Your Lead Magnet
I cannot stress enough how important building your email list is for your photography business. Building my own list has generated me revenue and opportunities I would never have had access to otherwise. Even with a small list, it can make a real impact on your business growth.
As a photographer, you will be all too familiar with the concept of ‘warming up prospects’ so that they become buyers, and that a lead magnet is the most effective way to generate leads. By creating a lead magnet that someone opts-in for, you will be able to do the following:
- Build a list of ideal customers to send promotional email marketing to.
- Nurture a relationship with your audience, for them to get to know, like and trust you.
- Pre-qualify and segment your prospects.
- Share your relevant content (such as additional lead magnets or blog posts) via email, knowing they are likely to be interested in or get value from it.
- Provide a base audience that you can use to target with Facebook Ads and create an audience of people with similar traits within Facebook (called a Lookalike audience).
Your lead magnet (which you may have heard called ‘opt-in’ or ‘freebie’) is a free resource that your ideal audience would be interested in and can be downloaded in exchange for their email address. Some popular examples are:
– cheatsheet, checklist or guide
– offer or voucher
– 5 day challenge
– video training series or webinar
– newsletter subscription
Deciding what lead magnet to create. Your lead magnet does not have to necessarily revolve around you and your business. This first introduction to you should be full of value and give your prospects the opportunity to ‘get to know you.’ Ideally it will create demand for your service, but moreover needs to be valuable enough for someone to want to give your their email address for.
Explore ideas for your lead magnet. Have a think about a) who is your ideal audience? and b) how can you add value to their lives in the form of a downloadable resource?
E.g. are you a wedding photographer? Your audience are brides-to-be in the early days of planning their wedding. A great lead magnet would be a ’12 month wedding planner’ – this could really be a simple one-page PDF designed in Canva. You could highlight the timescales for researching and booking a photographer, as well as other key deadlines an engaged couple need to think about. Following up with emails about what you offer and highlighting your USP, will keep you top-of-mind when the recipient is ready to book their photographer.
Struggling for ideas? Jump in the new Facebook group and look out for the lead magnet thread – post your niche and I will give you a lead magnet idea!