email list

[342] How to build your audience on YouTube with Jessica Dante

YouTube is the second largest search engine after Google. So if you want to get in front of a large audience, having a Youtube channel can be a smart move.

But if you’re not familiar with the platform, the practicalities of setting up a channel, deciding what kind of content you should be creating and getting people to actually watch it can feel daunting.

In this podcast episode, I talk to Love and London founder and successful YouTuber Jessica Dante. She shares her tips on getting started with a YouTube channel, finding your niche (and why you need one), growing your YouTube audience and how to overcome your fear of publishing less than perfect video.

{Click on the player above to listen to the podcast episode and/or read on for a detailed overview. Scroll down to the bottom to read the show notes including all the links mentioned in this episode}.

What kind of content should you publish on YouTube

When Jess started her YouTube channel in 2015 she knew she wanted it to be based around travel but was reluctant to niche down too soon. Initially, she focused on general travel tips and guides to interesting European cities, but quickly learned her focus was too broad. As Jess says: “If you try and talk to everyone you’re talking to no one.”

After a few months of consistently uploading videos each week, Jess noticed that the videos which focused specifically on London were outperforming others and that YouTube had started to recommend them to viewers.  She decided to niche her content down, focusing solely on London - and that’s when her channel really started to take off.

If you’re new to YouTube, it’s unlikely you’ll hit the spot with your content straight away, says Jess. Most new YouTubers have to experiment with different topics until they find their style and niche.

Even if you’re just working out your niche, the one thing you can get right straight away, is the type of content you create - content that solves viewers’ problems. For Jess, this was about helping people find interesting things to do in London (and find their way around). For you, it must also be about solving your ideal clients’ problems.

Once your channel is more established, you can start to create content that is specifically about your products/services, but initially your focus should be on helping your audience, says Jess. This will help you develop authority and credibility - vital for building your Youtube audience.

How long should your YouTube videos be?

Although there are no hard and fast rules, if you’re new to Youtube, Jess recommends keeping your videos at around three to five minutes, although longer videos work well for certain types of video such as tutorials.

How often?

When you’re starting out on YouTube, Jess recommends posting a new video each week. This will help you develop a consistent publishing schedule and boost the YouTube algorithm in your favour.

How to set up your channel correctly

Jess believes the most important thing when you’re getting started on YouTube is to focus on your video titles and thumbnail images – the small preview image of your video - as this is how people decide whether or not to watch your video.

Although YouTube automatically generates a thumbnail image for you, Jess suggests creating and uploading a custom thumbnail using a design tool like Canva.

“Use a picture you’ve taken especially for the thumbnail, for example if the video is you talking to the camera then get a picture of yourself doing that and then on Canva add two to three words to the side that will complement what the title is, not a duplicate of the title,” she says.

The video description is also important.  Jess recommends including the keyword for the video in the first 25 characters and give plenty of detail (one or two paragraphs is ideal) which should sell the video and tell people why they should watch it to the end. This should be followed with some general information about you and your business and add some links to your website or to resources you mention in the video.

How important is video quality on YouTube?

When you’re just starting out, don’t worry too much about equipment or quality (although good audio is important), says Jess. She points out that one of her most popular videos - made in the early days of her Youtube channel - is poor quality. Focus instead on adding value for viewers.

Janet agrees. She often searches for piano tutorials on YouTube and finds the quality of the video isn’t important to her: “It’s more about what’s accessible and which has the most value. It shouldn’t be style over substance”

For video editing, Jess recommends  iMovie for Mac users or Windows Movie Maker for Microsoft. For the first two years Jess did all her own editing and suggests keeping it simple, “People are interested in the information not the fancy transitions,” she says.

How to keep people watching your videos to the end (and why it’s important)

If you want people to keep watching, it’s important to keep the introduction in your videos short. Jess recommends aiming for five seconds, but definitely less than 15. She usually prepares three sentences for her introduction: one to introduce the topic of the video, one to introduce her and one to tell viewers about the lead magnet she’ll be giving away at the end.

Offering something of value at the end of each video can be a good way to encourage people to watch to the end of your video.  For example, Jess offers a lead magnet – a resource or information product you create with the purpose of encouraging your ideal customers/clients to sign up to your email list - at the end of many of her videos. She tells people about the lead magnet at the beginning of her video to encourage viewers to watch to the end.

Jess has also started adding outtakes/bloopers in at the end too to give viewers an extra reason to watch to the very end.

Which numbers to track on YouTube

When you’re new to YouTube, it’s easy to get obsessed with viewer numbers. While this important (the more people view your videos, the more people YouTube will show your videos to). But other key metrics are equally - if not more - important.

YouTube’s ‘watch time’ is a measure of how many minutes people spend watching your channel and give a good indication of how engaged viewers are when watching your videos. YouTube also tracks your retention rate – the percentage of your video that viewers watched.

Jess explains: “The higher retention the better, but when you’re starting aim for at least 50% and then work up to at least 60% and 70%. Nobody ever gets 100%, it’s just not possible.”

How to keep viewers on your YouTube channel (and why you need to)

YouTube is not just tracking how long people watch your videos for, it’s also looking at how long people spend on your channel. And the more time people spend on your channel, the more people will be shown your content.

That’s why it can be a good idea to use YouTube cards – interactive ‘panels’ that slide in and out when a video is playing – are a great way to encourage viewers to watch more videos on your channel, and therefore increase your watch time. Creating playlists of videos on similar topics and using cards to direct people to related content can be a great way to do this. In fact, planning your content in clusters i.e. creating five or six videos on a similar topic is a strategic way to build playlists as you go.

When using cards, Jess recommends you mention when they appear and point to the corner of the frame where the card shows. She also uses cards to send people to landing pages (dedicated web pages with a single call to action) for her lead magnets, as she believes they help create a better experience for viewers too.

How to use keywords to help your videos get found in search

If you want your videos to get found on YouTube, you need to use the words/phrases your ideal viewers are searching for.

Ideally you want to use terms that people are searching for, but not one that is so popular that your post will get lost in the noise of the competition.

Narrowing things down can help with this. For example, the phrase ‘how to write a press release’ is a very popular search term. Using a less popular, but more specific phrase like ‘How to write a press release for your small business’ or ‘How to write a press release for a charity’ (generally referred to as ‘longtail’ keywords)  is likely to be more effective when it comes to Google rankings.

If you’re not sure how to make your topic more specific, using YouTube's autocomplete function can help, says Jess.  For example, if she is thinking about creating a video on how to use an Oyster card in London, using the autocomplete function  might show that some people are searching for, ‘How to use an Oyster Card in London with kids’. This is a much more niche term, which means it’s likely to perform better in search.

How important are comments on your YouTube videos?

Comments are a signal to YouTube that people are enjoying your videos and that people are engaging with you and your content.

“When you’re just starting out, check your comments on videos every single day. Get into a conversation with these people as they are your early adopters. Treat them like VIPs and ask what other content they want to see from you,” says Jess.

How long does it take to grow an audience for your YouTube channel?

Building an audience on YouTube is a long term game and Jess advises new users not to expect anything major in the first year. After your first six months, you can do a thorough evaluation and make tweaks where necessary.

Janet uses Beth Campagna from Mama Life London who started her channel in 2018 as an example. Some videos only have 200 views but Janet has bought Beth’s products because she liked what she was doing on YouTube. “It’s a mistake to think you can’t make sales or get clients if you’re not getting massive views. You can make an impact with a smaller audience,” she says.

How building an email list helps to grow your YouTube audience

Jess thinks it’s important to consider how you’re going to send people to your YouTube content.

It’s also important to promote your YouTube content on social media but bear in mind that it’s not always as effective to ask people to move from one channel to another. For example, people are often reluctant to move from Instagram to YouTube but, if you can get people off their current platform to YouTube, YouTube will promote your content and recommend it to viewers watching content on similar topics.

Jess also uses email to promote her YouTube videos and stresses the importance of doing this within the first 24 hours of publishing a new video.  Not only will your videos get more views as your email subscribers start watching, but YouTube will register that people are watching your videos and start recommending them to more people,” she says.

The YouTube algorithm looks at how well videos perform in the first 24 hours. It takes into account the first seven days too, but the first 24 hours are crucial.

Jess’s biggest piece of advice for building an audience on YouTube is to focus on building an email list. When she started her YouTube channel she wasn’t building a list and on her first 25 videos there was no offer of a lead magnet.

The first video she promoted a lead magnet in performed really well and she found she’d got 35 subscribers overnight. She suggests having at least one lead magnet from the very start to help you build your email list.

Janet is also a strong advocate of building an email list. Although it takes time, she tells her clients to celebrate every single person who joins the list. It takes time and a lot of experimentation to learn the best strategies for getting people onto your email list - and keeping them there - which is why it’s important to remember that it’s a long term game.

Jess agrees it takes time, and believes there’s too much focus on big numbers: “You might only need 100 people on your email list or one person to see your video to generate money.”

Podcast show notes:

  • Jess’ business story (10:02)
  • How testing different content can help you work out what your niche is (and why you should stick to it) (13:30)
  • How to get started with growing your YouTube audience (19:55)
  • How to use keywords to make your videos rank higher (22:05)
  • The different types of content you can create on Youtube (27:02)
  • How to get your first videos on Youtube seen and searched for (31:05)
  • How to write an effective description (34:40)
  • What is ‘watch time’ and how you can improve this data (35:40)
  • Why your videos don’t have to be professionally recorded to succeed (43:10)
  • How to use ‘cards’ on Youtube and how it will help your videos rank higher (45:40)
  • How Jess has grown her Youtube channel (50:38)
  • How long it takes to grow your Youtube channel (53:30)
  • Why you need to trial and test different lead magnets (55:30)
  • How regularly you should be posting content on your Youtube channel (1:04:50)
  • How to edit your videos if you’re a beginner (1:05:06)

Resources

Jess’ Website: Love and London

Love and London on Youtube

Love and London on LinkedIn, Instagram and Twitter

Canva

PicMonkey

Leadpages (Affiliate Link)

Andrew and Pete

iMovie

Windows Movie Maker

Episode 241: How to build your email list via a Youtube channel

Purchase the ‘How to create coaching packages’ masterclass here

Join the waitlist for the Build Your Audience Programme here

Janet Murray’s Audience Calculator

Join the priority wait list for Build Your Audience Live Event here

Apply for a place on the LinkedIn Content Strategy Masterclass here

Get your hands on the ‘How to write awesome sales copy’ course now

Register your interest in the Build Your Audience programme

Order the 2019 Sorted Content Planning Toolkit here

Order the 2019 Media Diary

Order the 2019 Media Diary and Media Diary Owners’ Club

Order the 2019 Wall Year Planner

Janet Murray’s Love Marketing Membership

Love Marketing, Make Money Income Goals Checklist

The Janet Murray Show Podcast Guide

My YouTube channel

**MY BOOK ** Your Press Release Is Breaking My Heart (A Totally Unconventional

Guide To Selling Your Story In The Media)

Connect with me on Twitter, Instagram, Facebook and LinkedIn

[335] How to create a high-converting lead magnet

If you want to attract leads and sales for your business, you need an email list. But in a time when most of us are overwhelmed with information, inviting people to sign up for your lead magnet is not enough.

In this episode, I break down the steps you need to take to create a successful lead magnet - from choosing a topic for your lead magnet to how to set up a sales funnel that converts into sales.

{Click on the player above to listen to the podcast episode and/or read on for a detailed overview. Scroll down to the bottom to read the show notes including all the links mentioned in this episode}.

What is a lead magnet?

A lead magnet is a resource or information product you create with the purpose of encouraging your ideal customers/clients to sign up to your email list.

There are so many different types of lead magnet you can create: quizzes, cheat sheets, checklists, challenges, free book chapters, whitepapers, video tutorials, templates - just to give you a few examples.

But when you’re just getting started, it really is best to keep it simple. In my online course, How To Create a High-Converting Lead Magnet, I recommend starting with a one or two page downloadable pdf.

What makes a great lead magnet?

A great lead magnet solves a specific type of problem for a specific type of customer/client, offers a quick win and (crucially) leads your subscribers towards a paid product/service.

One my highest converting lead magnets is my marketing checklist series, which set out the key activities you need to be doing to hit key income goals in your business - 1k, 2k, 5k and 10k a month. These solve a very specific problem for a very specific type of customer (a small business owner who is unsure what marketing activities they should be using to hit their income goals) and leads towards a very specific service - the Love Marketing Membership. The resources in the membership are built around those key checklists, so once people have downloaded them, joining the membership is the next logical step (the checklists list the activities you need to do to hit your income goals, the membership contains the resources you need to achieve them).

I’ve recently also launched an audience calculator which helps you calculate how many email list subscribers you need to reach your sales targets. Again, this solves a very specific problem for a very specific type of customer - small businesses who want to grow their email list but are unsure what kind of numbers they need to reach their goals. The ‘quick win’ is of course getting the audience number you need.

Lead magnets don’t necessarily have to be free. In fact, getting people to pay a small amount can mean you attract much more qualified leads - something I have been experimenting with recently.

Over the past five years I’ve created dozens of free ‘lead magnets’ - pdf guides, checklists, webinars, templates (just to give a few examples) and, most recently, an interactive audience calculator.

This has helped me grow my email list but here’s some interesting stats for you:

  • Only 30% of those who opted into my most popular lead magnet (my free marketing checklists) actually downloaded the materials in the 7 days after they became available.
  • Around 80% of those who bought my LinkedIn Content Strategy Playbook - priced at £9.99 - downloaded it in the first 24 hours.

Do lead magnets work for product-based businesses?

If you have a product-based business, you may think that offering discount codes is the only kind of ‘lead magnet’ you can create. This is simply not true.

In fact, voucher codes can be counterproductive, as they can encourage subscribers to join your list to get their discount code, then unsubscribe afterwards. Taking the time to create an information-led led magnet can actually be a much better way to build a relationship and encourage loyalty in your customers.

If you have a product-based business, the best kind of lead magnet usually involves teaching people how to use your product

For example, my 2019 Media Diary contains key dates and awareness days for every month of the year, which saves users hours of research - making it the next logical step for those who download my free media calendar. As soon as they download the calendar, they're offered the opportunity to buy the diary. If they don’t buy the diary on the first offer, they're reminded about it a number of times in the follow-up email sequence.

Here’s a few more examples of how it works in practice:

  • If you sell podcast microphones, you could create guide on how to create and publish your first podcast
  • If you sell wool, you could create a guide on how to get stains out of wool (one of my clients has done exactly that)
  • If you make candles, you could create a guide on how to make candles (sounds counterintuitive but some people will try to make their own, then realise it’s easier to buy yours)

The biggest mistake people make with lead magnets

The biggest mistake people make with lead magnets is making them too broad. But if you’re trying to appeal to everyone e.g. ‘5 tips for better self-care’ you’ll end up appealing to no one. Focusing on a specific self-care problem that affects a specific type of person is much more likely to appeal e.g. Ten ways to get a good night’s sleep with a newborn (yes it’s really possible).

I’ve listed some more examples for you below. The examples in the column on the left are too broad.

Creating your lead magnet

If you’re creating your first lead magnet, I recommend keeping it simple and sticking to a simple one or two page PDF.

Most coaches, consultants and entrepreneurs I know have something they teach their customers/clients every day which can be turned into a lead magnet in 30 minutes or less (there is a template for this in my How To Create A High-Converting Lead Magnet course).

It’s vital to have a really clear title that states exactly what problem your lead magnet will solve for your customer e.g. 39 easy ways to attract more email subscribers, how to write a press release for your small business, 29 unique gifts for coffee lovers. Your intro should explain how your lead magnet will solve that problem.

Why you need a landing page for your lead magnet

A landing page is a web page that has a single call-to-action e.g. ‘download my free gift guide for coffee lovers.’

Sending prospective email list subscribers to a page where they only do one thing (well, two really - opt into your lead magnet or not) means they can’t get distracted by other things e.g. sidebars, drop down menus, pop-ups etc. Which means they’re far more likely to join your list.

I use Leadpages to create landing pages for my lead magnets. You can choose from a range of templates (that can be customised with your own images, fonts and colours), and because the design has already been tested, you’ll be guaranteed a much higher conversion rate. Something as simple as changing the wording on your sign-up button e.g from ‘download my free guide’ to ‘get it now’ can have a big impact on your conversion. This is why it’s vital to keeping tweaking and testing your copy and images. Leadpages (which has a free trial) also allows you to split test different page designs/copy to see which convert better.

I’ve included a module on writing compelling copy for your landing page in my online course How To Create A High-Converting Lead Magnet.

How to create a nurture sequence

Once you’ve delivered your lead magnet, you need to start building a relationship with your new email subscriber. You do this by creating a nurture sequence - a series of emails that add further value and help you get to know your prospective customer. For a simple downloadable pdf, I recommend a series of five emails (there is a template for this in How To Create A High-Converting Lead Magnet).

While many new email subscribers won’t be ready to buy from you, some might. So don’t be afraid to make an offer in your nurture sequence.

Do make sure your practices are compliant with data protection law. You can find out more here in my podcast episode with Suzanne Dibble. They key things to know are: you mustn’t add people to your email list without their permission (given by choosing to tick a box - it must not be a pre-checked box) and it must be really clear what they’re signing up for.

How to promote your lead magnet

I wish I could tell you there was one thing you could do to get people to download your email lead magnet, but I can’t. The reality is, it’s a bit like throwing spaghetti at wall - you have to try lots of different thing to work out which will work best for you/your business.

However there are some strategies that work for most types of lead magnet/business.There is a list of ideas for promoting your lead magnet in 39 easy ways to grow your email subscribers. If I could give you one piece of advice, it would be this: get the link for your lead magnet everywhere your ideal customer/client is hanging out online. Everywhere.

Podcast show notes:

  • What is a lead magnet (3:50)
  • Examples of lead magnets that work for product based business (5:50)
  • Step 1 - understanding your customer’s pain point (9:40)
  • Why a paid lead magnet can have a higher rate of conversion (14:20)
  • Why your lead magnet needs to address a specific problem (18:40)
  • Step 2 - how to create a simple lead magnet (24:10)
  • How to get people to sign up to your lead magnet (34:10)
  • How to ensure your lead magnet converts into sales (37:22)
  • How to set up a sales funnel (42:18)

Resources

Register for the Lead Magnet Course here

Episode 333: 39 Surprisingly easy ways to increase your email subscribers

Leadpages (Affiliate Link)

Unbounce

MailChimp

InfusionSoft (now Keap)

Apply for a place on the LinkedIn Content Strategy Masterclass here

Get your hands on the ‘How to write awesome sales copy’ course now

Janet Murray’s Audience Calculator

Register your interest in the Build Your Audience programme

Order the 2019 Sorted Content Planning Toolkit here

Order the 2019 Media Diary

Order the 2019 Media Diary and Media Diary Owners’ Club

Order the 2019 Wall Year Planner

Janet Murray’s Love Marketing Membership

Love Marketing, Make Money Income Goals Checklist

The Janet Murray Show Podcast Guide

My YouTube channel

**MY BOOK ** Your Press Release Is Breaking My Heart (A Totally Unconventional

Guide To Selling Your Story In The Media)

Connect with me on Twitter, Instagram, Facebook and LinkedIn

[333] 39 Surprisingly easy ways to increase your email subscribers

In January 2019, I launched a new online course How To Write Awesome Sales Copy which generated £20k in sales. It was a fairly relaxed launch, based around my six-part launch sequence (available as part of the course) and a handful of social media posts. The launch represented less than 50% of my monthly sales targets.

This was only possible because I’ve spent the last five years building my email list - a task that can seem daunting when you first start - but is the most important thing you can do for your business.

In this podcast episode, I show you 39 surprisingly easy ways to increase your email subscribers - starting with how to creating an effective lead magnet to attract email subscribers before moving on to how to actually get people to sign up to your list.

{Click on the player above to listen to the podcast episode and/or read on for a detailed overview. Scroll down to the bottom to read the show notes including all the links mentioned in this episode}.

Did you know that most online sales convert at around 1-2%?

Which means for every 100 people on your email list, only a small number will actually buy from you.

If you’re a coach or consultant selling 1-2-1 services and need 20 clients a year, you may only need a few thousand on your email list.

If you sell low-priced products or online courses/memberships you’ll almost certainly need to shoot for 10k or beyond.

Some products/services may convert a little higher (some of mine do), but even if you convert at 7 or 8% the vast majority of people are still going to say ‘no’ to you.

Which means you need a lot more people on your email list than you think.

Don’t have an email list yet?

Your conversion rate will be much lower.

While you might make the odd sale on social media, unless you have a large budget for paid advertising, it’s unlikely you’ll be able to make consistent online sales.  

This is because people aren’t on social media to buy. They’re on social media to socialise. And even when they do buy on social media, they are far less likely to purchase from unknown businesses/brands. Especially unknown brands with a small following - and very little engagement - on social media.

Which is why simply posting about your products/services on Facebook, Twitter or Instagram doesn’t work (if you’ve tried it, you’ll know exactly what I mean).

Lead magnet ideas for your business

If you want to make consistent sales in your business, you need to be in peoples’ inboxes.

But in a time when most people are suffering from information overload, getting people to give you their email address isn’t easy. This means you first need to attract your ideal customer. Then you need build a relationship with them. Then you need to give them a compelling reason to give you their email address (and the offer of adding them to your weekly newsletter isn’t going to cut it I’m afraid).

People generally only part with their email address for something that solves a problem for them - a discount code that saves them money or a template/checklist that saves them time, for example. This is generally referred to as a lead magnet.

A great lead magnet solves a specific pain point for a very specific customer, provides a quick ‘win’ and leads towards a specific product/service that you offer.

For example my media calendar solves a pain point for a specific type of customer (a business owner who is struggling to create a content plan), provides a quick ‘win’ (a downloadable template you can use to create a media calendar, including key dates and awareness days for January) and leads prospective customers towards a specific product (my 2019 Media Diary).

My 2019 Media Diary contains key dates and awareness days for every month of the year, which saves users hours of research - making it the next logical step for those who download my free media calendar. As soon as they download the calendar, they are offered the opportunity to buy the diary. If they don’t buy the diary on the first offer, they are reminded about it a number of times in the follow-up email sequence.

One my highest converting lead magnets is my marketing checklist series, which set out the key activities you need to be doing to hit key income goals in your business - 1k, 2k, 5k and 10k a month. These solve a very specific problem for a very specific type of customer (a small business owner who is unsure what marketing activities they should be using to hit their income goals) and leads towards a very specific service - the Love Marketing Membership. The resources in the membership are built around those key checklists, so once people have downloaded them, joining the membership is the next logical step (the checklists list the activities you need to do to hit your income goals, the membership contains the resources you need to achieve them).

I’ve recently also launched an audience calculator which helps you calculate how many email list subscribers you need to reach your sales targets. Again, this solves a very specific problem for a very specific type of customer - small businesses who want to grow their email list but are unsure what kind of numbers they need to reach their goals. The ‘quick win’ is of course getting the audience number you need.

Here are some ideas for lead magnets:

Checklists

Quizzes

Printables

Webinars

Online challenges

Reports/whitepapers

Video tutorials

Book chapters

Handbooks/eBook

Stock images/social media graphics

Infographics

Free trial

Samples (e.g. in goody bags)

If you have a product-based business, you may think you can only offer discount codes as your lead magnet - but this simply isn’t true. In fact, while discount codes can work in the short term, you may find some people join your email list to get your discount code/offer then unsubscribe as soon as they’ve made a discounted purchase. Creating an information-based lead magnet can be far more effective when it comes to attracting long-term subscribers.

  • For example, if you sell swimwear, you could create an interactive quiz (or even a pdf download) that tells people which style of swimming costume is best for their figure.
  • If you sell dog coats, you could create a guide to measuring your dog for a coat.
  • Sell compostable coffee pods? You could create a guide to buying a coffee machine for your home or office.
  • If you sell garden offices you could create the ultimate guide to buying one, including all the tricky questions around securing planning permission.
  • If you sell hair straighteners you could create a series of video tutorials demonstrating how to create specific styles.

Creating seasonal gift guides - that include your own products - can be a great way to attract people to your list.

If you have a product-based business, the key is to stop thinking about yourself as someone who sells products. So if you sell swimsuits, you are an expert in swimwear for women. If you sell dog coats, you’re an expert in dog attire (or even a particular type of dog). And if you sell compostable coffee pods, you’re an expert in that.

Although I sell a diary, I don’t see myself as someone who sells diaries. I see myself as an expert in content planning. The diary is just a tool I use for content planning that happens to be available for my clients to buy (see how different it feels when you say it like that). Not only does this make it easy for me to sell media diaries, it also makes it easier for me to market my product without feeling ‘selly.’

For example, around Christmas/New Year time I was invited to do guest interviews on a number of podcasts on the subject of content planning.

For example:

Four simple steps to planning your content in 2019 (Chris Ducker)

Planning your content for the next 12 months (The Membership Guys Podcast)

Content Planning and Content Repurposing  (Content 10x podcast)

Creating your first lead magnet

If you’re just getting started with email marketing, you’ll probably find that you have to create a few lead magnets before you hit on one that converts well for you. That’s why it’s important to keep it simple.

My very first lead magnet was a one page pdf - and if you’re creating your first lead magnet, I’d suggest you start with something simple like that. If you try to create something too complicated - or try to create multiple lead magnets at the same time - you may end up feeling overwhelmed. So just start with one -  you can always upgrade/add more later.

How to promote your lead magnet

People often ask me to tell them the one thing they should do to promote their lead magnet. The one thing you should do is: try to get the link for your lead magnet in as many places your ideal customer is spending time online as you can possibly can.  So that means trying a lot of things. As with anything in your business, you will probably find a handful of methods that work particularly well for you - in which case do more of those. But you won’t know until you try.

With that in mind, here are some ideas for promoting your lead magnet on different platforms.

Facebook

Post on your page

Post the link in relevant Facebook groups (only in response to questions though - no spamming!)

Share the link on Facebook Lives broadcasts

Start your own Facebook group

Add a link and call-to-action on your Facebook cover image

Facebook advertising

Post about it on your personal Facebook profile

Create a video trailer for your lead magnet and post it on Facebook

Send a message to your Facebook messenger subscribers

Invite people to opt-in via Facebook messenger when you’re at events

Twitter

Schedule multiple posts about it

Create a special Twitter cover image promoting your lead magnet

Create a pinned post with a link to sign up to your lead magnet

Add the link to your lead magnet in your bio

Take part in relevant Twitter chats (share the link in response to relevant questions)

Start your own Twitter chat and share it there

Create a dedicated hashtag that goes with your Lead Magnet and use it in posts/activity

LinkedIn

Write posts about it (asking questions that relate to the topic will work better than straight promotion)

Publish an article about it

Create a video trailer for your lead magnet and post it on LinkedIn

Add a link in the media section of your profile

Mention your lead magnet in your bio

Instagram

Write posts about it (asking questions that relate to the topic will work better than straight promotion)

Add the link to your lead magnet in your bio

Invite people to sign up to your lead magnet in your Instagram story

Website

Add pop-up banners with a call-to-action to sign up for your lead magnet

Add pop-ups/opt-in boxes in popular blog posts

Invite people to sign up on your ‘about’ page (likely the most visited page on your site)

Add sign up boxes in your sidebar

Email

Add a call-to-action in your email signature

Email your list to let them know about a new lead magnet

Guest content

Share the link to your lead magnet in podcast interviews

Write guest blog posts and share the link

Share the link when you’re speaking

Offer to teach guest classes for other business owners - and ask if you can share the link

Pinterest

Create dedicated pins for your lead magnet

Post dedicated pins on group boards

Invest in Pinterest advertising

Bonus ideas

Answer questions on Quora and share the link Quora

Review your favourite tech products and ask if you can share a link to your opt-in

Podcast show notes:

  • Why you need to build an email list (7:02)
  • How to choose your email marketing software (11:29)
  • Examples of lead magnets that work (17:56)
  • What mistakes you need to avoid when creating your lead magnet (25:02)
  • Examples of lead magnets for a product based service (29:38)
  • How to get people to open and engage with your emails (39:01)
  • How to get people onto your email list (42:30)
  • Where to share your lead magnet (and how to do it effectively) (45:30)
  • Why you need to keep testing and persisting with your lead magnet (1:01:10)

Resources

MailChimp

Active Campaign

Leadpages (Affiliate Link)

Convertkit

InfusionSoft

Rev (Affiliate Link)

Kapwing

LinkedIn Content Strategy Playbook

Episode 190: How to pitch yourself as a podcast guest

Episode 319: Why you should be using Pinterest in 2019 (plus how ot do it) with Eve Tokens

Quora

Apply for a place on the LinkedIn Content Strategy Masterclass here

Get your hands on the ‘How to write awesome sales copy’ course now

Janet Murray’s Audience Calculator

Register your interest in the Build Your Audience programme

Order the 2019 Sorted Content Planning Toolkit here

Order the 2019 Media Diary

Order the 2019 Media Diary and Media Diary Owners’ Club

Order the 2019 Wall Year Planner

Janet Murray’s Love Marketing Membership

Love Marketing, Make Money Income Goals Checklist

The Janet Murray Show Podcast Guide

My YouTube channel

**MY BOOK ** Your Press Release Is Breaking My Heart (A Totally Unconventional

Guide To Selling Your Story In The Media)

Connect with me on Twitter, Instagram, Facebook and LinkedIn

[290] On-Air Coaching: How do I speak to two different audiences in my email marketing?

Do you sell your products or services to different audiences?  Is this getting you confused about your marketing as you don’t know who to focus on and where?

In this on-air coaching episode with career coach, Janine Esbrand, I share how to target varied audiences within your email and content marketing, the importance of keeping your message clear by targeting different clients or customers on different platforms, plus tips on how to promote yourself to a new market.

Here’s what you’ll learn in this episode:

  • Janine’s business story (0:55)
  • How Janine currently brings money into her business (and what she is struggling with) (2:42)
  • Do you need to target both audiences with your email list? (6:45)
  • How to market yourself on different platforms (to different audiences) (11:00)
  • Tips for promoting yourself to a new market (18:15)

Resources

Janine Esbrand’s Website - Lightbox Coaching

LightBOX Coaching on Facebook and LinkedIn

Love Marketing Membership Wait List

Love Marketing, Make Money Income Goals Checklist

The Janet Murray Show Podcast Guide

My YouTube channel

**MY BOOK ** Your Press Release Is Breaking My Heart (A Totally Unconventional

Guide To Selling Your Story In The Media)

My FREE Janet Murray’s Love Marketing Facebook Community

Connect with me on Twitter, Instagram and Facebook

 

[282] On-Air Coaching: What should I include in my email newsletter? with Heidi Wall

Do you struggle to think of what to include in your email newsletter?  Or do you spend so much time thinking about what to include, you never get round to writing one at all?

Listen to this on-air coaching episode with Boutique Brownies owner, Heidi Wall,  for practical tips on how to create a newsletter that people actually look forward to receiving.

Here’s what you’ll learn in this episode:

  • A brief summary of Heidi’s business and her audience (2:45)
  • Why the content in your newsletter needs to be specific to your audience (4:40)
  • Why you should consider the sort of newsletters you like to receive (and what you can learn from them) (6:25)
  • How to add value to your newsletters (13:20)
  • How to upsell to your current customers (15:01)
  • Why you need to be consistent with your newsletter (19:00)
  • How to write attention grabbing subject headers for your email (21:52)

Resources

Heidi Wall’s Website - Boutique Brownies

Boutique Brownies on Twitter and Facebook

MailChimp

Sara Tasker’s Newsletter

Content Live 2018

Love Marketing, Make Money Income Goals Checklist

Love Marketing Membership Wait List

The Janet Murray Show Podcast Guide

My YouTube channel

**MY BOOK ** Your Press Release Is Breaking My Heart (A Totally Unconventional

Guide To Selling Your Story In The Media)

My FREE Soulful PR Facebook Community: tips & advice for promoting your business

Connect with me on Twitter, Instagram and Facebook

 

[279] On-Air Coaching: How do I create passive income in my service based business? with Zoe Whitman

Are you fully booked every month but unsatisfied with your income at the end of it?

Listen to this on-air coaching episode with accountant, Zoe Whitman, for some useful tips on building passive income streams and helping you earn more without increasing the hours you work.

Here’s what you’ll learn in this episode:

  • Zoe’s business story (1:30)
  • The services Zoe offers her clients and her pricing structure (3:05)
  • Why packaging up your services makes it easier for your customer to buy (7:00)
  • How to improve your passive income streams (11:40)
  • Why it’s vital to ‘remember the numbers’ when you consider which services to offer (20:12)
  • How to use an opt-in to build your email list (and convert subscribers into customers) (22:50)
  • How to increase traffic to your website (31:35)
  • How to consider (and create) an online course relevant to you and your audience (33:20)

Resources

Zoe Whitman’s Website - But the Books

Content Live 2018

Love Marketing, Make Money Income Goals Checklist

Love Marketing Membership Wait List

The Janet Murray Show Podcast Guide

My YouTube channel

**MY BOOK ** Your Press Release Is Breaking My Heart (A Totally Unconventional

Guide To Selling Your Story In The Media)

My FREE Soulful PR Facebook Community: tips & advice for promoting your business

Connect with me on Twitter, Instagram and Facebook