How to attract clients online?
Definitely, the worst way to attract clients online and get them to connect with your brand is:
- Flooding them with offers
- Talking 100% about your company and other institutional topics
- Always posting content about your products and services
That can scare them away or bore them! And it’s what we DON’T want to do, especially in the online world, where the user has a wide variety of alternatives to compare and choose from. That’s why we have to use all these options to attract clients online.
Greetings, my dear entrepreneur. In a previous article, we talked about the best strategy to make your business profitable online which, broadly speaking, is about implementing a Sales Funnel.
There we learned that in the first stage, BRAND AWARENESS, the challenge is to make your brand or business visible to all users aligned with your previously defined ideal client.
The interesting thing is that you shouldn’t mention anything about the brand or the products and services you offer; instead, you should provide HIGH-VALUE content or offers for the user that are of LOW COST to you.
… sweet but salty; cold but hot; minimalist but colorful… Sounds complicated
CALM DOWN! It is not complicated at all. In fact, it only requires you to initially invest a little time in defining and having ready what is known in the world of digital marketing as the LEAD MAGNET or “bait” to attract new users.
WHAT IS A LEAD MAGNET AND WHAT IS IT FOR?
A lead magnet is a hook or an ethical bribe you give to a user in exchange for their contact information. It’s a way to attract the greatest number of users to the initial stage of your sales funnel through a “win-win” situation.
From that email or information you receive from them, you can deploy your strategy using various elements of digital marketing (social media, mailing, blogging, internet ads…) to guide your audience through the funnel until the most qualified users reach the conversion stage. That’s how you attract clients online, simply guiding your user step by step through the entire journey.
EXAMPLES OF LEAD MAGNETS
Let’s look at the most commonly used lead magnets and some examples:
- Checklists
- Checklist for packing your travel bag
- Checklist for daily vehicle inspection
- Checklist for company security checks
- Templates
- Template for creating your social media calendar
- Template for creating effective presentations
- Template for presenting business proposals
- Ebooks
- 19 fashion trends for 2020
- How to improve your emotional health in two weeks
- The key to making money online without breaking the bank
- Basic Courses
- Seven-day mini-course on financial intelligence.
- Fun course to improve your English in a week.
- Basic course for entrepreneurs: designing pieces for social media.
- Guides
- How to choose your clothes according to your body type.
- Guide to enjoying Peru without spending all your money.
- Step by step: how to define your ideal client.
- Free Consultation or Call
- Fill out this form and get your first dermatology consultation FREE.
- Do you want a FREE consultation on Digital Marketing and sales funnel? Book your appointment.
- Discount Codes or Vouchers
- With this code, get a 20% discount on your first session.
- Enter this code to get free shipping on your first purchase.
- Get this 2-for-1 voucher to enjoy with whoever you want.
- Other lead magnets that are very effective due to the quality of the content, because they position you as an expert, and because users show a good degree of commitment to you are Case Studies and Webinars.
The first one is a very valuable lead magnet that allows you to show your expertise through a real case, a living testimony of how you overcame a problem, took advantage of an opportunity, or solved a client’s life, to name a few examples.
On the other hand, webinars have much more educational value. They reinforce your authority on a particular topic, besides a list of logistical advantages, you have the opportunity to make launches, sales, or promotions live, taking full advantage of the principle of scarcity and opportunity.
And our favorite lead magnet and the one that will probably get you the most leads: QUIZZES. (go to the end to find out why)
Before deciding on any of them, follow these tips:
4 TIPS FOR AN EFFECTIVE LEAD MAGNET
1. A lead magnet can be FREE or very low cost.
The advantage of the first is that people love – we love – free things, so if it is designed and promoted properly, the conversion rate of downloads, registrations, or views can be very high.
On the other hand, if you decide on a low-cost hook, the conversion amount may not be as high, but:
– You are generating money for content or an offer that has a low cost to you.
– The user is showing that they recognize their need, problem, or desire and want to take action.
– It profiles the user from the beginning of the process as a customer who may be willing to pay more for a solution you will offer them at the right time.
2. A lead magnet should be related to your services or products.
Although the premise in the brand awareness stage is NOT to talk directly about your brand or your products and services, the lead magnet should be consistent with your solutions, it should implicitly address the problem, need, or desire that your business solves.
For example, if your online business is an e-commerce site that sells designer shoes. You should not give away a downloadable PDF on how to make crafts for the next Christmas. It doesn’t make sense.
3. A lead magnet should be easy for the user to consume.
Be creative and think of something that hooks them (check the tastes and interests of your Ideal Client), something very useful but simple; avoid overwhelming the user with very dense and specialized pieces on the topic you want to address.
Go little by little, testing what interests them; let them ask you for more content.
Some examples:
– If you are a coach, a simple lead magnet for you is a template to track a habit change.
– For a travel agency, it could be a short ebook, no more than 20 pages, where images predominate and it contains a list of 10 cities to visit on the next vacation.
4. A lead magnet should be low-cost for you.
In brand recognition, which is the first stage of the sales funnel, a large number of users will arrive, most of them through online ads. Therefore, the lead magnet you will give away or sell at a very low cost should not represent a high investment of resources on your part (money, time, and human resources).
It should be something very simple, that is created only once and can be replicated an unlimited number of times, without losing relevance.
Or, in the case of free consultations or calls, you should know that you have the team and/or time to carry them out and that they will be structured to close sales.
HOW TO DEFINE THE BEST LEAD MAGNET FOR YOUR BUSINESS AND ATTRACT CLIENTS ONLINE.
This decision should be based first on the information you have about your ideal client: what they like, what they see, what they feel, what they think, what they hear, what they do, and what they say, in relation to the solution you have to offer.
Second, it should be consistent with the sales funnel strategy you defined. Third, you should know what you are good at, what your brand or business does best. And lastly, you should be clear about the resources you have to carry it out.
For example:
– If you are a consultant on accounting issues and you know that your ideal client is a highly organized entrepreneur, who likes to have everything under control and is very visual; you can give them a printable template with a colorful design, to place in a visible spot the tax declaration dates and related items they cannot miss.
– If you are an English teacher and you know that your ideal client gets easily distracted and finds it hard to learn from a book; that they need someone to guide them and that among their tastes and interests is YouTube. Your most appropriate lead magnet is a basic course of three videos, each 12 minutes long, where you teach them how to improve their English in a week.
And in this way, you will find out which “hook” or lead magnet attracts the most clients to your business. This way, you will find the one that best fits your audience and strategy. Now, I will tell you our favorite:
QUIZ: THE LEAD MAGNET WE RECOMMEND THE MOST AND ONE OF THE HIGHEST CONVERTING.
– It is more fun than any other traditional lead magnet.
– It segments users very well according to the answers they provide.
– It gives you a lot of valuable information about your ideal client.
– It takes the user no more than 5 minutes to complete.
– It is very viral: they are shared 1900 times more on social media than any other type of hook, so it’s great for your organic traffic strategy.
– The cost per click of a quiz ad is one of the cheapest.
– Quizzes have a 30% to 60% higher conversion rate than other types of lead magnets.
Do you want to know more about this fun type of lead magnet? Here I tell you more.
Hey!
This was all for today’s entry. I congratulate you for making it this far, a good entrepreneur is always looking for ways to optimize and automate their strategies not only to achieve success but to make the dream of all business owners come true:
Making everything work like a machine to enjoy the income and free time to do what you love the most.
See you in the Tropic!