You’ve finally created a digital download for your website! However, it’s not converting… or you think it’s not converting. Between the low traffic your site is getting and the clunky free tools you are using to deliver it, it could be anything.
We know that when we started to create ‘free digital downloads’ they were all the rage. While they are still very popular, the stakes of the game have changed. You can’t just throw together this generic template of something that isn’t customizable. Now you have to provide some real value!
Here’s the best mindset to adapt when creating your digital download. You’re creating a product, not a digital download. This should be something that you would charge for, but now you’re doing it in exchange for their email, name, etc. When sitting down to create this digital download that’s the mindset we want you to approach it with.
This ‘product’ of your business can do more than just get you an email address. For them, this is the first time they have invested their time in your business and we want to let them know they we are brining value and more! While e-commerce shops can still get away with giving you ‘10% off your next order’, as a service based business we need to offer something that will create a relationship. Because the next time that they have a need that we can solve, we want them to be thinking of this free digital download that we created that had so much value!
So just keep that in mind as you start creating..
Creating a digital download is synonymous with a ‘Quick Win’. Why? You want to create something that gets them from point A to point B. You should also make that abundantly clear in the ‘Call to Action’.
Everything about this digital download you’ve created should follow the same rules as any other product.
A very important part of creating a quick win for your future client is the ease of use. This entails everything from the design, options, applications used, and automations. You want to be sure that capturing their information is seamless. There is not weird loading pages or confirmation pages that don’t clearly tell them where they can expect to find their digital download.
If it’s too complicated.. they will just move on to find another. Or even worse, they’ll go an pay for something that is basically the same thing!
Yeah.. we said it before and we’ll say it again. Just like every other product, you will have to market this! Here’s the bright side, it gives you more content for social media 😉
One thing to consider while creating your digital download is how you’re going to use this within your business. If you believe this truly is a great value add, it’s converts well organically when you mention it on social media, then it could be a good idea to consider running an ad for it.
Also known as a lead magnet, this digital download can be one of the best ways to growth your business. While the ad you make plays a large role in the success of your results, a well performing ad should have a very low CPC (Cost per click). We suggest always running and A/B test for your ads. You always want to be learning and improving. These ads will also teach you what key words work best and may serve as crucial feedback that can be used to update your digital download to make it convert better.
You may have heard the more famous saying, “Always be closing.”
Are you thinking it might seem too salesy to include a call to action within your download? We’ve been there. However, it’s time to realize that if you aren’t going to sell for your business then no one else will! Be proud of the services you provide and let them know that if this digital download doesn’t do _________ we actually offer a service for this. “Since you downloaded (Blank Name) here is a special offer just for you.”
There is always a opportunity to provide more value and being clear on what your business can provide is always a best practice. We mentioned previously that if they don’t find the solution with your digital download, they may turn toward a paid version that they believe will. You want to be sure to capture every opportunity.
Don’t just wait to capture their email before you start marketing to them. Be sure that the time you are investing in creating this digital download is worth the investment for your audience and for your business.