Hah! If only it was that easy.
Now it’s time to let as many people as you can know about it so that they can find it.
This is where having a content promotion strategy comes into play. Here are a few steps you can follow to drive traffic and get the best possible results for your lead magnet.
1. Create a landing page
The first way to drive traffic to your lead magnet is to create a landing page for it. This should be a simple page on your website with a description of your content and a form so people can provide their email in exchange for the download.
The landing page should let people know exactly what they can expect to receive once they click. Ideally, you’ll remove navigation and other links from the landing page so that readers have only one thing to focus on: the “submit” button.
Here’s a sample landing page to use as a guide:
Once you have the landing page, you’ll need to create a call to action button or CTA. This button is different from the download button on your landing page. You’ll use this CTA throughout the rest of your website to drive traffic to the landing page.
Make sure the design of the call to action is unique so that it stands out from other elements on the page and captures people’s attention immediately. Do some A/B testing to find out which combination of colors, fonts, placement and size are most effective in getting people to click.
The best way to grab the reader’s attention is to use actionable verbs such as “Download Guide Now” or “Get the Report”. People need to know quickly what you want them to do, and if you use passive text such as “Report” or “Guide”, they may not get it right away. Be as clear and direct as possible with your call to action.
Here’s an example of a CTA:
Notice how both the CTA and the landing page include an image of the book so that when people click through, there’s a clear connection. Visitors know immediately that they’re in the right place. Taking that a step further, it’s important to use consistent messaging, titles and naming conventions as well. For instance, if you call it a “guide” in your CTA, don’t use the word “ebook” on the landing page. This is a small but important detail that can make a huge difference.
2. Place the CTA on high performing pages
One of the easiest ways to promote content is on your website.
If you have Google Analytics installed (which you should), you can easily see which pages are most popular and get the most visitors. Chances are good that your home page tops the list, so be sure include a prominent CTA there.
Don’t forget to include CTAs on your blog posts too. You may drive tons of traffic to your website through your blog pages, but if you don’t engage visitors once they read your article, you’ve got a missed opportunity.
A natural “next step” for readers to take is to download an ebook or guide that’s related to the blog post. Since they’re already engaged with your content and in “research” mode, there’s a good chance they will click on your offer in order to learn more.
Place the CTA in the right sidebar of you blog and within the article itself, either early in the post or at the end of the article.
Even though the bulk of your CTAs should be driving traffic to content, it’s okay to drive people to other pages on your site as well, as long as they’re related. And every now and again, use a call to action to your services or product pages. Some readers may be ready to purchase and want to learn about what you offer.
(NOTE: Want to create content that turns visitors into customers and grows your list by thousands?? Get my Irresistible Lead Magnet Checklist.)
3. Email it to subscribers
You’ve got an email list. Use it!
Once you’ve developed your ebook or checklist, create an email campaign to let your subscribers know about it. Make sure your email includes the benefits of your freebie and answers questions that people will most likely have about it.
Keep in mind that each freebie you create may not be relevant to everyone on your mailing list. The more targeted your email, the better your conversion rate will be. You first need to segment your contacts and create targeted lists for each piece of content.
You also want to differentiate the content you offer existing customers from what you offer other people. You might offer one ebook providing special value and detailed information for customers and a more general introductory one for leads.
Emails can be simple text, like this one:
Or HTML with images and graphics like this one:
Your HTML email can include an image of your ebook, a short description and bullet points highlighting the information. Once readers click through, they’ll be taken to your landing page with your opt-in form. Be sure to include share buttons on your email as well as your landing page so that subscribers can share your content with their connections.
4. Share it on social media
The same way that you use your social media profiles to share blog posts, you have to make people aware of your premium content. This may take a little extra work, but with the right social media strategy you can drive traffic to your content that rivals search engines.
Here’s a sample sequence for social media sharing:
- Tweet about it. The first day your content is available, tweet about it 3 or 4 times and include a picture of your ebook and a link to your landing page. Don’t forget to include 2 or 3 hashtags as well.
- Share it once to Google+. The best way to comment on Google+ is to use a bold, eye-catching title and short paragraphs that describe what your book is about. At the end of your commentary, ask people a question to start a conversation about it. Just like Twitter, you’ll want to include 2 or 3 hashtags. Once you’ve shared it, +1 your share to start the ball rolling and encourage others to share. You only need to share it on Google+ once on the first day.
- Share to LinkedIn. Copy the Google+ commentary to share to your LinkedIn profile and groups.
- Share to Facebook. Post the same commentary to your Facebook profile, business pages, and any groups.
- Schedule additional tweets. Tweets are gone in a second, so use Buffer or Hootsuite to schedule more tweets for the first week. Keep your tweets fresh by tweeting something different each time and using different hashtags. Tweet an excerpt once, then tweet your thoughts about the book, ask a question, point out key takeaways, and so on. Make sure you add a picture of your ebook with a link to your landing page.
Once you create a following, you’ll have more visibility for your book. As your followers share your posts with their own connections, you should see a substantial boost in traffic. This type of social media sharing is what creates viral landing pages.
5. Create a Facebook Contest
Facebook contests are a powerful way to gain exposure and place your ebook in the hands of new audiences.
You’ll want to create a brand page for your ebook with the same information you included on the landing page: title, key points and benefits, bullet points, and so on. Include a link to your landing page on your brand page.
Once your page is up and running, it’s time to attract followers who will engage with your content and download your book.
Here are a few tips for creating your contest:
- Make the entry steps simple. The shorter the entry the better.
- Use an actionable CTA. (“Download the report here”, “Get the details”).
- Include a great visual of your ebook. Use the same one you shared to social media profiles.
- Promote the contest. Announce it on your website, on social media and to your subscribers.
- Keep the enthusiasm going. Contact winners personally and announce your next contest to keep fans engaged.
6. Reach out to influencers
Guest posting on well-known blogs is a powerful way to drive traffic, especially if your own blog doesn’t have a lot of traffic already. By reaching out to influential bloggers, tweeters and brands in your space, you can reach their followers and generate qualified leads from new audiences.
And it’s not as hard as you think, especially when you offer an ebook that is packed with great information. There are many bloggers who like to share content that is relevant to their audiences.
The first step is to find top blogs and influencers in your niche and in your target market. In case you don’t already know, influencers are trusted authorities in their field and highly active in social media. Their content is always top quality and they’ll have a lot of followers. Once you find the blogs, you’ll want to subscribe to them.
You may have to do a little digging to find popular blogs that your ideal customers read. Technorati is a great source for finding popular blogs in your space. For influencer research, try Followerwonk or Little Bird.
Pro tip: If you haven’t already, try to find a way to include some targeted sources in your ebook. Mentioning influencers in your content gives them an added incentive to want to share your post.
Once you have your list of influencers, it’s all about the outreach. When emailing people, keep it personal, short and to the point. Make sure you answer these 3 questions right away:
- What are you pitching?
- What’s in it for me?
- Who are you and why do I care about your brand?
If the outreach isn’t getting the response you expect, be persistent. It may be as simple as tweaking your subject line, or you may need to send two or three emails before you hear back. It’s a good practice to split test different subject lines to see which ones perform best.
And finally, don’t spend time creating the post until you have influencers interested in your topic. Your goal is to find compelling subject matter that both connects with their audience and relates to your ebook.
As with all marketing, influencer outreach is a number’s game. You have to reach out to at least 100 influencers if your goal is to target 10 or 20.
Putting a content marketing promotion strategy into action will drive traffic to your content, more targeted leads and and more sales. The best part about following these steps is that your content will always be working for you, from the moment it’s published and over the long run.
(NOTE: Want to create content that turns visitors into customers and grows your list by thousands? Get my Irresistible Lead Magnet Checklist.)