WEBVTT 00:02.220 --> 00:05.010 What is your target audience need help with. 00:05.160 --> 00:10.860 That's what you're going to create a league magnet to help with lead magnets are the giveaways that 00:10.890 --> 00:18.780 we give away in exchange for someone's email address types of lead magnets include PDA guides e-books 00:19.170 --> 00:26.220 an email course or a series of emails an online course or an online video series or perhaps a webinar 00:26.490 --> 00:31.260 or some other type of file or give away or download. 00:31.260 --> 00:36.450 It's easiest to have it be a digital download so that you can just automate it. 00:36.450 --> 00:37.990 It can be online. 00:38.190 --> 00:39.810 There's no processing. 00:39.810 --> 00:45.790 Sometimes people will even just give their email address in exchange for being a part of a newsletter. 00:45.900 --> 00:51.690 But if it's a newsletter or if it's a PTF or any of these other types of lead magnets you have to make 00:51.690 --> 00:58.260 it super duper high quality so that when people see it they're like whoa this is so amazing. 00:58.260 --> 01:00.540 I wonder what their paid stuff is like. 01:00.540 --> 01:06.750 Because if you give away some sort of quickly slap together PTF that has no brand graphics it doesn't 01:06.750 --> 01:12.000 feel cohesive with your website or brand and it doesn't really help the person if it's just sort of 01:12.000 --> 01:17.060 like a Top Five Tips kind of article where people don't really learn anything. 01:17.190 --> 01:21.910 It doesn't really help them then they're not going to want to buy your products or services. 01:21.960 --> 01:26.970 Let's quickly look at a few case study examples then I'll talk about tools you can use to create your 01:26.970 --> 01:28.260 own lead magnets. 01:28.350 --> 01:33.690 I've got lots of different lead magnets on video school online.com combo one that I'm most proud of 01:33.720 --> 01:39.840 that I recently put up is a free mini course it's called Adobe in 30 minutes where you can learn Adobe 01:39.840 --> 01:47.100 Photoshop Premiere Pro light room and after effects with quick 30 minute tutorials and it's just basically 01:47.100 --> 01:53.780 a course that I uploaded and hosted with teachable dot com and you can see it here on my home page. 01:53.820 --> 01:58.080 I also have other free courses but it's better and it's somewhere. 01:58.110 --> 02:02.990 This is something that I'm getting better at and I've changed around my home page. 02:02.990 --> 02:09.120 It is just to test out but it's always better to have one call to action or simplify your call to action 02:09.120 --> 02:12.350 on your home page you don't want to make it too distracting. 02:12.480 --> 02:18.520 I have lots of stuff going on you can see I've got my opt in or my my free b leave magnet. 02:18.630 --> 02:23.820 I've got to Tauriel is I've got courses down here so I've got a lot going on this is definitely one 02:23.820 --> 02:29.140 area that I can improve and I go to people like Amy Porterfield for example. 02:29.280 --> 02:32.160 Amy Porterfield is a digital marketer herself. 02:32.220 --> 02:37.660 She does a lot of great stuff with webinars her podcast blogging and on her home page. 02:37.770 --> 02:44.580 She has three options for lead magnets free cheat sheet for raptly rapidly growing your email list a 02:44.580 --> 02:49.700 cheat sheet for online course creators and a cheat sheet for webinars creators. 02:49.720 --> 02:55.310 So really she's catering to three different types of audiences or someone who wants all of those. 02:55.350 --> 02:59.060 And of course if you click on this you're going to have to submit your e-mail. 02:59.250 --> 03:00.630 That's how it works. 03:00.630 --> 03:07.080 So she's a marketer and I see a lot of marketers like her and it's easy to try to replicate what the 03:07.080 --> 03:09.930 marketers are doing because they know what they're doing. 03:09.930 --> 03:14.900 They do a good job marketing but a lot of them are just marketing marketing information. 03:15.000 --> 03:20.490 What about people who are actually selling a real digital product or something that's not related to 03:20.670 --> 03:21.410 marketing. 03:21.590 --> 03:24.410 Well here's a Web site called the light room queen. 03:24.420 --> 03:30.780 She does light room to Tauriel and helps people with Adobe Lightroom which is a photo editing software. 03:30.810 --> 03:32.010 She has a free eBook. 03:32.040 --> 03:38.250 So if you go on our home page you see this start here button or this arrow click here. 03:38.280 --> 03:40.500 It's got her free ebook. 03:40.530 --> 03:44.490 And of course if you download this you're going to have to give me your e-mail address. 03:44.490 --> 03:51.520 She also has a stop top bar right here for her newsletter Kohl's classroom is a nother photography Web 03:51.520 --> 03:56.770 site and he gives out free pre-sets which is a quick way to edit your photos. 03:56.820 --> 03:59.100 So here on his home page. 03:59.100 --> 04:01.310 Big top of his home page. 04:01.470 --> 04:07.680 Click the get here free free pre-sets and of course if you want those you're going to have to give your 04:07.680 --> 04:08.630 e-mail address. 04:08.640 --> 04:14.370 Listen money matters is one of my favorite podcasts about personal finance and they give away a free 04:14.370 --> 04:16.240 chapter of one of their books. 04:16.470 --> 04:22.660 Plus weekly emails and updates says basically their newsletter and this is on their home page. 04:22.690 --> 04:30.060 It's the first thing and I would say that because building your email lists is probably the most important 04:30.060 --> 04:33.200 thing you should be working on as a digital marketer. 04:33.210 --> 04:37.060 It should be the main thing on the home page of your web site. 04:37.230 --> 04:43.080 Well I created one of my most downloaded lead magnets in Indesign it was a PTF guide for online course 04:43.080 --> 04:43.770 creators. 04:43.890 --> 04:50.970 You can use a tool like Microsoft Word or even for free Google Docs to create a PTF document if you 04:50.970 --> 04:57.410 want to host videos you can use YouTube or Vimeo dot com and host your videos for free. 04:57.420 --> 05:03.280 You don't have to make them public and then you can embed them on a page on your website that you don't 05:03.280 --> 05:09.310 share anywhere except with people who sign up for your email list and when someone subscribes you can 05:09.310 --> 05:11.010 just send them a quick email. 05:11.170 --> 05:17.760 Hopefully this is automated with the link to that page with those free what those free videos. 05:17.860 --> 05:23.740 If you're creating online classes teachable and think giving are great for hosting video content and 05:23.740 --> 05:27.020 to actually send this leave magnet this digital file. 05:27.030 --> 05:29.910 It is not just a link to a Web site. 05:30.190 --> 05:33.430 Your email marketing tool should be able to deliver it. 05:33.430 --> 05:39.760 That's one thing I love about convert kit is that when you're setting up your sequences and your email 05:39.760 --> 05:47.380 response for people who subscribe to you can send files through convert kids if your email marketing 05:47.380 --> 05:50.570 tool doesn't host digital files for you. 05:50.620 --> 05:57.130 You could use a tool like Google Drive Dropbox really any cloud storage to host your files and then 05:57.130 --> 06:01.120 you would just link to it in the email that you send to New subscribers. 06:01.330 --> 06:09.190 One protip is to create individual lead magnets for different posts or different blog articles or different 06:09.190 --> 06:11.150 pages of your web site. 06:11.170 --> 06:18.050 Nick Loper of side hustle nation does this amazingly for each individual podcast. 06:18.220 --> 06:26.350 He creates a free PTF highlight reel of the podcast and you can download it on each blog article or 06:26.440 --> 06:27.680 podcast post. 06:27.700 --> 06:33.040 This gives someone who's brand new to site Housel nation who lands on this page because they found it 06:33.070 --> 06:37.230 from maybe the person he interviewed or just by searching online. 06:37.240 --> 06:41.150 It's a reason to download and to join his email list. 06:41.170 --> 06:46.660 A lot of people who go to this page might never go to the home page of site Housel nation but because 06:46.660 --> 06:52.900 there's a specific lead magnet related to this post they're more likely to want to opt in. 06:52.930 --> 06:59.140 What I would do a fire review is to go to the Web sites for companies in your niche your competitors 06:59.950 --> 07:01.450 see what they're doing. 07:01.480 --> 07:02.980 Subscribe to their emails. 07:02.980 --> 07:03.960 This is smart. 07:04.060 --> 07:10.780 Even if they don't give out a magnet just to see what type of email marketing they're doing to get inspiration 07:10.810 --> 07:12.680 but also to see how you can improve. 07:12.790 --> 07:18.700 But specifically this will allow you to see what your competitors are giving as lead magnets so that 07:18.700 --> 07:20.490 you can make yours even better. 07:20.650 --> 07:21.390 Thanks so much. 07:21.430 --> 07:26.020 And then the next lesson we're going to be talking about where you should be putting optin forms on 07:26.020 --> 07:26.710 your Web site.