Have you ever heard of content upgrades? What about lead magnets?
Even if you don’t know them by name, you’ve definitely encountered them. They’re otherwise known as email opt-ins, and they come in all shapes and sizes.
You may find them as an attention-grabbing banner across the top of a website, or quietly peeking out at you from the sidebar.
You may find them subtly but strategically scattered throughout a blog post, or an in your face, full screen opt-in that blocks access to the site unless you make a decision right now!
When you stop to think about it, they’re everywhere.
So, let’s talk about what they are, why you need them, and how to implement them on your site.
What is a Lead Magnet?
A lead magnet is an offer that compels your website visitor to opt-in to your email list. It’s known as an opt-in offer, bribe, sign up offer or bonus. It’s not the same as a content upgrade– we’ll discuss that a little later.
A lead magnet is usually an all-encompassing offer. It can appeal to just about any visitor that stumbles onto your page.You need an enticing offer for first-time visitors because, chances are, they’ll never return… Click To Tweet
And that’s precisely why you need a lead magnet. You need some an enticing offer to capture those first-time visitors because, chances are, they’ll never return again otherwise. If you can provide something insanely valuable and get their email address in exchange, you’ll be able to woo them right from their inbox. You can stay top of mind, and promote your products through strategically executed email marketing.
Lead Magnet Examples
Now, here’s a ridiculous amount of lead magnet examples for you to get the idea:
How to Set Up an Effective Lead Magnet
The good news is that you can easily create lead magnets with KickoffLabs. Whether you’d like a popup to capture your audience before they leave, a full-screen welcome mat, a stationary bottom sign up bar, or any option in between, we’ve got you covered. Visit this page to get started for free.
Types of Lead Magnets
Now, let’s take a look at the types of lead magnets you can create. We can’t cover them all, but here’s enough to get your wheels turning:
- An invitation to join your email list for weekly tips
- A free ebook that people would actually pay money for
- The first chapter of your popular ebook that you charge for
- A promo code or coupon
- A free trial subscription
- A workbook or worksheet
- A freebie tool
- Exclusive access to a member’s only area of the site
- An email course
- The first lesson of my popular email course you charge for
- A survey
- Free shipping
- A collection of templates
- A checklist
- A white paper
- A free 30-minute consultation
Lead Magnet Best Practices
Before you get started, here’s a list of best practices to follow:
- Create an offer that’s evergreen.
- Make it relevant for the majority of visitors to your blog.
- Create a mockup image of the lead magnet to grab attention.
- Advertise on Pinterest.
- Do A/B testing to determine which type of opt-in form gets the most clicks.
What is a Content Upgrade?
Now that you’re familiar with lead magnets, allow me to introduce you to content upgrades. Content upgrades are related to lead magnets, but in so many ways, superior to them. Here’s why:
Lead magnets are generic and appeal to any and everyone who arrives on your site. Content upgrades live within a blog post and are post-specific. Because a content upgrade is post-specific, it’s much more relevant for the reader than a generic lead magnet.
You’ll have a different content upgrade for each blog post. So, if you have 10 blog posts, you’ll need 10 content upgrades.
Content upgrades are blog post bonuses.
They contain supplemental information that upgrades the blog post in some way. Content upgrades are most often downloadable digital resources. They are always free, and offered in exchange for the subscriber’s email address.
Content Upgrade Example
Here’s a live example of a content upgrade from our own blog:
How to Set Up an Effective Content Upgrade
It all starts with great content. There’s no need to upgrade to an uninspired, bland blog post. But, if you have a blog post that’s bursting at the seams with value, it makes sense to carve away just a little bit of that value and place it within a content upgrade.
When it comes to setting up the content upgrade, you have several options. You can set up a content upgrade through KickoffLabs, too. Easily set up a pop-up link widget. Go here to get started.
Types of Content Upgrade
Now, let’s take a look at some content upgrade ideas you should consider:
- Case study
- Swipe file (collection of inspirational files)
- Video series
- Bonus content
- Downloadable asset
- Quick start guide
- Tips and tricks
- Video review of a product
- Audio version of the post for those on the go
- Printable pdf of the blog post
- An expert interview
- List of tools & resources
Content Upgrade Best Practices
- Make it valuable. Always.
- Make it relevant.
- Sell your content upgrade— it won’t sell itself, especially if you’re just relying on the title alone. Give a supporting benefit to entice the reader.
- Make it pop. It should stand out from the rest of your content. Use a yellow box, a red button, a shadow box, or any other visual element that will make it stand out from the rest of the content.
- Segment your content upgrade subscribers to create more targeted emails for them in the future
- Pinpoint your existing most popular posts and then upgrade them.
- Consider adding your most popular content upgrades to a “Tools and Resources” page. One subscribe gets them all.
- Place within the blog post at least twice.
So which one of the two do you need on your site?
Both of them, of course!
What’s the easiest way to create lead magnets and content upgrades?
You have options for how you create your opt-ins. Here are my favorite tools:
- Canva (a free, web-based graphic design software)
- PicMonkey (a free, web-based graphic design software)
- Beacon (create ebooks, PDFs. Convert blog posts into opt-ins)
- Microsoft Word
- Microsoft PowerPoint
- Keynote for Mac
- Google Docs
- Apple Pages
Here’s What To Do Next
Check out these related posts:Here’s a printable list of content upgrade ideas you can refer to when supersizing your blog posts. Subscribe to receive this extra resource.
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