For the full show notes and access to resources mentioned in this episode visit https://www.easyscaling.com/blog/episode51
In today's episode, I’m talking about lead magnets and how to select one that benefits both your potential customer and your business. A lead magnet is something you put at the top of your funnel to encourage people to sign up for your email list. This freebie will attract clients, make sure they’re aligned with your business, and give a preview of what your business can offer them so it’s important that you choose your lead magnet carefully.
There are 5 important things to consider when choosing your lead magnet:
Connect with Jordan Schanda King:
Love what you heard? Reviews really help us out! As a thank you, you can get my 90-Day Planning Formula ($97 Value) by submitting a screenshot of your 5-star review at easyscaling.com/podcastreview
For the full show notes and access to resources mentioned in this episode visit https://www.easyscaling.com/blog/episode51
In today's episode, I’m talking about lead magnets and how to select one that benefits both your potential customer and your business. A lead magnet is something you put at the top of your funnel to encourage people to sign up for your email list. This freebie will attract clients, make sure they’re aligned with your business, and give a preview of what your business can offer them so it’s important that you choose your lead magnet carefully.
There are 5 important things to consider when choosing your lead magnet:
Connect with Jordan Schanda King:
Love what you heard? Reviews really help us out! As a thank you, you can get my 90-Day Planning Formula ($97 Value) by submitting a screenshot of your 5-star review at easyscaling.com/podcastreview
Ep#51 - How to pick the best lead magnet for your business
Jordan: All righty. welcome. Today I wanna dive into all things lead magnets, or at least I wanna give a, an overview of what I like to think about when trying to pick the right lead magnet. When I say lead magnet, freebie, optin, lead magnet, there's, there's like a ton of names for these things. This is essentially some type of free thing that you are going to offer to people in exchange for their email, their name, and.
Get them onto your list. What happens after that? I'm not gonna dive into today cuz there's a million things that can happen after that. and it's all very custom, like deciding what, what the rest of that funnel is gonna look like. So freebie is a great way to kick off a funnel. But let's just talk about the lead magnet cuz I get a lot of questions about this.
Like how do you decide what topic. You should, you know, pick for your freebie. And then how much value should you give and like, what's the best type of format? Like all of these questions, great questions to have. And I have some thoughts specifically about like different factors that I like to consider.
So really there's like five kind of like key factors or things that I like to look at or dive into or consider when I'm deciding. What to build, what to create as a freebie. And so I think you should think through all of these things, when you're picking your, your freebie for yourself. The first one is your market.
So of course that makes sense, right? Like you have a market, you have an audience, you have clients, you have potential clients, and we wanna, we wanna consider what it is that, that they want so we can ask them that. So this is like doing some market research. This isn't doing like technical science-based market research.
Feel free to do that for sure, but most of you listening to this are not gonna be diving into like a, a really robust target market research study. You're, you're just gonna be generally asking your list. You're gonna be asking your following on social media. You're gonna do a poll on your stories. Like this type of, of of market research is what I'm talking about.
Like very low key. And why I am differentiating that is because, is because be when you do market research in that way, that's like. It's, it's not robust. You're kind of just throwing it out there. You have to take it with a grain of salt because it, it's, it's probably gonna be skewed. Right? Like the people that follow you on Instagram, are they, are they actual buyers?
You know, how have you built your audience? Like there's all kinds of things that can go into, what the composition is of the, of the audience that you're asking. And so we wanna take this all with a grain of salt also. Like if you're asking current clients really thinking through like, well, what have they actually bought for you?
Is that aligned with what you're gonna try to sell, with this freebie? You know, so you may have like a difference in audience there. so you wouldn't wanna ask your done for you high ticket clients. Necessarily what they would want in a freebie or a topic or the types of things that they're looking for, because they're maybe not the people that would be buying that, that we'd be downloading freebie.
So there's all kinds of nuance involved here when you're asking these questions of your audience. And so that's why I highly recommend taking it with a grain of salt. And that doesn't mean don't do it. I still love to do that. I love to gather data and ask questions and see what people are wanting. see what they're needing, see what they think they're.
Because that's the other side of this is that sometimes people will answer in a way that's not actually reflective of their buying behaviors. So I still think it's a great thing to do. It's a great tool to have in your tool belt when trying to decide what your lead magnet, what your freebie should be.
But we don't wanna put all of our eggs in that basket, right? We don't wanna design an offer and go all in on something necessarily, just because we did a poll on our stories and everyone said they learn wanted to. X. but we can test it. And so that's what I like to use this market research for, this type of market research.
I like to use as, as input as food for thought, as something for me to respond to and mull over. And, just kind of like general information that I can then react to. not that I'm gonna take as you know, the, the absolute answer to my question. So that's the first. Your market.
So the second thing is your own experience. And this I find is sometimes a really good way to balance out the information that you're gonna be getting directly from your market when you ask the question. And that is really thinking through, okay, what are your clients or your potential clients or your audience, what are they telling you that they want?
And more so reading into the actual questions that you're getting, like, what are they? Asking on a regular basis, what are the conversations that you're having with your clients? What are the resources that you are having to design for them in real life? a a client of mine, we were talking about this recently and she described it as like in the wild, like what's actually happening in the wild when you're, when you're working with clients, when you're having these conversations, day-to-day client work, what's coming up?
What do they need? What are, what are the patterns that you are seeing, the problems that you are. Or the solutions that you're regularly offering to people, that is like critical information to consider when you're thinking about what to design for your freebie. All right. The third thing is your product suite.
This is like maybe one of the most important things to consider because we don't wanna go designing freebies and creating lead magnets for things that don't actually go anywhere or that are going to attract people into your audience, that you actually don't have something to sell to them, you know? So really looking at what you actually want to sell in the long.
And then working backwards from there. So what are the people, that you want to give this freebie to? What do they need to do? What do they need to think about? What do they need to learn before they're ready for that ultimate offer that you're planning to sell to them? And then what questions or pain points are really top of mind for them as they're seeking answers to those questions that your freebie can then solve, even if it's not the first step?
And so I'd like to differentiate between two things here. So there's kind of this approach in thinking about it as like what is the first step they need to be taking or the first thing they need to do, or the first thing you need to think about before they're ready for my offer. That's one way to think about it. The second way to think about it is more, it's less in terms of like doing things in the right order, and it's more thinking about addressing the problems that they're actually asking, even if it's not the thing that they really need to take action on right now.
So let me give a specific example. Working with a client. Right now, we're building out a full funnel tripwire, freebie, funnel, and. And she's, the topic is all about, courses. So how to create your online course. What she knows is the first thing that people need to do is to pick their course topic.
That's the first step. They have to know what their course topic is gonna be before they can really take action on any of the other things. She knows that that's the first step. So that would be one answer, that you could potentially consider is like, what is the thing they need to do before they're ready for.
Your product that you're gonna sell them. And for her that is picking a course topic so that then they, she can help them create the. Now what's interesting is a different way to think about this is people might not actually be searching for the answer to that question, right? And so that may not be the sexiest thing to give them as a freebie.
It might be we're gonna test it, right? But, but what might actually be a, a better performing freebie is to answer the question that they are actually asking. So for her, she's like, ah, I get a ton of questions about how to price my course. I get a ton of questions about like, where to host my course or, she gets all these different questions that are like really specific nuanced questions that actually come much later in the process. But that's okay. Because if those are the questions that are top of mind for people, if those are the, the pain points that are top of mind for people, then that might actually be the best topic for your freebie because that's gonna draw them in.
And then you can educate them on, great, now you've got this resource, but actually the first thing you need to do is this, and here's how I'm gonna help you do that. So that's another thing to think about is your product suite, where are you trying to take them? What are you eventually trying to lead them to?
What offer? And then working backwards from there to come up with your freebie topic. All right. The fourth thing, This, this is like also very important. I want you to think about your current resources. What do you already have that's created? I can guarantee you with a hundred percent certainty that all of you have something that's already created.
Maybe it's a Google Doc, maybe it's a list of something, a checklist, a process it. It could be a million things, but you probably have something that already exists that can be easily repurposed into. A freebie. So really thinking about the types of things that you're already doing with your clients, the types of resources that you already give them access to, or that you're maybe creating behind the scenes for yourself to make things easier for you to facilitate what you do with, for your clients.
There's always something and, and it might not be in that perfect final format, but that is where you really wanna start again for a couple of reasons. One, because that's what you're using in the wild, so you know it's gonna be really valuable for. And two, because it's gonna save you a ton of time rather than having to create something from scratch.
So always think about what are your current resources that you already have. And then the fifth thing is your interests. And this can get missed sometimes because sometimes we, we go through those other four things we're like, Boom, boom, boom. Yep, I've got this thing. It leads to this product. You know?
Yeah. People are asking for it. I know it's valuable. but keep in mind that whatever your freebie is that you decide is going to be a core part of your brand is also probably gonna end up being a core part of your content. So you need to make sure that it's something that you want to talk about. A lot, like you will have to be pretty passionate about talking about this thing or it, it might end up feeling a little wonky.
And I know this because of my own personal experience in that I had a course still have it. It's a great resource. I have lots of resources related to it, but it's on a topic that I personally just don't like talking about on a regular basis. I don't like being pigeonholed into that like category. I know that if I'm going on podcasts and I have this one core freebie that I'm talking about all the time, that's gonna be part of what's gonna come up in pretty much every conversation I'm having on podcasts.
And a lot of times that's gonna have to be the sole focus of the conversation. And so that's gonna be, that's gonna become like you're, if you're. Thinking about your freebies as being like a really core piece of like your public facing way that people come into your audience. It's gonna get associated with what you are known for, what your expertise is.
It's gonna be a big part of your brand, so make sure it's something that you are genuinely interested in talking about. All the time. So those are my five tips. I hope that that is helpful. let me know what questions you have. Come hang out with me on Instagram, DM me. I would be happy to dive into this more.
but yeah, that's where you need to start picking your topic for your freebie. Have fun.