerships so, forexample, I was working with
(33:15):
someone who asked me to promoteher masterclass and in exchange,
she promoted my program.
So you can do collaborations orpartnerships with people who
share the same audience as youto get your lead magnet out in
front of as many good fit peopleas possible.
I think that's really the thingthat so many people miss is the
(33:39):
actual distribution piece.
If no one sees your lead magnet, it doesn't matter, you need to
get it in front of as many ofyour perfect fit clients as
possible.
So you probably want to sellfrom your lead magnet possible.
So you probably want to sellfrom your lead magnet.
Am I right?
Give me an amen in the comments.
If you actually want to sellfrom your lead magnet, so you
(34:00):
want to leverage your gatewayoffer and the thank you page for
that.
So this is what you'll do.
On the thank you page, you wantto embed a short masterclass
explaining the value of yourgateway offer.
Second, include a way toschedule it right on that page.
And third, add a link tonurture anyone who doesn't
(34:21):
convert.
So, as an example, I alwayshave my LinkedIn and my podcast
on my thank you pages and a lotof my clients come to me because
they've listened to my podcast.
For anybody who's watching thisright now, it's tiny marketing
if you're not already listeningto tiny marketing, but so many
(34:42):
of my clients come becausethey've learned from me through
that podcast.
So if they didn't end upconverting to the gateway offer
on my thank you page, then I amnurturing them for a really long
time as a podcast listener andthey'll eventually come back
when they're ready, when it'slike the right time for that
offer for them.
(35:03):
So that is how you sell with it.
And if they don't do that, orderbump right away.
That's okay.
You still have their email.
That's the point of the leadmagnet, right?
So you'll be nurturing themthrough your email marketing.
So don't just drop, don't be aghost.
Have your weekly newsletterthat goes out to them so they
(35:28):
are constantly being reminded ofwho you are, how you serve them
, being taught by you andeventually, when it's right,
they'll come back and they'll beready for the offer.
But you know, sometimes ittakes years.
I have honestly had people onmy email list for years before
(35:49):
they finally reached out andwanted to work with me, and
that's okay.
Maybe at that season of theirlife they only needed to learn
from me, or they needed a friend, and then eventually their
business got to a point wherethey were ready for some support
, for some strategy.
Okay, so I explained what agateway offer is early on and as
(36:14):
a reminder for anybody whowasn't there when I was talking
about it, a gateway offer is ahigh-value, low-cost offer that
earns trust with your prospects,ties monetary value to your
expertise, provides valuewhether they upsell or not.
Provides value whether theyupsell or not.
(36:36):
So you want it to be able tostand alone and it helps you
understand the full scope ofwhat they need.
So a good way to decide on whatthe perfect gateway offer is is
to look at your signature offer.
Are there any pieces at thebeginning of your offer that can
be broken off and stand aloneand add value in that way?
Or is there any homework thatyour client needs to do before
working with you to be ready tofully work with you?
(36:59):
Those are great, great gatewayoffers.
But if you need help increating a gateway offer, then
you can apply right here for afree gateway offer consultation.
I will help you figure out whatthat great gateway offer is,
the structure of it, what shouldthe container be?
(37:20):
Should it have an interview?
Should it have a audit?
We'll decide.
And then what does the pricelook like?
What should you be charging?
I'll also throw in there as abonus outreach template so you
can get people to actually buyit.
The more gateway offers that youdo, the more refined your
(37:42):
marketing gets.
Anybody who has watched mymasterclasses on my Lean
Marketing Engine should knowsell as many gateway offers as
you can early on, because itwill identify who your dream
clients are.
Eventually, as you do these,you're going to be like, okay,
that person sucked, I don't wantto work with anyone else like
(38:03):
this and this person is perfect.
I was able to transform theirlives so easily and the way I
did it worked really, reallywell for them.
The more you do of these, themore you'll be able to identify
your dream clients and thenyou're going to get all the
information you need to feed therest of your marketing.
(38:25):
So you'll know who they are.
But you'll also be able to findout during these gateway offers
.
What social media channels dothey spend time on?
Are they in any communitiesthat I should be part of?
What kind of content do theylike?
What questions came up that Ican create content around?
What lead magnets would reallybenefit them?
So the more of these you do,the better your marketing gets.
(38:48):
So you can scan that QR code.
I'll find the direct link andput it in the chat and apply for
a free gateway offerconsultation.
I'm going to grab that rightnow and, as I'm doing that,
please take a second to reviewthis event on Meetup, because it
(39:14):
helps.
It helps get my events in frontof more people.
Every time I get a rating, hereyou go, okay.
So I put that in the chat andit's just really helpful for me.
So thank you so much forjoining today.
(39:34):
I am going to pop back over tothis workbook and walk you
through the rest of it so youcould see, you have your
promotional checklist here andhere's the link to be able to
apply for your free gatewayoffer.
So if you have any questions asyou're building out your lead
(39:54):
magnets and you just need alittle bit of push, some help on
it, don't be afraid to DM me onLinkedIn.
I'm there, ask me questions,tell me what you were thinking
Like, what were youbrainstorming in your lead
magnet and do you need helprefining any pieces of it?
I am happy to talk to you aboutit.
(40:15):
So thank you again for joiningme and, if you're not already
listening, listen to the tinymarketing show on all the
podcast platforms and rate thisevent on meetup.
Thank you so much.
I will wrap it up now.
Thanks, caitlin.
All right, bye, guys.
Thank you so much for joiningme today in this replay of one
(40:43):
of my top workshops.
If you enjoyed this episode,please like, subscribe and share
with a friend.
I'll see you next week.
I'm Sarah Noelle Block and this is the Uncut
Summer Series on Tiny Marketing.
This is episode 148.
I am sharing a live workshoprecording on how to craft a
killer lead magnet.
Enjoy, okay, sweet.
So that comment loaded.
You guys have the workbook, thecopy-only version, and we'll
(00:25):
get into it.
So the first thing we're goingto do today is identify your
target audience.
The lead magnet needs to workin conjunction with your bigger
offers, your signature offer andyour gateway offer your bigger
offers, your signature offer andyour gateway offer.
(00:46):
So you want to identify whoyour target audience is for each
of these, and your lead magnetshould be the first thing that
they would need to do in orderto go into your gateway offer.
And for anybody who doesn'tknow what signature offer, offer
, gateway Offer, lead Magnet is,let me just give you a little
(01:07):
rundown, the quick dictionaryversion of it.
Okay, a lead magnet is a gatedpiece of content that's valuable
on its own and it's somethingthat someone would submit their
(01:31):
email address for to gain accessto.
So lead magnets are often PDFdownloads, guides, they could be
workbooks, they could bebundles of templates, a
masterclass I have a whole listin here, but those are lead
magnets and what you want themto do is you want them to
(01:52):
understand the why and the whatof your signature offer.
So if you are selling here,well let's say you're an event
marketer and you are selling aprogram where you're teaching
people that event marketing is agreat way to gain clients,
that's how you can fill yourpipeline.
So that will be the examplethat I'll just carry through in
(02:16):
this workshop.
So a good lead magnet forsomeone with that for that
service would be to teach themwhy event marketing works so
well to fill your sales pipeline.
So it could be like threereasons why events are the
easiest way to fill your salespipeline could be one or a what
(02:39):
could be it so like what arefour activities that actually
odds work better?
So what are five activitiesthat you could do to fill your
sales pipeline?
Those are examples of what leadmagnets would be great to lead
into that signature offer.
Now the goal is for your leadmagnet to lean directly to your
gateway offer.
What is a gateway offer?
(03:00):
A gateway offer is a high value, low-cost entry point for
potential clients.
So it needs to be an easy,no-brainer yes for people.
They need to be able to.
It needs to be a price pointwhere you don't need a ton of
approval from higher-ups inorder to say yes, and it's low
(03:21):
enough where they're like okay,it's worth testing this person
out with this.
And what you would want thatgateway offer to do is one,
identify the entire scope ofwhat they would need to solve
their problem.
Two, build trust with them.
And three, help you identifythe easiest path for them to
(03:41):
succeed.
The easiest path for them tosucceed, and it should include
elements like an interview, aworkshop, something where you're
talking to them, you'reinteracting with them, and then
a documented piece that buildsout a strategy, an audit, a
roadmap, something like that.
Charge for those, in caseyou're tempted to give those
(04:02):
away for free, like a leadmagnet.
Don't charge for those.
Okay, so your lead magnet needsto lead to the gateway offer,
which the gateway offer thenleads to the signature offer.
All right, I'm going to pull myscreen back up so we can get
into the gist of it now that thedictionary terms are there.
All right, the first thingwe're going to do is identify
(04:24):
our target audience for thislead magnet.
You don't want to targeteveryone.
In fact, if you can name theniche that you are targeting
within the title of your leadmagnet, it's even better.
You want to be as specific aspossible.
You need to identify why theyneed your solution and who they
(04:48):
are.
So let's take some time to dothat.
I'm going to set a 5-minutetimer.
I'm actually using YouTube, sothere will probably be a
commercial.
My apologies, but right nowwhat I want you to do is, in
another tab, go to ChatGP teamand you're going to use these
(05:08):
prompts.
So prompt one is build a personafor whoever that person is and
then describe it.
So I have revenue, industry andlocation.
Those are just examples.
You would want to fill in anyof the information that you
already know about your targetaudience.
Those are just examples of whatyou can put in.
The goals of this person are.
(05:31):
So the goals that you want toput are the reasons that they
would be coming to you in thefirst place.
What is the problem thatthey're experiencing that they
need a solution to?
So that's what the goals are,and then include any specific
things that you already knowabout it.
So the pain points they'regoing through what decision
(05:54):
criteria that they are going touse to select you or someone
else, things like that.
So go into ChatGPT and do that.
And then your next one would bewhat would trigger this person
to find a solution for thisproblem?
And number three is whattransformation would they hope
(06:14):
for?
So those are the three promptsthat I want you to put in and
you'll also have.
You can put in the informationright here that ChatGPT spits
out for you.
So put it in your workbook.
I'm going to set the fiveminute timer now.
Well, four minutes and 58seconds and I'm going to let you
(06:38):
work.
Alrighty, let me turn off thatcommercial, okay.
So that should give you a goodidea of is to help you start
brainstorming what would makesense for your lead magnets.
Now you have the goals thatthey want, you have the pain
(07:03):
points, the decision criteria,and you have the triggers what's
causing them to seek out yoursolution in the first place and
what transformation they hopefor.
So I want you, right in here,to take what you learned from
that chat GPT prompt oh, let meremove my comment and put it
(07:36):
right here and then look at whatare the challenges that you can
address using a lead magnet.
That will go right here.
Now, as you're mulling thatover, I'm going to move on to
the next piece.
What are the ideal lead magnetformats?
So if you've watched any of mymaster classes on my personal
(07:58):
framework that I take my clientsthrough, then you know that I
recommend having a passive leadmagnet and an active lead magnet
.
So a passive lead magnet issomething that is always on.
It lives on your website.
It can be a pop-up, it can be alittle bar that sits at the top
of your website, it can be inyour email signatures, it can be
(08:21):
in your social media headerimages, all over the place.
It's always on and it's alwaysslowly dripping new leads into
your funnel.
That's why it's always good tohave.
It's evergreen and it's alwaysworking for you.
An active lead magnet istime-sensitive and it brings in
(08:45):
a flood of new leads at once.
So this would look like avirtual summit, an audio summit,
a workshop, a webinar,something that is time-sensitive
and is only available for a setamount of time.
So today's focus is on a passivelead magnet.
So those can look like PDFdownloads, ebooks, webinars,
(09:09):
masterclasses, mini courses thatare evergreen, on demand
workshops specifically ones thatare pre-recorded, quizzes.
Templates do amazing.
Template bundles are evenbetter If you have a whole bunch
of resources that you'realready using in your business
(09:30):
or you supply to your clients.
Putting them in a bundle thatpeople can download is very
appetizing for potentialcustomers.
And tools like calculators,audits, or little mini like AI
apps Maybe you have a chat GPTthat you've engineered for your
clients.
That could even be a leadmagnet.
(09:51):
So these are your options forpassive lead magnets.
What you want to do is you wantto look at the problems that
your customer is going throughyour signature offer and gateway
(10:13):
offer and identify what wouldmake sense for a great lead
magnet.
Remember, you would wantsomething that is creating more
why and what content for yourpotential clients.
Because you're supplying thehow in the gateway offer and
then you're executing in thesignature offer.
So you want them to understandwhy the method that you're
(10:38):
taking them through makes sense.
So when you're deciding ontopics, that's the direction you
should go in, or what methodswould make sense, or what
strategies would make sense forthem to go from point A the
challenge to point B thesolution, the transformation.
So those are some things thatyou will want to identify.
(11:02):
Let's pop over to the workbookfor a second and I want you to
put in here some ideas.
What challenges can you addressin this lead magnet.
Right here is the perfect spotfor you to start identifying
possible lead magnets and righthere is a dropdown of what lead
(11:23):
magnet type you would want.
Now let's go through, like howdo you decide what lead magnet
would work best for youraudience?
You want to think about theirtime.
How much time do they haveavailable to consume your
content?
What is their preferred medium?
And here's another thing thatI've never talked about before
(11:46):
publicly, but is a bigdifference, like something that
I always include and I have myclients always include that I
never talk about.
But your lead magnet shouldmatch the experience of your
offer, match the experience ofyour offer.
(12:12):
So let's say your offer isaround, like maybe you have an
audio course, it's an audiotraining and then once they
consume the content of it andput together their drafts, and
then you do a one-to-oneworkshop where you review the
content that they've created.
I'm just making this up on thefly.
So let's say that's yoursignature offer.
You would want the lead magnetthen to mirror that experience.
(12:33):
So your lead magnet would makethe most sense.
Like, if you're using audioformat to deliver your
experience, then doing a privatepodcast feed would make sense
for your lead magnet format.
You want the lead magnet tomirror the experience of working
(12:55):
with you, so they get used tothe idea of how you work with
them.
So start getting that in yourbrain and letting it tickle a
little bit to try and thinkabout how you can get your lead
magnet format to mirror theexperience of working with you.
Okay, so some other things toconsider when you're creating
(13:17):
your lead magnet.
What content medium does youraudience prefer?
Does your audience prefer Ifyour core content is a YouTube
show and that's where your leadsare coming in then it's fair to
say that they'll probably likea masterclass or a webinar, so
those would make sense for you.
Whereas if your core contentthat is attracting new clients
(13:40):
is social media, for example,then they might like something
that's more written version ofit, or they might like prompts.
So you want it to mirror thesame experience.
So what kind of content do theyask for?
A lot of times we ignore what'sright in front of our face, and
(14:02):
our clients are asking forspecific types of things.
For example, I have a podcastand I am constantly being asked
to share the video version of it, to publish it on YouTube, so I
know that my audience wantsvideo.
They're craving it becausethey're telling me that they
(14:22):
want it, and it's very likely.
By the way, I'm not because I'mlazy.
I don't want to edit thepodcast for video Eventually I
will but what you want is tojust listen.
Listen to them.
What kind of content do theycrave?
I interview my own clients'customers a lot when we're
(14:44):
trying to decide on their leadmagnet, and it's crazy how far
off our assumptions are fromwhat they actually want.
If you just ask what they like,they'll tell you.
So, for example, one of myclients was like I think they'd
want a PDF download.
That was their hypothesis.
And then I went and interviewedtheir customers and they wanted
(15:08):
an on-demand course.
So it's completely different.
So just have conversations withyour customers and ask what
they prefer.
What do you feel mostcomfortable with?
You're the one creating thisand delivering it, so make sure
that it's a medium that you feelcomfortable with.
If you don't feel confident inarchitecting a quiz, for example
(15:32):
, then either don't do it orhire someone else to do it.
And what can you create withresources you already have?
Here's an amazing example thatI bring up a lot, but I noticed
in my Google Analytics that Ihad a couple blog posts that
were killing it in search andlike 50% of my traffic was
(15:58):
coming to those two blog posts.
So what did I do?
I created a template based offof that blog post.
It was about creating quarterlymarketing plans.
So I created a quarterlymarketing plan template that
people could use and downloadwhen they were consuming that
blog, and it got like 100downloads in the first week.
(16:20):
So, looking at what makes sensefor where you're already getting
traffic, look at your analytics, see where your traffic is
coming from.
That would be like no brainerlow hanging fruit lead magnets
that would get you a bunch ofleads at once.
So those are great for listbuilding, but using that,
(16:42):
matching the experience and yourtarget audience's pain points,
those are for building genuinegood leads that could convert to
customers.
So you got to decide Do youwant a bigger list that you
could potentially sell, likedigital downloads to low-hanging
(17:03):
fruit things to sell likedigital downloads to low hanging
fruit things too, or do youwant to focus in on who's going
to give me the best qualityleads that would convert into an
actual customer?
Then you have to be a lot morestrategic about it.
So how do I identify the righttopic for your lead magnet there
?
I just talked about this alittle bit.
Find what content is rankingwell in Google on your website
(17:26):
and you can bust in little leadmagnets right there.
Make it super easy.
It could be someplace thatyou're already using.
You just gate it.
What's your most popularcontent?
Let's say you have a podcast.
Your Buzzsprout account isgoing to tell you which topics
are ranking the highest, so youcould create a lead magnet
(17:51):
around that, because you alreadyknow tons of people are
listening to this episode.
I can create this lead magnet.
Insert an ad into that episodeand in the show notes page and
boom, I'll instantly getdownloads because people are
already there.
But social media posts werehighly engaged.
So go through your LinkedIn orwhatever channel you use and
(18:14):
look at the analytics.
What posts did the best?
There's probably a lead magnetidea in there.
What posts did the best?
There's probably a lead magnetidea in there.
What questions are people askingonline?
So let's say you don't have acrazy engaged audience and those
first three things just won'twork because you don't have the
audience or the core content yet.
So go to like.
(18:36):
Ask the public, go to like.
Ask the public.
Go to the forums that you spendtime on.
If you're on any communities,like entrepreneur stuff, for
example, you can go in there andsee what questions people are
asking within your niche andthat would be a great lead
magnet too and then share it inthat community.
Duh, they already want it.
(18:56):
And last, what questions dopeople ask on sales calls or in
your social media comments?
So whenever I see a trend in aquestion happening, I create a
bonus episode on my podcast forit, so I can pull people over to
(19:17):
my podcast and I don't have toanswer the same question over
and over again.
But you can use this samemethod for your lead magnet.
You keep getting the samequestions over and over.
That's a lead magnet, my friend, and someone has to submit
their email in order to get it.
So if you don't have theanswers to any of those
(19:37):
questions, survey your audience.
The smartest thing that I everdid was add a survey in my
signature of my email askingwhat content they wanted, what
was their priorities for 2024?
, and then I just had.
It was a one question surveyand it had all the ideas that I
(19:58):
had been thinking of, thingspeople have been asking me and I
had them vote.
And so many people voted and itmade it really, really easy for
me to understand what contentthey wanted and what lead
magnets would make sense forthem.
So survey them, make it supereasy for them to answer, put it
in your email signature, put iton social media as a pinned post
(20:21):
, put it everywhere that you canthink of.
You can also go on social mediaand just run a poll and see
what people say.
Put all of your ideas out thereand go with whatever gets the
most votes.
You can also schedule connectioncalls that's just 15-minute
calls with a few of your pastclients and ask them what would
(20:42):
interest them.
What questions did they haveearly on in the process when
they were trying to figure out asolution to the problem that
you solve?
That would have been helpfulfor them.
They'll tell you.
I ask this question all thetime and they always have an
answer.
Let's pop over to the workshopor the workbook, okay.
(21:04):
So right now I want you to gointo the workbook and I want you
to write down everything.
Just start brain dumping.
Everything you can think ofright here Questions that they
ask, comments that you get.
What topics do theyspecifically come to you for.
Start brain dumping it righthere.
(21:26):
As you're doing that, I'm goingto keep on talking.
So how do you structure yourlead magnet?
It's actually very specific.
I think that a lot of timespeople build their lead magnets
like they would any other typeof content.
They're just structuring it foreducation.
(21:47):
But you want to remind themwhat the challenge is that
they're going through, what isthe pain that they're going
through, and so they canunderstand by the end what that
little win is that they'regetting from your lead magnet.
Remember, the faster that youcan get someone a little win,
(22:08):
the more they're going to beinterested in your services.
So when you're structuring yourlead magnet, start with the
challenge you're addressing andremind them why they needed this
resource in the first place.
The next thing you want to dois explain the transformation
they can expect from theresource.
So we talk about the challengeand then we explain what the
(22:32):
outcome will be.
This is what you'll get by theend of this leadback net and
then teach the thing.
So make it really easy todigest.
You want a surface-leveleducation, enough for them to
get somewhere with it, move tothe next step of their journey,
(22:53):
but not so much that they getbogged down and it's
overwhelming, and also not somuch that they wouldn't want to
move on to your gateway offer oryour signature offer.
And then, last, you want to endwith an offer.
So when you end with an offer,it should be in the thank you
page and the reply email.
(23:14):
So I'm going to get into that alittle bit more in a second.
First, we're going to createheadlines and value propositions
.
So when you're creating yourlead magnet, you need a sales
type page for them to downloadthat lead magnet from.
So you want to first outlinethe lead magnet, write down your
(23:39):
ideal customer's challengesrelated to that topic and then
connect them with the benefitsthat they would get from that
lead magnet.
So, and then jot down thetransformation they can expect
from it.
You want to connect everythingto the challenge.
So put down as you'rebrainstorming challenge the
(24:00):
benefit that they get from thelead magnet, challenge the
benefit they get from the leadmagnet, connect the dots for
them.
So it's super easy.
You want that on the downloadpage.
You want it as clear aspossible for them to understand
what they're getting.
Let's pop over to the workbook.
So right here you would outlineyour lead magnet, okay.
(24:26):
So I am going to give you acouple minutes to do these two
pieces.
So I'm going to turn thatfive-minute timer back on and
what I want you to do is writedown your potential, your topic
ideas.
What are the questions thatyou're getting, what are the
(24:47):
comments you're getting, what dopeople come to you for?
And remember, keep it like whatcontent and why content and
then outline it.
What's the challenge you'regoing to solve with that lead
magnet?
What transformation can theyexpect from it?
Now, in the teach the thingpart, just write down a couple
(25:07):
bullets of what you would teachin that part and then what offer
would lead to it.
So a little bonus in your leadmagnet is to add little pieces
of authority throughout thatlead magnet.
So if you can put in reviews,like screenshots from reviews,
(25:28):
or screenshots from DMs that yougot, or case studies, customer
results, things like that, justsprinkle them throughout the
lead magnet.
Okay, I'm going to set thefive-minute timer and I want you
to do these two pieces and thenwe'll come back and I'm going
to teach you how to sell fromyour lead magnet.
(25:49):
Let's see if I can go back tothe beginning Five-minute time.
All righty, let's pop back over.
So at this point you shouldhave brainstormed your topics
for your lead magnet andoutlined what it should look
like.
(26:09):
Right here you will write downthe headlines and the value
propositions for your leadmagnet.
So, remember, you want to lookat what is the challenge they're
experiencing and then how doesthis lead magnet solve it.
So those are some pieces thatyou want to get into.
(26:30):
Next up, let's talk about thetech pieces of it, so the
technical pieces of it.
When you are setting up yourlead magnet, you need to have
these three pages.
You need the form page, whichis the sales page that we were
just working on right here.
The thank you page that's whereyou're going to be selling and
(26:56):
the delivery page Okay, so youwant to automate everything that
you can.
So automatically send an emailwith the delivery.
You want that lead magnet to bedelivered via email In case
people are putting in fakeemails, if they have to submit
their correct email in order toreceive the lead magnet.
(27:17):
That makes the most sense.
Otherwise they're skirting thesystem and you're not getting
anything from that.
Automatically add them to theright segment.
So what was the lead magnet?
What offer would it lead to.
Does it lead them to a salesfunnel and then add them to a
workflow for a specific offer.
(27:39):
Tools that you'll need that cando it all.
So Squarespace can doeverything for you.
You can create the form page,the thank you page, the delivery
page and the emails in therepage and the emails in there.
Flowdesk, same.
You could do all of them andMailChimp also.
Tools you'll need if you don'thave any of those, you'll need
(28:04):
an email marketing platform.
I use Flowdesk.
I love it.
You'll need a website and youmight need Zapier in order to
connect your email form or yourform on your landing page to
your email marketing platform.
So that's possible.
But if you use Squarespace,flowdesk or MailChimp, they'll
do everything for you all in oneplace.
(28:28):
Let's dig into the form page fora second.
So the form page is where youwould put those headlines and
value propositions we talkedabout a moment ago, describing
the challenge and then thesolution that the lead magnet
provides.
And then you have the form,obviously, that they have to
submit.
So they fill out the form, theyhit submit.
(28:51):
It takes them to a thank youpage.
The thank you page should beselling for you, so you want it
to include a quick masterclassthat explains the next offer,
the order bump that you'retrying to get them to go to, and
then describe what that orderbump is and make it super easy
(29:14):
for them to sign up for it.
So if it's something live, youhave the scheduler right there
for them.
If they need to pay for it,then it should lead them
directly to that cart where theycan pay directly on there for
that order bump.
But the thank you page is theperfect place to upsell into a
(29:35):
paid offer.
You also want to include anylinks where they can be nurtured
later.
So if you want them to followyou on LinkedIn, make sure you
have that on there.
If you have a podcast or aYouTube show, make sure to put
links there and ask them tosubscribe to those so you can
(29:55):
constantly be nurturing thatrelationship with them.
And then the delivery page iswhere that lead magnet lives.
So it could just be a download.
It could just be a PDF that'semailed to them, but it might be
a master class with a workbook.
Whatever it happens to be, youguys have any questions about
(30:17):
that?
Put it in the comments.
Next up is promotion.
So what good is a lead magnetif no one is downloading it.
I put my lead magnetseverywhere, so I have my lead
magnets available in my emailsignature.
(30:38):
In my newsletter I have it as asection to download the lead
magnet.
It would be great to put it inthe header image of your social
media profile, directing them tothe link to download the lead
magnet.
Promote it with collaborationcontent.
(30:59):
So doing a newsletter swap or awebinar, where you're doing it
for one person and my husbandjust walked in.
So a webinar swap is anotherway to do it in order to get in
front of their audience.
It's all about borrowing otherpeople's audiences and getting
(31:20):
that lead magnet in front of asmany people as possible.
Another great one is a YouTubevideo walkthrough.
So you actually have that leadmagnet open and you're walking
through exactly how to use itand how it will transform
someone.
So it'll get that search engineoptimization because it's in
(31:42):
YouTube and but it'll also kindof sell for you because you're
describing what they're going tobe getting and then have the
download link within thatYouTube page.
Podcast guesting is one of thebiggest what's the word I'm
looking for.
Most of my clients come from mypodcast guesting, so always
(32:08):
have lead magnet optionsavailable for the talks that
you're doing.
On podcast guesting, I actuallyfind I get better results if,
instead of a lead magnet whenI'm podcast guesting, I'm using
a low-cost, paid digital productwith 100% promo code, because
(32:28):
that value is tied to it, so itgets a lot more downloads.
Guest writing another way toget your lead magnet out there
because it can be in your bio.
Meetups, like all of my eventslive on Meetup, but that's also
a great place for you to build acommunity and share your lead
(32:50):
magnets.
Same with Eventbrite.
It's more of a distributionstrategy, but if you're doing
webinars or workshops as yourlead magnet, eventbrite works
really well.
Advertising obviously you can dosocial, like paid social, and
get it in front of all of yourbest fit clients.
And then partnerships so, forexample, I was working with
(33:15):
someone who asked me to promoteher masterclass and in exchange,
she promoted my program.
So you can do collaborations orpartnerships with people who
share the same audience as youto get your lead magnet out in
front of as many good fit peopleas possible.
I think that's really the thingthat so many people miss is the
(33:39):
actual distribution piece.
If no one sees your lead magnet, it doesn't matter, you need to
get it in front of as many ofyour perfect fit clients as
possible.
So you probably want to sellfrom your lead magnet possible.
So you probably want to sellfrom your lead magnet.
Am I right?
Give me an amen in the comments.
If you actually want to sellfrom your lead magnet, so you
(34:00):
want to leverage your gatewayoffer and the thank you page for
that.
So this is what you'll do.
On the thank you page, you wantto embed a short masterclass
explaining the value of yourgateway offer.
Second, include a way toschedule it right on that page.
And third, add a link tonurture anyone who doesn't
(34:21):
convert.
So, as an example, I alwayshave my LinkedIn and my podcast
on my thank you pages and a lotof my clients come to me because
they've listened to my podcast.
For anybody who's watching thisright now, it's tiny marketing
if you're not already listeningto tiny marketing, but so many
(34:42):
of my clients come becausethey've learned from me through
that podcast.
So if they didn't end upconverting to the gateway offer
on my thank you page, then I amnurturing them for a really long
time as a podcast listener andthey'll eventually come back
when they're ready, when it'slike the right time for that
offer for them.
(35:03):
So that is how you sell with it.
And if they don't do that, orderbump right away.
That's okay.
You still have their email.
That's the point of the leadmagnet, right?
So you'll be nurturing themthrough your email marketing.
So don't just drop, don't be aghost.
Have your weekly newsletterthat goes out to them so they
(35:28):
are constantly being reminded ofwho you are, how you serve them
, being taught by you andeventually, when it's right,
they'll come back and they'll beready for the offer.
But you know, sometimes ittakes years.
I have honestly had people onmy email list for years before
(35:49):
they finally reached out andwanted to work with me, and
that's okay.
Maybe at that season of theirlife they only needed to learn
from me, or they needed a friend, and then eventually their
business got to a point wherethey were ready for some support
, for some strategy.
Okay, so I explained what agateway offer is early on and as
(36:14):
a reminder for anybody whowasn't there when I was talking
about it, a gateway offer is ahigh-value, low-cost offer that
earns trust with your prospects,ties monetary value to your
expertise, provides valuewhether they upsell or not.
Provides value whether theyupsell or not.
(36:36):
So you want it to be able tostand alone and it helps you
understand the full scope ofwhat they need.
So a good way to decide on whatthe perfect gateway offer is is
to look at your signature offer.
Are there any pieces at thebeginning of your offer that can
be broken off and stand aloneand add value in that way?
Or is there any homework thatyour client needs to do before
working with you to be ready tofully work with you?
(36:59):
Those are great, great gatewayoffers.
But if you need help increating a gateway offer, then
you can apply right here for afree gateway offer consultation.
I will help you figure out whatthat great gateway offer is,
the structure of it, what shouldthe container be?
(37:20):
Should it have an interview?
Should it have a audit?
We'll decide.
And then what does the pricelook like?
What should you be charging?
I'll also throw in there as abonus outreach template so you
can get people to actually buyit.
The more gateway offers that youdo, the more refined your
(37:42):
marketing gets.
Anybody who has watched mymasterclasses on my Lean
Marketing Engine should knowsell as many gateway offers as
you can early on, because itwill identify who your dream
clients are.
Eventually, as you do these,you're going to be like, okay,
that person sucked, I don't wantto work with anyone else like
(38:03):
this and this person is perfect.
I was able to transform theirlives so easily and the way I
did it worked really, reallywell for them.
The more you do of these, themore you'll be able to identify
your dream clients and thenyou're going to get all the
information you need to feed therest of your marketing.
(38:25):
So you'll know who they are.
But you'll also be able to findout during these gateway offers
.
What social media channels dothey spend time on?
Are they in any communitiesthat I should be part of?
What kind of content do theylike?
What questions came up that Ican create content around?
What lead magnets would reallybenefit them?
So the more of these you do,the better your marketing gets.
(38:48):
So you can scan that QR code.
I'll find the direct link andput it in the chat and apply for
a free gateway offerconsultation.
I'm going to grab that rightnow and, as I'm doing that,
please take a second to reviewthis event on Meetup, because it
(39:14):
helps.
It helps get my events in frontof more people.
Every time I get a rating, hereyou go, okay.
So I put that in the chat andit's just really helpful for me.
So thank you so much forjoining today.
(39:34):
I am going to pop back over tothis workbook and walk you
through the rest of it so youcould see, you have your
promotional checklist here andhere's the link to be able to
apply for your free gatewayoffer.
So if you have any questions asyou're building out your lead
(39:54):
magnets and you just need alittle bit of push, some help on
it, don't be afraid to DM me onLinkedIn.
I'm there, ask me questions,tell me what you were thinking
Like, what were youbrainstorming in your lead
magnet and do you need helprefining any pieces of it?
I am happy to talk to you aboutit.
(40:15):
So thank you again for joiningme and, if you're not already
listening, listen to the tinymarketing show on all the
podcast platforms and rate thisevent on meetup.
Thank you so much.
I will wrap it up now.
Thanks, caitlin.
All right, bye, guys.
Thank you so much for joiningme today in this replay of one
(40:43):
of my top workshops.
If you enjoyed this episode,please like, subscribe and share
with a friend.
I'll see you next week.
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