4 Ways to Use an Opt-in for Your LNC Business

The best opt-in offer and email campaign is the process of identifying, attracting, and capturing the interest of potential customers, or leads, for your business’s services.

The ultimate goal is to convert these leads into paying customers or clients.

You can accomplish this by engaging your leads with helpful content and offering incentives.

Lead generation is an important part of any business’s marketing strategy because it helps to fill your sales funnel and generate revenue.

Without a strategy, you’re leaving customer acquisition largely up to chance. With a game plan in place, you can more effectively acquire clients and perfect this process.

Are you ready to get started creating a strategy that’s a perfect fit for you and your customers?

There are so many strategies and tactics you can use in lead generation that it can be overwhelming and impossible to decide which one to focus on.

In this article, you’ll learn the top 5 ways businesses leverage the internet and social media to top up sales funnels and convert leads to buying customers. Test out and focus on one of these first before spreading yourself thin that nothing works at all!

Use a Lead Magnet aka Opt-in Offer

A lead magnet is a free incentive or offer you give members of your target audience. The purpose is to build a relationship with them and demonstrate your value. Even more important, you have an opportunity to engage with subscribers and qualify them as leads.

It can be any kind of content, from eBooks and reports to video/podcast series or webinars.

There are two important considerations.

First, your lead magnet needs to offer true value. It must help solve a problem, provide relief, or teach something that improves consumers’ lives. You can think of it as a first impression.

Second, it needs to lead them somewhere where you can continue engaging with them. You’re not just giving people something for free and sending them on their way. To qualify them as leads, you need to bring them into your orbit where you can interact with them.

A lead magnet can bring people to your:

1. Email list
2. Social media profile
3. Social media group
4. Product launch
5. Webinar
6. Any other content

The Easy Way to Create a High-Value Lead Magnet

Your lead magnet needs to be high-quality and offer great value. However, if you go overboard with a lot of content, creating one can be a time-consuming task. One way to make it easier is to repurpose content you already have.

Repurposing is the process of taking existing content and repackaging it in a different format or for an alternate platform. For example, you might take a blog post and turn it into a video or turn a series of podcast episodes into an eBook.

Here are some ideas for repurposing content into a lead magnet:

1. Turn blog posts into a report or eBook
2. Create a webinar or video series from a podcast
3. Compile case studies into a whitepaper
4. Collect social media posts and turn them into a checklist or resource guide
5. Turn a presentation into a video tutorial
6. Create a mini-course or email series from a collection of blog posts

You can offer any type of format, but ensure it has a unique value. It’s good to change the content in some way to give it more desirability. Rather than just using as-is, update with new information or bundle together with other subjects.

Get started with repurposing by reviewing old content and identifying the ones that performed best. These are the best candidates to edit, add to, and turn into a new format. Then look at which ones will be easiest to produce and make visually appealing so that you can set it up quickly.

Action Steps

1.   Select a piece of existing content that’s easy and fast to repurpose into a lead magnet and that will provide value for your target audience. Decide how you’ll get the repurposing done and when. If it’s something very quick and easy, you should be able to do it yourself in less than 30 minutes!

2.   Decide where you will send leads from your lead magnet (email list, calendar to schedule a call, webinar registration, etc.)

Launch an Email Campaign

In the previous section, you learned that an opt-in aka lead magnet is an effective way to attract leads. One of the best strategies for using a lead magnet is to run an email marketing campaign.

While there are always new technologies, email marketing is one lead-generation method that never goes out of style.

It continues to work well because it’s a direct form of communication with your audience. People are much more responsive to email than to social media or other places where they get messages from brands.

Another reason is that it’s extremely cost-effective. It takes little investment to build a large, highly-targeted list, which means it will offer you a great ROI. You can automate the process, so it doesn’t take so much time.

It’s also a goldmine for data. The email marketing platform you use will give you metrics on open rates, click-through rates, and more, which will help you qualify leads.

How to Qualify Leads through Email Marketing

Email marketing starts with building a list of targeted subscribers. If you haven’t already, identify the people most suited to your content and go out and find them.

How do you convert your target prospects into subscribers?

The best way is to offer some type of freebie or opt-in aka lead magnet in exchange for their contact information. Along with the freebie, create messaging that tells them about the value they’ll receive from your emails and emphasizes that it’s all free.

You can then build your email list by collecting names and email addresses. Once you have subscribers on your list, send them messages with helpful content interspersed with targeted offers. Address your subscribers’ challenges, educate them on a topic, or provide solutions to issues they’re facing.

By giving your subscribers various types of content and offers, you can qualify them by seeing which they sign up for. For example, you might find that certain topics get higher open rates. You may discover that your subscribers are interested in specific product lines or services you offer.

Your email marketing platform will give you additional data that you can use to test and refine your messages. Explore your options to experiment and discover what subject lines and calls-to-action get people to click on your emails.

Action Steps

1. Based on the lead magnet you decided on in the previous section, identify related offers you will pitch in your email marketing campaigns.
2. Brainstorm valuable content you can share in your emails related to the offers you’ll make. You’re not going to promote your offers in every email, so you need to plan what helpful tips, information, or other content you’ll send.

Ask for Testimonials

The most powerful marketing isn’t what YOU say about your products and services but what others say. This is why testimonials are essential in a lead-generation strategy. You can use them at key points on your web pages to provide social proof.

Social proof, often called word-of-mouth marketing (WOMM), works well because it builds trust. Potential customers can see what others have said about your services. Social proof shows what they can expect from you.

For example, you might have a testimonial from a subscriber talking about how your email newsletter content helps them solve problems they’re facing. Someone who’s debating joining your list can easily imagine the benefits they’ll get as well.

Places to use your testimonials:

1. Website
2. E-commerce store
3. Landing page for your email list
4. Sales page
5. Social media profile

How to Get Testimonials

1. The best way to get testimonials is to reach out to past clients and ask them for feedback. If they’re clients you’ve performed services for in the past, ask them to write about the experience of working with you. If they’re customers, get them to write about how your products and services have helped.
2. When asking for a testimonial, make it as easy as possible for your clients to provide one. Use a template or questions to guide their response.

Consider offering incentives, such as a freebie, a discount on services, or something else to say thanks.

Once you start converting leads to customers, you can make asking for testimonials a regular part of your workflow. Part of that workflow should be to add new testimonials to your lead magnet opt-in pages (to encourage sign-ups) and to your sales pages (to increase sales).

Action Steps

1. Contact at least 5 previous clients and ask them for testimonials related to one of their experiences working with you. Focus on repeat customers or those who have spent the most.
2. Decide where you’ll place testimonials for maximum results for lead generation. That should be on an opt-in page for your lead magnet and anywhere else you are trying to attract leads, such as a social media profile website pop-up, or sidebar.

Optimize Your Content

Search engine optimization (SEO) is important for any lead generation strategy. SEO refers to techniques used to improve a website’s visibility in search engines.

How does SEO help with lead generation?

1. Improved search engine rankings. This will make your site more visible in search engines so more people find it.
2. Increased web traffic. When your website appears higher in Google, you’ll get more traffic, including leads for your products and services.
3. More targeted traffic. If you use terms that your ideal customers use for search, you’ll attract the people who are interested in your offers.
4. Better user experience. When your site is optimized, it will provide a better user experience which will increase engagement with leads.
5. Build credibility and authority. When your site appears higher up in search engine results, people assume you’re providing expert, quality content.

The ABCs of SEO

There are three elements to SEO: Keywords, on-page optimization, and off-page optimization.

First, you need to identify keywords and phrases your target audience is likely to use when searching for products or services like yours.

Next, you need to optimize your site. On-page optimization includes the strategic use of keywords in content, your site’s architecture, and HTML code. These make it more search engine-friendly.

Lastly, off-page optimization refers to getting backlinks to your website from other relevant and authoritative sources.

Optimize Content for Lead Generation

For best results, choose a piece of content to optimize that’s most important for your lead generation strategy. This could be the main page of a website, a landing page for your lead magnet, a pillar blog post, or any other page that’s important.

You’ll add keywords to this content to boost its SEO and use it to attract leads.

Start by brainstorming a list of topics that are relevant to your business and target audience. These can be broad topics related to your industry or specific questions or pain points that your audience may have.

Look up your ideas using a keyword research tool like Google Keyword Planner, SEMrush, and Ahrefs. Analyze keywords. Look for ones that have high search volume but low competition.

A great way to find low-competition keywords is to choose long-tail keywords. Long-tail keywords are more specific phrases that are less competitive and may be more targeted to your audience. For example, “best accounting software for small businesses” is a long-tail keyword that may be more effective than the more general “accounting software” keyword.

Once you have keywords chosen, use them naturally throughout your content. They should appear in titles, first paragraph, last paragraph, and elsewhere without seeming forced.

The last step is to monitor. Use Google Analytics to track the page’s performance.

Action Steps

Choose a blog post on your website to optimize. Make sure it’s one that’s directly related to your area of expertise and your offers.

Based on the topic, search Google using a phrase you think people would use to find that content. See what Google shows as ‘people also ask’ or ‘related searches’. Pick one that is most directly relevant to your content. (Optional: use a keyword tool to see which phrases are low competition but still have some search volume.)

Add keywords to your chosen piece of content in the title, first paragraph, last paragraph, and then naturally throughout. Adjust the content of the post itself to ensure it’s answering the search term.

If you don’t already have Google Analytics set up to monitor SEO performance, do that now. Schedule time to review it regularly.

In conclusion, you must create an incredible offer to drive traffic and qualify leads to have a successful LNC business. Keep it simple and strive for excellence in all things you do to and say.

Interested in learning more about opt-ins and how to use them?

My book, Creating Irresistible LNC Opt-in Offers is part of my Creating a Successful LNC Practice Series books.

 

 

Pat Iyer is president of The Pat Iyer Group, which develops resources to assist LNCs in obtaining more clients, making more money, and achieving their business goals and dreams.

Join our Facebook group, LNC Business Growth Circle, to be part of our LNC community.

Pat’s related websites include the continuing education provided on LNCEU.com, the podcasts broadcast at podcast.legalnursebusiness.com, and writing tips supplied at patiyer.com.

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