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

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.

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)

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)

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.

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.

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.

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.