No matter how many blog posts you write. No matter how many forms you add to your site. You just can’t get anyone to sign up for your pet business’s email list. Why?
You probably aren’t offering enough value.
How many times have you signed up to an email list because someone asked you to, “Sign up for our newsletter!”? We all know what that means. We’ll get junk we don’t care about. Or ads. Or the worst will happen – your email address will get sold as part of some list.
No one wants to be sold to. But we’re more than happy to hand over our precious email address if we get something out of it.
Enter the lead magnet.
A lead magnet is a piece of content you offer as a free download in exchange for a potential customer’s email address. This content can take many forms: ebook, video, audio, special report. But today we’re going to talk about a far simpler version: the resource guide.
1. Create a resource guide
The great thing about resource guides is that they are so simple to create. This is not a blog post that requires planning and research. This is a quick list of tools/equipment, websites, books, apparel – whatever you feel is necessary to the way you do things.
Here are some ideas to help you come up with your own resource guide:
- # Basic Tools for Training Your New Puppy
- # Items You Must Have Before Adopting Your Next Pet
- # Steps to Choosing Your Pet Sitter
This content offer doesn’t have to be a resource guide, though. It could be a checklist (How to Prepare for a Pet Expo). It could be a worksheet (# Steps to Setting Up Your Small Pet Business Accounting).
I would not suggest using an ebook or some other form of long-form content for this type of lead magnet. Those definitely have their place, but not here. Research shows that you’re more likely to get opt-ins with this kind of lead magnet than a long-form one.
You may have already written your content offer. Find your most popular blog post/videos/social media posts. Which one can be pared down into an easy-to-read single-page document for download?
And that is what is important to remember with this content offer: it needs to be simple. Numbered works great. Just the heading (the item, in this case) and a couple of sentences describing it.
Nor do you have to go crazy with the design. Some tips:
- Your logo at the top (if you have one). At the very least, your company name and contact information.
- Make it easy to read. No experimenting with crazy fonts or colors. And no tiny font sizes.
- Use the biggest font size you choose on the title at the top. The action items should be the next largest, with the descriptive text supporting those items the smallest text.
2. Build an opt-in form
There are so many choices for form generators on the web these days. If you use a drag-and-drop website builder like Wix or Squarespace, there should be an option for building a form. If you use WordPress, search for form builder plugins. There are also websites like Typeform where you can create forms and paste the HTML code into your site.
I would recommend you use the form builder offered by your email marketing software, though. Especially if you’re new to this world of lead generation. The reason for this is fewer steps. If you create the form through your email marketing software, it will automatically start collecting the email addresses. You won’t have to set up a workflow to make that happen.
Keep this opt-in form simple. A headline to draw interest (hint: write the headline with the benefit your reader gets from the download) and a field for their email address. That’s it.
3. Write the thank-you email
You may not have to write the thank-you email. Email marketing software usually has a default that goes out when someone opts in. You just have to make sure the download gets to them. Because there is nothing worse than being promised a download, making the risk of giving up your email address for that download, and then NOT GETTING THE DOWNLOAD.
Unfortunately, I can’t tell you how to set this up. It will all depend on the software you use. But I have included links to relevant support pages on some of the most popular email marketing software choices. If yours isn’t included, contact your provider’s support team to help you set it up.
Mailchimp – http://kb.mailchimp.com/campaigns/images-videos-files/send-a-file-to-new-subscribers
ConvertKit – http://help.convertkit.com/article/79-the-incentive-email
Infusionsoft – http://help.infusionsoft.com/userguides/campaigns-and-broadcasts/email-templates-and-other-marketing-templates/create-attachment-download-link-instead-of-using-file-snippet
GetResponse – https://blog.getresponse.com/increase-your-sign-ups-conversions-and-get-more-customers.html
AWeber – https://help.aweber.com/hc/en-us/articles/204587598-How-Do-I-Send-My-PDF-Download-To-My-Subscribers-
Watch the subscribers roll in
I can’t promise there’ll be lots of new subscribers. But it should increase from what you had before. Now what you do with all of those subscribers? That’s where email marketing comes in.