Welcome to Per My Last Promo, the podcast where marketing pros, founders, and creators get real about their biggest wins, both the expected and the surprising.
I'm your host, Danielle Clem, and each week we dive into the strategies and data-backed decisions behind milestone-smashing results.
Whether you're leading a wellness brand or growing your business as a course creator or coach, you'll leave with actionable insights that you can use to grow your business no matter the industry.This is your go-to for pulling back the curtain
on marketing that drives results.Ready to dive into what really moves the needle?Let's get into it.Welcome back to the Per My Last promo podcast.
Today I'm doing a solo episode, actually going over a strategy that we did with the client that I think would be really beneficial for anyone who either has been delaying, either updating a lead magnet or even creating one.
Especially I've noticed there has been a rise right now in the online space for exchanging lead magnets as newsletters, which I think is still a valuable strategy on its own, depending on the industry you're in.
For example, the client I'm going to be talking about, they are on the e-commerce side.They're selling physical products to more busy parents or time-strapped people.
So usually a newsletter in this case, especially for product businesses, aren't always the best option. So for people who are creators or courses or thought leaders, obviously go down that route.
But I want to focus on the strategy because I had a client come to me who they've already done some testing in terms of they made sure that their product was one, profitable, but two, that they already had sales come through for the last year.
They had their website up.They had a really beautiful brand.They even tested like creating a mini email funnel on their own with a simple like discount code.
opt-in as like an exit pop-up on their website, and it was only getting like a couple opt-ins here and there.And they came because obviously, as any business does, we want to always make more sales.
We want to do it in a way that isn't just going to jab our people into it or have to like manipulate them, as that's something that I just never believe in with any part of optimization work.
So when they came to me, I could tell from their brand already, they're very aspirational.It's all about the desire, the memory making with your children, like that beautiful moment.
So I wanted to make sure that whatever lead magnet we chose and all the subsequent emails afterwards to help to sell more of the product for them, that it really focused on more of those desired languages to keep it in line, but also figuring out, okay, then what's going to be the best lead magnet opt-in for people?
Now, There is something to note that they wanted to run ads, and they've already tested out ads a little bit, but it wasn't really working well for them at the moment.
So that's part of the reason why they wanted to have a lead magnet opt-in, so that way they could have something that sells better for them, even though their website is good, it's just... not working as well as it should, which is very common.
So what happened was we were talking and I took some time, I did a deep dive into, I installed Hotjar, as everyone who has heard me talk at least once I feel like I mentioned Hotjar.
It's such a great tool for looking at, you know, what your customers or potential customers are doing or clicking on on your website so you can see what you need to optimize.And from there, knowing her brand, knowing the IDO client,
I was able to give them two options for lead magnets.One that was a really unique take on how to create more memories inside of this specific situation that they solve with their product.
Other ones was more of kind of like a more generic 10 ideas for another situation that's kind of a complement to the memory making kind of like angle.So we started with this opt-in that was a very simple like PDF style.
Granted, I feel like nowadays, as you probably also, if you go on my website, I personally love creating notion templates.
They're really fun for me, I think they're really interactive and they can kind of be something that's more fun, but for people who are like time-strapped parents, especially in the B2C space, I find that notion, even though it's becoming very popular around a lot of creators and even like in the student space, it's still slowly catching up to the
e-commerce would be to Seaside from those who aren't selling templates, right?
So for someone who is like this, where even though PDFs can sometimes be a hindrance because some people don't like to download something, that's why Notion templates can usually be better if the idle client knows what they are.
In this case, it wasn't.So we did the PDF style and we really focused on the messaging, the outcome, the quick win of it all.
If I could talk about lead magnets for days, the biggest thing I would say is always focus on a very hyper-specific quick win.That will do so much more for you than just drowning them in information.
Like the other option, this one had about seven ways, like seven ideas to help with this situation. the other one was 10, which even I actually started them off at five.They just had more ideas for it.
So it's important to know that you have to make sure you pick the right thing for the idol client and have the right traffic for it because what we noticed, we created their lead magnet for them, we did all the emails, it's a really beautiful thing.
We tested it with their audience and the issue was they hadn't really emailed their list in
like at least four months and even then it was just like small product updates which is very very common for most b2c or e-commerce or really I think any small business even myself I'll totally admit that with the email.
But because of that, when we were doing the initial testing, the organic testing, which is what I usually do, I start with an organic test and then we move over to actually testing it with ads.
So we did the initial organic test with their audience and we maybe got a couple opt-ins if that.And I was like, well, this is a brand new funnel, brand new concept.
Maybe, you know, I don't, I always believe you need at least a hundred leads in a new funnel and a new thing to test. to be able to make actual changes from.
If you do it early, unfortunately, you're just gonna end up changing more things than you need to.
So what we ended up doing was we then shifted them over to, okay, at least we just made sure, you know, the tech works, that we have at least a person in there.But knowing that, we moved them over to ad side.
We made sure that the ads that we were testing, okay, we tested them first with just like a standard, they use Flowdesk, the standard Flowdesk landing page.And we weren't really getting a lot of opt-ins from it.
Granted, it's because Flowdesk, I'll be honest, is not my favorite software, but I usually try and stick with whatever client's software stack they have.
So we tried that out first, but one, you can't really add a lot of text to the Flowdesk landing pages, and two, you can't customize really anything.So finally after she noticed the initial traffic issue,
we shifted over and created a custom landing page inside of System.io.System.io, if you don't know, is actually a really great software.It's free for, I think like the first funnel plus a couple other things, I forget.
It's kind of a little brother to ClickFunnels.
Granted, I don't believe in some of the morals sometimes with ClickFunnels, but this one with System.IO I think is a really easy starter pack essentially for people, especially for needing one-off landing pages.
So we actually shifted them into creating one-off landing pages inside of System.IO and wouldn't you know, we made sure that the concepts stay the same.At this point, again, we're still at the point where
The concept itself was good, but there was no validation yet, so we're having this issue of, you know, the client starts to worry like, is there something wrong, da da da.
Once we shifted into creating a beautifully designed and also similar message to
the aspiration lifestyle type of content, wouldn't you know that even with a small budget, like under $1,500, I think they had, we got them, and this is solely ad traffic, 30% conversion rate and also two sales from that funnel within the first, I think, two or three weeks that it even opened.
In the B2C space, they have a more mid-range to higher price product in the current kind of like toy space they are.
So I'm saying that because sometimes it's really difficult when all you want to do is see the immediate change or see the immediate result from a test.
But if you're not testing the right thing, and I'm not talking about the idea, if you're not testing with the right traffic,
you end up thinking that the offer is a problem or the lead man is a problem or XYZ is a problem, when really it's actually more of a lead issue, which I know sounds, I feel like, counterproductive to someone like me who naturally is like, it's a messaging issue, it's a messaging issue.
And usually it is, like before you come to me, it probably is a message or like some type of issue on the message or like copy layout design side.But once you've already kind of tweaked that, it sometimes is. the actual lead issue.
So I'm saying this not like sway you into ads, but if you are someone who's already worked on your messaging and already worked on creating something new, make sure you're testing it with the right people for, you know, the right amount of time too.
Because we often, I mean, especially someone who loves to tinker around as part of what conversion rate optimization is, is tinkering and testing.But as someone who tinkers around a lot, I can tell when it's actually worth to do and not.
because if you don't have the right leads looking at it or the right traffic, and you really don't know if you have the right traffic unless you look at the traffic source itself.
And I'll do one more, I guess, note for a second before I head off on my own success story. is that the traffic really does matter.So much so that I had this free lead magnet that I currently have now on my website.
It's the checkout page optimization template.It's a really, really great guide.My business friends who I've sent it to and other clients have been like, you need to charge for it.
And I said, no, I think it's just genuinely a really good information there that
You get some abandoned cart email strategies, you get some page optimization because obviously a lot more people end up leaving your checkout page than you would like, obviously.
And for some of you, you're either paying for the people to even be there through ads or through some type of... page source or even through putting in your time to create all the content to get them there in the first place.
So I'm saying this because at first, when I first launched this template, I did a very basic landing page.I'll try and actually make this in a separate podcast in a second. on kind of like what I did and walk people through why.
But I want to go over this because what was really interesting was I ended up having one of my referral people send an email to their list because they liked it so much that they're like my audience actually really needs this, can I send it for you?
And this is just organic like sending over the email list telling them you know this free offer is great And at this time, I had done like a very soft launch for the free guide because to be honest, I forgot.
Like we were talking about before, some of the unfortunate failings of most small business owners is we often get too wrapped up in the top of funnel.
We're creating all the content for like getting new people to us that we often miss the nurture part of it, which is like sending out regular emails.
So I hadn't really done that, and I hadn't really done too much promotion actually on the organic side as well, beyond just like slapping it up on my website and putting it in exit pop-ups.
But what was interesting was like, even through the soft launch, I didn't get a lot of opt-ins.
And I was like, well, even though I'm getting a good amount of page views, you know, maybe it's the way I'm positioning it, maybe it's the funnel or the landing page itself.
So what was interesting though is right before she sent over the email list to refer people my way,
I ended up changing some stuff on the checkout page just to make it look prettier, like just to make the landing page make more sense and have more of the benefits shown up front.Again, I'll talk about that in a separate episode.
But what was interesting was I did only probably about an hour of work on the optimization of it, so that means I didn't change really any copy.I added in three new sections, and two of them were just basically about my values of
why I don't believe in this, why I believe in this, and what this will do for you.And again, hadn't tested it, really was just letting people find it if they wanted to find it.And her email list she brought in over I think like half, no,
50 or more people I think in that first week and all of them had opted in and my conversion rate, which before was like 1% because I didn't really do any testing for it, through this one email, again the right traffic source, the right people to test with,
it was over 35%.And granted, I could probably make it even better, but I also am doing too much client work to sometimes optimize my own stuff as much as I would like to.
But I'm saying this because I do believe that there is a point to test, and I do believe that there is a reason to fix your messaging.
If you haven't tested anything yet, and by testing, I know it sounds crazy, I do have some content on how to validate and test your stuff that you're trying to optimize better.
However, sometimes it's just the right traffic source that you need to be able to test yourself with before you try and change too much.
And I say that as someone who like desperately loves to tweak and tinker, but from this client and even my own stuff, it was a very clear reminder that you can't out optimize bad quality traffic. or bad quality leads.You just can't.
And this doesn't mean that social media is bad, this doesn't mean that you need to do ads, but it means that knowing what you're doing and the intention behind who you're attracting is so important because it can truly make or break you getting more opt-ins, you getting more sales, just from that one subtle shift.
And I know that's a very broad thing to kind of leave you with, but in case you're curious, sometimes the answer Sometimes the answer is going to find better ways to have your people find you. that are in the right space at the right time.
We talk about this a lot in marketing where it's making sure that they're in that awareness level that we need them to be in to be ready for the product but also to be ready for lead magnets too.
And I know that sounds unfortunate because you're spending so much time on this free thing and you're like, this free thing is amazing.Why are they taking so long to do a free thing?And we have to remember that
Even a free offer, a newsletter, a lead magnet, a video series, a webinar, all of it still makes a person have to weigh the value of it, the perceived value, which is usually shown through the copy, through the messaging, through the positioning of it.
Weigh that against their time and their sense of the priority that your free thing or your paid thing might solve for them. And if it doesn't feel like it's that high of a value or a deal to do or to commit time or money to, that's when they pop off.
But the issue is when you're just going to people who you're targeting or you're looking at an audience who just wasn't the right traffic or the right awareness level.I think about this a lot with
when I'm doing bundles with people for either some of my templates or through my products, that if you go to partner with certain bundles or partner with certain giveaways, it's really important to watch and see who comes through because not always, even though you're getting in front of more people organically on that end, doesn't always mean they're the right people either.
I've had bundles who brought me in like 200 new people and Only one of them I think bought six months later and that was for a really cheap thing, which is great.I mean, good as for them, happy they got it.
But it's a very, very consistent reminder that sometimes the best thing to do forward is to realign how your leads are finding you and having the right leads come to you first before trying to tweak more messaging and funnel stuff.
And again, I say this as someone who loves to tweak, and that sounds crazy to say, but I think it's really important for us to realize that and talk about it because if not, we end up having this issue where we
don't really know where to begin and that's the easiest place to begin.
If you can get in front of more of the people who are the right people for your product and the awareness level, then you'll be able to see immediately pretty much how well your message and funnel stacks up in terms of converting your people.
and then that's where the optimization comes in but we can't we can't kind of like sidestep this if we haven't done the initial testing on the first place because then you're just spending time and money doing something that you don't really get as much benefit out of until you test it with the right people.
So the more you know, hopefully that was helpful for you.
I might do a separate episode on like breaking down deeper the psychology behind why we chose the certain lead magnet and the funnel itself, but overall lesson I just wanted to give to people because when in doubt, test it out.
Thanks for listening to Per My Last Promo.If today's episode sparked any new ideas, be sure to subscribe and leave a review.It really helps out the show.
And as a thank you for listening, grab your free gift, our checkout page optimization template to help you reduce abandoned carts and boost sales in just minutes.
Whether you're running marketing for a household name or planning your next biggest launch as a creator, we'd love to hear your story.
Apply to be a guest on the show using the link in the description and let's unpack the magic behind your biggest win. See you next time where we'll keep the insights coming because the best stories are the ones we share together.
Sign in
