When people ask me “What’s the secret magic sauce to winning this marketing game?”
My simple answer is “Leads + Conversion = $$$$”, really as many $$$ as you like.
The problem is very few people, including myself are consistent enough with their marketing activities to make unlimited money and dominate our local area. Why? because marketing is boring. You have to do the same stuff daily, weekly and monthly and if you don’t you lose. And it’s not about doing 1000 different things it’s about doing 5 things 1000 times. And it all starts with GENERATING LEADS.
Without leads we have no one coming into our marketing funnel who we can then nurture and turn into paying clients/students. So if you don’t have your Lead Magnets (I sometimes call them widgets) in order here is your wake-up call. Try developing some new ones, reformat old ones until you are generating more leads than you can handle, then ramp up your systems to follow-up with those leads and GREAT, Consistent Follow-up (conversions) = is where the fortunes $$$ are made.
Use different media to capture your leads and different ways to use your Lead Magnets:
Use Email capture forms on your blogs landing Pages, strategic partner sites.
Facebook LIKE: Use a FB ‘Gate’ page and ‘Reveal Page’ to capture a LIKE in return for giving them your widget.
Mobile SMS: Get people to Text a keyword to your shortcode telephone number in return for a FREE magnet/widget.
Youtube Subscribers: People will Subscribe to your youtube channel in return for your lead magnet/widget.
There are more ways you can generate leads using your magnets but at least make sure you have the above medias covered.
Using a lead gen magnet to capture leads is a proven method with lots of beneficial side effects.
Here are four of the things a lead gen magnet gives you:
When a prospect opts in (opts-in = signing up to receive email, LIKE you on FB, Text message, Subscribing to your YT channel) to receive something you are offering (lead magnet = the irresistibe widget), you not only receive their contact information, you get permission to send them what they asked for. This also includes permission to send a follow-up sequence to ultimately nurture the lead and your relationship to turn the lead into a paying client/student. That is the ONLY goal.
Easy, Natural Follow-Up
This sort of goes along with the built-in permission benefit. When someone receives something from you (even if it is a free giveaway), they naturally expect to receive followup messaging. You will have a captive audience that is not turned off by your follow-up — at least not initially. This is a great opportunity for you to further educate/persuade the prospect to take actions that will lead them through the sales funnel.
A Shift in Psychology
Using a lead-gen magnet changes the whole psychology of your relationship with prospects. Instead of you “pushing” something on them, they are “pulling” something from you (whether it be a coupon, a free report or a free sample). This small change in mindset will serve you well as you move these prospects further through the sales funnel.
Indication of Your Prospect’s Interests
Your lead gen magnet’s content will give you a clue into the interests of your leads. If they opted in for a certain free report, for example, you know that they are at least somewhat interested in that subject. Using various lead gen magnets for different tutoring services you provide can help you segment your leads before they even come into your database. This information is priceless as it allows you to send out targeted marketing messages that will convert much better. Targeting is huge – ALWAYS target your lead magnets to your different niched prospective audience.
Types of Lead Magnets
1. Write an E-Book Bestseller
Your e-book won’t be on the New York Times bestseller list or even have an ISBN number, but that doesn’t mean it can’t make a big splash in your LOCAL marketplace. E-books are a great way to establish your authority and deliver a lot of content in one neat package. Here are a few tips:
Choose a fairly narrow topic – i.e ONLY ONE tutoring service. Don’t try and cram everything you do into one e-book.Target your different prospects with different lead magnets. You can have one for every Tutoring service you provide.
Spend some time and/or money on the cover. People want things that seem less “virtual” and more “real.” The cover of your e-book should look like something you’d find in a bookstore. If you’re looking to do this yourself, you can use an e-book cover design program like myecovermaker.com.
2. Throw Together a “Downloadable Kit”
Everyone learns in different ways. Some like to read, others like to watch videos, others like something else altogether. Perhaps you could tap into the interests of each of your potential leads by creating a downloadable “kit.” This kit could include various resource materials, some of which (or all of which) will appeal to the leads dropping by your site. Include worksheets, videos, articles, etc. You can even use a membership site to host the materials—just restrict access until after the lead has opted in.
3. Give Away a Free Consultation/Quote
These freebies could be in person or over the phone. A free 20-minute coaching/personal consultation session, for example, would open up the door for you to use your persuasive sales skills on the phone or in person. If you get face-to-face time you have more chance to close the business. You not only deliver value to your prospects, you get them on the phone or meet them in person! You not only get the chance to ask for their business, but you learn a lot about them in the process. This will help when you market to them later.
4. Send Out an Educational Email Series
An educational email series is a great lead-gen magnet. You can offer your website visitors a three to four-part email series that will dig into a topic of interest. For example, your series could be “7 Things Your School Won’t Tell You About Your Child’s Education”
5. Dish Out Free Samples
Who doesn’t like free stuff? If you can, offer a free sample of your product as a leadgen magnet. One benefit to this strategy is that you can get a lead’s physical address and probably even phone number (to make sure they get the product). Your follow-up should encourage usage of the product, ask for feedback and give another call to action. People who receive free stuff will be happy to open your emails to see what you’re doing next. This is a great way to build customer loyalty before your prospects even become paying clients/students. Great lead generation technique. I know of many companies who have built multi-million dollar operations using this strategy alone.
6. Activate a Free Trial
Free trials are enticing to consumers for many reasons. For one, a free trial is a way to actually get something done in a short period of time. Consumers also like the opportunity to put your your service to the test before opening up their wallets. During the free trial period, be sure to send out an automated follow-up sequence that will encourage usage and answer questions. You can send out videos or emails loaded with “tips and tricks” to prime your trial users for success. The more successful they are during this period, the better the chance they will convert to a paid service.
7. Produce a Video Series
A video series is similar to an email series — it will gradually educate your prospects on something they are interested in, and it will be delivered automatically. The video series is great for leads with short attention spans or time constraints. It also allows you to show some personality, showcase your services or products in a visual way, or feature live customer/student testimonials or case studies. One of the great things about videos is that they don’t have to be ultra-fancy. Sitting down in front of your Mini HD camera to record a few minutes of content is all you need to do.
8. Deliver an Informative White Paper
A white paper is basically a short e-book (or maybe an e-book is a long white paper). Regardless, it is a great way for you to provide educational content like statistics, case studies, service descriptions or stories. A white paper is fairly inexpensive to develop, and it will substantially add to your credibility. You may consider having several white papers hosted on your website, and you can offer them as lead-gen pieces periodically. Here’s the real kicker with white papers—they can’t be boring. We’ve become numb to the drab, personality-lacking free reports of old. It’s time to add some personality (through both copy and design) and start addressing a real need. Prospects searching for answers are most likely to download a white paper … so make sure you answer those questions. Try to think like a prospect and anticipate their questions/concerns. Then, answer them in a “break-the-mold” type of white paper.
9. Give an Exclusive Invitation to a Live Webinar
People like webinars – they are usually free, they are interactive and they deliver content quickly. Schedule a weekly webinar and offer this as your lead-gen magnet. It will put you in front of prospects. How often do you get to be on stage right on their computer screen? It also encourages interactivity and allows you to answer questions and show your personality. One of the best webinar hosting solutions is www.GoToWebinar.com. Check it out.
10. Host an Event
Free events usually bring out the crowds. If you’re willing to cover the food and entertainment, you may just have a line of prospects waiting to get in the door. The nice thing about hosting a live event is that it helps you network even if you don’t close the sale right away. You’ll make a great first impression, and you’ll have plenty of opportunity to schmooze with your potential clients/students. Oh, and you’ll have permission to follow up—who wouldn’t open an email from the person who just picked up the appetizer and drinks tab?
Once you’ve built up a steady stream of Internet traffic, your job is far from over. You have to implement a lead gen magnet (or 10) to capture those leads. As you put these magnets into place—and automate the delivery and follow-up with marketing automation you’ll see great results.
Leads won’t just come to your business; they’ll knock on the door to ask for your stuff. That’s a great way to run a business. So go answer that door because someone wants in.
Best of luck![divider top=”1″]