Grow an email marketing list
1. Research the questions your target audience are asking.
Survey website visitors and ask questions like, “What’s the single biggest problem you’re struggling with right now?” Dive into social media conversations, discussion groups, and forums using tools like Sparktoro. Look at your Google Analytics website data to find the most popular topics. Ask your customer service and sales team for a list of FAQs.
2. Prioritize the most common questions and topics in a spreadsheet.
Group your data into 3-5 core themes. For example, How to start SEO, SEO link building, and SEO keyword research. Choose the theme or topic applicable to most of your target audience.
3. Choose a lead magnet format and write a headline for it.
For example: Free ebook: How to do SEO keyword research 5 ways to improve your Google Analytics reporting CHECKLIST: 15 ways to generate more leads without paid ads
4. Use a tool like Canva to create the lead magnet from a premade, professionally designed template.
Look on your blog to see if there’s any existing content you can repurpose for the lead magnet. Include as much information as you think a potential customer needs to know, while making sure you stick to the promise. For example, if your headline offers a free ebook, subscribers may want more than a two-page document.
5. Choose a landing page builder such as Unbounce, Instapage, or Leadpages.
Most modern website platforms, CRMs, and email marketing tools have a built-in landing page builder. They often have ready-made templates for lead magnets, such as ebooks or free checklists.
6. Build a landing page for people to opt into your email list in return for the lead magnet.
Add your headline and opt-in form to the top section of your page on both mobile and desktop. Make your opt-in form simple with fields for name and email address, and a clear and concise CTA button like, Get the free ebook. Write 3-5 short bullet points to explain what the reader will learn by downloading the lead magnet. Add a short bio and image of the author to build authority, plus a testimonial to build credibility.
7. Integrate your signup form with an email marketing or CRM tool like Mailchimp, HubSpot or Salesforce.
Most email platforms have integrations that send data entered into the form to the tool. Setup an automation inside the email tool to automatically send the lead magnet when somebody subscribes through the form.
8. Drive traffic to the lead magnet's landing page using paid and unpaid advertising.
Use paid ad channels like Facebook, Google Ads, Youtube, Pinterest, LinkedIn, or Twitter. Share your landing page on social media. Write a guest post for another blog, and ask if you can insert a link to the landing page in your bio.
9. Provide alternative ways for someone to download the lead magnet on a page they're already viewing.
For example, if someone is viewing a blog post, trigger a popup box that offers to send the lead magnet while they’re on the page. Consider popup boxes, sidebar forms, and sticky bars. Embed these alternative formats into other pages of your website, including blog posts.