By Josh Ledgard
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.
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.
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.
Now, here’s a ridiculous amount of lead magnet examples for you to get the idea:
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.
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:
Before you get started, here’s a list of best practices to follow:
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.
Here’s a live example of a content upgrade from our own blog:
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.
Now, let’s take a look at some content upgrade ideas you should consider:
Both of them, of course!
You have options for how you create your opt-ins. Here are my favorite tools:
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