By Brandon Olson July 21, 2021
UK based Paul Kirtley repackaged his blog content into a mini email course to warm up leads and promote his paid course. And you can do it too.
Sometimes it can be difficult to find the perfect opt-in incentive to add to your email list. It can take a mixture of research, experimentation, and patience.
But once you find an incentive that your audience loves, your email list can grow by leaps and bounds.
For Paul Kirtley, creator of the popular bushcraft blog paulkirtley.co.uk, the key to the perfect opt-in incentive is listening to your audience’s interests, needs, and challenges.
After spending the first part of his career in finance, Paul left him behind to pursue his passion for the outdoors, bushcraft, and wilderness survival.
He wanted to share his knowledge and skills with other outdoor enthusiasts who wanted to learn bushcraft and survival skills. So he started his Frontier Bushcraft business along with his blog. As one of the leading bushcraft schools based in the UK, Paul offers bushcraft courses and wilderness expeditions.
Starting with a simple registration form
Paul recognized the value of email marketing from the start and immediately started building a list.
At first, he just asked people to sign up for updates on his blog.
While this helped get some of Paul’s early subscribers, it didn’t have the effect he’d hoped. He knew he needed something of greater value to offer to potential subscribers.
Overcome the growth plateau with a new incentive
To help his email list grow faster, Paul put together a series of videos as a lead magnet (or opt-in incentive) and created a pop-up form on his blog. As a result, his email list took off. Now he has thousands of subscribers from all over the world.
Diversify your opt-in incentives
As Paul’s email list grew, he added more specific opt-in incentives to keep the growth going.
He surveyed his audience to find out what they are interested in and what kind of free content they can offer.
“[The survey] gave me a very good idea of what kind of free content I can post for people that will be interesting, ”said Paul.
Paul was able to quickly create and introduce new incentives by repurposing the huge amount of content he had already created on his blog.
“I’ve had years of content on my blog and a lot of it is pillar content. Most of it isn’t very time-specific and it’s still as valuable as it was when I wrote it. “
With years of content, Paul was able to pack much of the content of his blog into mini email courses.
“I have so much content on my blog now, but a lot of it is buried deep,” said Paul. “Instead of just having a generic autoresponder that people would sign up to and receive ‘Did you see this article’ for weeks, I created special mini-email courses that came from specific lead magnets.”
For example, Paul offers a free Fire Fundamentals mini-email course that he includes as part of his main automated email series. When someone clicks the link in their main series, they’re automatically added to the Fire Basics email course.
The mini-course takes subscribers through nine lessons and links to several in-depth blog posts he has written in the past.
The course brings its “Feuerbau” fans strongly into the content. As they dig deeper into the content and get to know Paul, they will be prepared for an offer to sign up for his paid online basic bushcraft course, which comes towards the end of the mini-course.
4 best practices for lead magnets
Now that we’ve seen it in action, let’s review some lead magnet best practices from Paul Kirtley’s experience:
Ask your audience what they want from you
Do you want to know what your audience is interested in? Ask them directly with a survey.
The data you collect from a survey can help you identify the topics your subscribers want to know more about, what difficulties or questions they are having, and what they want to achieve.
With this information, you will be better equipped to create highly relevant content for your audience that will help grow your email list and business.
Offer multiple opt-in incentives
The fact is, not everyone will be interested in every opt-in incentive. So you need to diversify and provide multiple incentives that subscribers may find valuable.
Incorporate these incentives into your email content as well as your blog and social media channels. For example, if you offer a healthy eating guide, you can use it as an incentive for your blog posts about healthy eating.
Reuse existing content
Creating multiple opt-in incentives can feel daunting. To maximize your efforts and save time, it’s a good idea to reuse content you’ve already created on your blog, podcast, or YouTube channel.
By reusing your existing content, you maximize its usage and save time developing new content that can help you grow your email list or keep your subscribers engaged.
Always update your incentives
Over time, your opt-in incentives may become out of date or out of date. To keep your audience interested, check out the incentives you are offering and update the best with new content, images and designs.
As you freshen up your best incentives, re-present them to your audience and promote the “new and improved” content they contain. This can help get your audience excited about a senior incentive.
How to create mini email courses in AWeber
Would you like to try creating your own mini email course? This is how it works in AWeber:
- Create a new automated campaign for your email course. You can use the AWeber Mini Course Campaign template to get you started.
- Make sure your mini-course campaign is set up to start when a subscriber is tagged and select a day to start the campaign with.
- Put all the emails into your campaign and activate your campaign when your mini-course is ready.
- Create a landing page or sign up for your mini-course.
- Make sure your form or landing page is set up to tag subscribers when they sign up. Use the same tag that you used to trigger your campaign.
- When your landing page or registration form is ready, publish your landing page or add your registration form to your website.
Now you can collect new subscribers with your mini-course. Create a free AWeber account to get started.