You’ve done it. You’ve worked hard to get attention. Maybe you got up before dawn to comment, curate, and create. Perhaps you’ve gained numerous likes and responses to your frameworks, resources, and experiences. All eyeballs are on you. And now . . .
Silence.
Your problem is that you’re not turning your hard-earned attention into leads. You must get your followers to take action. This is the next step in using marketing to turn someone into a FAN.
As a quick reminder, marketing helps people:
F - Find a Company/Person (discover a solution or product)
A - Take Action With a Company/Person (make a purchase)
N - N'teract With a Company/Person (Use the Product)
A lead magnet is the best method to get people to take action.
Typically, you give lead magnets away in exchange for your customer’s email. With the SIMPLE Online Business Plan, you package some of the best content you’ve created into a bundle for your potential customers.
You should give the bundle a compelling name to excite your customers. But be sure this name also explains what it is. For example, check these lead magnets:
Independent Adjuster’s Crash Course: How to Get Work as a New Independent Adjuster (5-Video Course)
Adjuster’s Resume Template
Independent Adjuster’s Playbook: How to Become a Successful Working Independent Adjuster
These lead magnets prompted my customers to move toward my business. Let me walk you through the three-step process I used to create them:
Decide what you want to create
Design to make it desirable
Deliver and track
Let’s look at them in more detail.
Decide
The possible topics for your lead magnet are numerous—like fruit flies launching from a banana peel. But if you apply the SIMPLE Online Business Model, you don’t have to guess what will excite your prospects. Your content and conversations will tell you. All you have to do is check the data to learn what your followers are most interested in.
You see a spike in comments or likes? Examine what the post is about and what your audience liked about it. If it was about journaling through an emotional time, maybe they’d be interested in “The Ultimate Step-by-Step Guide to Journaling Your Sadness Away.”
Here is the anatomy of a great lead magnet.
Be for a Customer - Must be specific enough for someone to say “that’s for me”
Name a problem - It must be a problem the customer cares about
Provide a Solution - solve the problem completely
Often your customer has a BIG problem, that is actually made up of smaller problems.
Best way to brainstorm lead magnet?
Write down the problem you help your customer solve and then all the smaller problems that make up that big problem.
Here is an example.
PROBLEM: Being a great dad is hard.
SUBPROBLEM: I don't have ideas of fun things to do with kids
LEAD MAGNET: 100 Crazy Things Any Dad Can Do With Your Kids in 5 Minutes or Less.
Let's do another example.
PROBLEM: Losing weight and staying healthy is challenging.
SUBPROBLEM: People struggle to find quick, healthy meals that fit their busy lifestyles.
LEAD MAGNET: The 15-Minute Chef: 30 Quick & Healthy Recipes to Transform Your Body
You want to solve a problem completely. This proves to them that you know what you are talking about and you have the expertise to help them further. You aren’t always solving the BIG problem, but you’re removing a roadblock.
Once you have an idea that combines your expertises and solves one of the audience's needs completely, it is time to create your lead magnet.
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