This document provides an overview of Day Two of an Email Marketing Boot Camp, which focuses on lead magnets and landing pages. It discusses how lead magnets can be used to exchange information for email addresses, demonstrate expertise, and begin deeper relationships with prospects. Various types of content that can be used for lead magnets are listed, as well as tips for creating simple and effective landing pages and submission forms, such as using compelling calls to action and driving traffic to the pages. The document emphasizes that the best lead magnets are short, simple to create and consume, and leave prospects wanting more.

1. EMAIL MARKETING
BOOT CAMP DAY TWO
LEAD MAGNETS AND
LANDING PAGES

2. LORRAINE BALL
www.roundpeg.biz | 317-569-1396 | @lorraineball

3. Email Marketing Boot Camp
• Day One: How to Grow Your Email List
• Day Two: Lead Magnets & Landing
Pages
• Day Three: Subject Lines
• Day Four: Look Great in the Inbox
• Day Five: Automation Campaigns
• Bonus: Constant Contact Starter Kit

4. WHAT’S THE BIG DEAL?
LEAD MAGNETS AND LANDING PAGES

5. Exchange information for an
email address
Demonstrate your expertise
Begin a deeper relationships with
a prospect

6. Attract the Right Prospects
Solve a specific problem with
a specific solution for
a specific segment of your
market.

7. What Can You Trade?
• Industry data
• Survey reports
• How-to guides
• Case studies
• Collections of blog posts
• Resource kits

8. What Else?
• Access to discounts or special offers
• Product previews
• Invitations to special events
• Score cards and check lists
• Podcasts, webinars, videos, slide decks
• An e-course

10. Simple to Create
• Word document
• Attractive cover
• Save as PDF

11. Great Lead Magnets:
• Ultra – Specific -
• Offers One Big Thing
• Immediate Gratification
• Rapid Consumption or Use
• High Perceived Value
• Shifts the Relationship

12. The Best Lead Magnets
Are short, simple to create and
consume, and leave prospects
wanting more.

13. Submission Form Tips
The less you ask for, the more
submissions you will get

14. Only Ask for What You Need

15. Optimal Form Length

16. Design Matters
• Left align
• Single column
• Larger font size
• Clear questions
• Smart error handling

17. Strong Calls to Action
• Action statements 1 – 3 words
– Command : Click, Register, Go!
– Benefit: Get the Kit, Grab the Resource
– Avoid loss: Don’t Miss This, Last Chance
• ALL CAPS
– CLICK not Click
– GET THE KIT vs Get the Kit

18. Button Style
• Contrasting colors
• 1/3 width of form
• Subtle movement
• Go big

19. Submission Form Review
• Ask for less information
• Consider adding a privacy policy
• Compelling CTA
• Color, placement and size of button
matters
• Use smart CAPTCHA, or no CAPTCHA

20. Submission Form Tools
• Formstack
• Gravity Forms
• Bloom
• Woo Foo
• Form Tools
• Constant Contact

21. Landing Page
Present Your Offer
Provide good reasons for visitors
to make the exchange

22. Landing Page Design Tips
• Simple header & no menu
• Limit navigation
• One way out
• Clear purpose.
• CTA above the fold
• Supplemental information
• Close with CTA

23. White Space
• Color and Contrast
• Encapsulation
• Directional Cues
• White Space

24. Immediate Payoff

25. Compelling Landing Pages

26. Involve Visitors

27. If you build it, will they come?
Not unless you promote your
landing page

28. Drive Traffic to the Landing
Page
• From other pages on your site
• From social media
• From online ads
• From offline promotions

29. Add Footers to Blog Posts

30. Social Share

31. What’s Next?
Auto response campaigns, email
newsletters, phone calls and more

32. QUESTIONS?