A lead magnet can only convert followers into email subscribers if you send it traffic. The more email subscribers you want, the more traffic you need to send to your lead magnet. Here are 7 ways to drive traffic to your lead magnet in order to build a large email list.
How to Drive Traffic to Your Lead Magnet
You can drive traffic to your coaching lead magnet through organic sources, or you can use paid traffic to expedite your results. If you are driving paid traffic to your lead magnet, make sure you are only sending qualified traffic. You want to pay to fill your list with warm leads – not everyone and their dog.
Social Media
Social media is a great way to increase the organic reach of your lead magnet. You can reach both your own followers and non-followers who are interested in related topics.
Make sure you promote your lead magnet often on social media to drive a steady stream of traffic to your lead magnet. Ideally, you should create content to promote your lead magnet on a regular basis and promote your lead magnet in relevant content. A common mistake we see coaches make when promoting their lead magnet on social media is that they run a big campaign to promote their lead magnet when they first launch it, and then they never talk about it again. Your email list will ebb and flow, so promoting your lead magnet often will give your coaching business a steady stream of leads.
SEO
If you have the time and resources to put towards SEO, you can allow your search engine to drive traffic to your lead magnet for you. The benefit of using SEO to drive traffic is that the leads are actively searching for your lead magnet. They typed in a relevant search term for your lead magnet.
There are 2 ways you can use SEO to drive traffic to your lead magnet. You can use an SEO page or create SEO blog content to rank on search engines and then promote your lead magnet.
Collaboration
Collaborations with related coaches and businesses is a great way to promote your lead magnet in front of new audiences. There are 2 ways you could promote your lead magnet in collaborations:
- Collaborate with related business owners to create a lead magnet bundle that you all promote to your audiences. The goal of audience sharing like this is that you hopefully get sign-ups from the others’ audiences.
- Give each other’s lead magnets a shout out on social media. An agreement should be made when, how often, and the messaging that you want the shout out to convey.
Look for coaches or business owners who share your target audience and collaborate with those instead of with your friends. You want to maximise the percentage of your email list who are dream coaching clients.
Affiliates
Affiliates is a paid version of a collaboration. You can pay someone who shares an audience with you to promote your lead magnet. The arrangement will depend on your resources and preferences. You could either pay a flat fee for advertising, or you could set up an affiliate link to pay per successful download.
Make sure you choose the affiliate carefully and give them some resources to help them market your lead magnet in the correct way. Doing this instead of leaving it all up to the affiliate will increase the ROI. (Return on investment).
Guest Post or Guest Appearance
When you write a guest post or appear as a podcast or video guest, ask if you can share your lead magnet. Not everyone will be okay with their guests flogging their items, but if you can pitch the value that your lead magnet will give their audience, then your host may agree to link to your lead magnet.
For example, let’s say you are a fitness coach on a personal development podcast, and you have a lead magnet that gives people 100 simple swaps they can make to improve their health. When you are discussing the topic of your podcast episode with the podcast host, you can mention that you have a freebie that you would love to give their audience. It will help their listeners start making micro-changes that support their health, just like you have been discussing in the podcast episode. From there, the podcast host will decide if they will allow you to promote your freebie to their audience.
Blog Content
Just like in social media, use relevant blog content to promote your lead magnet. Start by going back through your current blog posts and adding a short paragraph promoting your lead magnet, which links to your lead magnet landing page. If you use a widget opt-in form, add that to your current relevant blog posts.
Then plan to create relevant blog content at least once per month (depending on your content publishing schedule) so that you are promoting your lead magnet to people interested in the topic. Don’t worry about over-promoting your lead magnet. Your audience will not read every single piece of content, so they are unlikely to see every single time you promote it. Also, if you’ve created a valuable lead magnet, then you are showing them they can take action when they are ready.
Advertising
If you want to expedite your email list building, you can use paid advertising to get your lead magnet in front of your target audience. This is great for coaches that have a small following or who want to expand their following because it allows you to reach members of your target audience who haven’t heard of you. You just need to be diligent in your targeting to make sure you only reach the people you want to.
Another thing to consider is advertising your lead magnet in your own content. Create ads and display them in your blog content. Sponsor your own YouTube videos and podcast content.
How to Pick the Best Way to Drive Traffic to Your Lead Magnet
Of the above 7 ways to drive traffic to your lead magnet, which is the best? There is no one right answer, but we recommend using a combination of multiple traffic sources so you can create a steady stream of email leads for your business.
Start with the traffic source that seems easiest for you based on how your business is currently set up. If you create a lot of social media content, then start there and create a plan to promote your lead magnet regularly on social media. Think about the balance you want to achieve between content made to promote your lead magnet and promoting your lead magnet in your regular content.
If you have a podcast or blog, then think about how to promote your lead magnet in relevant content. Do you want your lead magnet to “sponsor” some of your podcast episode? Do you want to run ads in your blog content? Do you want to add a link to your lead magnet in your show notes or in a CTA at the end of your blog posts?
Once you are promoting your lead magnet using the “easiest” traffic sources, then start trying some of the other ways to drive traffic to your lead magnet. We recommend working with an expert if you are not familiar with paid ads so that you are using your resources wisely.
What Next?
Read more about lead magnets on our lead magnet hub.
Hire a lead magnet copywriter here.
Read How to Use a Lead Magnet to Promote Your Coaching Program.