Episode 86: Where To Put Your Lead Magnet

Summary

Podcast Summary: The Email Sound Booth with Liz Wilcox
Episode 86: Where To Put Your Lead Magnet
Release Date: February 3, 2025

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Introduction

In Episode 86 of The Email Sound Booth, Liz Wilcox delves into the strategic placement of lead magnets to optimize email list building. Targeting online businesses aiming to enhance their email marketing, Liz shares both conventional and unconventional locations to position lead magnets effectively. Through practical examples and actionable insights, she guides listeners on maximizing their lead generation efforts.

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Key Placement Strategies for Lead Magnets

1. Social Media Bio

Liz emphasizes the importance of utilizing social media bios as a primary location for lead magnets. She notes, “Everybody and their mother tells you to do this, but it really is just an easy place to put it” (00:09). Beyond simply adding the link, Liz advises leveraging platform-specific features. For instance, on Instagram, place the lead magnet link in the bio and consistently promote it through stories. By teasing newsletter content days in advance, such as discussing upcoming Tuesday newsletters in Monday stories, businesses can drive engagement and conversions effectively.

Notable Quotes:

• “Put it in your bio, but then talk about it in your stories.” (00:09)
• “You can do that in all kinds of social media.” (00:09)

2. Homepage Integration

Liz underscores the homepage as a critical touchpoint for lead magnet placement. She recommends incorporating the lead magnet multiple times across the homepage to capture visitor attention consistently. Using her own website as an example, Liz points out the strategic placement of her lead magnet in the top right corner, hero section, middle, bottom, and footer. She humorously adds, “oops, you did it again. You got to the bottom of my web page without signing up for my list” (02:29), highlighting the importance of persistent visibility.

Notable Quotes:

• “On your homepage, have your lead magnet, I say three to five times.” (02:29)
• “It's about how you can help your customer with your lead magnet.” (03:16)

3. About Page Optimization

Contrary to common belief, Liz advocates for the About page as a significant venue for lead magnets. She explains, “It's about how you can help the customer” (03:17), suggesting that the About page should not merely recount personal stories but also demonstrate how the lead magnet serves the visitor’s needs. By positioning the lead magnet as the first step in assisting the customer, businesses can effectively convert Interested visitors into subscribers.

Notable Quotes:

• “It's about how you can help them. And the first step is the lead magnet.” (03:16)
• “It's not about you. It's about how you can help them.” (03:16)

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Unconventional Placement Strategies

4. Podcast Guesting

Liz introduces podcast guesting as a powerful yet often overlooked method for distributing lead magnets. She shares, “The way that I've grown my list for the last four years is podcast guesting” (05:42). When appearing on podcasts, Liz advises focusing discussions on topics that seamlessly lead into the lead magnet. For example, if her lead magnet is a welcome sequence template, she ensures her podcast discussions revolve around email marketing and setting up effective welcome sequences. This strategy ensures a natural segue to promoting the lead magnet at the episode's conclusion.

Notable Quotes:

• “Don't talk about anything that doesn't lead into the lead magnet.” (05:42)
• “When you get to the end, and I said, oh, yeah, join my list.” (05:42)

5. Leveraging Your Network

Liz highlights the underrated potential of networks in distributing lead magnets. She emphasizes building genuine relationships and collaborating with peers to share resources mutually. “Find somebody who has zero to 500 people in their audience. And what can you do to collaborate together” (07:02). Liz suggests equitable exchanges, such as link exchanges or co-hosting summits, where both parties share each other’s lead magnets with their respective audiences. This collaborative approach amplifies reach without one-sided requests.

Notable Quotes:

• “Put your lead magnet in the hands of your network.” (07:02)
• “Come at it from a we're in this together, let's link arms and appear bigger together type of thing.” (07:02)
• “If you're putting your lead magnet in your podcast... you’ve got to network.” (08:00)

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Implementation Best Practices

Liz provides actionable tips to ensure effective lead magnet placement:

• Consistent Promotion: Continuously promote the lead magnet across various touchpoints rather than relegating it to a single location.

• Automation Tools: Utilize tools like ManyChat to automate lead magnet distribution. For example, using Instagram reels with a call-to-action that triggers an automated message containing the lead magnet link can streamline the sign-up process (00:09).

• Strategic Content Alignment: Ensure that all content, especially when guesting on podcasts, aligns with the lead magnet’s purpose to maintain coherence and relevance.

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Conclusion

Liz Wilcox wraps up Episode 86 by reiterating the multifaceted approach to lead magnet placement. By embedding lead magnets in social media bios, homepages, About pages, leveraging podcast appearances, and harnessing the power of networks, businesses can significantly enhance their email list growth. She encourages listeners to adopt a comprehensive and collaborative strategy, ensuring their lead magnets are visible and enticing across all relevant platforms.

Final Thoughts:

• “We're going to use ManyChat, we're going to use our stories, we're going to share it in DMs.” (09:14)
• “Be down with OPP baby. Other other people's platforms.” (09:14)

Liz invites listeners to join her Email Marketing Membership for further resources and guidance, reinforcing her commitment to empowering businesses in their email marketing endeavors.

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Helpful Resources:

• Visit LizWilcox.com to explore her lead magnet placements and learn more about effective email marketing strategies.
• Join Liz’s Email Marketing Membership for access to a template club and a mini-course on list building.

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This summary captures the essence of Episode 86, providing listeners and non-listeners alike with valuable insights into optimizing lead magnet placement for successful email marketing.

Transcript

[A]

What is up, my friend Liz Wilcox here, the fresh princess of email marketing.

[B]

And you are listening to the email sound booth podcast.

[A]

Lucky me. This is episode 86, where to put your lead magnet. So, of course, there's a million and one places to put your lead magnet, but I'm going to cover two that you probably are thinking about and two that you might be underthinking, we'll say. So the first one, of course, is your social media bio, right? Everybody and their mother tells you to do this, but it really is just an easy place to put it. But on top of that, don't forget about different ways depending on the social media. For example, on Instagram, put it in your bio, but then talk about it in your stories. Tease out your lead magnet, or I'm sorry, tease out your newsletter, you know, throughout the week. Let's say you send out your newsletter on Tuesdays. On Mondays, in your Instagram stories, talk about what you're going to be talking about in the newsletter and then link to your lead magnet so they can get on and get your newsletter, right? So you can do that in all kinds of social media. Instagram is just the one that I'm most versed with. Also with Instagram, and I think, I don't know, I'm not going to say it, but with Instagram you can use something like manychat, right? If you go to my Instagram account, the tag the Liz Wilcox, you'll see that in some of my reels, it's like, you know, type fresh and I'll send you three tips or whatever. And if you do that automation, it's going to send you the tips, but it's also going to send you a link to sign up for my newsletter for more information, right? Then the second piece that you're probably thinking about, but you might not be thinking about enough is your homepage, right? Like, we are not Amazon, we are not ebay. People aren't going to our website to sign up. They're going to kind of look around, see if they like you, right? Let's say you're a service provider. They're going to see what you're working with, right? Let's say, you know, you're someone who does, you know, you talk about 90s.

[B]

Music, they're going to go to your.

[A]

Website to see if they like the flavor, right? So on your homepage, have your lead magnet, I say three to five times. So if you go to LizWilcox.com you'll see I have it in the top, right Hand corner. I've got it in a button right in the middle of the hero section. And then you keep scrolling and I have it two or three more times. I have it in the middle at the bottom. And I have a footer. And I think it even says because I'm 90 seamed. Right? It says, oops, you did it again. You got to the bottom of my web page without signing up for my list. Get it here. Right? So make sure you're putting it there. Side note, I didn't plan to talk about this, but another place is your about page. A lot of people say, oh, you.

[B]

Know, your about page.

[A]

It's about your customer, but really it's about how you can help your customer with your lead magnet. Again, go to Liz Wilcox.com about and you'll see I tell a little bit of a story and it's to help you. It's about me, sure. But it's really about how I can help you and how that first step is the lead magnet. I can help you when you download this lead magnet. Okay. Because a lot of people, usually the about page people read that more than the homepage. So making sure. Again, I'm going to repeat this to talk a little slow in case you're listening to me on 2x your about page. It's not about you. It's not even about them. It's about how you can help them. And the first step is the lead magnet. And you can go to LizWilcox.com about to see what I mean. I'm going to link that in the show notes. All right, now let's talk about two places you might not be thinking of. Number one, and the way that I've grown. My list for the last four years is podcast guesting. Okay. You don't. And then when you're on the podcast, don't talk about anything that doesn't lead into the lead magnet. For example, my lead magnet is, you know, a welcome sequence. Right? It's already templatized, written for you. I'm not going on to talk about my productivity tips or, you know, how I even get on so many podcasts. I'm talking about email marketing, specifically how to set up a welcome sequence. That way, when I'm on the podcast, when I get to the end, and I said, oh, yeah, join my list. I've got these free welcome sequence templates for you. It makes sense. It's a, it's, it's flowing. Right. It naturally es to the freebie. Right. There's not a disjunction there, right? And also, when you're on a podcast and they ask, where can people find you? Please, for the love of everything, do not say your Instagram account. Don't say your LinkedIn account, don't say your Facebook group. Put your lead magnet in the podcast. You want them on your email list, right? That's why you're listening to this podcast, right? Get them on the list. And the last place to put your lead magnet, and this is so underrated.

[B]

Is in the hands of your network. You have got to network. And I'm going to do a whole separate episode about networking. Um, right now, we're in the middle of a live list building challenge. I'll link to that if you want to. You can buy it at any time, but we're just doing it live at the time of this recording anyway. You got a network. I see so many people in this live list building challenge. Well, I don't know where to put my lead magnet. If you don't have people in your industry that are willing to share your lead magnet with their audience, you're trying to go too fast. You've got to network and don't network up, right? If you have a hundred people, but you do something similar to me, Liz Wilcox, and I say it with love, but don't ask me to share your freebie, right? That's not an equal exchange. But find somebody who has zero to 500 people in their audience. And what can you do to collaborate together, right? Come at it from a we're in this together, let's link arms and appear bigger together type of thing. So put your lead magnet in the hands of your network. Ask them, can I speak at your summit? If I host a summit, will you speak at it? Can we do a link exchange?

[A]

Right?

[B]

I share your freebie to my list. You share my freebie to your list, right? You know, I come into your Facebook group, you come into my Facebook group or whatever, right? You've got to put that lead magnet in the hands of your network. I always say, like, I'm down with opp. Other people's platforms, right? And I didn't create this podcast, start my YouTube channel until I had nearly four years of networking, getting on other people's podcasts, you know, doing Instagram live collaborations, doing summits, bundles, all the things. I had done that for nearly four years before I started my own platform, so to speak, my own podcast and YouTube channel, right? If you're not subscribed to the YouTube channel, go to watchlist.com I'd love to have you. But the point, the point is a.

[A]

Lot of people, they'll say, oh, well.

[B]

I'm putting my lead magnet in my podcast like you said. Well, what are you doing to find new listeners to your podcast? You can't just post it on Apple and, you know, expect to be the next, you know, Amy Porterfield or whatever. Right? You've got to network and that network, as you build trust within your network and credibility, they will share out more of your stuff. All right, I hope all of this was received to love again, where the heck are we putting this lead magnet? We're going to put it on our homepage, our about page. We're going to put it all over social media all the time. We're not just going to put it in our bio bio and forget it. We're going to use ManyChat, we're going to use our stories, we're going to share it in dms, right? And then we are going to get on podcasts and we're only going to talk about at the end when people ask us, where can I find you? We're only going to talk about our lead magnet. And then last, we are going to put our lead magnet in the hands of our network because that is very powerful. Be down with OPP baby. Other other people's platforms. All right, this was episode 86. If you want more help with list.

[A]

Building, I would love for you to.

[B]

Join email marketing membership. It's my $9 a month membership template club.

[A]

You can go in there.

[B]

There's an entire mini course on list building. No matter if you're an online business, you have a local business or e commerce, I've got help for you inside of there. It comes free with a nine dollar price tag.

[A]

Always open.

[B]

Would love for you to join today. And as always, I am Liz Wilcox. You are awesome. And I'll see you on the next episode of the email sound booth podcast.