By Brandon Olson July 21, 2021
Paul Kirtley, based in the UK, repackaged his blog content for an e-mail mini-course to warm up sales leads and promote his paid course. And you can do it.
Sometimes it can be difficult to provide the ideal voting incentive to expand your email list. This may require a mixture of research, testing and patience.
However, once you’ve found an incentive for your audience, your email list can start to grow exponentially.
For Paul Kirtley, creator of the popular bushcraft blog, paulkirtley.co.uk, listening to listeners’ interests, needs and challenges is key to creating the perfect opt-in incentives.
After spending the first part of his career in finance, Paul left it to continue his passion for the outdoors, scrubbing and staying in the desert.
He wanted to share his knowledge and skills with other outdoor enthusiasts who wanted to learn brush art and survival skills. So he started his own company, Frontier Bushcraft, with his blog. As one of the leading bushcraft schools in the UK, Paul offers bushcraft courses and desert expeditions.
Starting with the basic registration form
Paul saw the value of email marketing right from the start and immediately started compiling a list.
At first, he simply asked people to sign up for updates to his blog.
Although it helped bring in some of Paul’s first subscribers, it did not have the effect he had hoped for. He knew he needed something of greater value to potential customers.
Overcoming the growth plateau with a new stimulus
To accelerate the growth of his email list, Paul wrapped a series of videos into a lead magnet (or option for motivation) and created a pop-up form for his blog. As a result, his email list opened. It now has thousands of subscribers around the world.
Diversifying opt-in incentives
As Paul’s email list grew, he added more specific opt-in incentives to continue growing.
He researched his audience to find out what they were interested in and what kind of free content to offer.
“[The survey] has given me a very good idea of the type of free content I can offer people that will be interesting, ”said Paul.
One of the ways Paul was able to quickly create and launch new stimuli was when he used the vast amount of content he had already created on his blog.
“I have years of content on my blog, and much of it is columnar. Most of it isn’t very time-specific and is still as valuable today as I wrote it.”
Years of content were at your fingertips and Paul was able to package much of his blog content into mini-email courses.
“I now have so much content on my blog, but much of it is deeply buried,” Paul said. “Instead of just using a generic autoresponder where people sign up and receive weeks and weeks of ‘Have you seen this article,’ I created special mini-email courses that come from specific lead magnets.”
For example, Paul offers a free Fire Fundamentals mini email course, which he participates in as part of his main automated email series. When someone clicks on their main series link, they are automatically added to the fire basics email course.
The mini-course takes clients through nine lessons, leading to several in-depth blog posts he has written before.
The course makes fans of his “fire building” very concerned with the content. If they are more content and get to know Paul, there is an offer for them to register for his paid online Bushcraft course, which arrives at the end of the mini-course.
4 good practices related to lead magnets
Now that we’ve done that, let’s review some of the best practices for lead magnets from Paul Kirtley’s experience:
Ask your audience what they want from you
Want to know what your audience is interested in? Ask them directly for a survey.
The data gathered from the survey will help you identify the topics on which your subscribers want to know, what struggles or issues they have, and what they hope to achieve.
With this information, you have a better chance of creating highly relevant content for your audience that will help you expand your email list and grow your business.
Offer multiple opt-in incentives
The fact is that not all opt-in incentives interest everyone. So you need to diversify and offer a number of incentives that subscribers may find valuable.
Include these incentives in all your email content, as well as in your blog and social media channels. For example, if you offer a guide to healthy eating, you could include it as an incentive to participate in healthy eating blog posts.
Reuse existing content
Creating multiple opt-in incentives can seem daunting. To maximize your effort and save time, consider relocating content you’ve already created on your blog, podcast, or YouTube channel.
By reusing existing content, you maximize its use and save time developing new content that helps you expand your email list or engage subscribers further.
Always update your incentives
Over time, your incentives to participate may become obsolete or outdated. To keep your audience interested, review the incentives offered and update the best with new content, images and designs.
When you update the best incentives, restart them for your audience and promote new and improved content within them. This can help your audience get excited about the older stimulus.
How to create e-mail mini-courses in AWeber
Want to try creating your own mini email course? Here’s how to do it in AWber:
- Create a new automated campaign for your email course. You can use the AWeber Mini Course Campaign Template to get started.
- Make sure your mini-course campaign is set to start when a tag is applied to a subscriber, and select the tag you want to use to start the campaign.
- Enter all the emails in the campaign, and when your mini-course is complete, activate your campaign.
- Create a landing page or registration form for your mini-course.
- Make sure your form or landing page is set up to apply the tag to subscribers when you sign up. Use the same tag you used to launch your campaign.
- When your landing page or registration form is complete, publish your landing page or add your registration form to your website.
You are now ready to start collecting new subscribers with your mini-course. To get started, create a free AWeber account.