How To Create A Free Download (+ MailChimp Instructions)
We’ve all clicked the “subscribe” button to get on an email list so we can get insider information from businesses that have expertise we need in the form of a free document. These free, downloadable PDFs are specifically designed to get people to sign up for email lists. And they work because they deliver value to potential customers. The person who signs up gets something they need and want.
They also work for the business because free PDFs grow email lists by enticing people to sign up! And why would a business want more subscribers? Because it’s important to have a way to speak directly to your audience. (Food for thought: If social media went away tomorrow, how would you reach people?)
Below, I’ll explain the marketing funnel and show you how to create a free download and the steps you need to get it automated in MailChimp. Let’s get started!
What’s a “funnel” and how does it work?
A “funnel” is the marketing term for the step-by-step process that leads someone online toward an action you’d like them to take, like signing up for your email list.
No one is going to go searching for your email lists so they can join it. But lots of people may see something they like that’s on your platform, such as a pin on Pinterest with a catchy title about your latest blog post. When they click on that pin, they’ll end up at the post. As they’re reading it on your website, they’ll notice a button to click for a free download about something useful in your area of expertise.
When they click for your freebie—like a set of stock photos, a tutorial, or a packet of templates—they’ll be automatically signed up for your email list. (Ta-da! The funnel at work!) Once they open that first automated email, they get the freebie or a password-protected link to your entire freebie library.
You got a new subscriber. They got some value-laden, exclusive content that helps them. Win-win.
How do you create a free download?
The internet makes it so easy to create beautiful PDF documents and distribute them through automation. Let’s look at each step:
Step 1: Design it in Canva
This free design site helps the non-designers among us create beautiful documents. (You can also hire a graphic designer to make something exactly to your specifications.)
Canva has a variety of free 8.5 x 11-inch templates. Browse their library to find one that suits your vision for your download and your brand. You can also purchase a worksheet template at CreativeMarket, premade by a designer just for Canva.
Once you have a template picked out, plug in your content, including copy, images, and brand colors. This will take awhile. But once it’s done, you’ll be able to use it for a long time. When it’s done, upload the file.
Step 2: Create a home for your free download(s)
You have a couple of options:
Create a password-protected page on your website where you’ll house your freebie library. (If you choose this option, consider changing out the password every six months or so to keep access open to subscribers only.)
Head on over to MailChimp.
Step 3: Create an automated welcome email
In MailChimp, create an "automation" email and assign it to the audience you’d like to grow. This is where you welcome new subscribers to your email list, tell them what you’re all about, and give them a rundown of what they can expect in your email. They’ll also receive instructions about how to access their freebie, whether it’s a password to your library or a button they click to directly download your freebie.
Step 4: Create an email signup box on your website
Now, create a newsletter signup box on the homepage of your website as well as at the bottom of every blog post you share. Make sure you use a clear, enticing title to grab their attention, such as “Get My Free Stress-Less Tips!” or “Grab Your Set Of FREE Stock Photos Now!” or “Join My List and Download Your Free Workout Guide.”
That’s it! I hope this tutorial on how to create a free download is helpful and that it puts your business on the path to more and more growth every month and every year!
