Does your website need a lead magnet?
Hey everyone!
This week I want to talk about why lead magnets are so important for coaching and consulting websites:
- Mistakes most coaches make
- The lead magnet funnel
- Nurture vs. sell
- Different types of lead magnets
The reason is because lead magnets get a bad rap as being salesy. But once you understand how to use them, you can create a valuable resource to nurture potential customers.
Let’s dive in!
Where coaches get this wrong
In order to use lead magnets, you first need to make sure you don’t make a few of the most common mistakes:
- Making the lead magnet generic: Your website should speak to your ideal customer. Not to every potential customer. Your lead magnet is no different. Make sure your lead magnet is solving 1 problem to 1 customer.
- Making it too complicated: The goal of a lead magnet is to give your client a quick win. If your lead magnet is hard to execute on their own, it’s not going to work. You want to give them something actionable that they can implement immediately.
- Making it too long: Don’t write a book. You haven’t earned their trust yet. Asking them to read a 20 page ebook isn’t going to happen. Keep it short and to the point.
The reason people tend to make these mistakes is because they don’t understand how the lead magnet sits in their marketing funnel. And as a result, they keep themselves stuck creating lead magnets no one wants and don’t drive any business.
So, here’s how to fix it:
Step 1: The lead magnet funnel
The lead magnet sits in between engaging a complete stranger with your content and getting them to sign up for something you have.
Remember, before signing up for your lead magnet they know nothing about you.
They haven’t made a transaction with you and have no reason to believe you can deliver what you say.
This creates a barrier between you and your ideal customer. The lead magnet bridges that gap. Providing incredible value for the low price of an email address (yes, it should be free).
This means that your lead magnet should clearly state:
- Who it’s for
- What problem it solves
- How it solves that problem
These 3 components are essential for your ideal customer to see immediately. If they don’t, they won’t sign up for what you have. It’s as simple as that.
Remember, your lead magnet is the first thing your ideal customer willingly signs up for. That’s a big deal. Make sure you deliver what you promise.
Step 2: Understanding when to nurture vs. sell
The oh so subtle difference between nurturing and selling.
Your lead magnet is not a selling device.
It’s sole purpose is to nurture potential customers. That’s it. If you try to do selling in your lead magnet, it will immediately turn people away.
You haven’t established any trust with them, why would they even consider buying from you?
This trust will go a long way if you do it right.
The selling will come later, but the lead magnet is a clear nurturing device. Provide lots of upfront value and don’t ask for anything in return.
Step 3: Different types of lead magnets to create
There is no right or wrong answer when it comes to creating a lead magnet for your business.
Here is my suggestion though.
Create something based on a problem your ideal customers already have. Don’t try to solve a problem that doesn’t exist.
Use real data from your existing customers to create this.
That way, you are guaranteed to attract more like them, and provide more consistent results.
Here are some ideas of lead magnets you can create:
- Checklists
- Templates
- Webinar
- eBook (keep it short)
- Email course
I hope that helps you get started on creating a lead magnet that nurtures your potential customers and brings you more business.
That’s it!
As always, thanks for reading.
Luke
