Summary

This is an overview of how to create a lead magnet from start to finish.

Overview

1. Decide on the purpose of the lead magnet and summarize it.

2. Create an outline

3. Create the lead magnet

4. Create the follow-up (usually a combination of text, emails and calls)

5. Create any supplementary content that may need to accompany the follow-up (blog posts, etc).

6. Review all written and visual copy with Nick.

7. Create an action plan in our CRM

8. Create an ad to drive leads to the Lead Magnet

9. Publish ad and monitor performance

Step-by-step

1. Decide on the purpose of the lead magnet and summarize it.

   1. In the Drive folder Fundytus Realty > CEO Marketing > Lead Magnets, create a new outline from the Sheets template 0010 - Marketing - Marketing Funnel Planning Template.

   2. Determine the audience, and the why of the lead magnet. Be specific about both, which will make things easier in the rest of the process.

2. Create an outline.

   1. In form 0010, create an outline for the lead magnet and the follow-up

   2. Track progress in the monday.com board “Ad-Driven Lead Magnet Planning Board” in the Marketing Team workspace.

3. Create the lead magnet.

   1. A lead magnet is an “irresistible” piece of content for a specific audience. This could be:

      1. Checklists

      2. Guides

      3. White Papers

      4. Infographics

      5. Free home assessment

      6. Exclusive membership or offer

   2. We have several tools that can help make a great lead magnet:

      1. Beacon.by

      2. Bombbomb

4. Create the follow-up

   1. In form 0010 or a separate Google Doc (save with the same name in the same Drive Folder and link to the Monday board), write out the emails that will follow the lead magnet.

   2. A good formula is to plan five emails

      1. First email delivers the Lead Magnet via link or attachment.

      2. Second email - address a specific pain point for this client

      3. Third email - related pain point and invitation to reach out

      4. Fourth email - Education

      5. Fifth email - Call to action

5. Create any supplementary content that may need to accompany the follow-up (blog posts, etc).

   1. Many of the emails above will be more effective if we link to specific resources on our website.

6. Review all written and visual copy with Nick.

   1. All copy should fit our brand, be appropriate for the audience, and concise.

   2. Send Nick a calendar invitation to review copy for this lead magnet.

7. Create an action plan in our CRM

   1. Followup Boss allows us to respond to new leads with an automatic and timed series of follow-up.

      1. In all cases, use previous action plans and automations as guides. Don’t reinvent the wheel.

      2. Start with writing the follow-up emails

      3. Next, add the emails, texts and prompts to follow-up under an action plan. Name it the same thing as form 0010 for easy searching.

      4. Last, create an automation that will trigger the action plan as soon as a lead is received from the related ad.

8. Create an ad to drive leads to the Lead Magnet

   1. Create notes on written copy/headlines in form 0010. Add visuals to monday.com board and review with Nick before publishing.

   2. Decide upon budget with Nick

9. Publish ad and monitor performance

   1. Monitor that leads are driving to FUB and that action plans are triggering successfully