And 4 Awesome Examples to Inspire You
A lead magnet, opt-in, freebie…no matter what you call them, lead magnets are a simple yet effective marketing strategy guaranteed to grow your business.
As a functional or naturopathic provider, your time is valuable, so it’s probably safe to say that you’re always looking for marketing strategies that actually convert visitors into subscribers. And you want to avoid the same boring lead magnets that don’t move the meter regarding conversions.
You need straightforward, highly effective, and time-saving market strategies to help grow your business. And that’s where lead magnets come into play.
Let’s explore everything you need to know about lead magnets – what they are, why your practice needs them, how they work – and I’ll share four high-value lead magnets to inspire you.
What is a lead magnet?
Even if you aren’t well versed with the term “Lead Magnet,” there’s a good chance you’re already familiar with them. Have you ever entered your email on a company’s website in exchange for a free download? If so, you signed up for that company’s lead magnet.
A lead magnet is an online incentive that attracts website readers to become potential patients by offering a free resource in exchange for their email address. Lead magnets commonly offer downloadable digital content, such as a checklist, ebook, guide, or course. But they might also be an opt-in for a video, coupon, or email-delivered course.
The goal of a lead magnet is to entice, attract, and engage website visitors to sign-up for whatever your functional or naturopathic business offers.
Why do you need a lead magnet?
Lead magnets provide direct access to potential patients or buyers who have a legitimate interest in your services. A lead magnet helps convert these potential patients to a lead, tells you what they are interested in, and allows you to market your products or services directly to them.
The challenge is that most people are hesitant to share their email address with just anyone. They want to ensure that they receive (what they perceive to be) real value in exchange for their information.
A powerful lead magnet will grab the attention of your potential patients and allow you to start your relationship on a positive note.
How do lead magnets help grow my naturopathic medical practice?
Lead magnets help grow your practice by allowing you to grow your list and develop customer relationships, eventually leading to increased sales.
The goal of any lead magnet is to create an audience that will be highly receptive to your marketing efforts in the future, including ads, email campaigns, or sales. Anyone signing up for your lead magnet demonstrates their interest in your practice and the products or services you offer. Because your lead magnet, and the corresponding email campaign, leave your audience feeling all warm and fuzzy about you, they are statistically more likely to purchase from you in the future.
And all of this happens because you gave your audience something (for free) that helped them solve a problem they were facing.
Creating a Lead Magnet That Drives Conversions
A lead magnet that successfully drives conversions offers mutual benefit to both the customer and the business. Your potential customer should get something of value to them, and, in return, you get direct access to their information.
A lead magnet that converts should also:
1. Be specific to your customer and what they want.
The most important thing you’ll probably do when designing a lead magnet is to understand what your specific customer wants. If your lead magnet isn’t specific to the wants and needs of your target audience, they aren’t going to sign-up for it.
Identifying several customer profiles with unique wants and needs is very common. However, each lead magnet should only target one profile at a time.
Don’t stress about which customer profile to start with. Pick one that you can provide the most value to right now. Eventually, you’ll want to build lead magnets for all of your customer profiles but get through one first.
2. Be valuable.
Once you’ve identified the customer profile you want to target, you want to provide them with a compelling reason to sign-up for your lead magnet. So, your goal should be to give them the best value, fast.
Your lead magnet will provide the most value when it solves a problem your potential customer already has. Not what you think they could have. Dig deep for a common problem that your customer has and provide a quick solution to their problem.
And, keep in mind that bigger isn’t always better. Not every one of your potential clients wants a 30-day email course or an eBook. Some might be looking for a quick reference guide, a checklist, or a short video to solve their problem.
3. Be well-designed.
If your lead magnet is hard to consume or doesn’t reflect the look and feel of your business, your customers will lose faith that you’re able to help solve their problem and likely won’t continue through your sales funnel. Consider keeping your lead magnet simple and easy to consume.
What are the best types of lead magnets?
By this point, you likely have some idea of what types of lead magnet you want to use, but multiple options can help you deliver the same value. So while the possible lead magnet formats are virtually endless, these are some of the most popular:
Checklist, Toolkit, or Resource List
What’s something every client asks you about? Maybe it’s the best supplements to help with a common ailment or a list of questions to ask before picking a care provider. These lead magnets can deliver high-value information and be easy to put together.
Free Trial
Give away part of your product or service. A free trial is especially beneficial if your product or service is considered ‘expensive’ for your ideal customer. The trial will give them a taste of what you offer and help them understand the value of their purchase.
How to Guide
These step-by-step guides give you a chance to highlight your knowledge and turn your own experiences into a helpful tool for your clients. A how-to guide might cover how to jump-start a nutritional plan or how to follow your daily routine.
Infographic
Infographics are everywhere you look! People love infographics because they are an easy way to display a large amount of information or data in one place.
Quiz or Assessment
Is your potential customer struggling with a set of symptoms that, if they can answer a few simple questions, will help them find the care they need? Offer them a quiz or assessment to find out.
Video
Have you shared videos in the past, or do you have educational videos for sale? Try sharing a compilation of your videos or highlighting some high-level information from a video.
Introductory Class
Introductory classes are great if you want your target audience to invest in a larger, commonly more expensive class. Try breaking down the class into two or three sessions to provide an overview of the content and highlight the value of the purchased version.
Lead Magnet Examples for Functional and Naturopathic Providers
There are so many great examples of lead magnets that functional and naturopathic providers have used. I could probably make a much longer list, but here are four examples to help you get your creative juices flowing:
Aviva Romm is widely known for caring for women and has written a couple of books on women and hormones. Her ‘free gifts’ are targeted directly at women and include a guide and an ebook.
Dr. Emily Livengood at Rainwood Integrative Medicine uses two different lead magnets. The first is a free guide when you join her email list. The second is introductory videos for each of the classes that she offers.
If you subscribe to Dr. Jill’s newsletter, she’ll provide you with seven free downloads that range from how-to guides to tips and checklists focusing on the exact types of patients she wants to attract to her practice.
Dr. Jenna shares her passion for caring for women trying to conceive, and her free guide addresses their exact concern – how to boost fertility.
Functional and Naturopathic Copywriter
So now what?
Great question! I’m sure you’re buzzing with lead magnet ideas and all the potential clients you can attract with them. But, are you struggling with where to start or perhaps don’t feel equipped to write your lead magnet?
As a copywriter focused on writing for functional and naturopathic providers, I’m here to help you create high-value lead magnets that convert. I can help you with the design, copy, and follow-up processes so that you capture and engage with all your potential clients.
Plus, there is so much more I can help you with.
And that’s where my lead magnet (of course, I had to include my own) for creating killer welcome email sequences can help.
Interested in learning more about how a medical copywriter for functional and naturopathic providers can help you build your lead magnet? Drop me an email at julie@jbryantagency.com or schedule a free consultation to get started.
Comments