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In today's competitive digital landscape, simply putting your message out there once isn't enough to make a lasting impression or drive sales. This is where the concept of a "lead magnet" comes into play. A lead magnet is something you offer in exchange for a connection with a qualified potential client. It could be information, discounts, services, or access to certain perks.
The key is to tailor your lead magnets to each stage of the buyer's journey, effectively guiding your potential clients towards a purchase.
Lead Magnet's in the Buyer's Journey:
The buyer's journey is the path a customer takes from identifying a problem to making a purchase. It can be broken down into four main stages:
1. Awareness Stage:
At this stage, people may not fully understand your service offering or even their need for your product. Lead magnets should help people identify the problem that you solve or make them aware that your solution exists. Examples of lead magnets for this stage include:
Free PDF: "The Most Common Household Molds that could be making your garage smell weird"
Use on social media posts, at networking events, or on your website to help people identify the problem and become aware of your solution.
Infographic: "5 Signs Your Home Might Have a Mold Problem"
Share on social media, in blog posts, or via email to educate potential clients about the signs of mold issues.
Quiz: "Is Your Home at Risk for Mold Growth?"
Embed on your website or share on social media to engage potential clients and help them identify if they have a problem.
These magnets are best used on social media, at networking events, or on your website.
2. Consideration Stage:
In the consideration stage, people understand they have a problem and are looking for ways to fix it. Lead magnets should assume that people already know they have a problem. Examples include:
Free Estimate: "Schedule Your Free Mold Inspection Today"
Offer on website landing pages, blog posts, or in response to inquiries to encourage potential clients to take the next step.
PDF Guide: "Okay, so your basement flooded. Now What?"
Provide this guide to people who have identified a problem and are seeking information on how to address it. Include priorities of response and how to know which services they need.
Checklist: "10 Steps to Take Immediately After a Flood"
Offer this checklist on your website or in response to inquiries to help potential clients understand the necessary steps and how your services can assist them.
These leads indicate high buyer intent and should be placed where people are actively seeking a solution, such as website landing pages, blog posts, or keyword campaigns on Google.
3. Decision Stage:
At this stage, people know they have a problem, know you claim to have a solution, but are unsure if they want you to solve their problem. Lead magnets for this stage include:
Money-back Guarantee: "We Stand Behind Our Work with a 100% Satisfaction Guarantee"
Highlight this guarantee in your advertising, on your website, or in follow-up communications to help potential clients feel confident in choosing your services.
Discount Code: "10% Off Your Mold Remediation Service"
Offer this discount in targeted ads, email campaigns, or as a follow-up to inquiries to incentivize potential clients to choose your services.
Free Trial: "Try Our Mold Prevention Service for 30 Days, Risk-Free"
Promote this offer on your website, in ads, or in follow-up communications to encourage potential clients to experience your services firsthand.
These magnets can stand alone on paid media channels like Facebook or Google Ads, email marketing, or conference materials.
4. Loyalty or Retention Stage:
This stage focuses on clients who have already purchased from you. The goal is to encourage them to return or bring in new customers. Lead magnets for this stage include:
VIP Event: "Exclusive Mold Prevention Workshop for Our Valued Customers"
Invite past clients to a special event that provides valuable information and strengthens their relationship with your business.
Referral Program: "Refer a Friend and Receive 20% Off Your Next Service"
Encourage past clients to refer new business by offering incentives through email campaigns, on your website, or in direct communications.
Rewards Program: "Earn Points for Every Dollar Spent on Mold Remediation Services"
Implement a rewards program that incentivizes repeat business and loyalty. Promote this program through email, on your website, or in follow-up communications after a service.
These are best delivered through direct contact channels such as texts, reading material left behind on job sites, email marketing campaigns, or handwritten notes.
Magnet Escalation:
Magnet escalation is the process of using your lead magnets to further qualify leads and seamlessly guide them through their journey to a sale or another sale. When someone bites on your magnet, they should immediately be offered the next qualifying magnet or step.
This can be done through automation or manual follow-up.
For example, if a potential client requests a free PDF about identifying mold, follow up by offering a free estimate. If they accept the estimate and you identify a problem, but they hesitate due to cost, send a follow-up email with a satisfaction money-back guarantee or a neighborhood discount. After the sale, enroll them in a bi-annual spring checkup email with another decision-level lead magnet, such as a Mold Away Prevention program only available to customers.
By strategically using lead magnets tailored to each stage of the buyer's journey and implementing magnet escalation, you can effectively guide potential clients towards a purchase and foster long-term customer relationships.
Remember to use these lead magnets strategically at each stage and follow up with the next appropriate magnet or step. Automation through CRMs can streamline this process, ensuring no opportunities are missed along the way.
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