I cringe every time I see them.
They are the digital equivalent of the man peddling flyers on the street corner. They are ignored and, in turn, they are costing you in readership and income.
“Subscribe to Updates.”
As innocent as they seem, these three words are turning away thousands of would-be subscribers, loyal readers who would follow your lead, spread your message, and invest in whatever you have to offer.
The reason? The last thing we want are more emails cluttering an already cluttered inbox. We visit an interesting site, we see and instantly ignore the three words, and we move on, never to return.
Though you may not be using them verbatim, if you’re only offering new visitors a way to stay in touch, you’re still the guy handing out flyers.
No need to worry. There’s a simple, powerful remedy to this problem that you can use to explode your subscriber base starting today.
1. Create an Irresistible Lead Magnet
The first thing you need to do is create a lead magnet, a valuable piece of content offered in exchange for a visitor’s name and email address. For example, LKR Social Media offers their free newsletter, The Dash. The lead magnet can come in many shapes and sizes, including reports, audios, videos, or combinations of all three.
But that’s not all. The best lead magnets speak to a visitor’s core desires, instantly capturing their attention and drawing them in…like a magnet.
How do you uncover these core needs and wants? Listen.
- Go to your industry’s most popular blogs and forums. What do people ask about most? What problems do they want solved? What do they hate? What do they like? What do they love?
- Study your blog’s comments. What are the hot topics, the questions and concerns that come up again and again?
- Visit Amazon.com and search for the best-selling books in your field. What do their titles and subtitles promise? What problems do they speak to? Click to look inside each book and read the table of contents. What topics do they feature? What’s their angle? Because these are best sellers, you’ll know the answers they cover are answers your audience craves.
2. Create a Landing Page
The second thing I want you to do is create a landing page for your lead magnet. This is an internal web page that is dedicated entirely to describing and offering your lead magnet for download.
While you should feature your magnet throughout your site (sidebars, header, footer, about page, post footers, etc.), it’s important to have a stand-alone landing page where you can fully outline the benefits of your content.
- Be sure to offer a sign-up box above the fold (above the point where the screen cuts off) as well as below.
- Include privacy information to ease your visitors’ worries about spam.
- Include graphics of your lead magnet, bullets of benefits, and testimonials from happy readers, listeners, or viewers.
3. Drive Traffic to Your Landing Page
You’ve got to-die-for content and a powerful landing page spelling out its benefits. The only thing left is to tell the world about it.
From this point forward, send people to your magnet landing page. When you write your guest post byline, when you do interviews, when you get in front of an audience that wants more of what you have to offer, send them to the page that has the best chance of converting new visitors into longtime and loyal followers.
- Make your magnet an essential piece of your social media strategy. On Twitter, Facebook, LinkedIn, and your other social media outlets, feature your magnet with a link to its landing page.
- Use your email signature to promote your magnet. After listing your name, title, and URL, include a short blurb about your free content with a link to its landing page.
- Know your numbers. The real secret to succeeding online is to know what’s working. When you know exactly how many people visit your landing page and how many of those visitors subscribe to receive your lead magnet, you have true power. You’ll know, forever after, if the changes you make help or hurt the bottom line.
With a bit of effort, you can remove those dreaded three words from your site and replace them with an offer your audience can’t refuse, and, for once, the promise of overnight improvement will come true.