As a professional service provider, you know that having a website to describe and promote your services is essential. Whether you’re advertising online, posting links on social media, or optimizing to be found on Google, you need a place where people can find you and learn about what you do.
However they get there, potential clients who visit your website exist along a spectrum of readiness to hire you.
At one end of this spectrum are people who want or need your type of service, and are looking for the provider they want to work with. These are the easiest clients to get. They’re ready to buy, and it’s largely a matter of discussing solution options and fit.
But further down the spectrum is a much larger group who aren’t yet ready to buy. This could be for a whole range of different reasons. They could be researching the market, or looking for options. In some cases, they may not even be aware that they have a problem you can solve for them.
Whatever the reason, these people aren’t ready to become clients yet. And while they’re looking at you right now, who knows if they’ll remember you and come back later?
Cast a wider net
The big problem with most business websites is that their marketing only speaks to those who are ready to buy. But that’s only a small portion of the potential clients available to you. The rest are leaving your website and never coming back. In most cases you have no idea who these people are and no way of following up.
The CORE SECRET of your marketing strategy, the secret to getting more clients, is to begin conversations with people along ALL stages of that spectrum of readiness. That way, when they are ready, you can be top of mind.
So your website’s primary job MUST be to capture leads. When your site is just a list of your services, you’ll only ever attract people with immediate need. Which is a much tougher marketing job because that’s a small class of people.The CORE SECRET of your marketing strategy is to begin conversations with people along ALL stages of the spectrum of readiness. Click To Tweet
This is why so many businesses are starved for clients, or find that getting new clients is unreasonably expensive. They’re only aiming at a small portion of the population.
To capture leads further down the spectrum, you need an Incentive Offer that sparks their interest and gets them to identify themselves to you. Once you have the ability to contact them, you can build a relationship through regular follow-up.
One of the most effective types of Incentive Offer is the Lead Magnet, a helpful resource offered in exchange for their contact information. Lead Magnets can take many forms: web page, document, video, audio, email sequence, or any other way of communicating information that solves a problem or gives a benefit.
Why Lead Magnets Work
Beyond the follow-up relationship that a Lead Magnet helps you create, other psychological factors make it easier to attract leads and turn them into clients.
Reciprocity. When you give to someone, they’re more conditioned to give back, even if it’s just in time and attention. You’re also providing value in advance before you ever promote a service.
Authority. A Lead Magnet demonstrates your expertise in the subject matter, which builds trust and positions you as an advisor rather than simply a service provider.
Story. If yours is a complex service offering, the Lead Magnet gives you a chance to frame your story and introduce your solution.
Key features of a great Lead Magnet
Whatever format you choose to use for your Lead Magnet, it will be more enticing if you consider these elements.
Short. The Lead Magnet should be easily consumable in one sitting. You want to capitalize on the lead’s interest. If they open it and see several pages of text, or a video over five minutes long, they could decide to put it off, and then never get back to it. If you really want to use a long marketing piece, consider using a short Lead Magnet as a teaser with a link. If they click through to the longer piece, then you know you’ve really got their interest.
Quick Win. Provide an easy solution to the issue that’s bothering them, or a benefit that they can achieve quickly. This establishes your expertise and ability to create solutions for clients.
Value. The information you provide should be of real value to your audience, even if that value is small. A great Lead Magnet is a resource that people would actually pay for (even though you’re giving it away for free).
Draft your Lead Magnet
Creating a Lead Magnet should be a very quick project. The best source for ideas is your past experience with leads and clients. What problem(s) caused them to come looking for you? What questions do they commonly ask? What’s a quick solution you can offer (even if it’s only a first step in a larger issue)?
If you’ve previously written for your blog, or created other informational content, you may already have something you can repurpose. Remember, it doesn’t have to be long or very detailed.The best source for Lead Magnet ideas is your past experience with leads and clients. Click To Tweet
More to come about Lead Magnets and how to set them up on your website!
Incentive Offers and Lead Magnets are just one of my “9 Ways to Get More Clients in 7 Days or Less!” Click here to get your copy of this free report (a $97.00 value).