191: The Ultimate Guide to Creating a Lead Magnet That Converts
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Well, hey there, friends. If you're ready to turn your podcast into a pure profit machine, I've got a little something super exciting for you. We are opening registration starting today for the seven-figure podcast bootcamp. Oh my gosh, I am so excited.

For just $32, you're going to get two days of live actionable training by me, yours truly, to help you grow your downloads, build a loyal audience, and start making some real money from your podcast. Trust me, you do not want to miss this. I'm going to walk you through four live sessions over the course of two days where I'm going to give you the exact framework.

worksheets, funnels, templates, everything my team and I used to take the B-Word podcast from broke to no joke making seven figures. Head on over to podcasther.com forward slash bootcamp and grab your spot today. Let's make that podcast dream of yours a reality and I'll see you there.

I wanted to go through with all of you today a step-by-step of how I create a lead magnet to build audiences before a launch. And I'm going to start peppering out some lead magnets in order to bring new people into my database, introduce them to Podcast Her and me as a coach, a mentor, and a teacher in this space. Because ultimately, when you think, I want to grow my podcast in order to monetize it, I want you to come to me. And we really...

hone in and dial in the ideal client avatar for bootcamp. Who is she? Who is he? What stage of this are they at? I fully believe that you take a lead magnet, which is a freebie, and you literally create something of so much value that if you were to download the free lead magnet, you could actually...

do the product on your own. But you take the class because you realize if I've given you that much value in something for free, what am I going to give you for $32 in bootcamp? Hey guys, welcome to the B word where we talk business marketing and your podcast.

I wanted to go through with all of you today a step-by-step of how I create a lead magnet to build audiences before a launch, because that is one of the questions that has been dropped into my DMs over and over and over again. And I'll be honest with you, it took me a long time to figure this out. It wasn't intuitive to me. I thought at first, like, you just create a lead magnet, any form of a PDF, throw it out there. You know, if you build it, they will come. And

It wasn't until after working with one of my business coaches for quite some time did I actually really get a good methodology behind it. So today we're going to go step by step into...

a real world example. We've got a launch coming up here in a couple of weeks for the bootcamp, which we do once a year where we teach entrepreneurs such as yourself and podcast hosts how to create a seven figure podcast. Now I do my launches very systematically. I do the same thing every single time. I tweak it occasionally just for new words, new updates. I'm always AB in testing, but here's how I grow the audience first.

right before we actually do the launch. So about four weeks prior to the launch, and launch for me is always a two-week time period where we are doing registrations for a webinar or a masterclass, or in this case, a paid two-day live bootcamp.

I want to grow the audience, though, prior to that. And what I do first is I look and say, OK, how many people do I ultimately want in the boot camp? In this year's case, we want 3,000 people in the boot camp. So we took last year's boot camp. We added on a certain percentage for growth factor. And we said, this is our best goal. So we always establish a good, better, and a best goal. And best for us is 3,000. And then I backtrack that.

So then I look at my current database and we identify who is the best fit for boot camps.

Now, the best fit for us for this boot camp happens to be someone who has recently started a podcast or they've had it for about a year and they're hitting a stagnation on growth and downloads or they're getting a little bit frustrated and ready to quit because they haven't figured out yet how to monetize the thing. And we all want to monetize it. You know that. We did an episode a few weeks ago about we're all here to make money, right? So if I look at that, I

I filter through my database because we have tagged and segmented our database really well. And I say, how many people are in my current database that would be a good fit for this year's bootcamp? And then I look at it and I look at past years statistics and data. And if you don't have any past data, go with 10%. But I look at it and I say, based on last year and the year before that's data, how many people were in the current database?

That then through a series of emails, a nurture series, welcoming them into the boot camp or inviting them to join the boot camp. What was our percentage of conversion? So if you have a thousand people in your database and you do a sequence inviting them into your webinar, your mastermind, or in our case, the boot camp.

and you have 200 of them sign up, then do the percentage, the math of that. That's your conversion rate. So if I then look at that conversion rate and say, okay, generally speaking, if our conversion rate is, say, 34% and I have X amount in my current database that fit the criteria of this bootcamp,

34% of them will sign up for bootcamp. So if 34% of them sign up for bootcamp, now I can do the backward math, reverse engineer and say, if I want 3000, and I think this many in my current database will sign up for bootcamp, I need to add another, however the numbers work out into your database. Because I now know that my database alone will not fill bootcamp.

I need to build my audience. So now I'm going to back out four weeks prior to the launch of the bootcamp and I'm going to start

start peppering out some lead magnets in order to bring new people into my database, introduce them to Podcast Her and me as a coach, a mentor, and a teacher in this space. Because ultimately, when you think I want to grow my podcast in order to monetize it, I want you to come to me. So we're always having to look up and build that audience. How I create the lead magnet to do so is also really intentional.

Then I step back and I say, and I, you know, we pull the whole team in and we have like a brain dump meeting amongst the team here at Podcast Her. And we really hone in and dial in the ideal client avatar for bootcamp.

Who is she? Who is he? What stage of this are they at? What transformation do we want them to get from this? Who showed up in the past? Because sometimes our idea of the ideal client avatar isn't who actually is showing up. So we take a look at who they were in the past. We actually will try to look up some of our former students, where they are now, and to see like what their transformation was. Were they able to grow the podcast?

Or we'll send out a poll to them or a survey and say, what helped you best about boot camp last year? What would you have liked to have done more on? What would you like to see? All of that is that research piece that goes into creating a lead magnet. And then we look and we get the answers to that. So for instance, this year,

What we got when we sent out those messages was we really liked best knowing how you took the B word from almost cricket listeners to 48,000 listeners in a very short amount of time with a very small Instagram audience.

And I said, okay, great. That is a piece of boot camp. It is something we walk you through step by step by step. We give you a schedule. We give you the how to do it. We answer the questions. It is a major piece of boot camp. If that's what was most impactful to our students in the past, then we should get a lead magnet around that in order to bring in new people into our audience that might

potentially purchase Bootcamp. So now we kind of know what our lead magnet is going to be, you know, how to grow rapidly that download. So we look through the material for Bootcamp.

And what I always want to do with a lead magnet is I want to give a lot of value. I've had several coaches in the past. There's a lot of differing opinions about this. Give them just enough, but don't overdo because then they won't purchase your product or, you know, give them just a little bitty piece of taste. I fully believe that you take a lead magnet, which is a freebie, you know, a PDF, something they can download, and you literally create something of so much value that

that if you were to download the free lead magnet, you could actually do the product on your own. Like it would be enough value to you that you might not need to take the class. But you take the class because you realize if I've given you that much value in something for free, what am I going to give you for $32 in bootcamp? Like how much more are we going to do? And by the way, we look at this when we create lead magnets for everything in our product suite.

Whether it's a $32 boot camp, a $97 course on starting a podcast, or a $30,000 a month media agency services, it doesn't matter for us. We are always going to create a lead magnet that is a smaller tidbit or view into what you would get if you ultimately joined whatever it is we're trying to lead you into. Lead magnet. Hello.

And it's always going to be packed with value because I want you as the consumer, the audience, to know that when you're done with the lead magnet, you could do this on your own. It might take a little more work, but you could do it on your own. And again, to always know that, oh my gosh, if this is free, what does she give when I pay for things?

So we took a look at how I actually grew the podcast and some of the things I did along the way. You guys know if you've been hanging out for a hot second, I have never done things how I'm told. When I first started the podcast, I was told, put audiograms out there and that's how you grow on Instagram. I'm like, no, I'm not going to watch an audiogram and click on it to listen to an episode. Let me figure out something else to do.

And I did that in my real estate career too. You know, when they told me to cold call to get new clients, I was like, no, because I would hang the phone up on you if you cold called me. So I went and found a different way to do things. I like to think outside the box. And what we did was we created a

one or two page PDF. It's called Zero to a Thousand New Subscribers. And we made a quick cheat sheet on how you, if you have no idea how to grow a podcast and very little audience, you could start implementing some of these tactics today in order to get a new audience for your podcast. If you do want the freebie, you can just go to podcasther.com forward slash that.

thousand, like the number thousand, and you can download the freebie yourself. We did that with the intention that if we could get a certain number of people now opting into this download and they realize the value from it, then they were prime people to when we do start the invitation emails into Bootcamp, which will be later this month,

they might raise their hand and be part of that 32% that registers for bootcamp. And I would not have known how many people I needed to add to my database with a free lead magnet had I not known how to do the reverse math from the get-go. So again, your first step is knowing how many do you want in your event or product, how many you currently have in your database that tend to purchase your products or opt into whatever you want them to opt into,

And then you just do the reverse math all the way back. And I can also tell you that there's a couple different ways we go about filling the database. I'm really huge on a hybrid of organic

and paid. Organic because on Instagram, I can create a reel and if it goes viral and it hits and people really resonate with that reel, I can tell them we use ManyChat, which is like a $15 a month product. It's the best ROI you can make. We use ManyChat and we'll tell them, you know, go to our Instagram. If you like this reel, you want this guide,

DM us the word 1000. And we've got in many chats set up to where it's 1-0-0-0 or 1-0-0-0 or you can type out 1-1000 because we want to dummy proof this as much as possible. And then in your DMs, it'll jump in and ask you for your email address.

and then bring you to the lead magnet. Now, I want to differentiate really fast for you here. So grab your Sharpie notes and your Post-it notes because we're going to veer off the path just a little bit. Yes, when I am offering out a lead magnet, I am going to ask for your email address in return versus when I'm telling you to go listen to an episode of The B Word, I'm not going to. I'm just going to send you the episode of The B Word using mini chat.

There's a differentiation in my brain on when you ask for something of value and when you don't. So when I'm growing the B Word podcast and I just want ears to listen and eyeballs on the podcast, I always look at, am I creating a firewall? So a firewall for me would be the email address. If you can grab something of mine easily off the internet, anywhere for free,

Just by doing a little bit of search, I'm not going to ask you to give me the value of the email and address or in exchange. So, for instance, if I tell you about an episode of The V Word on Instagram and I tell you to DM me 126 or whatever it is for the episode, you could go to Apple Podcasts and get that episode without having to give an exchange of information.

And because of that, I will never ask you for your email address when I'm sending you to an episode. However, you can't just go on the internet and find my PDF of growing your podcast from zero to 1,090 days or less. That is behind a firewall of exchange. I'm going to give you something of value.

I'd like for you to give me something of value. Now, do I know you might give me a fake email address? Yeah, I do. It happens all the time. Or unsubscribe from the emails the second you get the PDF. Yeah, that's just part of doing lead magnets. And it's something that every business owner goes through. And you've got to just learn that there's a percentage of that that's going to happen. Again, doing the math. So to go back to growing that audience, lead

When I'm doing reels on Instagram or they're showing up on Facebook and I'm telling you to DM me the word thousand for the PDF, you are going to have to give me an email address in exchange. I want to also point out something because it took me a while to get this piece. Not only am I going to ask for the exchange of information, I'm actually, the concept of a lead magnet is really to get people to

kind of raise their hand, right? Like opt in for your information. They are doing the easy raising of hands saying, I might want more from you.

However, before I know I'm going to pay for something, before I'm all in on you as a person, a brand, a product, whatever it is, I just kind of want to see a little taste of what you got. It's a sampling. So to me, by asking people to give an email address, it's also letting them select out, opt out. So if they don't want to give the email address, then they weren't really raising their hand. They aren't really going to be in that 34% of people in our database that might then purchase Bootcamp.

So I am just, I'm not spamming my inbox. I am not putting wasted space in my database with people who have zero interest by getting them to give the exchange of information. So if you want to think about it that way, you can. Now, the other way we grow the audience, we do paid ads. Yes, we do paid ads on Facebook and Instagram. I adore this concept. And here's why.

On many chat, yes, my reels may go viral. They may not. So organically, I may not be reaching a huge, you know, audience. And if the point of a lead magnet is to expand the audience, I don't want new people in.

So if you do a Facebook or Instagram and you actually send it out to a cold audience, but you still tell it a little bit like, hey, we want this age, this age, this demographic. Like we we're doing some ads right now with this lead magnet because this lead magnet is very specifically for me attempting to nurture people into a boot camp.

And because my boot camp is on Eastern Standard Time, I'm also well aware that maybe my ideal client avatar for that boot camp does not live in Australia. I mean, let's be clear. I love a good Australian accent, but it's really hard time-wise for them to show up for a live learning event when they're in that big of a difference of a time zone.

So we were able to tell Facebook or Meta that we wanted these ads for this freebie to go out specifically to the United States, to Canada, to Australia.

I think we did UK because a five or six hour time difference isn't that bad. Brazil. But we took out the, you know, the time zones that would be absolutely feasibly not possible for someone to show up for the live boot camp. Because we always want to give value and we don't want to give value to you if you're not going to be able to show up. Right? Or you're going to have to watch everything on replay and be a day behind or a day behind.

in front. It just, it doesn't work. And so for us, when we selected that target on Instagram ads, it narrowed down how many people might see the ad, but it narrowed it to the right people. The

Because even with a cold audience on your ad strategy, you want the cold audience to still be at least somewhat funneling into that ideal client avatar for wherever you eventually want them to be. So we do a combination of paid ads and then we do the mini chat. Now I will tell you, it doesn't have to get expensive. For four weeks leading up, we actually created three lead magnets that will go well into bootcamp. All three of them are running their own ads. Relax.

for like $10 a day. I think my total ad budget right now for these lead magnets is about 500 bucks between the three lead magnets that we're doing. And we've put in well over a thousand people into our database. Now, if your database is small, a thousand people is a lot. If your database is already at half a million, a thousand may not be a lot. But again, I've got that goal in mind of how many I want added to the database because I know our conversion...

rate. And I know our conversion rate means there is a really good chance if we get enough new people into the database, when combined with our current database, that percentage of people will actually funnel into bootcamp, which is where I want you. Why? Because I want to teach you live how to create a profitable podcast.

Well, hey there, friends. If you're ready to turn your podcast into a pure profit machine, I've got a little something super exciting for you. We are opening registration starting today for the seven-figure podcast bootcamp. Oh my gosh, I am so excited.

For just $32, you're going to get two days of live actionable training by me, yours truly, to help you grow your downloads, build a loyal audience, and start making some real money from your podcast. Trust me, you do not want to miss this. I'm going to walk you through four live sessions over the course of two days where I'm going to give you the exact framework.

Worksheets, funnels, templates, everything my team and I used to take the B-Word podcast from broke to no joke making seven figures. Head on over to podcasther.com forward slash bootcamp and grab your spot today. Let's make that podcast dream of yours a reality and I'll see you there. Seven figure podcast. So that's that's that conversation.

kind of roundabout way of how when we create a lead magnet here at Podcast Her and the B Word podcast, like everything that goes into the steps of the thought process behind it.

And the rest, you guys, the rest is dressing. You know, what does the PDF actually look like? How are you going to deliver it? Is it going to be through your email system? Is it going to show up on the mini chat just because they give you the, you know, the email address? Are you going to have a landing page for it? You can have a different landing page for the ad version versus the organic. Those are all semantics.

for the deliverable of the lead magnet. What I wanted y'all to understand today was the thought process behind how do you go about doing one that will hit and crush it for your future audience? You've always got to be thinking about the value you're adding

where you ultimately want them to go from this lead magnet. Like we really don't just want you in our database. We want you specifically aligning with one of our product suites so that when we launch that product in the suite, you are a good fit. And is it something you actually need? We've created lots of lead magnets over the years that we've pulled down because we track them. And if they're not what our audience is responding to, we just missed the mark and that's okay. You can either tweak it or ditch it

and create a new one. You don't actually have to have a lot, by the way. You can have a few that are working really, really well for your audience. So if you've got any more questions about lead magnets or creating that

audience bill piece of the funnel toward one of your launch. It's become one of my absolute favorite things to talk about. Jump into Instagram with me on at itsjoannbolt and ask your questions. I am happy, happy, happy, happy to answer. Or go grab the lead magnet. You can see the process and work. Until next time, guys, I'll see you on the B word. Wait, wait, wait, wait, wait, wait, wait. Before you go really fast, would

Would you please take a second and go and leave me a review here on the B-Word Podcast? It really does make a world of difference to how we show up for new people. And if you're interested in learning more about B-Word,

And to give you a little thank you, because my mama always taught me that you send a thank you note or something in return for a gift. We have got a free gift that we are changing every single month here on The B Word. So head on over once you've given your review, grab a screenshot of it, and then go to thebwordpodcast.com forward slash review. Upload it for me and I will send you a free gift immediately. Thanks in advance.

Wait, wait, wait, wait, wait, wait, wait. Before you go really fast, would you please take a second and go and leave me a review here on the B-Word podcast? It really does make a world of difference to how we show up for new people. And to give you a little thank you, because my mama always taught me that you send a thank you note or something in return for a gift.

We have got a free gift that we are changing every single month here on The B Word. So head on over once you've given your review, grab a screenshot of it, and then go to thebwordpodcast.com forward slash review. Upload it for me and I will send you a free gift immediately. Thanks in advance.