3 Key Things to Include in Your Lead Gen Strategy
If you are showing up consistently and feel like you’re doing all the things to support your audience, like creating amazing content and running live trainings, but STILL find yourself asking, “Where are my leads?"—you're not alone. I know it’s frustrating to be working so hard and not seeing the fruits of your labor show up.
Many clients come to me in this exact situation, and often, we just need to make a few simple tweaks to their strategy to turn things around! So, let’s dive into the three key elements you might be missing in your lead gen strategy.
1. Clear & Authentic Content
Think about the last few pieces of content you created. Be honest — do they feel genuine, or do they just mimic what everyone else in your industry is doing? Your content is your business's voice and if your words are blending in with everyone else, you're not standing out to your ideal clients. And when your content reflects your unique voice and perspective, it not only stands out, it also resonates more deeply with your audience.
Your potential clients are looking for a real connection, not just another sales pitch.
Start by auditing your content and looking at your most recent posts and videos. Here are a few questions you can ask yourself:
Is this me, or is this just what I think I should be?
Is my content infused with my personality?
Does it reflect my unique approach to business?
If it feels like it’s missing more of your personality, it's time to inject more of 'you' into your content. Share your stories, your struggles, and your successes as they relate to your ideal clients. It’s this type of authenticity that builds trust and, ultimately, leads.
2. Balance Between Value and Sales
I’m sure you’ve heard plenty of business coaches say you need to 'provide value'. And yes, I agree; this is great advice, but there's a catch. If all you do is provide free advice and there’s no clear path for your audience to engage with offers, you're missing out on potential leads. Yes, we want to provide value and give people a reason to stick around, but we also want to guide people to eventually work with us.
So, how do you find the balance between value and sales? It starts with understanding your audience's needs and how your offers can meet those needs. For every piece of value content, ask yourself, "How does this lead back to my offers?" Your content should not only give value, tips, and help solve a problem, but also show how your offers are the solution to your ideal client’s biggest struggles.
For example, if you're a fitness coach, don't just post random workout tips every day. Instead, explain how these tips tie into your coaching program and are part of a bigger workout plan you use with your clients. Remember, it's not just about giving away free information; it's about leading your audience to the solution your offers provide.
3. Effective Lead Magnets
Your lead magnet is more than just a freebie; it's one of the first steps in your relationship with ideal clients! A common mistake I see is creating a lead magnet that's either too generic or not aligned with your core offerings. If your lead magnet doesn’t make sense and relate to your paid offers, you're setting up for confusion. It should be a natural precursor to your offers and seamlessly lead your audience from the problem they have right now to the solution you offer.
Take a hard look at your current lead magnets. Do they align with your services, and do they actually make sense to your audience? If not, it’s probably time to create a new freebie! Consider what kind of free offer your ideal client would find irresistible. What problem are they facing that you can provide a quick win for? Your lead magnet should be so valuable that it's a no-brainer for your audience to sign up.
P.S. it's not just about the content of your lead magnet. How you promote it matters too. Is it easy to access? Is it clearly advertised on your social media pages and website? Do you have an automated email funnel setup to send people the freebie right away? Remember, your lead magnet is not just a tool for you to gather emails; it's the start of a relationship with your ideal clients so we want to make it count!
A Successful Lead Gen Strategy
Now that you understand the importance of authenticity, balance, and effective lead magnets, how do you put all three of these elements into action? It's about being clear and intentional with your content and always keeping your ideal client’s needs in mind!
Start by thinking about your overall marketing strategy. Does it reflect these three elements?
Are you consistently authentic in your messaging?
Are you providing value AND showcasing your offers?
Are ideal clients consistently opting-in to your freebies?
Also, keep in mind that marketing is not a set-it-and-forget-it thing in your business. Check in with these questions regularly to see where you can make changes for even better results!
Generating leads in your business doesn’t haven’t to be this big, confusing process. It's about building relationships and establishing trust. These strategies can be the difference between feeling stuck and growing your business with consistent leads.
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