5 Reasons Why Your Lead Magnet Isn’t Working & How To Fix It!
In this article we will read about why your lead magnet isn’t working and more importantly how to fix it.
And the second most important thing your website can do is build your list of future customers. and the way you do that is with a really compelling and irresistible.
Lead magnet the trick is it has to be so good.
So, compelling the people will willingly hand over their email address for it rather than just looking else where online for it for free.
So, creating an enticing lead magnet starts that relationship building process with those future clients and future customers you know.
Once they’ve given you their email address you now have a direct link to them that allows you to communicate with them regularly and whenever you want to in marketing.
There’s something called the rule of seven which basically says most people need to hear the same thing or read the same thing seven times before they’ll actually hear it for the first time.
And one of the best ways to accomplish this is through email marketing.
First step is creating that lead magnet.
And like everything else in business there’s a right way and a wrong way of doing it.
And honestly most businesses just kind of missed the mark when it comes to the creation of their lead magnet.
And the result nobody wants your lead magnet and your list size stays exactly the same.
So, if you want to do it right let’s take a look at some of the biggest reasons why lead magnets fail.
So that you won’t make the same mistakes.
And before we get into the real list I’m just going to say this I’m going to call this reason zero.
Which is joining your newsletter is not a lead magnet a lead magnet needs to make a promise and then deliver on that promise.
Basically, when people sign up for a newsletter all that’s being promised is just an inbox full of spam.
Now let’s get on to the top five reasons why most lead magnets fail.
1. promotional.
So normally when I work with a new client what we agree on is that will you know we’ll talk about what they could do I’ll research and I’ll basically hand them the overall topic.
And title for the lead magnet but they’re the one who usually ends up fleshing it out.
And what I started noticing before I caught on to it as a trend and kind of stopped it. before it happened is most of these clients would come back to me with a lead magnet.
There was basically a really thinly veiled commercial or brochure for their own services.
This should not be the purpose of your lead magnet remember the lead magnet is only your first touch with a new prospect.
The much smarter move is just to wow them with that first interaction and get them a quick win with that content.
That they will associate you with and remember now you’ve got the email address you can always promote to them later.
Now is not the time to do that the only exception to this would be if it’s some kind of a webinar or a lengthier video training.
Where after you’re done with the teaching part now you can kind of secure into a bit of a pitch.
A bit of a soft pitch after you’ve given a lot of free value and you know even if it’s kind of more of a guide or a checklist feel free to at the end of it.
Give them again another soft pitch or a call to action of some kind.
But it should really kind of feel like the next logical step in their journey.
Something like now that you know all this if you want some one-on-one help with it.
2. promises general knowledge over specific results.
If it promises to solve a problem that your ideal clients going through right now that’s gonna resonate really well.
But on the flip side if it’s something like you know five things you should know that’s just not very compelling and it’s not really going to make anybody want to give over their email address.
Because it kind of just sounds like a blog post you know.
“5 things to know before hiring a contractor. “
Definitely sounds like a blog post right.
On the other hand
“5 insider secrets to hiding out your kitchen remodel.”
Sounds much more specific and much more intriguing.
it’s specific it provides insider knowledge which everybody wants and it uses a lot of curiosity to really bring people into it.
So a lead magnet that doesn’t just promise to you know filter ahead with more knowledge.
But instead promises a specific actionable result is going to do much better and it’s going to get a lot more options that way.
3. Wrong format for your audience or for the material
So, once you’ve figured out the perfect topic and title for the lead magnet.
The next thing you need to figure out is what format are you going to deliver it in.
So, the format needs to not only lend itself to the actual material but it has to be a kind of format that your ideal client would want to consume.
So, when I say format what I really mean is anything from a webinar or a video series or an audio training or even like a written format like a swipe file resource file guide or checklist.
So, an obvious mismatch here would be you know if your ideal client is a busy mom and you want her to sit down and watch a two-hour webinar.
It might work a lot better if you were to do an audio training like basically a podcast episode that she could listen to on her way to work.
And remember your lead magnet has to be higher quality than they could just find anywhere else online.
Doesn’t necessarily have to be longer one of my best performing lead magnets is just a checklist of action items.
Because people love to be told exactly what to do in what order and that can work amazingly well if it makes sense for your business.
4. Lack of exposure
So let’s say you made the best lead magnet in the world it’s super helpful it’s super actionable.
But if it’s just sitting there on your website and you’re not getting any traffic to it.
How well do you think it’s going to do you obviously need people to see it.
If it’s going to perform well for you and if you’re not already getting a lot of traffic to your website this probably is going to come in the form of paid advertising like Facebook ads or Instagram ads.
And by the way much better ad spend to pay to put your lead magnet in front of new prospects using these paid advertisements.
Rather than what most people do which is just advertise your core services.
And if you want to know more about running lead ads on Facebook I have a blog post for it you can access that by clicking this link.
And in addition to running these paid ads there’s also quite a few free things you can do to advertise your lead magnet.
Like just putting a link to it in your email signature and in your social media profiles.
And I also really recommend using an exit intent popup on your website to further promote your lead magnet.
So, people are going back up to the back button on your website and then the pop-up appears saying.
“Hey before you go why don’t you opt-in for this. “
5. Overlap with your paid services.
In the next way that a lead magnet can fail is there’s not enough overlap with your paid services.
The whole point of offering a lead magnet is to attract the right type of customer and build a relationship from there.
Moving them from someone who doesn’t know who you are and doesn’t know that they need your service at all.
The way through to the perfect customer who is willing able and ready to work with you or buy from you.
So, if your lead magnet isn’t something that person would want.
You’re already starting off on the wrong track.
So, your lead magnet should be very closely aligned with what it is you offer and charge for in many cases it’s just going to show them how to DIY a really simple version of what you can offer them.
The implication being if that still doesn’t help and you need to bring out the bigger guns, I can help you go even further with this.
So maybe you’re a plumber and you’re teaching them how to fix a clogged sink but then things may get worse with that situation or they may have another bigger problem that comes up.
And now they think of you and they call you to fix the problem for them.