Transcript of EP65:The Easiest Way To Grow Your Email List & Get Your Lead Magnet Working Like A Dream

Welcome to the Mothers of Enterprise podcast. I'm your host, Susie Olivier, mama of three, military wife and successful serial entrepreneur of 15 years, now turned business mentor and mindset coach for women who want it all, minus the hustle and the overwhelm. This show is for the woman who wants to build a wildly successful, high profit, heart centred business and thriving lifestyle, all while raising a family. It's time to harness your feminine superpowers and join me as we dive into all things mindset, business strategy, wealth creation and motherhood to support you in building the business and life of your dreams. Welcome to the Mothers of Enterprise podcast.

Before we jump into today's episode, have you booked in for your time and money call? Yes, they were previously called CPR calls, but it became a mouthful and too long to always explain what it stood for. So they have now morphed, rebranded, rebirthed into time and money calls. Why? Because the main problems coming up in all the calls I've done so far have been I'm struggling with the income and I just feel so overwhelmed and I feel like I haven't got enough hours in the day. So join me for a completely free 20 minutes time and money call and we can chat about what needs to happen in your business so that you have more of both more time and more money. They are free, ladies. Absolutely, totally free. I'll pop the link below in the show notes.

Go and get booked on if you have any questions at all. Of course, always feel free to reach out. Okay, on with today's episode. Hello, hello wonderful ladies, the time of you listening to this, I am summing myself in glorious Florida, which feels really good to say, considering right now I'm sitting in my office in Plymouth, staring out the window at the greyest, rainiest, coldest day we've had in weeks. So to know that this time tomorrow I will be at somewhere over the sea between here and Tampa, Florida, well, it fills me with joy. But anyway, that's not why we are here. To talk about my upcoming holiday, though I could quite happily do that. It's to talk all things lead magnets and growing your email list.

So a few weeks ago might even be months at this point, we had an episode about kind of a dummy's guide to email marketing. Like the 101, this is how you get started guide. I think it was called something like start email marketing. Now, just to be blunt about the whole thing. But it is vitally important that you focus on email building list building in your business. Without an email list, you are going to struggle to grow your business. Now, I don't like saying that kind of thing. I like being upbeat and positive like 99.99% of the time. But I also have to be a coach and I have to tell you what's what. And that is what. You do need an email list. You do need to be focusing your time, your attention, your energy on creating on growing an email list.

So if you have absolutely no clue about email marketing, you have no clue about lead magnets. Pause this episode, go and catch the previous one. I'll link it in the show notes for you as well. If you're like, okay, cool, susie, I know I need email marketing. I get that it's a big deal. You business coach folk are constantly barking on about it. You might even have a lead magnet and it's just not really doing what you hoped it would do for your business. Or it's not really doing anything for your business because you naturally know what it should be doing. This episode is for you. It's also for you. If you're like, I'm sorry, what's the lead magnet? I will cover that as well.

So I get that I talk to business owners from starting day one in business to starting day 1001 in business. So I obviously try and talk across the spectrum. That being said, I sign clients who are at the kind of five, six, seven k a month mark and they haven't got any email marketing. So it isn't a case of the longer you're in business, the more you're going to have these things set up. You might have these things set up and have him set up quite crappily too. Quite blunt, lovingly blunt with you. So I will try and talk to if you are starting from scratch or if you are looking at your email to be like, well, that's a bit shit.

This episode is going to be directed at kind of hitting the refresh button and helping you get some really clear guidance and clarity as to what to do. So if you've got a lead magnet and it's not working, I'm going to talk into that kind of towards the end of this episode, pay a bit of attention to this initial bit here when we're talking about the lead magnets, because as much as I like saying let's look at the metrics, let's look at the data, let's work out why that lead Magnet isn't working. The issue might actually be the lead magnet itself. So this is the part where I'm saying take heart, listen up, get the notebooks out. Your lead magnet ideally should do something magical.

When a person, your ideal client, your ideal customer, downloads it should make them go, wow, they know their stuff. Wow, they're amazing. Or wow, I really relate to them. Or, wow, I really feel like I've built a relationship with them, wow, they really do know something that I don't know, therefore, I should work with them. Or, wow, their product is so amazing, I should buy it. So an easy way of doing this, I got a few little steps I can take you through. If you're thinking, okay, let's maybe get some fresh ideas for a lead magnet, if you've already got one, or if you starting from the ground zero on lead magnet creation, here are some pointers to help you ask yourself, what do you wish your audience knew?

What do you wish your audience knew about what you do, what you offer, how you can help them. I know for me, I always say I wish my audience knew that they don't have to get business results first before they hire a coach. I bark on about this a lot just because I see it all the time. So a lot of my content is angled that direction going like, hang on a second, beautiful souls. It's not about going, oh, Suzy, I'd love to work with you. The minute my business gets to the point where I can afford dream business school or afford blissful business mastermind, or afford your one on one coaching, I am there. No, that's completely not the point.

The point is, you hire me and you get to those beautiful, consistent months with more ease and more speed and more joy and more abundance than ever before. And so a lead magnet that I probably should create is maybe a money mindset, an investment mindset, money course, in fact, that is going on my list of things to create, because that's something I need them to understand, kind of a how to invest, a when to invest, or how to think about investing, how to get over the fear of investing, how to believe in themselves, how not self-sabotage when they make big, bold decisions that put them on the trajectory to achieving their dreams. So think about what your audience really needs to know in order to want to work with you or buy from you. And how can you create something?

What kind of a lead magnet could you create that addresses that? So the next level of that is think about sort of two to three questions that you get all the time from your audience. So again, if I have to use my business as an example, a question I get all the time is like, how do you juggle it all? How do you manage it all, or I get like, oh, my goodness, where do you start? That is how I started this business. I used to get DMs all the time in my previous business, a product based business that was, I mean, we had a really good sort of 40,000 following on social media. And so I used to get DMs literally daily, like, oh, I've got this idea and I've loved what you've done. Where do you start? How do you get started?

What's the first thing you did? And so I took all those questions. I'm like, right, let's create a lead magnet. Oh, let's call the lead magnet what to do with the business idea and make it into a PDF guide. And that's exactly what I did. And I made that guide nearly five years ago and it is still a lead magnet for me. In fact, it's probably my most high performing lead Magnet because it is a really common occurring question. So think about right now, in your business, what are two to three questions that you get all the time that you can create the answer for the solution for your beautiful audience and your community? Something else to ask, like what challenges do your audience struggle with that you can help with?

If you're a health coach specializing in sort of 40 plus women who are going through menopause or who are perimenopausal, what challenges are they going through that you specifically can help with, that you can talk to, that you can solve for them, that you can help them see there's a way out, there's a way around to achieving something. So always think about what's your audience, what's keeping them up at night that you can help with? And is that possible to be used as a lead magnet to help solve that for them? And then lastly, what does your audience need to believe, understand, feel or know to be ready to work with you or buy from you? So what does your audience need to believe, understand, feel or know in order to be ready to work with you or buy from you?

So think of your lead magnet here as a bridge your audience right now is not ready to work with. But let's just say, I mean, there's going to be people in there who want to work with you, obviously, but let's just say there's a few in there who aren't. They need to experience something. They need to know something. You need to shift. They need to know something about you or know something about their problem in order to go, oh, my goodness, I need to hire her. I need to buy that product, whatever the thing is, your job is to work out what that bridge is and how you can create a lead magnet to be that bridge to get them ready to work with you. So the next layer of this question is like, oh, well then, what form does my lead magnet take?

Should it be a pdf? Should it be a checklist? Should it be a mini course? Should it be a webinar? Should it be a master class? Should it be a series of emails? Should it be graphics? There's a million one different options and answers out there, and it really is about thinking what's best for your audience, like what is going to help them actually consume the content. Because having good lead magnet is one thing, promoting the lead magnet successfully is another thing. And then actually getting people to consume and do and take part and enjoy the lead magnet is a completely different thing. There are lots of variable moving parts to this lead magnet strategy, lead generation strategy, which probably call it. And so it is your job. It is your job as the expert to go, right.

I think my audience, we best served as a three part video series. So I'm going to break up my lead magnet into 310 minutes videos and I'm going to email them daily, or they can get all three at the same time. Would your audience prefer to binge it all, or would it be more helpful for them to have a gradually so they can digest it and consume it and kind of like grind in on the information before moving on to the next one? So there isn't a set answer here. There isn't like, oh, I think pdfs work best, or according to the data master classes done via webinar work best. That just doesn't really exist.

And quite frankly, if it did exist, I would kind of pour BS on it because it's so dependent on your audience, what you're teaching, your brand, your values, your messaging. There's just too much. So do what feels good to you and what you think is going to feel really good to your audience. And then always remember when you're making this, ladies, that what's obvious to you is not going to be necessarily obvious to your audience. It is really such a common problem I see with my clients all the time. They will kind of create these really sometimes overcomplicated lead magnets and I will kind of check them over for them, like, oh my goodness, this is too much. This is too much. This is overwhelming, this is scary.

This is going to take way too much brain power to try and decipher and they're just not going to do it, you're not going to actually help them achieve anything except for more overwhelm, which isn't exactly a positive emotion that we want your audience connecting to you. Let's strip it out. Let's take all the parts out we don't need and condense it into a really powerful, really impactful masterclass webinar, PDF, whatever the form is. And I always get the same response going like, oh, but then like, that's just so basic. That's just so simple. And ladies, sometimes the simplest things, in fact, more often than not, the simplest things are the ones that are most successful. So never, ever think that you have to almost use your lead magnet as like a look at how much I know. Look at how amazing I am.

Because all you're going to do is overcomplicate things and overwhelm your audience. So remember, your audience is not you. They have not been living and breathing in what you do like you have. Use basic terminology. Meet them where they are at. It is not a time to showcase your brilliance on all possible levels that will come. Your lead magnet is not that thing. Your lead magnet is to build, no like and trust. Your lead magnet is there to provide a micro transformation. Your lead magnet is there to kind of put out a proverbial virtual handshake to your audience and say, like, hey, I've got this thing. Do you want it? I think it's going to be amazing for you and for your audience to go like, oh, yeah, that looks really good. I do want. Thanks very much. That's all we want here. Okay.

What you really want is for them to go like, oh my goodness, I can't believe this is free. And you will not get that response if they open up a 29 page booklet with 46 questions asking them to scour into their inner depths of their soul to answer and make them feel crappy or overwhelmed or just like, there's just too much to get their head around. You aren't going to get that response. Simple is always best. Okay, so let's play make believe. You have figured out what your lead magnet needs to be. You have figured out kind of what form it needs to take. Now, what the hell do you do with it? There are obviously moving parts here. We are talking an opt in page.

So, like, the page someone will go to learn about your lead magnet, decide if they want it or not, input their email address and the first name and hit that. Yes. Send me this amazing five steps to achieving my best income months. I don't know, making it up on the spot, clearly. And you'll need the emails that send it to them. So you will need some sort of tech here. Reach out to me. I like to consider myself the queen of tech just because I'm really freaking good at this type of stuff. So yeah, reach out to me on Instagram. I mean, I am selling myself in Florida right now, but I will be checking in and who knows, I might be on the beach and like, chilling and feeling a bit strange.

I'm not doing anything and I'll happily voice note you and help you with the tech side of making all this work. But if you've got mail trim, if you've got Kartra, I love Kartra. Kartra gives me life. You've got Kajabi's, you've got the Cickfunnels, the ClickUp, the Drip, the Mailerlite. They can all do this for you. Once you've got that in place, you need to treat your lead magnet as essentially a product that you need to sell. Therefore, you have to promote it, and you need to promote it everywhere. By that, I'm talking website. Make sure it's on your home page. Make sure it's on your about page. Did you know that your about page actually gets more traffic than many other parts of your website? So put it over there. Make it a website pop up box.

Yes, I know they're annoying, and I know that we don't like them, but they work. So we're going to keep working them. Make sure it's in your Instagram bio. If it's not in your Instagram bio, it doesn't work there. Make sure it's in one of your pinned posts. Make sure it's on your Facebook profile picture. This can be obviously on your own personal Facebook, but on your business page and someone clicks on your picture, put a link there. Like a little explanation and link. Do it for those cover header images as well on Facebook, whether that's for your page or for your group. The point of it is talk about it in as much content and in as many places as possible. If you write a weekly blog post to talk about your lead magnet.

If you do a Tuesday tips on Instagram Stories, mention your lead magnet. If you do A-Q-A live every Friday in your Facebook group, talk about your lead magnet. If you do a reel twice a week, talk about your lead magnet. You see where I'm going here? If you've got a podcast, talk about your lead magnet. If you've got a YouTube channel, talk about your lead magnet. It is your job to talk about your lead magnet. You cannot expect your audience to go and kind of rummage around on the interwebs hoping and praying that they find this amazing lead magnet you apparently allegedly made. No. You have to lovingly, ethically, beautifully, enjoyably shine it in their faces as often as possible.

Now, obviously, there is another arm to this, which is going to be like, what the hell do we do with the people on the list once they get there? Which is probably part of a different conversation. And, well, you know what? It should be. And I will make its own podcast episode. Otherwise, this podcast episode is going to be like 40 minutes long, and right now it's recording. I have got a client in nine minutes, so I'm just not going to fit it in. But know that isn't the end of the story. Like, just getting someone on your list means nothing if you aren't actually building that relationship with them. So you know what? I might even bring in my favourite beautiful funnel strategist to help with this one. If you're listening, you know who you are. Expect to DM about this soon. Okay.

The next kind of part of this is making sure that it all works, which is kind of what I alluded to at the beginning, that if you've got a lead magnet and you just don't feel like it's working, what the hell do you do about it? Now, if you are on a pretty cool all in one system, like the Kartras, the Kajabis, the Click Funnels, you are going to have metrics, you're going to have data, you're going to have feedback that we can look at. So if a client comes to me, who is Susie? It's been six weeks, eight weeks. I just don't feel like this feedback is working very well. We go and look at the data. If you haven't got that data, you are guessing, and that kind of sucks. And that's kind of fine if you're just starting out.

But I would say if you are genuinely serious about your business, you need to get on a better platform where you have got this data. Otherwise, you cannot make informed decisions about your business. You cannot make informed decisions about what needs fixing or what needs improving because you just don't have the data to tell you. So let's pretend you are on a beautiful system like Artra. We will then say or have a look at the data. Right? What is the traffic that opt in page for that lead magnet is getting? And let's say in the last 30 days, that page has received 150 hits, but we've only had five people convert to the lead magnet. Okay, we've kind of got one very minor problem and one slightly bigger problem. One, the traffic is not that great.

That could be improving, but there's also no point improving that traffic if the conversions aren't happening. So we're going to address that problem later. The first problem is, what the heck is happening on that page that people are getting there and going like, no, thanks, and clicking away. So here we would look at the page layout. We'll look at the headline. We'll look at the bullet points. We'd look at the design of maybe a mock-up, if that's been used. Is it effective? Is it really communicating what the thing is? People often think like, their lead magnet opt in page can be like, live your best life. Now click here. And people are going to be like, yes. I don't know what the hell this is, but I'm happily handing over my email form. It's just not happening. It doesn't happen.

Maybe it happened like ten years ago. It doesn't anymore. We are super weary of free shit on the Internet, and we know that people are just using it to put us into a funnel to sell to us. And it's fine. It's fine that we know that. But it means that as business owners who are trying to get leads onto our email list, we have to be a bit more. What's the word I'm looking for? Just put more time and effort into it, really into that insert opt in page and make sure it's really clearly communicating what the thing is, why someone should care about it. What are the benefits? What transformation are they going to experience or how do they know is right for them? That's a really big one. Is this right for everyone? Probably not. So who's it right for?

Spell it out. You need your audience to self-identify. We want someone getting on that opt in page and going like, oh, my goodness, this is for me. She's describing me. Oh, my goodness. Those benefits, results, transformation, experience. Sound amazing. That's definitely something I want. Yeah, absolutely. Have my email address for that. So we would look at that. I mean, I don't like giving out numbers, but I would say you ideally want to start at a 20% conversion rate. I mean, 50% to 60% is kind of my favourite golden era for conversion rates for lead magnets. But the reason why I hate giving numbers out because people kind of use them as benchmarks. But I would rather you go right, let's have a look at where I'm at right now and let's improve that.

If that's 1%, let's improve 1% and let's aim to get to 5% conversion rate by the end of next week and so forth and so on. And so you climb up slowly, gradually. Obviously if you feel like you are just all the boxes are ticked and the conversion rate is still struggling 3%, then there are bigger things to look at. Like maybe the lead magnet is completely wrong, maybe your message is completely wrong, maybe the branding is on point. But the point of this is that if your lead magnet is not working, don't just moan about the fact that it's not working, actually go and look at what data you have. Ask yourself if you actually are promoting it enough, if you feel like you are promoting it but not getting the clicks to the opt in page.

Maybe people just don't want the lead magnet. Maybe the actual physical lead magnet itself is not ideal. If you are getting the clicks and you got pretty good traffic going to the opt in page, but they're not converting. Like I say, have a look at their wording, their taglines, their headlines, the benefits, the graphics, all the things. And then the next part of that is going to be kind of the email open rates and the click through rates and people actually doing the lead magnet, which like I said before, is a conversation for a different day. But I hope this has given you some insight into the world of lead magnets, how they can be extremely valuable and extremely useful for growing your email list.

Because I truly believe that we should be putting more effort into our email list building than we are putting into social media. You own your email list. In fact, the research, all the kind of data coming out now is showing a massive trend in the favour of a resurgence in popularity of email marketing, in that it is becoming more effective. People are opening up emails, they are reading emails more than they ever have for the last couple of years. So it should be massively high on your priority list, on your to do list. So do not kind of go, oh, I'll do that later, I'll just keep posting on social media. Social media is borrowed ground is rented land. You own your email list. So prioritize it.

Work out what lead Magnet your audience needs, work out the infrastructure around creating it, around making it, work around promoting it, and then join me for another episode in the not too distant future where we'll talk about what the next ages are. Okay, beautiful souls, I hope you found value as I always say, please come over to the DMs and tell me if you did. I love hearing from you. Otherwise, thank you so much for joining me. I appreciate you. I love you and I'll see you in the next episode.

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