Legal Marketing 101

How Do I Drive Traffic to Lead Magnets?

December 18, 2023 Rosen Advertising Season 2 Episode 62
Legal Marketing 101
How Do I Drive Traffic to Lead Magnets?
Show Notes Transcript

How Do I Drive Traffic to Lead Magnets?

Join our host, Toby Rosen, as we spill the beans on foolproof ways to drive traffic to your lead magnets without breaking the bank. Creating a lead magnet is only the tip of the iceberg, and I'll be sharing my favorite ways to ensure potential clients see your lead magnet, download it, and effectively engage with your lead nurturing system.

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Speaker 1:

How do I drive traffic to lead magnets? Welcome to Legal Marketing 101. I'm Toby Rosen. We've talked a bit about landing pages and lead magnets here on Legal Marketing 101, and we definitely have talked about how to generate more traffic through paid marketing and SEO. But today we're going to combine that a little bit and we're going to talk about some of my favorite ways to drive traffic to your lead magnets. And that's because creating your lead magnet is really only half, or maybe less than half, of the battle. Here. We need to ensure that clients and potential clients actually see our lead magnet, that they download it and that they then get engaged with our lead nurturing system. Often we're doing this with paid marketing options like Google Ads or Facebook Ads or some of the contextual stuff I've talked about, and those are definitely really good ways to drive traffic to a lead magnet. But if you're not ready to pony up a few thousand dollars for a Google Ads campaign, you're not out of luck here. So first let's talk about a few free ways to drive traffic to your lead magnet or lead magnets overall, and number one on that list is leveraging your website, which you should already have. Your website is the digital storefront of your business and leveraging it effectively is really, really crucial, especially when it comes to lead magnets. So we want to feature your lead magnets prominently on strategic locations on the website, like the home page, on the landing pages and on relevant blog posts. You can use really persuasive copy that clearly communicates the value of your lead magnet to the user and addresses the pain points of that target audience. And on top of that, you can complement your message with a bunch of nice visuals that are just enhancing all of this overall appeal, and they really do encourage engagement as well. If it looks nice, people are going to want to stay on the page. The other thing we can do is we can implement popups, and these capture the attention of users who are already exploring your website. But here's the thing timing is really key here. You want to use things like exit intent popups or timed popups or conditional popups to display this lead magnet either when visitors are really engaged or when they're just about to leave. This helps ensure that your offer is presented to an audience that's already invested and engaged with your content. But number two on the list is email marketing. This is a big one. Your email subscriber list is one of the most valuable assets that you have, and it's an incredibly valuable asset for promoting lead magnets. You can craft personal and persuasive emails to your subscribers that highlight the benefits of the lead magnet and of talking to you, and that have a clear CTA, a call to action. And then I really recommend segmenting your email list based on the user preferences or behaviors that those users are engaging in, so that we can ensure that your message reaches the widest group of users possible and that the messages are highly targeted. You can also consider incorporating a series of emails. We've talked about drip campaigns and nurturing campaigns, but these can provide a lot of additional value and start building anticipation before presenting a lead magnet. If you're using the lead magnet as your CTA for a landing page for Google ads, you're probably going to put it in the first email, but if you're not, it's an additional value piece that you can add later on in the stream. To do this effectively, you need to be monitoring your email analytics to understand what your user engagement is like and optimize that approach based on how your users are engaging with your sequence. If they're dropping off on email five and not coming back for email six, then maybe we need to give them a little bit of a reason to come back. But, moving on, the number three way to drive traffic to lead magnets that I love and I love this because it's also basically free like the others and that's social media promotion. Your social media platforms are incredibly powerful tools for reaching a wider audience, even with what Facebook has done to sharing with on Facebook and on Instagram. So you do want to share your lead magnets across your social channels, though. This helps engage more users and you can use visuals and nice captions and things to make it a little bit stickier. But it's really important to remember to tailor your approach specifically for each platform. So we want to use more concise, more compelling messaging for Twitter. We want to have more visually appealing, maybe video content for Instagram, and then we want to have something maybe a little bit more thought provoking, a little bit more professional and business oriented for LinkedIn. Also, consider pinning the posts that are promoting your lead magnets to the top of your profiles for more visibility on those posts. This is something I see a lot and it's a really great strategy, and in those posts you can encourage your followers to share those posts. This keeps widening the reach of those lead magnets within those social networks, but it's also a good demonstration to people who are coming to see your profile that, hey, we've got something for you here, and today's episode, it really is just a bite sized one. I know you're thinking, wow, this is already wrapping up and we're going to be a little bit light on the next couple episodes through the end of this year. These three ideas for driving traffic to lead magnets are just the tip of the internet marketing iceberg, though. So don't worry, we're going to be back in January with full size episodes and the relaunch of the Thursday series. Until then, that's it for legal marketing 101. Check out rosanadvertisingcom for more Thanks.