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FUNNEL MAGAZINE TRAFFIC & LEAD GEN

6 FUNNEL FEATURES

LEADERSHIP AND THE CROWD WENT WILD

THE INTERVIEW

106 METRICS

184

170

26 STRATEGY & TACTICS

LEADERSHIP

183 SOCIAL MEDIA

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IN EVERY EDITION

LETTER

6 WAYS YOUR LEAD MAGNETS CAN GET MORE CONVERSIONS

TO BLOG OR NOT TO BLOG?”

FROM THE EDITOR

FRANK KERN

THE AUTHOR OF YOUR OWN LIFE STORY

106

HIDDEN LEAD GENERATION CHANNEL YOUR FUNNEL IS MISSING

METRICS TO MILLION DOLLAR FUNNELS

10X THE POWER OF CLICKFUNNELS

REMEDY THE FACEBOOK CHANGES OF 2018

96 124

FOCUS ON WHAT YOU ARE GOOD AT INTERVIEW: STEVE OLSHER

140

THE ONLY BOUNDARY THAT EXISTS IN LIFE... INTERVIEW: GRANT CADONE

154

NURTURE STRENGTHS AND WEAKNESSES INTERVIEW: JAY ABRAHAM

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LETTER FROM THE EDITOR OF

FUNNEL M

Dear Funnel Genius, In this edition we feature Frank Kern, a master marketer. The first time I heard Frank’s name was at my first personal development seminar. The topic was Neuro Linguistic Programing (NLP) of which Frank is a expert. Our speaker was at an event with his arms crossed and his foot resting on the wall behind him. Frank comes up to him and leans against the wall and puts his foot up, crossing his arms. Needless to say the speaker was impressed with how Frank match and mirrored him. Since that time, Frank’s name has come up dozens of times as I’ve gone on this journey in the marketing industry. Whether it’s his direct response skills, his presence on Facebook, or sales letters, he is one of THE go to guys in the industry. And believe it or not Frank helped save Funnel Magazine... Hawk and I were in Mexico for a friend’s wedding. We were on our last dime and didn’t know how we were going to continue with the magazine. A lot of internal business challenges had come up and we weren’t sure what was next. By happy coincidence, a good friend happened to also be in Mexico at the time. And a stone’s throw away from where we were staying. As a fellow marketer with years of experience in the industry, she understood better than most what we were going through. She offered to introduce us to Frank Kern… and well, to make a long story short you now hold this month’s edition of Funnel Magazine. So remember when you are on the ropes, the end may not be the end. And Frank is here to help you too… Happy Funnel Hacking, Kate Mikado Editor-in-Chief

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TRAFFIC & LEAD GEN

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6 Ways Your Lead Magnets Can Get More Conversions ARTICLE BY Dave Farrow

Do you offer a free ebook, checklist, or cheat sheet on What does that mean for your lead magnet? You your website? How effective is it at converting website should try to create a lead magnet that’s easy to use and can be used right away. visitors into leads? If you’re like most people, the answer is “sort of effective.” Offering a lead magnet is a great first step to improving conversions, and you likely saw a lift in conversions when you put your lead magnet into place.

If you offer a 96 page ebook, you might actually be scaring prospects away. It depends on your audience, but a lot of people just don’t have the time to read 100 pages that may or may not solve their problem.

But is it performing as well as it could? Here are six factors—some common-sense, some rarely discussed—that can make your lead magnets more effective: 1. Instantly Usable Your lead magnet should be instantly usable. When a website visitor comes to your website, they are looking for the answer to a problem or question. They don’t want that answer to come next week—they want it now.

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This is intimidating. You want your lead magnets to be easy.

If you’re currently using an ebook or long-form guide as a lead magnet, consider testing a switch to a checklist or cheat sheet. These formats can be used right away, which makes them a compelling offer. 2. Targeted at a specific problem

Make your offer as easy to find as possible. You can use a variety of pop-up types to draw attention to your offer. You can put a clearly visible bar at the top of the screen. You can have buttons and calls to action weaved into the body of your post.

Whatever your chosen method, increasing the A lead magnet is more effective if it promises to solve prominence of your lead magnet will increase your a specific problem. The more specific the problem, the conversion rate. better. 5. Compelling copy It’s a rule of marketing that it’s easier to get people to remember one idea than 10 ideas. Similarly, the reason It seems obvious, but too many sites forget to make it’s a best practice to put a single call to action on a their lead magnet copy, well, good. page is that it makes it easier to get conversions. “Subscribe to our newsletter” isn’t compelling copy. If you run, say, a fitness website, offering an ebook on “Get our free ebook” isn’t compelling copy either. Lead how to live a healthy life is probably less compelling magnets have become such a popular tactic that than saying “use this book to lose 8 pounds a month.” you need to make a real, specific promise if you want people to opt in. Note that in some cases, you don’t even need to change the actual lead magnet. If your ebook on living How can you cut to the heart of the problem your lead a healthy lifestyle helps people lose weight, all you need magnet solves? Take a look at some examples. to do is tell people that in your opt-in copy. • Would you want to “sign up for a free course on 3. Relevant to what people are reading email copywriting” or “learn how to write emails that get sales?” If you’re just starting out, it’s probably good enough to • Would you want to “get a free ebook on diet have a single lead magnet that you offer everywhere and exercise” or “find out how to get the body on your site. you want—without having fitness take over your life?” But as you get a bit more advanced, you’ll want to start customizing your lead magnets to individual pieces of • Would you want to “get an online business checklist” or “see every step you need to take to content. build an online business?” This tactic, called the “content upgrade,” can generate a massive increase in conversions. You get the idea. Making your opt-in copy, sometimes If you have a blog post about dieting, offer a cheat sheet lead magnet for healthy recipes at the end. If your article is about how to find a workers compensation attorney, offer a list of local attorneys as a free download.

called “microcopy,” more compelling can help you increase your conversions—even if you don’t generate any additional website traffic.

6. Instant Follow-up Offering lead magnets specific to each page makes What happens immediately after someone downloads your offers hyper-relevant. You know your readers are your lead magnet? interested in that topic, so offering them a download Of course, you need to deliver the lead magnet. And about it is likely to be effective. you need to do it quickly—you don’t want to leave 4. Prominent on the page someone sitting at their desk refreshing their inbox. If your opt-in form is hard to find, it doesn’t matter what But after that, you have a massive opportunity to get your lead magnet is. No one is going to subscribe. value out of your lead magnet. Engagement rates are If you never say hello, how can you expect to start a always higher immediately after someone subscribes. conversation?

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A marketing automation platform like ActiveCampaign How clearly do you answer a website visitor’s questions? can help you build a welcome series or nurture How strong is your follow up? sequence—or even separate sequences for each of your Tweaking and testing your lead magnets, using these lead magnets. six factors, can help you get more conversions and turn If you aren’t sending an automated follow-up sequence, more visitors into customers. you’re missing an opportunity to help a warm lead get hotter. Conclusion: Good Lead Magnets Get Conversions If your lead magnets aren’t converting as well as they should be, there may be steps you can take to fix the problem. How quickly does your offer solve a specific problem?

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