How to make sure you're getting peak performance from your lead magnet funnel, every step of the way
From social media announcements to the CTA at the end of the lead magnet
Scrolling through my LinkedIn feed, I noticed this announcement:
“Happy Monday, indeed”, I thought. “Here’s a perfect candidate for a copy review”.
*copywriter hat on*
The current funnel as I’ve experienced it looks like this:
Homepage w/ a pop-up
Landing page for the lead magnet
Thank you page with the download & footer links to blog posts & additional “About” info
Email with the link
End of sequence.
These are the missed opportunities that I’ve noticed; share your thoughts in the comments!
Happy Monday! I created a simple Marketing Review checklist :) Download yours here: and review your marketing efforts before making further plans! Print or fill the PDF – whatever works for you! #translation #marketing #marketingforxl8 #xl8
“YOUR MARKETING REVIEW WORKBOOK
24 pages of marketing goodness
“Happy Monday!” -> hardly qualifies as a hook.
“I created a simple Marketing Review checklist :)” -> so what? how do I benefit from this? how does this solve my problems? who is this lead magnet for? freelancers? others?
“Download your here and review your marketing efforts before making further plans!” -> why? what does “review” mean? What does “making further plans” mean? What are the consequences of inaction?
Hashtags -> probably for translators – but is it *also* for agencies, or just for freelancers? Who will benefit from this? What’s inside?!
“24 pages of marketing goodness” -> what is that “marketing goodness” & how will it make my life better?
“Grab yours!” -> what’s the minimum viable win here? how do I turn around my painful marketing & promotions (if at all)?
The biggest issue for me here was that the social media post was not linking to the landing page.
Once you are on the website, hoping to snag some “marketing goodness”, you end up having to search for it – which likely means a higher-than-desirable bounce rate.
Landing page copy:
Your Marketing Review Workbook
Subscribe below and get the free Marketing Workbook to start planning and take control of your business!
What is the most desirable outcome (“take control” vs “bring in clients” vs “be clear about your next step”)?
CTA does not reflect the value prop
Specificity: start planning what?
Thank you page
Link on the page + links to blog posts + a short about blurb.
Biggest gripe: does not help me feel excited about the download & does not help the business get additional information about the subscribers.
Quoting Copy Hackers on this: “That’s a key moment because everybody’s feeling pretty good about things at that moment, and you can ask people for a favor. It’s a good favor because it’s going to help everybody in the end. And they’re more likely to say yes to it.”
I’d suggest either asking new subscribers to share the link to the lead magent on social media (or use the “tweet to download” option), or asking them to share their biggest marketing challenge (precious VOC to use in website + email copy).
Speaking of VOC, this could also be used to improve the value prop for the checklist: “take control of your business” does not specify what exactly is wrong.
Neither does it show what’s the desirable outcome of spending time on going through the checklist.
Lead magnet itself
(not talking about the contents, just the opportunities for more engagement or sales):
“About” blurb in the lead magnet:
My name is Meg Dziatkiewicz and I'm the founder of Language Services Marketing and Websites for Translators. I specialise in making translation and interpreting businesses bloom!
That's why I have prepared this small e-book: to help you go through your marketing efforts as they are right now, evaluate them step by step and give you ideas for future planning.
Knowing where you are right now will help you make informed decisions in the future!
The following questions are unanswered:
Why should I trust you?
What are the businesses that have bloomed with your help?
Any specific numbers?
What exactly do you do to help with the blooming part?
“The why”: OK, but what can I expect as I work through the checklist?
If using PAS to present the lead magnet:
Problem (based on the 8+ years of helping businesses) = ?
Agitation (I need to be sure that you really understand my pain before I can trust you)
Solution: how will this lead magnet help me on my way out of the Mordor of per-word low-ballers into the magical land of “high-paying clients who respect my professional work, damn it!”
“Make informed decisions in the future” -> that is very general. Will the lead magnet help me prioritize the different aspects of a new, updated marketing strategy? Tell me now, before I get bored and notice that Facebook notification.
Last page of the lead magnet:
“Thank you so much! Good luck with your marketing planning!”
This is such a huge missed opportunity.
Just scrolling through the checklists, I got overwhelmed.
This is the prime real estate for a call to action, promising to make all those details manageable. Especially since Meg is opening a subscription service-based membership site on the same topic, this should be the prime spot for pitching the courses.
Speaking of which… if you want me to check in on your lead gen funnel, get in touch!
Ekaterina Howard is a Raleigh-based copywriter, helping entrepreneurs and business owners create engaging website and email copy