Watching people walk away without ever getting in touch is heartbreaking and stressful enough for any professional photographer, but I’m willing to bet it’s happening to you many times every day.
One way to prevent this from happening is to make a real connection and build relationships with your website visitors, and the best tool you can use to accomplish that is your lead magnet.
Lead magnets might sound like some weird machine you’d find in a superhero action movie, but their real power gives your marketing a much-needed kick in the pants to work harder at getting people in front of your camera.
If you’re not all too sure about what they are, who they’re meant to attract, what they’re made of, or how to get them out there, stick around because we’re going to be getting some answers to those questions today.
This is actually the second part in a short series to help you put lead magnets to good use to build more productive relationships with your prospective clients.
Last week, if you recall, we talked about the many marketing problems caused by what I call “normal” marketing methods. Those are the strategies everyone defaults to because, well, everyone is doing them, and a whole world full of photographers can’t be wrong, right?
While they’re all busy trying to make the obvious marketing ideas work, the one thing most photographers are NOT doing is running a well-organized system designed purely for lead-generation.
Mostly because there’s a tendency to shy away from this kind of marketing for a variety of reasons.
- Lead-generation feels too much like it’s going to be the sleazy kind of marketing…
- They’re not sure how to put a lead-generation system together…
- The idea feels outside their comfort zone because it’s not “normal”…
- Or, negative issues around the need to write are holding them back…
There’s nothing unusual about these roadblocks, and it’s natural to wonder if a lead-generation system will work for you, but this will help you see that this is a lot easier than you might think, and more productive as well.
In last week’s article, we also discovered that a lead magnet is where your lead-generating efforts actually start, and I mentioned the 4 top superpowers of an effective lead magnet.
To save you having to go back over the whole thing, here’s a quick summary:
- A good lead magnet will significantly boost the conversion rate of your email list sign-up process. This is because your subscribers will feel as if they’re getting something valuable in return for their email address instead of signing up for something rather vague-sounding.
- Your lead magnet makes your prospective photography clients smarter by educating them about your photography and showing them how to overcome some of the most common objections or problems they may have.
- It turns your ideal prospects into positive winners by arming them with the ammunition needed to persuade other decision makers about the importance of working with you on their project.
- This is the most important because it inspires your best prospects to take the action they need to take to move themselves closer to working with you. Unless they take action, all you have are prospects, not clients.
So far, so good, but understanding the power of a strong lead magnet is great, but it still leaves some important questions unanswered, such as who to aim it at, what to actually offer them as a lead magnet, and how to deliver it to them.
Fortunately, you’ll know the answers to all those by the end of this article.
Ready to start your engines?
Awesome, let’s get right into it…
There's a lot more to "Photography Marketing Lead Magnets: Who To Attract, What To Offer, And How To Deliver Them", but access to the full content is reserved for Prime Focus Lab members.
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