Should You Have More Than One Lead Magnet?
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The short answer here is yes, you should have multiple lead magnets. But only when you and your CRM system are ready.
What do I mean?
Well, if you imagine a sales funnel, the largest part is up top, where people enter your world. A three-part sales funnel includes know, like, and trust steps. Those also translate to lead magnets, email marketing, offers.
All roads lead to your signature offer, so the more roads, the better. Right?
Multiple lead magnets makes sense if:
Your business has different pillars. My business has three pillars: lead generation, lead organization, and lead nurture. Therefore my clients have different needs when they come into my world. Different lead magnets help each need differently.
Your clients are at different awareness levels of you. They may already know you, so they want something more in-depth than just a PDF. Maybe they need a webinar to see how it is to actually work with you and your personality. Maybe an ideal client doesn’t know you at all and needs a smaller lead magnet that they can consume (and get a win from) in 3 minutes or less.
Your clients have different identities before they join the customer journey. If you signature service covers multiple topics, your ideal clients might come from different levels of who they are and how they will be working with you. Different lead magnets can talk to each level as a different identity, bringing in all types of you Cinderella client.
Having multiple lead magnets doesn’t make sense if:
You think you need the latest thing. This happens when you see ads for creating quizzes over PDFs or webinars, and you feel like you need to make something new because a “guru” told you to. This is also called shiny object syndrome. Something I am very guilty of.
Your list isn’t ready. Does your CRM system have segments and automated sequences ready for each way someone new enters your ecosystem? If not, they you don’t need a new lead magnet, you need better systems.
It feels like progress in your business. I can’t tell you how many new things I’ve created or how many times I’ve rebuilt my website because I thought I was getting things done. I’m sorry to say this isn’t progress, this is procrastination.
Before you make another lead magnet, answer these questions:
Does my current lead magnet do the job, or does it not work for my current business?
Am I ready to create, promote, and nurture a new customer journey?
And if you are creating something new, or tweaking something old, ask yourself these questions:
Will this lead my cinderella client to their castle?
Does this do more than change a pumpkin into a carriage?
No idea what those Cinderella references are from? Check out The Magic Pumpkin Method to find out (no opt-in required).
-Katie