One of the biggest struggles we hear from clients is lead generation and one of the best ways to bring new leads into your business is with a lead magnet.
For those unfamiliar, a lead magnet is a free resource or service offered in exchange for a prospect’s name and email address. This simple exchange allows for future sales follow-ups. However, while the concept sounds straightforward, many businesses miss the mark with their lead magnet strategy.
Creating a lead magnet is just the beginning. A broader strategy is essential to ensure it’s meaningful and beneficial for both the business and the prospect. Here are five common mistakes coaches and healers often make with lead magnets, along with tips to avoid them:
1. Overcomplicating the Experience
You make this big elaborate “experience” for your prospect that they is not a true trade for name/email and therefore does not get finished and ends up leaving the prospect feeling unsuccessful.
Tip: Your lead magnet should offer immediate gratification. Make it short, simple, and something that can be consumed quickly, leaving the prospect wanting more.
2. Disconnected from Your Products/Services
Ensure your lead magnet aligns with your core offerings. Remember, we use a lead magnet to generate new prospective buyers. When the lead magnet doesn’t naturally move them from this free resource to your paid offer you’re asking the prospect to do unnecessary work and may not resonate with them.
Tip: Understand your customer journey. Each offer, free or paid, should naturally lead to the next. Guide your prospects; don’t let them wander. The confused mind says, no.
3. Failure to Test & Retest
You fail to test your lead magnet. You create this awesome resource, but when someone requests your resource they should be able to get an email with the thing you promised and all your links should work.
Tip: Regularly check forms, emails, links, and other elements. Periodic testing ensures everything remains functional.
4. Neglecting the Follow Up
Failing to follow up after the lead magnet. Believe it or not, getting the lead is the easy part! It’s what to do with them after that that really matters and is perhaps the biggest mistake entrepreneurs make. Make sure you have a strategy and a plan executed on how you will move someone from taking your resource to a sales conversation. Don’t ghost your prospect or let them fall into the abyss of silence.
Tip: create a good welcome and nurture sequence that provides multiple touches. It takes 20+ touches before the average buyer is ready to take an action. Use this time to provide value and gain trust.
5. Jumping Straight for the Sale
Going straight from freebie to sales. As stated above, it takes time for most people to feel willing to take a risk on a stranger. We need to create an experience where these things can occur.
Tip: Don’t be weird!
Final Thoughts
We all love a good freebie and at this point in the sales and marketing process our consumers are savvy and know that “free” often comes with strings attached. Keep your lead magnet process straightforward. Offer a taste of what it’s like to work with you, and if something isn’t resonating, don’t hesitate to pivot. Remember, simplicity is key.
And if you want a sample of our newest lead magnet, hot off the press, grab your copy of our Launch Checklist! You’ll get an easy to follow step-by-step guide to make sure you’re ready to share great special offerings during the busiest shopping season of the year. Click here to get your copy!
