On this week’s Dear Katie, I received a very interesting question: I hear some people say you need a lead magnet and others say it’s pointless if you don’t have traffic. What are your thoughts on lead magnets? When should someone implement one?
I do agree with this advice to some extent that there’s no point in having a lead magnet – or multiple lead magnets – if you don’t have traffic.
However, there is ONE lead type of magnet that every firm owner should have.
Most people think of lead magnets as:
And that’s a great strategy for a lead magnet IF you have traffic. If you don’t, it’s not going to do much. Sending out a series of 5 emails to 5 people likely won’t lead to a whole lot of tangible business results.
So, what’s the one lead magnet I recommend every firm owner have?
Yes, you should have a newsletter. It could be one that’s written like this, or it could be:
It doesn’t matter what media you choose—you need a newsletter strategy, even if you have a very small audience.
Why?
Let’s get into it.
It’s important to start building your contact database as early on as possible, and your newsletter will help you do that.
But I already have a big following on social media!
That’s great! But what happens if, say, LinkedIn shuts down tomorrow? The following you worked so hard to build could be gone in an instant, and you may be left with nothing.
Your newsletter, on the other hand, is your own. No one can take it away from you.
It’s easy to dismiss this idea of creating a newsletter when you only have a small audience. But don’t let the size of your audience stop you from following this strategy.
The reality is that you have to develop relationships with your audience, and it really doesn’t matter if your audience is small. They still deserve to be nurtured, and these relationships matter.
If you’re an accountant who nurtures a prospect who winds up becoming a client, that could translate to thousands and thousands of dollars for your firm over the long term.
Building a contact database and nurturing relationships are two reasons to create a newsletter, but they aren’t the only ones.
One huge benefit of having a weekly newsletter is that it gets you into the habit of creating content that you can repurpose on other mediums. With this strategy, you rarely run out of content ideas or content to post.
For example, I turn my newsletter into:
A newsletter has so many benefits that go beyond just the standard lead magnet on your website that’s delivered once with a series of nurturing emails.
Now you may be wondering, what’s the best newsletter strategy? There isn’t a right or a wrong way to do one, but if you want to use my exact newsletter strategy, feel free to do so!
And that’s a wrap on this Dear Katie!
Have you considered starting a newsletter before? If yes and you haven’t, what’s your biggest roadblock?
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Now I want to hear from you. Do you have a question?
Until next time, cheers to your success!
Katie
A newsletter helps build your contact database and nurtures relationships with your audience, which can lead to significant business opportunities over time.
Yes, even a small audience deserves nurturing. Building relationships can translate into valuable clients, regardless of audience size.
A newsletter encourages you to create content regularly, which can be repurposed into blog posts, social media updates, and more, ensuring you always have fresh ideas.
Unlike social media, your newsletter is your own asset. It allows you to maintain direct communication with your audience, independent of external platforms.
You can include articles, audio recordings, videos, or any other format that resonates with your audience, making it versatile and engaging.
A weekly newsletter is ideal as it keeps your audience engaged and helps you stay consistent in content creation.