It seems like lead magnets are the latest marketing hype. Everyone is giving away freebies, should you? If you’re wondering if a lead magnet is suitable for your coaching business, read on.
What Is a Lead Magnet?
A lead magnet is a valuable piece of content that a business gives away for free in order to obtain leads. The potential client subscribes to the business’ email list in order to get their hands on the freebie. This provides the coach with an email list full of people looking for the coach’s expertise in solving problems.
Lead magnets can be short eBooks, videos, or even templates. The possibilities are endless. All you need to do is ensure the lead magnet is valuable enough to get people to hand over their email addresses.
What Benefits Will a Lead Magnet Give My Business?
Your lead magnet will help you to build an email list full of warm leads. Once a potential coaching client enters their email address, they can access a lead magnet full of your expertise and personality. It gives them a chance to get to know you and see what value you can add to their lives. That is why a lead magnet can’t be a taster; it needs to provide an actionable solution to a very specific problem.
Now your email list is full of warm leads who like your coaching style. You check in with them on a regular basis, giving them tips and making them feel like they’re part of an exclusive group. When you are ready to launch your coaching course or start your next intake, you can market it to people who already know, like, and trust you.
Encourage your email list to share your lead magnet, even if they just directly forward it to people they know. Yes, you won’t get an email address out of it, but you are expanding your reach and adding extreme value from the very first touchpoint. They’re discovering you through someone they know and trust, and then you’ve helped them solve a problem from the very start. Just make sure your lead magnet has a clear call to action so they’ll know how to follow you and how to take the next steps.
Should I Promote a Paid Product in My Lead Magnet?
Yes, you definitely should. Don’t shove your course or book down people’s throats in your lead magnet, but you can mention that you have a paid product for people who want to continue their improvement. You could point people there in your call to action (CTA) and even provide them with a discount code.
Potential coaching clients will be most warm after consuming your lead magnet, so it makes sense to let them know how they can work with you if they need more support. Send them a link to your coaching course, promote your book, or let them know about your masterclass so they can take the next step in the customer journey when they’re ready.
What Kind of Lead Magnet Should I Make?
Before you start making a lead magnet, you need to think about what problem you want to solve for your coaching clients. Your lead magnet should provide an end-to-end solution to solve a small but frustrating problem for your clients. You want them to get an instant win from the lead magnet.
Think about what common problems you see amongst your coaching clients. What is one thing that the majority of them struggle with? Let’s say you’re a wellness or fitness coach who works with mums. Most of your clients tell you that they struggle to eat breakfast because mornings are insane in their house. There are so many things that need to happen, and they just don’t have a spare second. A good lead magnet could be a short eBook with 5 healthy breakfast recipes that they could prepare the night before. Not only do they save time trying to prepare their breakfast, they could even prepare breakfast for their whole family the night before and save time in their morning schedule.
Find that one problem that you constantly hear that just needs a small tweak and create a resource that solves it for them. If you’re a mindset coach who always hears that your clients struggle to journal because they don’t know what to write, create a resource of journaling prompts. Your lead magnet needs to be something so useful that your clients use it rather than downloading it and forgetting it. It needs to be so useful that they tell their friends about you.
You may even have the material for your lead magnet already. Repurpose resources that you use in your coaching or used to use before you pivoted into solving different problems. Here are some examples of possible lead magnets:
- The recording of a workshop you ran that solved a particular problem
- A video explaining how to solve their problem and a workbook with actionable exercises
- Scripts you tell your clients to use in coaching
- Templates that coaching clients can fill in
- Old resources that you no longer use because you no longer cover that topic in coaching
These things can be launched as a lead magnet with just a little updating. All you’ll need to do is promote them after that.
Read more about lead magnets on our lead magnet hub
I’m Still Stuck With My Lead Magnet?
No worries, we create lead magnets for clients all the time. You can book a Pick Our Brain Call, £199 for an hour strategy call, to look at it together. We will discuss your business and pick a topic for your lead magnet and brainstorm what information you need to provide. We will even talk you through how to promote your lead magnet and drive traffic to it.
Alternatively, if you want someone to do it all for you, we can create eBook or template lead magnets for you. You’ll get the lead magnet in a Word document, a landing page, copy for promoting your lead magnet, and a welcome email sequence for your lead magnet. We’ll even send you referrals to designers and Canva template suggestions. All for £500. Contact us to discuss our lead magnet creation or book a Pick My Brain Call.