Want to have a killer lead generation system? There’s a lot more that goes into it than just slapping together a PDF file and an email and automating the process.
A truly remarkable lead generation system is custom designed to provide value and serves one very specific purpose: To help you fill your programs and sell your services with ease.
That seems bold, but in the end, it’s 100% FACT. By name, it sounds like it’s designed to just bring new people to you, and that’s definitely true. BUT if you are methodical about your system, you can also structure it to push those leads into becoming paid clients, with very little ongoing effort on your part.
To help you along with the strategic parts of setting up your system, This post will inform you about 5 of the most common mistakes I see my clients making with their lead generation systems,and how to fix them.
By avoiding these, you’ll be well on your way to connecting with high-quality leads and filling your programs in no time!
The Lead Magnet Doesn’t Solve A Significant Problem.
By far, this is the most common mistake I see!
In order for your lead magnet to convert and bring you the dream clients you’ve always wanted, you’re going to need to do some market research to find out what answers they’re looking for. You can do this by asking questions in Facebook Groups where you know your ideal client is hanging out, sending surveys, and even asking questions directly in DM conversations.
Successfully solving their problems creates trust and confidence in your ability to serve them in other ways. When problems aren’t being solved, their attention is quickly moving on to the next thing.
Recipes are a great example of an ineffective lead magnet! While free recipes are pretty great, and everyone loves them, I can immediately come up with 3 reasons why they’re a poor choice for pulling in your ideal client, EVEN if you’re a nutritionist or fitness coach.
First, you can find literally ANY kind of recipe on Google. If the information is easily accessible to them elsewhere, then they have no REAL reason to give you their email address or request a download.
Second, I’m willing to bet that even if you’re providing a whole recipe book, only a couple of those are even going to be something they’re interested in. I can pretty much guarantee they’re only going to open it up once (if at all), skim the content, find 1 or 2 items they like, and then move on and forget all about it.
Lastly, something like a recipe book doesn’t actually solve a REAL problem for them! This is true no matter how specific you are with the type of recipe you’re providing (Family friendly, vegan, keto, etc.). In order for your lead magnet to really connect with your audience and bring you conversions & sales, the hook NEEDS to solve a significant problem that your ideal client has, AND bring them the result they want to see,EVEN if that means it’s not what you KNOW they need.
(P.S. Your Lead Magnet doesn’t always have to be something for free! You can use a very low priced offer or product to generate hot leads, as well!)
Bonus TIp: Don’t forget to add a call to action into your free/tiny offer where they have an opportunity to work with you or schedule a discovery session to see how you can help. If your lead magnet is working the way it’s supposed to, they just might be ready to buy right away. Don’t miss out!
Under-utilized Delivery Emails
Take a moment to think about this little tidbit. The email that contains the free offer that your new subscriber requested is by far, the MOST opened email. Ever. Make sure you’re making the most out of it!
Believe me, I used to think that all you needed to do was provide the download or access to whatever it is that your new subscribers have opted in for, too! But after spending lots of time working with these systems, I learned that there’s a lot you can do with this one little email, and how POWERFUL it really is!
In addition to your download, you can incorporate some of the following ideas into your delivery email:
- Social Media Links
- Facebook Community
- Tiny/Low Cost Offer
- Additional Freebies
- Your website
- Discovery Session scheduling link
- Lead into what else they’ll be receiving in their inbox (you can build an extended drip campaign to do this)
Each of the ideas above essentially gives your lead multiple ways to connect with you. The more connection you have, the higher the likelihood that the offers you present later will be appealing to them.
Not Having An Extended Drip Campaign
A truly great lead gen system doesn’t just STOP after the delivery of the free content. Ideally you’ll be making an appearance in your subscriber’s inbox at least once every couple of days over their first 30 days, then a minimum of once per week after that.
Don’t just send anything, though. When creating your extended drip campaign, take some time to strategically plan it out. Provide plenty of value, but be intentional about it. Make sure that in some way, each of the emails can be looped around into a service you offer and/or a problem you can solve.
Here are a few cool ideas for what you can put into extended drop campaign emails:
- Additional free downloads
- access to free courses/programs.
- Introduce yourself in a longer format
- Present a low cost offer
- Invite to a facebook community
- Send recordings of past live videos or master classes
- Guide them through a journey or challenge
- Present a limited time offer available to new subscribers only
- Invite them to get on a coffee chat via zoom with you
- Send surveys or quizzes
- Ease into an “automated launch” JUST for your subscribers using an evergreen offer
- Offer memberships
Honestly, this list could go on forever, but by now I’m sure you’re already seeing the value you could be providing to your new subscribers, and quite possibly the boost in revenue you can create just by implementing a FEW of these ideas.
Bonus Tip: Don’t make the mistake of emailing a new subscriber too many times. It’s important to remember how frequently you send your newsletters/email campaigns to your mailing list when deciding how to space your extended drip emails. Some overlap is fine, but too many emails at once can be a turn off and cause people to unsubscribe.
Landing Page/Copy Doesn’t Highlight Results
Your potential subscriber does not care HOW your lead magnet will solve their problem.
Let me say that one more time.
Your potential subscriber does not care HOW your lead magnet will solve their problem!!
So what DO they care about?
The results they will see from taking the time to check it out and apply it to their life.
I see this all the time, and believe me, as a service provider, I 100% understand how easy it is to get caught up in why what you offer is absolutely amazing.
In reality, though, how amazing your offer is means absolutely nothing.
What REALLY matters is the results & outcome people will see from working (or engaging!) with you.
This is why it’s SUPER important that you go and take a look at the language and copy you are using on your landing and sales pages.
When you read it over, is it CLEAR how the advertised product, service, or freebie will impact the life of your subscriber, and what they’ll gain from the experience?
Does your ideal client feel like you fully understand their situation?
Is your offer or opt in positioned as a clear choice to solve their problem?
If your answer to any of these questions is no, you need to rethink your strategy.
What are you waiting for? Go, go go!
Not Making The Most Out Of The Thank You Page
Now that you’ve checked over your landing page copy, we’re brought to this last common area of disaster within your lead generation system… The Thank You page!
You might think this is an area where you can keep things on the simpler side. Unfortunately… nope!
Here are a few elements that should be a MUST on your page:
- Thank your subscriber and confirm that they’ve been added to the list
- Remind them to add your email address to their contacts so they don’t miss messages from you. (VERY important!)
- Tell them how to access whatever it is they opted in for
In addition to these ever-important elements, there are a few other ways you can spice up your thank you pages.
For example, you can present a low-ticket offer that directly relates to the original lead magnet. This is a great way to distinguish between warm and HOT leads. Plus if you’re using paid advertising to get eyes on your opt-in, it can be a great way to cover advertising costs, built right into the system!
You could add a welcome/thank you video right at the top for the subscriber to engage with. Use this technique to deliver instructions, set expectations, or even to paint a picture of how their life will look like after the transformation you provide… The list goes on!
In some cases, when you are advertising a seat inside a free (or paid) Facebook group, it might be more effective to route your new subscribers directly to the group so they can request to join. This has worked WONDERS for many of my clients who often have troubles with people not checking their email for access. It resulted in more group engagement, higher attendance rates, AND since the process was easy, more people shared with their friends!
How many of the elements I listed above do you currently have going on YOUR thank you pages? I challenge you to look your pages over and at the very least, add those 3 Must-Have elements I mentioned earlier worked into the page.
Do you need help setting up a system, OR overhauling and improving one?
I have great news! I’m expanding my portfolio and have 5 slots for CUSTOMIZED lead/sales generation funnel packages at a 30% discount in exchange for a testimonial and feedback on your experience.
I’d love to connect with you about it! Schedule a free consultation session with me, and we’ll chat about how I can make this process easier for you.