Five steps to a free offer that gets results
If you want to build your email list, start with creating a free offer that gets results. Your Instagram or Facebook following could be gone tomorrow (oh, the horror), but your email list is yours to keep, forever and always. Plus, email is a great place to build a relationship with your dream clients and customers. You can showcase your brand and allow them to know, like and trust you over time.
Your free offer is the beginning of a beautiful friendship.
A free offer is a must-have if you’re looking to generate leads with your website. It can be packaged any way that makes sense for you: an eBook, a webinar, a printable, an assessment, a consultation or call. At the end of the day, you want to make sure that your free offer is converting followers to leads, and then leads to clients or customers.
I. SHOW OFF YOUR Value
You need to provide incredible value with your free offer. This is your first date. You want to impress them and leave them wanting more. You’re looking for a text the next day, not to get ghosted.
I’ve heard people say they’re nervous to give away too much value for free. Shouldn’t we be paid for what we’re worth? Yes. Here, you’re being paid further down the line by leads converting to sales. If it works for your business model, you can create something that you only have to set up one time and can automate indefinitely, as opposed to something that requires your time repeatedly. Either way, show them what they can expect from working with you - if your free content is this amazing, they’ll be even more intrigued by the value of your offerings.
II. HANG Above the Fold
Your free offer should be the most prominent thing on your website, with a strong call to action above the fold. This newspaper term applies to the area visible on your site before the user starts to scroll. Your free offer should be the first thing someone sees when they land on your page, and it should be easy for them to opt-in to receive it through your mailing list. Make sure this translates across several devices, especially mobile. Mobile website traffic has taken the lead over desktop, especially if you’re driving traffic from app-based social media platforms.
III. Drive Traffic from Social
Use your social accounts to drive traffic to your website or standalone opt-in page. Add a line to your Instagram bio that contains a short and captivating line about your free offer, followed by a customized link that re-states what the offer is. An example for a home organizer’s bio might be “Let’s organize together! Free 60-min Closet Cleanse Workshop:” followed by “bit.ly.com/ClosetCleanse.” By customizing the URL and repeating the offer, you’re reinforcing it in your reader’s mind.
IV. Testing 1, 2, 3
Recognize that your offer will change over time and be open to testing new things. If sign-ups take a beat, breathe deep and try something new. Test the offer itself - is it right for your audience? If you’re driving traffic with ads, test a new strategy. If you're using a pop-up on your website, test locations or timing.
There is no magic formula for building your email list; the only way of discovering what works best for your business is to always be testing. Go into the process of creating your free offer knowing that it will change and evolve over time as you learn how it works best for your business.
V. KEEP CHarming
Once you have sign-ups and new leads, your work is halfway done. Now your focus is on nurturing your relationship and providing more of what they need. Don’t leave your new friends hanging. Communicate with consistency and keep surprising them with the value you have to offer. Use your brand voice to create a personal, unique, memorable relationship with them. Educate them about your products and services, but continue to build good will and offer content for free.
The old saying is true: people will buy from you once they know, like and trust you. They will get to know you and like you through your branding: your story, your message, how you communicate your values and your overall style. They will learn to trust you when you professionally and consistently deliver kick-ass value.
Amazing brand + Amazing content
= Amazing Results.
It may take time, but some of the best friendships do.
I hope this is a helpful foundation for you to follow when you start to develop your free offer! This is a huge topic that I feel like I could go on and on about… Let me know in the comments if you have any follow-up questions or if there are areas you’d like for me to elaborate on in a future post.
If you want to set up a free offer on your website and need a helping hand, reach out! I’d love to explore how this could work for you and the dream clients and customers you could land as a result.