Build a Service Business Client Pipeline with a Lead Magnet
POP QUIZ: Which service provider entrepreneur will get more newsletter signups (and ultimately get more clients)?
A. The one with a form box that says “Sign up for our great newsletter.”
B. The one with a free download addressing a pain-point or interest of their ideal clients that closely aligns with the businesses’ main service or product?
If you guessed “B” then you get the gold star! ⭐
Whether you're a new entrepreneur or transitioning from seasoned employee to pioneering business owner, standing out and attracting your ideal clients is a challenge.
After all, you’re a business owner, not a marketer. I get it! That being said, there's a powerful tool that can bridge this gap and help transform your business: a lead magnet.
What’s a lead magnet anyway and why should I care?
Lead magnets are valuable incentives offered to potential clients in exchange for their contact information, typically their email address. This exchange begins a relationship, turning a casual visitor into a potential lead.
For service providers who work closely with clients, building rapport and trust is crucial. Email marketing is one of the most effective ways to do it.
Once someone has subscribed, you’re able to build a rapport and connection with them via email. Some of your subscribers will convert into paying clients. Others will have you top of mind when someone asks them for an interior designer recommendation.
Either way, it's a win-win!
But not just any lead magnet will do; it needs to solve an immediate problem or interest of your ideal client that closely aligns with your primary service or product.
Re-read that last sentence. Every part of it is crucial for a successful lead magnet.
A lead magnet needs to solve an immediate problem or interest of your ideal client that closely aligns with your primary service or product.
The Key to a High-Converting Lead Magnet
Not just any lead magnet will do; it needs to solve an immediate problem or interest of your ideal client and closely align with your primary service or product.
For example, a business coach could create a lead magnet titled, “5 Steps to Reach Your First $10K Month.” This freebie resonates with those genuinely looking to grow their business, which aligns with the coach's main offer: consulting for business growth.
Even with the “perfect” lead magnet, not every subscriber will need your services right away. But a well-targeted lead magnet will attract more qualified leads likely to convert.
Even with the “perfect” lead magnet, the majority will not actively seek design services, but it will attract a more qualified group of subscribers who are more likely to convert into paying clients than the “find your personal home style” quiz takers.
Make sense?
Lead Magnet Content Strategy
Lead magnets should be helpful and/or aspirational to your audience. That being said, a strategic lead magnet focuses on the “why” and the “what” more so than the specifics of “how.”
Many make the mistake of thinking a 25-page action-packed PDF is the best route because you're providing a lot of value. This is certainly true, but it’s also overwhelming.
You don't want to go overboard providing “value” so that your audience then feels like you've given them so much to work on from your lead magnet before they’re ready to seek you out as a paying client.
For this reason, your lead magnet needs to be quick and easy to digest, so keep it relatively short. Nothing more than a few pages.
You want to provide just enough information so your audience better understands the problem and the steps they need to take to fix the problem.
Done strategically, the obvious solution should mean seeking out your services.
Your email list and website belong to YOU, whereas social media is rented space
One final note: your email list and website belong to YOU, while social media is like renting space. With shifting algorithms, building an email list should be a top priority for any service-based business.
So get a lead magnet and start turning visitors into loyal clients!
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If you have any questions or comments, please drop me a note below. Be sure to check back for my response (I always respond) since no notification is sent.
