“How-to” Guides

How to Deliver a Lead Magnet

Offer something in exchange for the email addresses of your potential customers!

A lead magnet is an essential part of digital marketing. First you’ll need something of perceived value to entice your audience. For this example, we’re going to have users sign up for an email course that teaches how to make changes on a personal website.

To do this, we’ll first need to create a Marketing Audience. Go to Marketing > Audiences in the main menu, and click the +Add New Audience button.

For this step all we’re doing is creating a container with all of the goodies inside of it, so it just needs a name for you to reference.

Click the Create button once you’ve done so.

Click the name of your newly-created Audience.

It might look a little intimidating at first, but don’t worry – it’s actually pretty simple.

This is (going to be) a list of subscribed email addresses. What we need now is emails going out to those addresses. Click Autoresponders in the menu bar below the name of your Audience.

This is where you’ll create the attractive content your leads will want access to, in the form of emails that are automatically sent to them. You can choose to send just one, or construct a whole drip campaign to keep them interested!

Since we’re creating an email course, we’ll be sending a series of emails over the course of several weeks. Click the +Autoresponder button to get started.

If you are being redirected to the Email Send Settings page, that means you’re not set up to do this part yet.

You’ll need to choose from SMTP or SendGrid for setup, or purchase a Dedicated IP for your account. Learn more HERE.

Back to the Autoresponder, we’ll determine is just how quickly the user will receive the email once they are added to the Marketing Audience. Since they’re signing up for these email directly, we’ll set the minimum of 5 minutes.

The Name is for your eyes only to keep track of things. What the user will see is the Subject line of the email and the From Name, so make sure to fill those out with something presentable. Click Save when you’re done.

Unless you have the HTML and CSS code on hand for what you’ll be sending, choose the WYSIWYG Editor in this step and click Next.

Since we are planning on only sending to emails that will be entered into the CRM, choose to Enable CRM Contacts/Company Placeholders. You can then choose these Placeholders by clicking the {x} icon in the editor.

Keep in mind that you don’t even have to enter them into your CRM – in that case you wouldn’t select the Placeholder option. Build your first email and Save it when you’re ready.

Create all of the Autoresponder Email Campaigns that are needed. (Having a Campaign Template prepared is really useful for this part!)

For the delay, we’ll send one every week. The second email will have a week delay, the third will have a 2-week delay, and so on.

We have the content – now we need a way of triggering that Marketing Audience when email address are added to it.

We’ll do this by creating an Kickoff Form to allow people to sign up to receive the emails. Head over to Forms in the main menu, and click the +Create Form button.

Choose Kickoff Form when prompted.

(If you don’t want to enter the user into your CRM, select General Form instead and you can skip the Role selection in the next step).

You can choose any Role for the purpose of adding to a Marketing Audience, but for this example we’ll be choosing Lead.

This will make it so that the user’s info will be added to the platform as a Contact, but won’t actually have access to the Portal.

In the Assignments section, you’ll see a dropdown menu to choose an Email Marketing Audience. Select the one you created earlier.

Save the form once you’re done.

There’s just one final missing piece – getting the word out to deliver that content you created.

We need to make that Kickoff Form accessible, so while in the Forms List View click the Options button beside your newly-created form, and select Link / Embed.

You’ll be able to choose from a Direct Link to share it directly, or you can use the Embed Code to embed it somewhere your potential leads will be able to find.

Just click on the one you’d like to copy it directly to your clipboard.

You can incorporate the link into an advert on your website like in the example below. Or, you can embed the form into a page on your website for users to fill out right then and there.

With a funnel in place, users will be added to your Marketing Audience when they sign up.

Now you can build trust and brand recognition, and hopefully convert those Leads into an established customer!