Many health and wellness coaches choose to offer an eBook as the default freebie opt-in idea to get more email subscribers and build a larger list.
But the truth is, eBooks don’t work for everyone. Not everyone likes this format or finds it enticing. Plus, you may not have the time to completely dive into a subject and present it in an eBook format.
Don’t get me wrong – this isn’t a witch hunt for eBooks. eBooks are great, but only if they are what is right for your audience and their preferences! (and, if they’re done correctly.)
I’ve seen a lot of eBooks that seem to be nothing more than a collection of already published articles that target the same topic. They often don’t offer real value to your audience which actually hinders your chances of nurturing them later on.
The wrong kind of opt-in can turn your audience away and have you missing out on subscribers so like anything else you create, you need to have them in mind! So, here comes the fun part!
Here is a collection of some of the freebie opt-in ideas you can consider when trying to stand out and get your audience to sign up to your mailing list.
Everyone loves quizzes! They are fun, interactive, and the results are perfect sharing material for social media or with friends, which makes them one of the best ways to grow your email list. All you need to do is set it up so that the results for the quiz are emailed to the participant and depending on their answers you can set a trigger for an email funnel.
But a quiz can do much more than just be fun for your visitors – it can help you segment your visitors faster, which can fast track them down your sales funnel.
The quiz is a win-win type of deal: It will help customers find out something fun (or insightful) about themselves (which is usually a prelude to your services or the problem you solve) all the while helping you get new insight about their preferences, hobbies, and values. Which puts you a step ahead when it comes to marketing!
Some freebie opt-in ideas for quizzes in the health and wellness space might include:
- Answer these questions to see if you’re addicted to sugar (or any other substance you might help them deal with)
- What is your ideal workout type for your body? (aka which will help you burn the most calories)
- What type of meditation suits your personality
Try and make it as specific as you can so that it appeals directly to the type of person (with the specific problem) you want to take the quiz.
There’s nothing more actionable and by the letter than a checklist. It gives your audience a step-by-step guide on what they need to do to achieve a goal they want.
The main reason why they are so popular is because they are time-saving! No need to read through a huge guide over and over and try and figure out the information themselves. Plus, it’s one of those things that is excellent as a lead-in to services. Because you’re immediately providing them value straight away.
Top Tip: The most common way to ‘upsell’ your checklist freebie is to offer a generic checklist as an opt-in but have a paid option to have it personalised to their lifestyle. E.g. Superfood shopping checklist as the free version, and then offer a nutritional checklist or session with them to give them more to work with specific to their likes and dislikes.
Checklists are also a great complement to long-form guides or eBooks if you have one. Because they summarise the information well for them and it’s an added bonus to market to them for your opt-in.
And speaking of convenience…
Video recordings/ Video guides
Exclusive video guides are a great way to create content that’s easy to digest wherever your audience might be – on the daily commute with public transport, or back home from work and relaxing in front of the TV.
It’s a powerful format to establish a personal connection and build trust, the two crucial components of creating a strong brand and following. Particularly if you have an online platform or video channel (like YouTube) that you want them to become loyal to.
To your audience, it will feel like you are speaking to them face-to-face about specific wellness and health topics. As with any other type of content, you want to focus on the pain points before talking about how you overcome these issues, helping them understand what they can do.
When they see you know your stuff, they will be more inclined to take the next steps on their journey.
The most common form of video opt-ins will include things like a free pre-recorded fitness class or workout. Something that they might be looking for on YouTube but don’t know where to start. It’s another excellent lead-in to services for personal trainers, wellness coaches, or those who have online services.
Although not as popular, audio recordings are incredibly convenient and are quite good if you have a very active audience that might not have time to sit and watch a video. The most common form of video recordings you’ll see as an opt-in right now are podcast episodes, meditation or audio guides, as well as audio books!
Just remember to make the audio recording in a format compatible with mobile devices, and think about having it as a streamable version too!
Coaching call/ free sessions
This is a great option when you are just starting to build your email list and you’re also looking for those to give you a testimonial (as well as opt-in) because they’re such high value. They tend to have higher conversion rates because you can build an immediate connection with someone and talk directly to them. It’s a particularly useful freebie opt-in idea when you start focusing on your digital presence more. It’s kind of like a free trial and you can keep them fairly short and sweet so that you don’t give too much away to non-paying clients.
Note: I’m going to put a caveat in here, because the downside to free sessions is that you’ll always get certain types of people who will waste your time or try and get too much from you. If you’re giving free sessions you need to be confident and firm in making sure to cut things off. Also, if you already have a lot of traffic or interest, consider your conversion rate. If you think you can convert every call or every second call, it’s worth your time and you’ve just found a new lead generation system. But if not, it’s incredibly time heavy!
Private Facebook group
Having active accounts on social media gives you yet another touchpoint for your clients, and you can get personal and nurture your followers there. You’ll be able to interact with them, and getting them to sign up to your opt-in tends to play on their FOMO (fear of missing out). If you have an audience that craves support, togetherness, and a community, this is one of the best freebie opt-in ideas!
Plus, private groups tend to have decent conversion rates for sales as long as everyone is engaging!
A live webinar sounds scary but is as close as you can offer to your usual sessions and you can target a lot of people at once. You’ll have live, direct contact with your target audience, giving you ample opportunity to engage them. Of course, your webinar will need to have some sort of structure, but leave enough room for questions and discussion too.
While many will suggest leaving Q&A for last, I find it’s better to allow asking questions as you go, particularly with lengthy subjects because it gets people more engaged and a conversation flowing. Limiting questions to the very end might discourage some people from asking questions in the first place, or they will simply forget they wanted to ask something. You’ll find webinars work best for audiences who are quite inquisitive but aren’t willing to commit to a session on their own. In the wellness space for example, if you offer couples or joint sessions as a service, these are the same types of people who will usually ‘bite’ to a webinar.
Choosing the right opt-in for your audience
Knowing which opt-in option is right isn’t a guessing game! You must conduct some market research and a little bit of A/B testing. Of course, the perfect freebie opt-in ideas depend on the preferences your target audience and sometimes even the demographic.
For example, age, occupation, and accessibility will play a factor in the format of opt-in you pick that would be beneficial. But these factors are not enough to target your audience properly or determine the best course of action. For a better idea, you need to include psychographics. Psychographics are psychological profiles of your target audience and future customers. These include:
- Spending habits
They aren’t as measurable, but these help you create a good buyer persona – your ideal customer. When you know their habits, hobbies, and occupation, you’ll have a better idea about which format works for them.
Go for the long game
As with most other things in marketing your wellness website, it’s about the long game. Even if your freebie takes a lot of time to create and an eBook might be faster, the right freebie is what gets you more clients!
If you’re struggling with the perfect opt-in and trying to get it working on your website, get in touch and together we can start building your email list!