How to set up multiple lead magnet journeys with one welcome series

Modified on Thu, 17 Aug 2023 at 06:12 PM

A lead magnet is a marketing technique wherein a brand offers a free asset or a special deal to potential customers in exchange for their contact information. This free asset could be any resource such as a discount code, an ebook, a consultation, a whitepaper, a webinar etc. Such free content enhances the likelihood of your website’s visitors to sign up for receiving promotional messages and eventually become paying customers. Lead magnets help in initiating and nurturing a relationship with potential customers and form the bedrock of boosting conversion rates since they provide the opportunity to directly interact with leads and consequently push them further down the marketing funnel.

Many a time organizations deploy multiple lead magnets on their official websites and blogs in order to attract prospective customers to sign up for receiving promotional messages. However, organizations don’t intend to forward repetitive notifications or welcome messages to their leads because doing so might cause potential customers to perceive such intimations as a dedicated effort by the organization to pester them in order to promote and sell its products. 

In addition to this, organizations do not intend to divulge that the forwarded welcome messages are in fact automated, since most organizations want each customer to believe that he/she is receiving messages designed exclusively for him/her. In case the customers receive repetitive welcome messages, then this would rather hint towards the fact that the messages are actually automated and this consequently raises the probability of the customers realizing that they are not being treated on a one-to-one or special basis.

Every organization aims to dispatch relevant, informative and appropriate messages in a timely manner such that the organization is perceived as being considerate about each of their prospective customer’s needs, requirements and product preferences.

It is because of the aforementioned reasons that organizations endeavor to build automated journeys or workflows in such a manner that subscribers acquired through various lead magnets ultimately receive the organizations’ welcome messages or the company’s nurture sequence only once. Here, we provide you with a pellucid guide to set up multiple lead magnet workflows with a single welcome series.

Prerequisites

This section delineates what you will need to do prior to setting up your workflows.

  • You will have to create a separate sign-up form for every lead magnet.

Additionally, while creating a sign-up form for a particular lead magnet, you will also have to create a distinct segment to collect all the potential customers who sign-up via that specific lead magnet. In other words, you will have to create a separate sign-up form per lead magnet as well as a separate segment for each of your lead magnets.

  1. Navigate to the NotifyVisitors Dashboard > Onsite > Signup Form.
  2. Click on the 'Signup Form' tab and then click on the button titled 'Create New Signup Form'.

  1. Select the desired form type viz. 'Slider' or 'Sticky Bar'. 
  2. Once you select the desired form type, you can either create your own lead form from scratch or you can use a pre-designed sign-up form template and customize it as per your marketing requirements.
  3. Irrespective of whichever option you choose, a new pop-up would appear on-screen prompting you to enter the sign-up form’s details viz. form’s title, position and the segment in which you wish to collect the subscribers that will be acquired through this specific form.

  1. We recommend that you create this separate segment from within this pop-up by clicking on the 'Create New Segment' button.
  2. Once you click on the 'Create New Segment' button, you will be prompted to provide a name or title for your lead magnet’s segment. Kindly specify an appropriate name for your segment and click on the 'Create' button present right next to the 'Name' field.

  1. Finally, click on the 'Create' button located at the bottom-right corner of the pop-up in order to begin with the sign-up form customization process. To learn more about creating a sign-up form, kindly read our article titled ‘How To Design A Sign-Up Form’.

Note

You would prefer to display your sign-up form only on a specific webpage or webpages of your organization’s official website. So, while customizing the form, do not forget to set a targeting rule to display the lead form on a specific webpage(s) of your website.

  • You will have to create a distinct segment for your welcome sequence, for instance, in this article we will term this segment as the 'Welcome Series'.

Note

We firmly recommend that you create a distinct segment for each sign-up form.

List of various sign-up forms.

List of distinct segments for various sign-up forms.

  • You will have to create a separate journey for each lead magnet and one distinct workflow for your welcome sequence/welcome series.

Connecting the dots

Each lead magnet journey will exclusively deliver its respective lead magnet email while the welcome series emails will go in a separate workflow. 

The 'Welcome Series' journey will be configured to have the 'Welcome Series' segment as its trigger segment. Proceed as follows in order to set up multiple lead magnet journeys with a singular welcome series.

  1. Create a distinct journey for the lead magnet. To learn more about creating a journey, kindly read our article titled ‘How To Create A Journey’.
  2. Add a trigger segment in the journey which will be the same as your sign-up form’s opt-in segment.
  3. From the 'Actions' tab, drag and drop the 'Add/Remove From Segment' action onto the journey designing dashboard. Upon doing so, a new pop-up would appear on-screen wherein you can specify this action’s function viz. whether to 'Add' or 'Remove' subscribers in a specific segment.  Next, select the 'Welcome Series' segment from the 'Select Segment' dropdown present within the same pop-up and then click on the 'Update' button (process illustrated in the gif provided below).

  1. Next, link the trigger segment’s node with that of the 'Add/Remove From Segment' action’s node as illustrated in the gif provided below. Doing so would ensure that whenever a new subscriber enters into the sign-up form’s opt-in segment, then that particular subscriber also gets automatically included within the 'Welcome Series' segment.

Note

A journey will get triggered whenever a new subscriber enters within the trigger segment. So, this means that whenever a new subscriber enters within the sign-up form’s opt-in segment, then both the Lead Magnet journey as well as the Welcome Series journey will get triggered and commence their execution.

  1. Next, drag and drop the 'Email' channel/option on to the journey designing dashboard. Upon doing so, a new pop-up titled ‘Email’ would appear on-screen wherein you can either choose a pre-existing email campaign or choose to create a new email campaign from scratch and thereby include it within your lead magnet journey’s workflow. Choose a pre-existing email campaign or create a new one.  

Link the main trigger segment’s node with that of the 'Email' campaign you just created. Once you connect the nodes, a new pop-up titled 'Time To Trigger' will appear on-screen wherein you can set the time delay after which the email campaign will get dispatched once the journey gets triggered.

Note

You can include as many email campaigns as you desire within your lead magnet’s journey in the same way as described above. Add a time delay to your lead magnet emails in such a manner that the subscribers don’t receive the first email in your Welcome Series workflow instantly after the last email campaign in your lead magnet’s journey.

  1. Save and publish your journey.
  2. Repeat the steps mentioned above for all of your lead magnet journeys.

Note

Including a welcome email at the end of every lead magnet journey will result in subscribers receiving that welcome email after every lead magnet they opt-in to receive.

Once you publish all of your lead magnet journeys, your next step would be to create your Welcome Series.

NotifyVisitors provides totally customizable predefined Welcome Series templates which you can use instead of building your own from scratch. Simply click on the 'Create Journey' button and select your preferred Welcome Series template.

  1. Finally, create and publish a 'Welcome Series' journey with the 'Welcome Series' segment as its trigger segment.

Let’s do a wrap-up!

  • Each and every lead magnet will have its own distinct segment, form and journey. 
  • Create a separate segment and term it 'Welcome Series'.
  • Create a separate ‘Welcome Series’ journey and choose the 'Welcome Series' segment as its trigger segment. 
  • Add a trigger segment that will be the same as the lead magnet form’s opt-in segment as well as an 'Add/Remove From Segment' action in every lead magnet journey in order to dynamically add subscribers to the 'Welcome Series’ segment. 
  • This would trigger the Welcome Series journey for subscribers once.

This way, your subscribers can opt-in for all of your lead magnets but receive your welcome series only once.

Learn more about lead magnets

Lead magnets are commonly used in digital marketing strategies and can take various forms such as:

Ebooks or Guides 

Comprehensive written content that provides valuable information or insights related to the business's industry or specific topic of interest.

Whitepapers

In-depth reports or research papers that address a particular problem or offer expert analysis in a specific field.

Checklists or Cheat Sheets

Concise and actionable lists that provide step-by-step instructions, tips, or shortcuts to achieve a desired outcome.

Templates or Worksheets

Pre-designed resources that assist users in completing a task or organizing information effectively.

Webinars or Video Tutorials 

Live or recorded video presentations or instructional sessions that provide valuable insights, demonstrations, or training on a specific topic.

Case Studies

Detailed analyses of real-life examples or success stories that showcase the business's products or services and their positive impact on customers.

Toolkits or Resource Libraries

Collections of valuable tools, templates, or resources that users can access and utilize to solve specific problems or improve their workflows.

Quizzes or Assessments

Interactive assessments or quizzes that allow users to evaluate their knowledge, skills, or specific needs, providing personalized recommendations or solutions.

Free Trials or Demos 

Access to a limited version or time-limited trial of a product or service, allowing potential customers to experience its features and benefits firsthand.

Exclusive Discounts or Coupons

Special offers, discounts, or coupon codes that can be redeemed when making a purchase, encouraging potential customers to take immediate action.

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