4 Reasons Advisor Lead Magnets Fail
Evergreen Financial Marketing
Helping exceptional advisors differentiate their brands through powerful, original marketing.
Tell me if this sounds like your lead magnet campaign.
You put in time and effort to develop a valuable resource that answers key questions for your ideal prospect.
You record the webinar.
Pay for a professionally designed eBook.
Work with a marketing agency to set up the campaign...
Your campaign goes live and.... crickets.
A handful of downloads–few of which are qualified. And fewer still who schedule a first call, if any.
Friends, this should not be.
At its best, a lead magnet is like a Costco Free Sample. It gives your ideal prospect a taste of the value they would get from working with you.
It's more than getting an email address. It's building momentum towards a first call and beyond.
At their best, lead magnets are the single most accelerating facet of your marketing strategy.
It's heavily worth getting them to work.
If you're frustrated with your current (or past) lead magnet campaigns, here are the 4 top mistakes we see keeping great advisors from succeeding with digital campaigns.
1. No Compelling Value Proposition
Every lead magnet faces the same critical decision as any other purchase. “What will I get out of this, and is it worth the effort?”
No matter how much time you spend developing the content, your ideal prospect needs to have an answer to this 3-second decision.
2. Picking Broad Topics
Comprehensive guides are bad bets when it comes to lead magnets.
Bad example: The Tax-Efficient Retirement Plan
Good example: 3 Tax-Lowering Decisions Before Your RMDs Begin
One feels exhaustive (and exhausting). The other provides a narrower scope of action. Plus, it ads a specific timeframe, which adds another layer of "This is for me."
3. Picking the Wrong Kind of Asset
It pays to be realistic here. How much time and effort would my ideal prospect give this question?
Consumability is directly correlated with the value received.
Don’t run a webinar if you can deliver equal value in a download.
4. Being Uncreative...
“Creativity faces the least competition.” Some topics face more competition because most people are talking about them. It’s much harder to stand out here.
Creativity offers a critical advantage. What topics are equally important to your ideal client–but people aren’t talking about it? To see one of our favorite examples of this, click here.
Free Offer: Want Feedback on a Campaign?
For our email subscribers, we are giving away two free campaign reviews.
If you are frustrated with lack of results on a current campaign, this is a 30-minute campaign review to help you troubleshoot what's not working.
There's zero pitching.
Our only goal is to help you determine your best next step in regard to your lead magnet strategy.
It's one of two things.
Improve Your Results.
Do you have a good concept that needs some tweaks on implementation? We can talk through format, promotion, and nurturing for best results.
Stop Wasting Money.
Some lead magnets are not worth the squeeze. Rather than trying to fix a "totalled" lead magnet, we'll help you identify a stronger topic that highlights your value proposition in a far more compelling way. (One you can accomplish on your own)
If you'd like to take us up on the offer, drop us a line on our contact form and add "Free Review" in your notes.