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As a value building advisor, you understand the importance of generating warm, high-quality leads for your business. Attracting leads – and converting these leads into paying clients or customers – is what allows your business to grow.
We wanted to provide you with the best tips, tricks, and ideas for leveraging the eBook lead magnets. To see the greatest levels of success we suggest using multiple channels to market the eBook.
Landing Page Links
Social
- Share the landing page link on your social media profiles, and if you have the budget, boosting on Facebook or sponsoring it on LinkedIn will allow you to reach many more people with similar characteristics to your target market.
- Sharing other content is a good way to grow an audience -for example, sharing an article from a relevant page you like is a good way to get seen by that page's audience.
- Use it as a hook for LinkedIn prospecting, reach out to prospects using InMail, providing your personal landing page link to the eBook.
- LinkedIn is a great place for B2B companies to generate qualified leads, and one of the most effective ways to do so is by joining groups and actively engaging in discussions. Taking it a step further, you could be the one to begin a discussion—but keep in mind, LinkedIn is a space for professionals to carry on valuable and meaningful conversations.
- Using hashtags is a good way to get seen by the right audience, for example, if you’re based in California, using #California will help you be seen by others who follow that tag.
- Over the last few years, Facebook Groups have taken off. According to the social media giant, there are more than 1 billion people using Facebook groups every single month. These groups are great places to generate leads and build partnerships. A simple search on Facebook for your ideal customer’s occupation or topics that might interest them will likely deliver a handful of groups where your target audience gathers.
- Your next step is to join these Facebook groups and start looking for ways to add value. For example, if someone asks a question that you or someone on your team can answer, do it. If you can offer a tip or trick that you think this audience will find valuable, do it. The key is to always add value BEFORE asking for anything in return. You can share a gated resource (such as the eBook), but only after delivering some value for free in the accompanying text.
- Email the eBook landing page to prospects and strategic partners you know personally and could benefit from the content and have them share it.
- Blogs are a popular, effective, and affordable way to bring people to your digital domain, and if done correctly can help establish you as an authority or expert in the value building industry. Note: blog posts should be about answering pertinent and common questions that a prospect might have, to increase your SEO.
- Create a monthly newsletter. Email newsletters work well in establishing a direct line of communication with your customers and prospects. Your newsletter acts as the gateway for your prospects to convert into loyal customers by helping them get to know more about your brand, products, and services on a regular basis.
- When creating a newsletter or email for a campaign keep in mind the subject line, as it will be your clickbait. Many people don’t read everything in an email. They skim through it and look for key points that interest them. People have limited time so make your newsletter content as easy to read as possible so that those you are nurturing will quickly find the information that they need.
Video
- A video is a great tool for creating awareness in your company’s products and services, highlighting expertise, and showing a potential customer the kind of tips and tricks that build their trust and loyalty.
- Video content draws prospects, in a deeper and more powerful way. That’s why movies always get more buzz and attention among the masses than the same story in book format. Something as simple as speaking in front of your computer and posting on to LinkedIn or doing a Facebook live can be beneficial for your personal brand.
- The best way to generate leads is to wrap things up in your video with a call to action. Well-placed calls-to-action, or CTAs, are essential to converting web traffic, social media engagement, and videos into leads. There are a number of ways to include CTAs in your video content. Ask your viewers to visit a URL where they can download some kind of asset (in this case the eBook) in exchange for their information, or invite them to get in touch with you in order to talk about how you may be able to help them build value in their company.
Setting Up and Using the Landing Page
Web Call to Action Embed Code
- Promote on your public website, whether it is on your homepage, its own designated page, as a banner, or a pop-up. This is where the eBook call to action embed code will come in. The eBook embed codes can be found under Settings > Personal Settings > Lead Magnets
- If your homepage’s design is what catches a person’s attention, the CTA is what keeps it. Make sure to create a CTA on your homepage as it is most likely the highest-trafficked page on your site, so take advantage of this.
- Once someone receives a “thank you”, in this case, the auto-response email sent after completing the form, use that space as an opportunity to promote more offers and content.
Setting Up and Using the Embed Code
Nurturing a Lead – Nurture Cycle
- At our 2020 Summit Ryan Deiss from Digital Marketer shared that email is going to be your biggest winner. Whenever a lead downloads the eBook, it is vital that you get right in there and use that email address straight away. Make sure you go in and customize your “thank you” auto-response email, which can be found under Settings > Personal Settings > Lead Magnets > Famous or Rich eBook Landing Page.
- Nurture, Nurture, Nurture! The golden rule of any successful inbound lead strategy—nurture your leads. Adding a lead to your Nurture Cycle ensures that you are keeping them continuously involved and engaged in the content you're sharing. Note: If you have the Automatic opt-in selected under your Nurture Cycle Settings, any lead that enters their contact information to download the eBook will be auto-enrolled in your Nurture Cycle and will receive the welcome email. Remember, leads are only as good as your nurturing efforts, rarely will a lead magically turn into a customer.