Creating email automations that build your community and drive traffic to your offers is the foundation of an effective email strategy.
However, these automations don't mean ANYTHING, if you aren't attracting new subscribers to your list.
Listen carefully, NEW SUBSCRIBERS ARE THE LIFEBLOOD OF YOUR EMAILS LIST.
If you aren't growing your list and attracting new community members, you are going to have a hard time getting results by presenting the same offers over and over again to the same group of people.
No it's not enough to just attract any and everybody to your emails list for the sake of growth.
Inviting everyone to join your email list is not a strategy. Its a fast track to an email list that gets no results.
If you want automations, and more importantly an email list, that is effective in building a community and getting people to your website to make a purchase or book a service, you need a quality lead magnet that draws in the right people!
And to that you need a targeted lead magnet.
Now what is a lead magnet?
For service providers, coaches and consultants, people who join our email list are considered leads because eventually we want them to book a service from us.
A lead magnet is a low or no cost offer that will draw these leads to our list.
These are sometimes called freebies. But let me clarify: YOUR LEAD MAGNET DOES NOT HAVE TO BE FREE.
It can be a low cost offer, maybe $25 or less depending on the price point of your offers.
Now what makes a lead magnet, TARGETED? What’s the difference between a freebie and a targeted lead magnet?
Let's get into it. There are 3 things that make a targeted lead magnet:
It speaks to a SPECIFIC PERSON. For example If you are a business coach for hair stylists. An ok freebie is an ebook on how to attract your best hair client. A targeted lead magnet would A guide for Natural Hair Stylists on how to attract your best hair client.
It helps people achieve ONE SPECIFIC RESULT. You need to get clear on what your A guide for natural hair stylists on how to attract clients that care about their natural hair.
It helps people in the BEST way they can receive it. A guide for natural hair stylists on how to attract clients that care about their natural hair. Vs a video training vs a checklist vs a free consultation
Now that we know what makes a lead magnet targeted lead magnet, let talk about some common and very effective types of lead magnets.
Webinar - this has been the most effective type of lead magnet I’ve ever used. And I’ve used all of the above (except a drip course). I think this is a highly effective type of lead magnet for service providers and coaches, especially if you have high ticket services because it gives people a chance to hear your voice and experience the way you explain concepts and interact with you before investing with you.
PDF - very common lead magnet and probably the easiest to create and distribute. HOWEVER, it's also the easiest to discard or ignore. Make sure you are hitting the 3 points of a targeted lead magnet. It can be a checklist, a guide, an ebook
Video Training (pre-recorded) - This is one of the more effective lead magnet types because people are leaning more and more towards consuming video content. Try to keep it to less than 10 minutes and offer a transcription or include captions on your video if possible for those that may be differently abled.
Email Drip Course - This type of lead magnet is for my service providers that want to offer a lead magnet but don't want to fumble around with creating a pdf and don't feel comfortable on video yet. If you’re not familiar with an email drip course, here's how it works: A Sub joins your list and they receive a series of emails that explain a topic. Ex: Natural hair stylist and your drip course is taking care of your natural hair E1 = what healthy hair looks like E2 = tools to use E3 = products to use E4 = what not to do E5 = how you help your clients. I haven't done one in my own business yet, but I’ve put one in place for a client and it was well received by their subs. These tend to be highly valuable and informative which helps to build trust with your community.
A targeted lead magnet isn't meant to just grow your list. It should be designed to help you build trust with your growing community right away so you can guide them to buying your digital product or book a service with them.
Having a strong lead magnet is the key to growing a healthy list with people who are excited about your brand and will eventually spend money with you.
What type of targeted lead magnet do you have or want to create? Shoot me a DM on Twitter to let me know!
