Nearly a year after its official launch, NBCUniversal’s streaming service Peacock will finally be available on all major connected TV platforms after striking a distribution deal today with Amazon. The service will land on Amazon Fire TV and Fire tablets in the U.S. beginning Thursday, with just under a month to go until the kickoff…
Havaianas lança o How We Beach, canal proprietário da marca no YouTube com foco no seu lifestyle, principalmente para os apaixonados por praia. “Um dos diferenciais da estratégia do nosso canal é o insight de falar e atuar com dimensão global, pensando nos nossos usuários de todos os continentes e mostrando para o mundo o estilo …
Leia Havaianas lança canal no YouTube sobre surfe, praia e viagens na íntegra no B9.
A continuação do adorado “Space Jam” está prestes a ser lançada, e o filme, dessa vez protagonizado pelo lendário LeBron James, vai ganhar um jogo para acompanhar o lançamento. O game é diretamente inspirado na trama do filme, e tem o nome “Space Jam: A New Legacy – The Game”, e será lançado pelo Xbox …
Leia Sequência de “Space Jam” vai ganhar jogo gratuito para Xbox na íntegra no B9.
Deu Brasil no GP de Entertainment do Cannes Lions 2021 – e em dobro. A campanha “Feed Parade”, criada pela GUT, foi uma das duas ações escolhidas para receber o prêmio máximo da categoria de Entertainment For Music, dedicada aos projetos que envolvem a música de alguma forma. Enquanto isso, “Salla 2032”, criada pela Africa, …
Leia Cannes Lions 2021: junto de “Old Town Road”, brasileira “Feed Parade” vence GP de Entertainment for Music na íntegra no B9.
The pandemic has disproportionately impacted marginalized communities, both in health and in business. In the Latinx community, the financial impact is especially pronounced: Per recent data analysis, 32% of Latinx-owned small businesses permanently shuttered during the first month of lockdown. Now, 5 million Latinos are at risk of bankruptcy. That’s why UPS is partnering with…
Amazon’s seventh annual Prime Day helped generate $5.4 billion in online shopping sales for the retail industry on Day 2 for a total of more than $11 billion for the 48-hour event. That’s according to data from Adobe’s Digital Economy Index. It also puts Prime Day 2021 in the pantheon of marquis shopping dates like…
NBCUniversal has been quiet about its Tokyo Olympics ad sales efforts since the Games were postponed in March 2020 due to Covid-19. But exactly a month before the Opening Ceremony, the company is finally sharing some more details about its Summer Games advertising revenue. While the company isn’t yet releasing a specific revenue number, execs…
A cat lover named Larry helps The Zebra promote its car insurance comparison tool.
“Nossa, como eu vou explicar a sigla LGBTQIA+ para as crianças?”. Esse é um dos questionamentos mais levantados por pais e responsáveis por crianças quando querem questionar assuntos relacionados à diversidade. Por isso, a nova campanha do Burger King mostra que a questão é muito mais simples para as crianças que para os adultos. Na campanha …
Leia “Como eu vou explicar…?”: Burger King mostra olhar das crianças sobre questões da comunidade LGBTQIA+ na íntegra no B9.
Leilão de cartas raras de animes famosos como “Pokémon” não são raridade. Em junho, o youtuber Logan Paul entrou no ringue para enfrentar Floyd Mayweather ostentando uma carta do Charizard que valia nada menos do que US$ 250 mil. Agora, esse número parece algo pequeno perto de uma versão rara da carta Dragão Branco de …
Leia Carta rara de “Yu-Gi-Oh” chega ao valor de US$ 13 milhões, mas leilão é suspenso por suspeita de fraude na íntegra no B9.
Ryan Reynolds has sold his creative agency. Maximum Effort Marketing, the creative powerhouse behind viral ads like dating platform Match’s fiery “Match Made in Hell” and all of the recent advertising work for the Reynolds-owned Mint Mobile and Aviation American Gin, has been acquired by performance TV platform MNTN (pronounced “mountain”). Under the deal, Maximum…
The actor and entrepreneur takes a very Ryan Reynolds approach to unveiling his company’s merger with California-based ad tech firm
The forced closure of the pro-democracy Apple Daily newspaper is the latest worrisome sign for journalists in the Chinese territory.
No ano passado, o Instagram fez um teste de expansão do feed com sugestões de posts os usuários. A recepção do recurso “postagens sugeridas” foi boa, e agora a plataforma estuda misturar as postagens sugeridas ao feed principal, antes mesmo das fotos e vídeos de pessoas que o usuário segue. Até agora, o recurso oferece …
Leia Instagram testa colocar postagens sugeridas no topo do feed principal na íntegra no B9.
The launch of Britain’s latest news broadcaster GB News has certainly divided opinion. To some, it is a center-right TV startup that gives voice to the ignored. To others, it is a dangerous alt-right attack dog looking to further divide the nation. To advertisers, which have faced very public calls from pressure groups to boycott…
Marketing has gone through an overhaul over the past few years. The traditional stalwarts of the marketing world have been subverted by newer, more accessible and more effective forms of marketing.
Digital advertising has toppled print and TV as the focus for small businesses in the UK. A consistent, focused strategy that is designed to snare a particular demographic should yield invaluable outcomes.
But, if you’re not well-versed in the new world of marketing, how can you discern which strategies are valuable and which are an ill-advised choice for a small business hoping to snag new customers?
Small businesses are most concerned with their ability to acquire new customers and social media and email represent their best opportunity to realize this ambition.
In this piece, we’ve come up with two ways new businesses just starting out can utilize social media and email to create tangible results that’ll benefit the long-term outlook of your organization.
Making use of ephemeral content on social media
A presence on social media is a staple of many small business’ marketing efforts. But what does the next frontier of savvy social media use look like? For many ahead of the curve businesses, their new focus is ephemeral content. Snapchat was the first app to make ephemeral content a central part of their platform. Messages were only available for 10 seconds and stories lasted for no longer than 24 hours.
Instagram quickly borrowed this idea and made stories an integral part of their platform. Twitter has recently followed suit. They all appear right at the top of the news feed/ timeline of their respective apps and they’re an excellent way to get your brand in front of users.
By using polls to stir up debate and test consumer interest in new product lines and services – or simply sharing photos/videos of your business in action – you can generate brand awareness and drive engagement. Being aware of the best ways to utilize ephemeral content will give you a unique advantage over your competitors.
Offering vouchers or discounts for first time customers through email marketing
Most of the growth in the tech space in recent months has been in the food delivery market. Part of this is because the pandemic has forced restaurants throughout the UK to stop welcoming customers in through their doors – and these apps have raced in to absorb what has been left of the market in their wake. But the likes of Deliveroo, Hello Fresh and Uber Eats were all in the ascendancy anyway.
This is thanks to their customer acquisition strategy. They entice new users to make their first order by offering them significant discounts. The availability of these offers often hinge on them being shared with other users – friends, family and colleagues – to generate brand awareness. And because these offers are time sensitive, new users feel under pressure to use them.
Users are then reminded of their offers through targeted email marketing campaigns. By nudging potential customers through email and underscoring the time they have left to take advantage of the offer, businesses are able to consistently acquire new users and tempt their existing customers into spending more money.
In summary
For small businesses,ephemeral content is a savvy way to exploit the massive reach of social media. Equally, email marketing gives businesses the ability to acquire new customers quickly and wring more profits out of their existing ones. They are both effective marketing strategies that every small business should consider.
The average employee receives hundreds of emails per day. Many of the promotional emails that people receive are never opened. So let me ask you this: how many people do you think are willing to let you fill their cluttered inboxes even more?
The answer is very few. That’s very disappointing because email marketing is one of the most effective marketing channels.
Luckily, lead magnet funnels provide a unique way of growing your email list. The strategy incentivizes website visitors to provide their contact details with an irresistible value proposition.
Today’s guide will show you how to create the best lead magnet funnel for your business. You will learn about customer personas and their role in creating a compelling lead magnet. You will also discover the different types of magnets you can use and how to build the ultimate opt-in page.
Before we cover all that, let’s ask ourselves this question: What exactly is a lead magnet funnel?
What is a lead magnet funnel?
A lead magnet funnel is a popular method of generating leads. The strategy is similar to an opt-in sales funnel. However, instead of asking potential subscribers for their contact details with empty hands, you’ll give them an incentive.
There are several benefits to using an incentive in a sales funnel.
Firstly, it attracts leads and improves conversions. That’s simply because website visitors are more likely to provide their personal details when they get something in return.
Secondly, the presence of the magnet helps to weed out leads that are not qualified (more on this later). Think about it, what are the odds that someone who’s not interested in the incentive will ever convert? The chances are pretty low.
For the lead magnet funnel to work, the magnet or value must be placed on a targeted landing page. You’re then supposed to direct traffic to the landing page through SEO, Pay Per Click ads, and other marketing channels.
After sending the free incentive to the client, you can use a scheduling app to create a proper system for follow-up emails. These are the emails that offer additional value to the client before you start sending sales content.
When properly executed, this funnel generates a healthy email list that converts with little effort. The problem, however, is this: Creating a functional lead magnet funnel is nowhere as easy as it may sound. WP Forms reports that only about 50% of customers who use this strategy witness higher conversion rates. Let’s talk about how you can be part of the 50%.
How can you create a lead magnet funnel that works?
The lead magnet is the most important part of the funnel. The more enticing it is, the more leads it’ll generate. But the magnet cannot work in isolation. For the best results, you need to support it with the necessary elements.
Here is how to build the funnel.
1. Define your customer persona
You could have the best magnet on the internet, but if it’s offered to the wrong audience, it becomes pointless. That’s what a buyer persona is designed to avoid.
In simple terms, a customer persona is the fictional profile of your clients. The profile contains demographic details like age and gender. It also has information on interests, revenue, profession, pain points, among others.
In summary, a buyer persona may look like this:
But where are you supposed to get all this information?
Google Analytics is an excellent place to start. The system provides valuable data on the demographic of your website visitors. It also shows the interests, or popular pages, of your website.
Social media is another great platform to acquire information on your users. Social media management software will show you the age and gender of the people interacting with your online business.
You can also use customer surveys to collect this data. Surveys are instrumental when you want finer details like client interests, frustrations, among others. You can conduct a short survey through your social media platform or on your website.
Once you’ve created reliable personas, start looking for relevant topics.
2. Choose a topic
A successful lead magnet has two elements. One, it addresses an existing customer interest or frustration. Two, it is relevant to the services you’re providing.
That second point makes sense because you want to attract people who will be interested in your product. That means providing them something they’d find useful. The data on customers’ persona will show you the pain points you can exploit. But don’t limit yourself to the personas alone.
Check your competitors and see what they are doing. It’s good if you can develop a topic that’s not covered by someone else. That’s not always possible, though. If you have to use an existing topic, make it as appealing as possible to blow the competition out of the water.
The presentation of your topic must be spot-on as well. Your headline should grab the visitor’s attention within seconds of reaching the landing page. The value of your magnet must also be crystal clear.
3. Identify the right lead magnet
There are many lead magnets to choose from. However, they don’t always produce the same results. Some magnets are generally better than others. Your niche and topic may also influence the type of magnet that will deliver the best outcome.
Below is a brief breakdown of some of the magnets that could work for you:
Ebooks
Hubspot reports that ebooks are the most popular lead magnets on the internet. About 27% of online marketers use this magnet.
You can use an ebook to give your visitors actionable tips on solving a problem they’re experiencing. For instance, a fitness coach can create a book showing visitors how to train and eat.
Ebooks also work well with B2B businesses. Many digital marketing companies offer corporates and bloggers free guidelines on boosting traffic, conversions, among others. The guide is given in the form of a downloadable PDF. Website visitors provide their email addresses, and you will send the ebook and follow-up emails. Everyone wins.
Courses
Use your skills to develop a free online course for your website visitors. The class should provide a solution to a client’s problem. It must also be relevant to your services.
For instance, a social media marketer can offer a free Pinterest marketing course. The course can teach visitors how to set up Pinterest business accounts, boards, among others.
Many bloggers will line up for such a course. In exchange, you’ll acquire tons of leads to whom you can market your personalized coaching services.
Consultations
Asking everyone landing on your website to pay for your services is ill-advised. After all, only 2% of website traffic converts after the first trip.
What you can do instead is provide a free consultation. That’s an offer that many website visitors will be willing to sign up for.
Here is an example of how one digital marketing company does it:
In addition to the free consultation, Blue Corona also provides a free SEO analysis tool.
Webinars
Webinars are popular in the B2B industry.
Advertise the webinar on your website, social media, and other channels. Here is a free hack for you; create scarcity to increase enrollment. You can easily do this with a timer or by limiting the slots.
Use the webinars to showcase your expertise. The potential customers will get value from it, and most of them will be ready to convert once you’re done.
The beauty of webinars is they can remain useful long after the seminar has ended. Just publish a highlight of the discussions on your site and socials, and ask everyone who didn’t attend to sign up. Many people will subscribe because no one wants to miss out on the good stuff.
B2B International does this so well. In fact, they have an entire page dedicated to webinars alone.
Some of the other effective lead magnets are:
Remember that there is no one-size-fits-all lead magnet. Just because someone else achieved incredible results with webinars doesn’t mean the same tool is perfect for you. Look at your needs as a business, and your visitors’ pain points, then provide a fitting solution.
4. Create the landing page
Don’t make the mistake of overlooking the importance of a landing page in the lead magnet funnel.
A properly designed landing page reduces your efforts in convincing prospects to sign up. Meanwhile, a terrible webpage will turn your visitors away before they even look at the value proposition.
So, how do you create the perfect landing page? A good landing page should have a compelling headline, a clear value proposition, and a powerful CTA.
Make sure the page has a brief description of what you are offering the prospective lead.
Here is an example of a simple but effective landing page. The description and value proposition are clear.
You can create something like this easily with landing page software. Something else you don’t want to overlook is testimonials. Many people would sign up for something not because of what a business owner says but due to the user reviews attached to the offer. That’s how powerful testimonials are.
Weeks of hard work have finally paid off, and now you have a good-looking email list. Everything is perfect so far except for one thing. These guys signed up for some free stuff, not your paid services. How are you supposed to convert them?
5. Send a follow-up email
You should know that your audience is usually cold in the initial funnel stage. The biggest mistake you can make at this point is spamming them with sales emails. Your unsubscribe rate will go through the roof.
Welcome your new email subscribers with a warm introductory email. Give them the cookie they came for and introduce your company as gently as possible. That’s how to make a good first impression.
With the introductions out of the way, prepare informational follow-up content. Again, make sure the piece of content is relevant to the interests of your audience.
The informational emails should warm up the audience for you. They will also transition subscribers through the different sales funnels.
Finally, introduce your sales emails.
In Closing
The lead magnet funnel is a great way of obtaining highly motivated leads in exchange for a free incentive. These leads are usually very easy to convert. That’s why many businesses use this strategy.
However, a lead magnet funnel can only be as effective as the value proposition it makes. Do your homework and come up with a magnet that solves visitors’ problems. It must also remain relevant to your business; otherwise, the whole thing would be pointless.
Present your magnet on an engaging landing page, and don’t forget to use strategic follow-up emails.
With the above blueprint, we’re confident that you will create a killer lead magnet funnel to boost your subscriber rate.
This guest post was written by Owen Baker, a content marketer for Voila Norbert, an online email verification tool. He has spent most of the last decade working online for a range of marketing companies. When he’s not busy writing, you can find him in the kitchen mastering new dishes.
A year of living in a pandemic caused a shift in consumer behavior across industries. Predictions came mid-last year that sustainable clothing categories, particularly resale, would see a significant increase while shoppers looked to both sell their old items sitting at home and save money when buying new ones. Now, online consignment and thrift store…
Inside the industry’s first major event in 15 months.
(TrendHunter.com) The ‘Cat Is Art’ pet furniture is a modern take on conventional cat decor items for the home that will drastically increase the style and functionality of the essential solutions for pet…
This is site is run by Sascha Endlicher, M.A., during ungodly late night hours. Wanna know more about him? Connect via Social Media by jumping to about.me/sascha.endlicher.
