Start creating amazing valuable content that will drive traffic to your website
We talked about content production earlier, but let’s dive into it a little deeper.
Great copywriting skills can help you attract more traffic. You need people to find your content through social media sharing, Google searches, and other referral sources, and introduce them to your offer.
Let’s look at a potential scenario for our sporting goods e-shop.
The store owner creates a series of articles about marathon training. Each article builds on the next, providing detailed tips and advice, as well as anecdotes from the writer’s perspective.
The content is search engine optimized so it will rank well on Google. The content is designed for beginners with a specific buyer persona in mind.
After the articles are published, the consumer comes across them while researching her decision to train for a marathon. She reads every word and is grateful to the author for sharing such in-depth information.
At the top of the screen is the Hello Bar.
What do you think the consumer will do?
Because the offer perfectly aligns with the buyer persona and content, most consumers in this position will subscribe. They want this free checklist because it will further help them achieve their goals – and for free.
This is how content marketing can help you build an email list from scratch. You attract readers who are hungry for information, and then convert them with an offer they can’t refuse.
6. Create an amazing lead magnet
You may have noticed something about the top bar we shared above.
See the text we highlighted above? That’s a lead magnet offer. It tells people that they’ll get something of value in exchange for subscribing.
Lead magnets increase opt-in rates by dangling the proverbial carrot. There are plenty of options for lead magnets, whether you’re offering a free webinar, tool, e-book, cheat sheet, or something else entirely.
Even though consumers are used to receiving emails, they often receive too many. They don’t want to sign up for more emails unless they get something in return.
The lead magnet initiates the transaction. He says, “I will give you this valuable item in exchange for your permission to sell to you.”
Keep in mind that you need to comply with GDPR guidelines
Hello Bar allows you to do this automatically. GDPR essentially requires you to get permission from the consumer to send marketing emails as well as to send a lead magnet. You also need to make your privacy policy available for potential subscribers to read.
Your offer is the headline or copy you use to entice your audience to download your lead magnet. If you don’t present your lead magnet in an attractive enough package, people won’t bite.