How to use Lead Magnets to Grow your Email List in 30 Days!
Studies have shown that for every $1 you spend on email marketing; the return is $43. That’s an ROI of 4300%, so don’t even lie to yourself, I know you want quick results, so does everyone. You want to have a large email list in the next 30 days and begin growing your book sales in the months following that!
I’d like to start off by acknowledging some of the obvious, long-term methods to growing your email list. These methods include promoting your list on your social media accounts, posting a call to action at the end of each blog post and guest posting on other blogs. These are great methods which have been amply discussed on the internet by other marketing gurus and successful authors. The burning issue I find with these methods is that the primary effect isn’t a growth in your email list. Promoting it on social media and writing more blogs helps build your brand as an author and if you’re lucky it will also result in a few email sign-ups in the long run. As I previously mentioned, you’re not reading this because you want to generate more email sign ups in 6 months’ time, you want them now!
Look, if you read my content, you’ll know that I have a borderline obsession with the notion of providing value to my audience. Feel free to judge. I think it’s a healthy notion. I personally hate brands who expect me to buy their products when they haven’t provided me with any value OR if their content is extremely poor. It’s another level of laziness, I don’t expect those brands to be surprising me anytime soon. I do, however, expect a great deal from those reading this blog, and that’s because we’re finally going to talk about the strategy that’s going to grow your email list in 30 days-time. Lead Magnets.
Yes, I’m sure you’ve heard of lead magnets. It’s not a revolutionary idea. It is however, just a grossly underrated in this current climate. It’s been ignored more times than Blockbuster since Netflix became popular.
Let’s quickly get the boring basics out of the way. What is a lead magnet? A lead magnet is a product or service you offer for free in exchange for gathering your audiences contact details, such as their name, phone number and in this case their email addresses. For authors, this is typically a free book or a writing advice guide.
Right, I know what some of you are thinking. You’ve read an article on why lead magnets aren’t useful anymore in 2020. We’re here to tell you that as long as you offer a product/service that’s impeccable and offers a highly unique value your lead magnet will still be effective. Lead magnets are hard work if you implement them correctly. I don’t say it lightly when I say that you have to make sure to offer as much value as possible. It requires a lot of research, planning and organisation, but in the end, people will thank you for offering something so special and/or useful to them!
Here are some Lead Magnet Examples for Authors:
· Offer the first chapter of your e-book to the public and make the remainder of your e-book the lead magnet! This is particularly useful if your book is a non-fiction how-to or guide. Remember to frame it so you’re emphasising the solution that you’re offering and that the reader wouldn’t want to miss out on such a valuable opportunity!
· A full free e-book. If yours is a work of fiction, you could offer your whole e-book for free! This is a method that’s been done a lot. Tip: Use video content alongside the giveaway, video content is known to generate a 300% increase in your CTR (click-through-rate) rate when compared to photo content. It’s not used very often in book giveaways.
· A definitive guide for authors. What are authors always complaining about? Writing their first draft, editing, getting book reviews, manuscript rejections and much more! They’ve made the market research fairly easy for you. All you have to do is offer them a definitive guide on one of their very well-known pain points. Mind, that some of these guides will have been done before by someone else, but don’t let that deter you from making your own version. The likelihood that the other person covered every little bit of detail on the topic is unlikely. Ask yourself: Did the other person frame the content as well as you would? Did they design the document well? Did they cover every grain of detail? I doubt it. There’s always a way to improve on what’s been done before! Add value. Add your own value.
Tips on Speeding up the Process:
We can’t help you speed up the content creation. You can’t rush that process and you shouldn’t because content is king. However, once the content is ready, don’t leave yourself scratching your head wondering how to reach more people. Here’s some tips:
· Use PPC (pay-per-click) ads to expand your reach. Some authors don’t like this as it’s a rather expensive option but remember the statistic of the 4300% return in investment. Every email you receive is going to be worth its weight in gold, in fact, one study proved that the average email address is quite literally worth $87, how about them apples?
· Facebook and Google are likely to offer you your best return on investment for adverts. Both have highly sophisticated advertising consoles with razor sharp audience targeting. They’ll even go as far as giving you an accurate estimate on just how many link clicks you can expect! Let’s say your budget is $50 for the month, you should be able to reach around 3,000 to 4,000 people and if your CTR is at the industry average of 2%, that’s 30 to 40 new email sign ups, in one week!
· Quick Tip: If you have money to burn, don’t target too many interests on Facebook. Create multiple adverts that target one or two interest each, then measure the results after. This way, you’ll know why your advert succeeded. This is called A/B testing.
· Make the sign-up process easy and simple. When packaging the content, make sure the outreach message is a single action (one click), make sure the landing page sign up is a single action (one click). The more additional decisions made, the more complicated you’re making it for the visitor and the less conversions, and less sign ups you’ll receive. Simplicity is key.
When I said 30 days to grow your email list, I meant 30 days and not a day longer. Spend a week researching into your chosen lead magnet OR creating content for your e-book lead magnet. Spend another week creating the content, writing the guide, designing it, proofing it and making sure every single little detail is covered. Spend another week setting up a Facebook or Google Advert and sending out your lead magnet. Spend the final week measuring and analysing the results of your campaign, taking in feedback from readers and improving your audience targeting for the next campaign!
Don’t neglect the power of a ginormous email list. We’ve presented you with an opportunity to improve your marketing campaign today. Don’t let this opportunity pass you by.