A good lead magnet can generate hundreds (or more) leads per month for your business. While creating a lead magnet is pretty simple, creating one that converts into sales is a bit more complex.
I follow a lot of online marketers and most (in my opinion) oversimplify the process. So let's chat about what it actually takes to launch an irresistible offer that translates into money in the bank.
What’s a lead magnet?
I define a lead magnet as a valuable piece of content people want so bad, they’re willing to share their contact info in exchange for it. Ideally this is something you've created from scratch.
Pretty simple, right?
So why are so many businesses NOT creating and leveraging lead magnets to grow their database and increase sales?
Although its sounds easy, there's an art to this process. Let’s break it down...
6 steps to creating an effective lead magnet.
Step 1: Get to know your ideal client.
If you haven’t created what I call, “Your Ideal Client Avatar,” you need to jump on this exercise. Carve out an hour to write out a profile for the type of person you want to attract and work with. This should include journaling their deepest desires and pain points. Answer questions from your ideal client's perspective, relating to your industry like...
- What do you worry about? What keeps you up at night?
- What’s the OMG, I can’t believe that exists “dream solution” that you’d pay almost anything for?
Step 2: Map out your strategy and goals.
What are you hoping to achieve with your lead magnet? Website traffic? New leads? Increased event attendance? You should have a game plan outlining your purpose and how you will measure success. This should be specific, measurable and attainable.
Next, break down your plan into smaller action steps. By documenting your process you end up creating a template that can easily be replicated in the future, which will save you so much time!
Step 3: Create a compelling piece of content.
Once you get clear on who your ideal client is and their emotional triggers, brainstorm ideas for a piece of content they're starving for. I often validate my ideas, before investing time in creating anything, by posting a question on Facebook asking if people would be interested in learning more. Once you know it's a hot topic, start creating!
Step 4: Figure out your tech setup.
What tools will you need to launch? A website, landing page, CRM, Facebook page, etc.? This is where a lot of people get lost. It can be overwhelming trying to figure out the most effective way to distribute your lead magnet. I recommend testing a few options to find out what you enjoy most and will actually do consistently.
Step 5: Build your follow up plan.
Do you have a way to convert people who are introduced to your business via your lead magnet? This is a crucial step I see a lot of people skip over. In order for your lead magnet to result in actual revenue you need a communication plan that brings people along a journey towards taking action with you. This can be an email series, a personal call, a handwritten note, a combo of these. Create a flow that makes sense and test it out.
Step 6: Promote like crazy and track your performance.
Once you launch and have your follow up plan in place, promote your lead magnet like crazy. Don’t be afraid to share it with the world. You might feel like an annoying salesperson, but I promise if it’s truly a valuable piece, which it should be, you don’t have anything to worry about.
Look for ways to repurpose your lead magnet across social media and all your marketing touch points and track where you gain the most traction so you can adjust your distribution plan moving forward.
Ok, so this simple concept, just got pretty overwhelming, right?
I think every smart marketer should have a way to take lead generation into their own hands, but I want you to be aware of the entire process and what you need to truly succeed. It's not as simple as slapping your logo on someone else's content and expecting people to take action.
I often see people dismiss online marketing as an ineffective way to generate new business, but that’s not true. However it does take some thoughtful planning. Once you master this process, it's another valuable layer to your marketing plan that will feed your pipeline and build your brand.
If you or someone you know is ready to start building an effective online marketing strategy, I’d love to help! I have a variety of services (both coaching + consulting) to help you gain traction in this one area of your business.
Head over to my contact page to connect with me and learn more.
“Kat is my social media "wingman.” As an independent mortgage broker, it's easy for me to get caught up in the details of the business (the day to day transactions) and not take time to grow my business which represents my future income. My "investment" in working with Kat has really been worth it.”
- Claire