Email campaigns are great, but they are only the first step in getting a client to click that magic button:
Book a free consultation today
It might seem odd to you at first, but people tend not to book a consultation from an email. You need to get used to this idea and start creating lead magnets. This is a, usually free, piece of content that will ideally provide some value for prospects. Lead magnets help to build trust, identify someone’s pain, and thus make them more likely to book that free consultation.
Another thing that’s great about them is that they are not explicitly sales orientated, so you can remain fully compliant.
So if you are still wondering why email campaigns are not enough, here are three reasons and ways to supplement them:
- Ebooks
- Mini-courses
- Marketing Quizzes
We believe they are the most effective, here’s why:
Ebooks
Ebooks are a very effective way to communicate your expertise and complex ideas in a simple way. For many, the very idea of creating an ebook is daunting, but if you already have a blog you’re pretty much good to go.
Remember, the majority of your content can be repurposed. Using a transcription service like Lumen, a blog can be converted into a video or podcast, and you can reformat all of it into an ebook. Don’t overthink content and don’t limit yourself.
For the sake of quality and speed, it is a good idea to hire a professional from a site like Upwork or Fiver, to put together a 15-20 page ebook based on your blogs with a table of contents. This can then be given away on your landing page.
Mini-Course
Repeat after me: you are already an educator.
So why not do a mini-course?
You educate people everyday on a variety of topics, and they are happy to pay for it. However you only ever do it on a one-to-one basis, without recording or creating a systematic course out of it. Your Knowledge is essentially dormant, it’s not working for you.
Well, it’s time for that to change. The reason online business has so much potential is because, as long as you have the infrastructure, it takes the same amount of work to send one email as it does a hundred. In short, online business is leveraged to the hilt!
Online= leverage
Put together the most common questions clients ask you in your office, or responses you get from feedback requests. Then, record your answers, order them, use a transcription service, create videos. 2-4 videos per topic is a good number, they don’t have to be very long.
The next thing you want to do is put together a Youtube playlist. Youtube absolutely loves playlists, trust me.
At this point you have a choice, you can password protect the course and charge for it or give it away for free on your landing page. If you do the latter, you can get potential clients further into your funnel. This way they can learn more from you, and get directed to other topics you want them to focus on.
Marketing Quizzes
This is perhaps the best lead magnet out of the three because it gives you real insight into who your potential clients are, and what they need. Central to marketing quizzes is self-assessment, which is very important. Pretty much everything we do in life is assessing things. We have an innate need to assess ourselves in order to determine who we are.
When writing your quiz, the most important aspect to keep in mind is how you’re going to deliver value. At the end of the quiz, they have to discover something new, about finance, about themselves.
Another thing to note about the quiz is that as the author you become a sort of examiner. In other words, the person taking the test accepts you as an authority. Which is really what you’re aiming for. They are no longer just interested in what you say, they value and trust you.
They trust you because you’ve helped them identify their pain. Unless they are perfect this is what taking the quiz will reveal to them. Once they’ve identified their pain they’ll look for a solution. You can deliver this solution in the form of a band-aid, a page which shows them the answers to the quiz.
A band-aid doesn’t fix the problem, but it does stop the bleeding. They know what the issue is and, as long as you’ve provided value, they now trust you. At this point they are more likely to book a consultation.
For more on how to put together a quiz click here.
Hopefully now you can see why email marketing campaigns are not enough. Also that by creating lead magnets, you can build trust by getting people to spend more time on your site.
However, If you don’t have time to put together well designed lead magnets,
Check out our Larkspur Executive PRO & Platinum.
