“How do I get more clients?” That’s a recurring and fear-ridden question many business owners ask, particularly health practitioners.
How do we go about finding clients? And from there, how do we entice them to use our service and transform their lives?
These were the same questions I grappled with when I was building my nutrition practice back in 2007.
I rented out space in a chiropractic office in the hopes of getting referrals, which never materialized. I was sitting in my nicely decorated office waiting for patients who did not know I existed. So I had to quickly dispel the notion that everyone would be knocking down my door seeking a solution to their digestive problems and getting rid of their candida.
This post is about what I did next to get clients through the door and to help you avoid the mistakes that I made when first starting out.
Hint: it has to do with lead magnets.
Forget Everything You Heard About Client Acquisition
Client acquisition is a struggle point for many newcomers to the health and wellness industry. When you first started out, you probably did a lot of research and talked to a few people about client acquisition strategies.
Discard everything you heard and focus on lead magnets. Well, not everything, but focus on lead magnets.
You must have heard about the value of a mailing list. In particular, your growth and profitability are directly linked to the size and quality of your email list. That’s true.
Now, the best way to grow your mailing list to its full potential is to use a marketing strategy known as the lead magnet. It is also the key to acquiring new clients.
What Is a Lead Magnet?
A lead magnet is simply a freebie or an opt-in opportunity that is designed to solve an immediate problem a prospective client has. The price for that useful information? Their email address or other contact information.
The opt-in can be a PDF, a video or audio training, a multi-day challenge, a webinar, a workshop, a free seminar, a chapter of a book or anything else that would motivate a user to hand over their personal information and join your mailing list.
So what makes a good lead magnet?
Let’s look at an example for a moment. Imagine you are a health coach who specializes in helping women to balance their hormones, so they can lose weight and gain more energy throughout the day.
A 10-day energy detox would be a good lead magnet in this case. So you would prepare a sample of the 10-day program to help prospects balance their blood sugar and increase their energy.
From then on, whenever you offer free talks, write a blog post, post on social media or do anything work-related that has the potential to reach new clients, you offer your 10-day energy detox whether in person or through a website link.
You have to make sure you are constantly issuing a call-to-action towards your detox program in order to collect quality leads.
Now that you know what a lead magnet is, let’s move on to what constitutes an effective lead magnet, and how to get the most out of your lead magnet campaigns.
5 Key Concepts to Creating Effective Lead Marketing Campaigns
1) Provide the user with a ‘quick win’
What will their quick win be? Your audience is constantly looking for a solution to their problems so if your lead magnet fills that gap, you should be able to rapidly build your email list.
To be specific, your lead magnet should be a solution to the problems you can solve. It should be quick to access, quick to consume and make the user feel like they have achieved something in a short period of time.
The benefit of the lead magnet should be communicated in a single sentence and should ideally be the headline you use on the subscription page for the lead magnet.
Who are you? What drives you and what is your mission?
A good lead magnet should embody your personality and allow your potential clients to get to know you and your work style.
Some practitioners avoid adding character to their product offering in fear of being judged and viewed as unprofessional. However, you have to remember that you need to stand out from the competition, and above all the ‘noise’ within the industry if you want to capture the attention of your audience.
You will not get a second chance at a good first impression so make it count and let your unique personality shine through.
It is paramount that you offer something so desirable that your leads feel compelled to return and pay for it.
The reason why most people aren’t attracted to lead magnets in the form of a free newsletter subscription is that it doesn’t offer them actual value. In the health and wellness industry, lead magnets should be perceived as highly valuable, or better yet, be high in actual value.
To be clear, your lead magnet does not have to encompass your full product offering but it needs to have enough steps and educational material to have your potential clients wanting more.
An example of something to avoid would be having a lead magnet that shares 5 wellness habits as that is too generic. It doesn’t solve a particular problem and could easily be obtained via a quick google search.
A better approach would be to offer “5 easy habits that boost your energy in under a minute or less,” then proceed to offer a short PDF or video promoting these habits. That would be less generic, more unique and would actually provide insight into how you operate and make a client feel better.
4) A Welcome Email
Once a potential client has taken up your lead magnet offer, you should send them a welcome email into your world.
You want to thank them for requesting the PDF, video, or whatever you created as your lead magnet.
Email marketing platforms like Active Campaign allow you to schedule automatic welcome emails to new subscribers that consume your lead magnets.
Let’s say you’ve started building up your email list using successful lead marketing campaigns. The next step is to cultivate those leads by regularly sending them value emails at least once a week.
People are easily distracted and inundated with so much content, so it’s an uphill battle to keep your practice on their minds at all times.
The truth is that you’ll never really know when a potential client will be ready to work with you, or what additional information will push them into taking action; so you need to make sure that you continue creating and delivering good, educational, and entertaining content on a weekly basis.
Use these 5 concepts to create effective lead magnet campaigns to attract new clients.
To help you decide what your lead magnet might be, brainstorm. Create a spreadsheet and list the common problems your target market faces on a periodic basis and for each problem, create a short list of solutions and steps one needs to take to resolve that problem.
You can then pick one of those as your lead magnet, create an outline of what you want it to look like, and go back and fill out each point on the outline in detail.
Once your lead magnet is created, you need to get it in front of your target audience. So the next step is to share your lead magnet on all your active channels, i.e., your website and social media channels.
From there, leads will flow in and your mailing list will start to take on a new life of its own.
Now, have you had any success with lead magnet campaigns? Haven’t tried running one yet? Let me know in the comments!