Leads are essential to building are businesses. Without leads, we can easily be left behind as we stay content with just servicing our current customers the best we can. Please don’t get me wrong; we need to always put our current customers first - they’re the ones actually paying us! In truth, it’s quite an art to prospect while serving current customers and managing orders.
In this post, I’m going to show you how to prospect in the digital age … and no, this doesn’t have to do with using ads to drive traffic.
The key is having a LEAD MAGNET.
What is a “Lead Magnet” Anyway?
A lead magnet is just a piece of content that you give to your audience for FREE in exchange for their name and email. Gone are the days that we can simply just put a form on our websites that say “Sign-up for my Newsletter”. No one really wants a newsletter — actually no one really wants another email. We’re bombarded with messages everywhere we go. We need to do better. We need to give first.
A lead magnet is an introduction to your brand to build a relationship with your potential customers so that they will “know, like, and trust” you and your company.
BONUS TIP: Remember that people buy from people so be sure to inject some personality into your lead magnet!
Kirby Hasseman, a man we all know and appreciate in the industry, is one of the leaders in preaching to “give first”. Well, what does it actually mean to give? Giving is about guiding your potential customers so that they can be the hero’s within their company.
How can you, as a promotional products distributor (or supplier), guide your customers so that they can find success?
Why is it they need Swag?
How can you help them like no one else can?
These are just a couple of the questions we should be asking ourselves when we think about prospecting for new clients.
Simply putting a form on our websites to “take” someone’s email is not giving. We need to give so much that our prospects think “Wow, I can’t believe I’m getting this for Free!”.
A Lead Magnet Should:
Tackle one of the most relevant challenges you’re prospect is facing.
Be a representation of your brand that speaks to your target demographic.
Your prospects are looking for a solution to their immediate challenge or desire (this is your intro and way to kick off the know, like, and trust factor).
TIME FOR A BRAIN DUMP
Get out a piece of paper (or if you’re like me, a Google Doc) and start letting your ideas out...
What are the top 3 questions I’m constantly asked by my best customers?
What are my customer’s BIGGEST PAIN POINTS or DESIRES?
What content would be so valuable that my prospects would say, “I can’t believe this is free!”
Tying it altogether… THE END GAME:
What do you plan to SELL? Just products? Perhaps an experience? Maybe programs or online stores?
What does your customer need to understand, be aware of or believe, in order to choose to work with you?
BONUS TIP: Your lead magnet should COMPLIMENT or ALIGN with the products, program, or services you specialize in.
OVERVIEW of New Prospect Path (path of getting to know, like, and trust you)
1. Discovery: From content (blogs/pods), word of mouth, SEO, social media, live video, being a guest on other people’s podcast/guest blogging etc, or maybe paid advertising
2. Opt-in page for Lead Magnet
3. Thank you / confirmation page
4. Added + Tagged in email service provider
5. Delivery email sent with link to Lead Magnet
6. Lead Magnet
7. Begin sending weekly newsletter
TIME FOR ACTION!
If you’re excited and ready to build a new lead magnet, then check out this blog post where I map out the exact path you need to take to build a lead magnet… AND don’t worry, I designed this process in an inexpensive and efficient way by working with Virtual Assistants to build your lead magnet.
If you need extra help, feel free to give me a call by filling out a time on this link that works best for your schedule.
OH, and here’s an example of my most recent LEAD MAGNET.
You can do this!
Sam AKA SwagSam
Sam Kabert is the creative director of SwagWorx and the creator and co-host of the podcast “WhatUp Silicon Valley!” A risk taker who embraces permanent beta, Sam is leading the transformation of his family-run office supplies business into a promotional products powerhouse. Sam can be reached at Sam@SwagWorx.com.