June 9, 2024
Ep. 84: Craft a Killer Lead Magnet Workshop // Uncut Summer Series
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Curious how to generate 200 new leads in just a week? Join me, Sarah Noel Block, on this episode of Tiny Marketing as we unlock the secrets to crafting irresistible lead magnets, specifically tailored for B2B companies with small marketing teams. Discover how to identify and tackle the unique challenges these companies face, such as limited time and resources, by exploring a range of lead magnet options from PDFs to quizzes. I share real-life successes and pivotal advice on choosing the right format based on your audience's preferences, all while leveraging existing content and analytics to guide your strategy.
We'll also dive deep into advanced strategies for leveraging existing content and audience engagement, inspired by Alex Hermesi's Kindle ebooks approach. Learn the power of tools like Google Search Console and ChatGPT to identify top-performing content and common customer queries. I'll share practical tips for conducting surveys and scheduling connection calls with past clients to gain deeper insights. Finally, we'll cover essential techniques for delivering and promoting your lead magnets using platforms like Flodesk and Mailchimp. Automate email delivery, segment your audience, and create targeted offers to ensure marketing success and generate consistent passive leads. Tune in for a jam-packed session of actionable strategies tailor-made for small B2B marketing teams!
Join my Meetup group to be the first to get event notifications.
Curious how to generate 200 new leads in just a week? Join me, Sarah Noel Block, on this episode of Tiny Marketing as we unlock the secrets to crafting irresistible lead magnets, specifically tailored for B2B companies with small marketing teams. Discover how to identify and tackle the unique challenges these companies face, such as limited time and resources, by exploring a range of lead magnet options from PDFs to quizzes. I share real-life successes and pivotal advice on choosing the right format based on your audience's preferences, all while leveraging existing content and analytics to guide your strategy.
We'll also dive deep into advanced strategies for leveraging existing content and audience engagement, inspired by Alex Hermesi's Kindle ebooks approach. Learn the power of tools like Google Search Console and ChatGPT to identify top-performing content and common customer queries. I'll share practical tips for conducting surveys and scheduling connection calls with past clients to gain deeper insights. Finally, we'll cover essential techniques for delivering and promoting your lead magnets using platforms like Flodesk and Mailchimp. Automate email delivery, segment your audience, and create targeted offers to ensure marketing success and generate consistent passive leads. Tune in for a jam-packed session of actionable strategies tailor-made for small B2B marketing teams!
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Chapters
00:48 - Crafting Effective Lead Magnets
09:34 - Lead Magnet Strategy for Marketing Success
28:21 - Lead Magnet Promotion and Automation
Transcript
WEBVTT
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Hey, hey, hey.
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This is Sarah Noelle Block and you are listening to Tiny Marketing.
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This is the uncut summer series where you are getting the raw, unfiltered, unedited recordings from our interviews, webinars and workshops.
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So sit back, relax and enjoy the ridiculousness.
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It is Sarah Noelle Block, the host of the tiny marketing show, and today I am sharing the audio from my popular workshop craft a killer lead magnet that I did this past winter.
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If, as you're listening to this, you're like dang, dang, I wish I was there live, you can almost be there live.
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I have converted this into a quick win mini course so you can get access to the replay, the workbook and the tiny marketing club community.
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So I'll put the link in the show notes page and you can get access to that All right.
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Now on to the replay.
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So I told you earlier which didn't record because I forgot to hit record I told you earlier that my ideal audience is B2B companies with zero to two person marketing departments.
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So they have some clear problems and challenges that they're all going through.
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They don't have a lot of time, their resources are minimal, they aren't sure, usually like where to focus their marketing on.
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They need to focus on, like streamlining their marketing and they don't know what's going to be the most effective.
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So those are some key challenges that I can look into as I create lead magnets.
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So one of my lead magnets, as an example, is a quiz that helps you identify your what could be your core marketing.
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So by core marketing, it's what's this thing that you can create consistently, what makes sense for you and that works really well for those zero to two person marketing departments because they don't have time to do all the things, but this is the one thing they can do consistently that would make sense for their business.
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So that's an example of what that would look like.
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Okay, so when you're choosing a lead magnet, you have lots of different options and we'll get into what makes sense for your audience, but these are some ones that you would want to look at.
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So a PDF could look like a guide or an ebook.
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I download those all the time.
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Webinars, masterclasses so the difference between those webinars live masterclasses usually a pre-recorded webinar.
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That's all it is.
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Maybe it has a workbook attached to it.
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A mini course, that'd be.
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Usually it's like multiple videos with a workbook attached to it.
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A workshop like this, a quiz I use Typeform for mine.
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It's like $25 a month, but you could even find free versions of it.
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I'm going to switch this lead magnet format.
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There you go, templates.
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So, if anybody, I saw that a lot of people came in over from LinkedIn.
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If anybody, I saw that a lot of people came in over from LinkedIn.
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But one thing that I was talking about before is I found a article was doing really, really well.
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It kept ranking really high in Google.
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So I took that article and I was like, okay, I'm going to create a template from this.
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It was about quarterly marketing plans.
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So I created a quarterly marketing plan template and it got me 200 new leads in one week.
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So looking at that low-hanging fruit, the stuff that's already ranking and doing well, that is easy.
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You create some sort of content upgrade from that and it's an easy way to get those those passive leads.
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And the last tools people love tools and my email is in so many people's subscriber lists because I can't resist a calculator or a master class.
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But those are some things that you'll want to look like.
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Look, I definitely get a lot of downloads of my templates ungated at the moment.
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Girl gate, that All right, matt, you asked.
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Can I ask how effective you found the quizzes in terms of volume or value per leads, versus other types of lead magnets, the quizzes have been lower value.
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To be honest.
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They're fun to do and lots of people do them because they're fun, but the templates have been better and events are better than that.
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So if you're looking at people who move from subscriber to sale, event marketing is better.
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So the webinars, the masterclass, master classes, the mini courses, the workshops those have a higher rate of return on that.
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Um, let's see.
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I'm just looking at the questions.
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I keep thinking I have a budget for remarketing based on ungated downloads.
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Yeah, just gate it your.
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Your content is amazing.
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Michelle was on one of no many, many podcast episodes of Tiny Marketing and she's a genius.
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So say hi to her, follow her.
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Okay, how do you know which one is right for your target market?
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What content medium does your audience prefer?
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So look at the content you're already creating and what do they gravitate towards the most.
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So when I'm doing this for clients, I look at all of their analytics.
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I look at Google Analytics, I look at their YouTube analytics, I look at their podcasts and I see what content people are actually gravitating towards.
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On sales calls, they might be asking for something.
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What kind of content do they ask for?
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What do you already create?
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So, when it comes down to it, you might not be able to create something super robust because you just don't have the resources to do it, but you want to create something and that's okay.
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So what do you have the capability and the capacity to create?
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And start there.
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The easiest thing a PDF download or a template.
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It takes minutes.
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It takes minutes to create a template.
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You can use the ones that you're already using for your business and gate those.
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That's one thing I did too.
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I started compiling the templates that I create that I use in my own business, and gating those, and those do fabulously.
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What do you feel comfortable with and what can you create with the resources you have?
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So, when it comes down to figuring out the right format and you want to do it right and you're willing to invest in it I would recommend that you interview some of your favorite customers first and see what they like.
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So I do this for clients all the time In my strategic story offer.
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I interview their customers and I identify what lead magnet makes sense for them.
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But you don't need me to do it.
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You guys can have conversations with your own clients and ask them what kind of content do you prefer?
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What do you gravitate towards?
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When you're trying to learn something, that's the biggest thing.
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People tend to look for solutions when they're going through some sort of challenge, some sort of problem, and they're going to start looking for certain types of content.
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So ask them, have these conversations with your customers.
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I did this for one of my clients and something that they never even knew their customers wanted was what came up the most.
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They're like I actually really like e-courses, which is something they weren't doing.
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It wasn't on their radar, but consistently over these customer interviews, they kept saying I want e-courses.
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So it gave us a good direction.
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You don't have to create a full course and sell it, but you can create a mini course and make it available as a lead magnet course and make it available as a lead magnet.
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It's an Alex Hermesi thing.
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I read his book, loved it, but he mentioned he did his book on Kindle, audible and YouTube and it was an even split across all media types.
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Ah, yes, okay, yes, okay.
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One thing, yeah.
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So what Alex does that's being mentioned in the chat right now is he did a.
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He did a Kindle ebook and it was so cheap I bought it.
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It was like 99 cents, something like that but the gold comes from all of the links that he has in his ebook that has gated resources attached to it, so it's distributed that way, but he gets all the email addresses through the gated content available within the ebook.
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Could you please explain that Google template you mentioned a few minutes ago, like oh, what's already ranking?
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Okay, so in Google Analytics I look at what blog posts or content podcasts are already ranking really high.
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So I use search.
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I was going to give you the URL.
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It's Google Search Console and it tells me what content people are finding on my website, how often they're finding it, what keywords they're using to find it and across the board it's quarterly marketing plans.
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Like, by a long shot, visual case studies is next, but knowing that I'm getting hundreds of visitors searching for quarterly marketing plans makes it so easy.
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Ah duh, sarah, create a quarterly marketing plan template.
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So go to Search Console, if you haven't already, and see what content you already have.
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That could potentially have some sort of lead magnet attached to it, because that's a nice way of saying okay, that is where I should be spending my time.
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Okay, I'm going to pause that.
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I don't want you to do that yet.
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Okay, how do you identify the lead magnet for the right topic for your lead magnet?
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Okay, so this is what I was just talking about.
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What content is already ranking well on Google?
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What is your most popular content?
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A nice way to test is through mini content.
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If you have a list of ideas that you are considering for your lead magnet, start writing posts on whatever social media platform that you have an audience on and see what gets the most engagement, because that's a great hint, it's a good way.
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It's like a two minute test, and you can also look through your social media analytics and see what posts are highly engaged.
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What got a ton of reactions?
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Yes, what questions are people asking online?
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So now we're going to talk a little bit about what.
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If you don't have an audience already, go to Google and start searching the challenges that you identified that your audience has and see what frequently asked questions come up or what other people ask in there.
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And then, what questions do people ask on sales calls and in your social media comments?
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So, if you aren't doing this already, record all of your sales calls with a transcript attached.
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If you use Google Meets, it's included in the package and then you can start scanning for the questions that people are asking.
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This is the trick that I use.
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I take those transcripts, I copy and paste them into ChatGPT and I ask ChatGPT find what questions are people asking me on here, what challenges are they asking or are they bringing up?
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What is the transformation that they want to see?
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So by just copying and pasting the transcripts of the conversations I had with clients or discovery calls, I got a lot of good juice in there, and then ChatGPT does the heavy lifting for you, for you.
00:13:04.113 --> 00:13:07.996
So most engaged posts don't seem to include my ideal customer.
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Yeah, that is a struggle, so I want to hot seat this later.
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So let's come back to that.
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Let's get through this first.
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But that's a good question that we need to address.
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Okay, and if you don't have the answers, survey your audience.
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Use SurveyMonkey, typeform, google Forms, any of those and just survey them and see what kind of questions they have, what challenges they're going through.
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If you guys are interested, I have a template for this, not dated, and I can send you what I send to my customers and what I send to my clients' customers.
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You can also run polls on social media and then schedule.
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This is a beautiful thing schedule connection calls with your past clients and have conversations with them.
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It feels awkward Certainly it does, but they're actually pretty happy to do it.
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I've been doing this lately and I have one found out exactly if my offers resonate with my ideal customer or not.
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But two they often say, oh, you should let me connect you with blah blah blah, because they could really use this offer.
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So having these conversations about what their challenges are and your potential solutions will also potentially bring in new referrals.
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Okay, let's go back to the workbook now and I want you to choose the lead magnet format that you think would work well for you and identify what does your audience need.
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Put down whatever you know right now.
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You'll want to revise this later, once you have a chance to go through your analytics and go through call your transcripts, but do what you have right now and then we'll get back to it.
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I'm going to resume my timer so you guys can do a little work, pausing this for just a second, because, as you come up with your ideas, put them in the chat, tell me what your initial ideas are for your lead magnet topic, and we'll get into that in a second.
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All right, I will resume.
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It'll also help me tell when you guys are done.
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All right, we will stop there to make sure that we have time for everything.
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I see that a lot of you already have some good ideas, though, and keep it going.
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Make sure to revise and refine as you're going through this and don't be afraid to test things out.
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I always say let's go to the marketing lab, let's just start with something simple and get it out there, and then go to the marketing lab and test some things out.
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You'll find what works well for you.
00:16:05.932 --> 00:16:29.327
We have a lot of people who are bringing up possible templates, and I think those I mean in my experience, templates have done really, really well, and I'm almost always willing to put in an email to access someone's templates if that's something that I really want, and they're quick to do.
00:16:29.327 --> 00:16:37.533
So those are a great first one to at least like get one out there, because they probably already exist on your drive because you're using them.
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Okay, on to the lead magnet structure.
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Okay, so the outline, your lead magnet is on page two, so that's the part we'll be working in.
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Next, I want to make sure that I'm getting I'm on my agenda in the right spot.
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Okay, so lead magnet structure.
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As I was saying at the beginning of this session, start with the challenge you're addressing.
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You want to remind the user why they need the resource in the first place, so start with that and then next explain the transformation that they can.
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Is an employment lawyer and she's considering templates.
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So let's see here Helping employees craft emails to HR.
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Okay, so, templates for that.
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So the initial challenge that they're having is they probably just don't know how to approach an uncomfortable conversation with HR the employee and so, if that's the case, they need a template to be able to know how to do it appropriately and get the results that they want.
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So a template makes a ton of sense.
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So the challenge is they don't know how to talk to HR about this, whatever the issue is.
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And then what's the transformation they can expect?
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Well, they're sending this email for a reason.
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So what is the reason?
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Cynthia, in the comments, tell me what is the reason that they are sending this email, what transformation is it that they are hoping to get?
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And then teach the thing and make it really easy to digest.
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So this is the structure that you want.
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To start with the challenge, even if you're doing a template, I always include in my templates a video where I walk people through it.
00:18:48.878 --> 00:18:53.237
But the first thing I do is I talk about the challenge that they're experiencing.
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What is it that they want their life to look like at the end of this challenge, when it's resolved?
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I discuss that, then I teach the thing and then I end with whatever the offer is that I'm doing with that.
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Okay, so they want HR to investigate or fix their concerns?
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Okay, so the transformation they want is a peaceful work environment.
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We'll say so that is something that you would want to include within the lead magnet structure.
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You get bonus points if you go over to the workbook, you'll see.
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You get bonus points if you can identify like, if you can structure it like this challenge solution, challenge solution, challenge solution three, specifically three.
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Those do really well for lead magnets.
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Now, if you're doing this in a template and they're getting something to Steve, I see you're requesting to share your screen.
00:19:51.792 --> 00:19:56.412
We'll have time at the end for questions, so I'll do that then I just want to make sure we get through everything first.
00:20:00.429 --> 00:20:26.711
Oh, if you're doing a template or a quiz, where you can't really use this challenge solution structure that easily leads to an offer, because basically the reason for that challenge solution structure is because you are giving them little micro wins throughout that lead magnet and then in the end they're going to be like well, I actually I need more support than just these micro wins, I need a huge win and that's where your offer comes in.
00:20:26.711 --> 00:20:35.461
But for templates, address the challenge and the solution and then walk through the template.
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So do that in the video and in the directions, at the very beginning of it, and then you always want to end with an offer, because a lead magnet doesn't really do anything if it doesn't lead to what your specific offer is.
00:20:52.096 --> 00:20:53.471
So tie it all together.
00:20:53.471 --> 00:21:01.856
So go over to your workbook and under outline your lead magnet.
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I want you to write down the challenge that you're solving with your lead magnet, the transformation that your customer can expect, and then the meat.
00:21:15.548 --> 00:21:36.419
You don't actually have to put in the details of the meat teaching the thing, but write down like one, two, three bullet points of what you expect to teach through your lead magnet and then bonus points for anybody who can weave in authority throughout this lead magnet.
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So what does authority look like?
00:21:38.290 --> 00:21:42.891
It's real life stories, it's case studies, it's testimonials.
00:21:42.891 --> 00:21:52.913
Anytime you can tell stories, factual stories, about your real life clients and the experience, the transformation they have experienced.
00:21:52.913 --> 00:22:01.577
Or if you can use numbers, even if you can't say those client names, you can give numbers of generic X client.
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That gives you a lot more credibility in your lead magnet.
00:22:06.997 --> 00:22:09.534
So weave those things into your lead magnet.
00:22:11.026 --> 00:22:15.718
So we're going to take a couple minutes to outline your lead magnet.
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I'm going to start the timer Muted.
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All right, we're going into headlines and value.
00:22:23.913 --> 00:22:28.286
Thanks, brie, I just noticed my red little bar on the mic.
00:22:28.286 --> 00:22:34.219
Okay, so we're going to go into headlines and value propositions.
00:22:35.826 --> 00:22:38.892
So let me give you some context when it comes to lead magnets.
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So something people hire me to do all the time is create all of their sales assets.
00:22:46.416 --> 00:23:03.118
So it would be a lead magnet their sales page, their sales emails and then all the technical setup for it, something I do at least once a month and I do the exact structure that I'm doing here, that I'm teaching you with them.
00:23:03.118 --> 00:23:09.278
So once I outline the lead magnet, I create the headlines and the value propositions.
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So this is how you can do it and this is why you need to do it.
00:23:12.472 --> 00:23:18.374
You need oh, I just got a note that you're on mute.
00:23:18.374 --> 00:23:20.221
My friend came in twice.
00:23:20.221 --> 00:23:21.986
I was like, am I still on mute?
00:23:21.986 --> 00:23:23.127
You guys can hear me, right?
00:23:23.127 --> 00:23:25.413
Okay, I'm going to go with.
00:23:25.413 --> 00:23:31.688
Yes, okay, cool, you can hear me.
00:23:31.688 --> 00:23:34.491
So why do you want to do this?
00:23:34.491 --> 00:23:44.326
You want to do this for your sales page, for the page that you're going to have this on, and for your social media and for your email.
00:23:44.326 --> 00:23:51.934
Having all of these set up ahead of time will make getting people to actually download it so much easier.
00:23:51.934 --> 00:24:04.747
So here's how you do it Outline the lead magnet we just started that, although I only give you two minutes to do it and then write down your ideal customer's challenges related to the topic of your lead magnet.
00:24:05.248 --> 00:24:06.392
So we did that earlier.
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Now jot down the transformation that they can expect from your lead magnet and connect everything to the challenge.
00:24:15.056 --> 00:24:17.593
So let me show you what this looks like.
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As an example.
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Let's say, the lead magnet is a webinar on how to use events to fill your funnel.
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I looked at what's the challenge that they are experiencing.
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They are experiencing, probably a dried up sales funnel, and that's the reason that they're looking at solutions for this.
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What transformation do they want?
00:24:39.615 --> 00:24:41.006
They want to be booked out.
00:24:41.006 --> 00:24:43.651
They don't want to have to work so hard for sales.
00:24:43.651 --> 00:24:56.009
So these are some value propositions or I like to call them sound bites on what you can use throughout your sales page, through emails, through social, to get people to actually care about your lead magnet.
00:24:56.009 --> 00:24:59.297
So I came up with tired of your pipeline drying up.
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Events will fill your pipeline faster.
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Get booked out with a single event.
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Fill your events.
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Fill your pipeline.
00:25:05.286 --> 00:25:07.631
Go from begging for leads to turning them away.
00:25:07.631 --> 00:25:17.577
So these are just some soundbites that you can use through all of your marketing and it's a lot easier, as you're outlining it, to start coming up with these ideas.
00:25:18.901 --> 00:25:23.650
All right, now let's talk about the technical setup.
00:25:23.650 --> 00:25:40.528
So when you are doing a lead magnet, you will always need these first three pages a form page and that is where that's the gated thing where they need to fill out their email in order to gain access to it.
00:25:40.528 --> 00:25:41.549
Thank you, cynthia.
00:25:41.549 --> 00:25:41.609
Um.
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A thank you, cynthia, um.
00:25:42.771 --> 00:25:43.792
A thank you page.
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So they fill out the form and then, once they fill that out, it takes them to a thank you page, and a thank you page is so underrated because you can send them to your other content.
00:25:56.326 --> 00:26:06.626
So, as they, they fill that out and then you can say oh well, if you like this lead magnet, you'll love my podcast and you can send them over to your podcast.
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