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Lead magnet and landing pages

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Convert visitors to prospects to be added to your email campaigns with well-designed lead magnets and landing pages.

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Lead magnet and landing pages

  1. 1. EMAIL MARKETING BOOT CAMP DAY TWO LEAD MAGNETS AND LANDING PAGES
  2. 2. LORRAINE BALL www.roundpeg.biz | 317-569-1396 | @lorraineball
  3. 3. Email Marketing Boot Camp • Day One: How to Grow Your Email List • Day Two: Lead Magnets & Landing Pages • Day Three: Subject Lines • Day Four: Look Great in the Inbox • Day Five: Automation Campaigns • Bonus: Constant Contact Starter Kit
  4. 4. WHAT’S THE BIG DEAL? LEAD MAGNETS AND LANDING PAGES
  5. 5. Exchange information for an email address Demonstrate your expertise Begin a deeper relationships with a prospect
  6. 6. Attract the Right Prospects Solve a specific problem with a specific solution for a specific segment of your market.
  7. 7. What Can You Trade? • Industry data • Survey reports • How-to guides • Case studies • Collections of blog posts • Resource kits
  8. 8. What Else? • Access to discounts or special offers • Product previews • Invitations to special events • Score cards and check lists • Podcasts, webinars, videos, slide decks • An e-course
  9. 9. Simple to Create • Word document • Attractive cover • Save as PDF
  10. 10. Great Lead Magnets: • Ultra – Specific - • Offers One Big Thing • Immediate Gratification • Rapid Consumption or Use • High Perceived Value • Shifts the Relationship
  11. 11. The Best Lead Magnets Are short, simple to create and consume, and leave prospects wanting more.
  12. 12. Submission Form Tips The less you ask for, the more submissions you will get
  13. 13. Only Ask for What You Need
  14. 14. Optimal Form Length
  15. 15. Design Matters • Left align • Single column • Larger font size • Clear questions • Smart error handling
  16. 16. Strong Calls to Action • Action statements 1 – 3 words – Command : Click, Register, Go! – Benefit: Get the Kit, Grab the Resource – Avoid loss: Don’t Miss This, Last Chance • ALL CAPS – CLICK not Click – GET THE KIT vs Get the Kit
  17. 17. Button Style • Contrasting colors • 1/3 width of form • Subtle movement • Go big
  18. 18. Submission Form Review • Ask for less information • Consider adding a privacy policy • Compelling CTA • Color, placement and size of button matters • Use smart CAPTCHA, or no CAPTCHA
  19. 19. Submission Form Tools • Formstack • Gravity Forms • Bloom • Woo Foo • Form Tools • Constant Contact
  20. 20. Landing Page Present Your Offer Provide good reasons for visitors to make the exchange
  21. 21. Landing Page Design Tips • Simple header & no menu • Limit navigation • One way out • Clear purpose. • CTA above the fold • Supplemental information • Close with CTA
  22. 22. White Space • Color and Contrast • Encapsulation • Directional Cues • White Space
  23. 23. Immediate Payoff
  24. 24. Compelling Landing Pages
  25. 25. Involve Visitors
  26. 26. If you build it, will they come? Not unless you promote your landing page
  27. 27. Drive Traffic to the Landing Page • From other pages on your site • From social media • From online ads • From offline promotions
  28. 28. Add Footers to Blog Posts
  29. 29. Social Share
  30. 30. What’s Next? Auto response campaigns, email newsletters, phone calls and more
  31. 31. QUESTIONS?

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