When using in-content list building practices, remember:
Focus is everything.
- The more targeted your offers are to your ideal audience, the more effective they will be.
- The more targeted they are, the better they will help your audience.
- The more targeted they are, the more value they add.
But the most important thing is, the more targeted the offer, the more likely they are to take advantage of the offer. To create a highly targeted opt-in, offer here are some things to consider.
Know Your Audience
You hear this constantly because it’s so important, but I can’t say this enough. Continuously pay attention to your typical client/customer. What you see, hear and read will not only help you create better products and services but also to create better lead magnets as well. Once you develop your ideal customer persona, consider also making them for subsets of this audience so that you can focus in even further. For example, if an audience consists of divorced women who want to learn to get on with their life there will be subsets of this population:
- divorced women with kids,
- divorced women without kids,
- divorced women who wanted a divorce,
- divorced women who didn’t want a divorce
- and more.
If your products are right, you can dig deeper with your targeting.
Know Your Products & Services
Not everyone create the product or service they sell. If this describe you, and your business promotes other people’s products, it’s still up to you to understand the products and how they really work well beyond the sales page information. The best way to do this is to buy and use the product. There are situations where you may be able to contact the producer and get a free review copy. Otherwise, you’ll need to buy the products so that you can know them inside and out.
Determine Goals & Objectives
You don’t leave home without knowing your destination. And if you don’t know the route, you look it up or plug it into your GPS. Run your business with this same small (but key) attention. Before you create any type of content, know what the point of it is. Why are you creating this freebie? What content will the freebie go with? What do you want the audience to do? What do you want them to learn? How do you want them to feel about the content once they have download it and put it to use?
Follow this Rule: One Problem Means One Solution
Focus on only one problem and one solution at a time. This is the best use of a lead magnet. Your audience wants the solution and they want it fast. They want it instantly, In-content list building gives them this by presenting a solution right smack in the middle of the discussion of their problem.
Expand your Content
One way to create an effective lead magnet is to expand on the content in the blog post. For example: You’ve posted a recipe for roasted chicken. You’re making a lot of assumptions that they know how to carve the chicken… but what if you added a lead magnet to the recipe on how best to carve the chicken to serve it? How many people who want that extra information will grab it and sign up for your email list?
Help Them Do Something
This is the perfect opt-in for a a “how to” blog post. Try including an opt-in within the content that is a checklist that they can use to ensure that they don’t miss a step.
Know Where the Lead Magnet Should Be Placed
Before you even create the opt-in, decide where you’re going to put it for maximum impact. You can put it in more than one post, too, so long as it has something to do with other content and fits. But first, knowing where you want it will help you focus it better. After that, you can use it elsewhere if you want to.
Creating highly targeted offers requires that you understand your audience as well as your products and services. Use this information to help you make better lead magnets because each will have a specific reason for existing. Eventually, you’ll get so good at thinking about list building and lead magnets it will be second nature with each type of product you create.
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