Hi Folks.
I got interested in Direct Response Marketing about 6 years ago after listening to Joe Polish & Dean Jackson on the I Love Marketing Podcast. Now my definition of Direct Response is that you put out something of value such as a free report aimed to attract your ideal customer (i.e. a “Lead Magnet”). The prospect then takes some action. Ideally that might be opting in to your email list or at least making use of what you’ve put out eg. reading your free report. Now the issue is that I’ve never had any luck with the lead magnet method. I’ve had opt-in forms on my website, non-opt-in links, Facebook ads, Adwords ads etc but I can’t really think I’ve ever had any sales as a result. Here are some examples:
http://sydneypahire.com/how_to_save_on_conference_av_without_compromising_quality.pdf
http://www.sydneypahire.com/guide_to_wedding_reception_audio.pdf
My thinking was that these free reports were just not strong enough magnets so I decided to create what I felt was the mother of all lead magnets – a joint venture offer with 9 other related businesses. Something worth hundreds of dollars to prospects. It was very hard work getting that many businesses on board but I figured it would be worth it so after 6 months I had it done. I printed glossy flyers, distributed them to the partners, did Organic Facebook posts along with the partners promoting on their Facebook pages, ran Facebook ads & promoted on my website – the result? Massive fail! I’ve not had a single enquiry. I believe one other partner has had one booking but that’s it. Here it is:
Here's the Facebook ad + the results:
Anyway so I’m wondering if the lead magnet technique is dead? I suspect that many people don’t even read my website before they call. They see the Google My Business ad & the fact that I’m number 1 in Google & just call. I feel this because they don’t seem to know anything about what we offer. They don’t ring & say “I’m thinking about your wedding package #4”, they just tell me what their event is what solution I’d recommend. BTW I should mention I run an audio production business that provides sound for corporate & community events, weddings, concerts etc. Since I mostly offer a "done for you" solution I wonder if people don't really care about the mechanics of the process & educating themselves about how to get great sound for their event but rather just want someone to look after it without them having to worry.
Anyway I’d love to hear if others are still having success with lead magnets in 2018 for their businesses.
Thanks Lee.
I got interested in Direct Response Marketing about 6 years ago after listening to Joe Polish & Dean Jackson on the I Love Marketing Podcast. Now my definition of Direct Response is that you put out something of value such as a free report aimed to attract your ideal customer (i.e. a “Lead Magnet”). The prospect then takes some action. Ideally that might be opting in to your email list or at least making use of what you’ve put out eg. reading your free report. Now the issue is that I’ve never had any luck with the lead magnet method. I’ve had opt-in forms on my website, non-opt-in links, Facebook ads, Adwords ads etc but I can’t really think I’ve ever had any sales as a result. Here are some examples:
http://sydneypahire.com/how_to_save_on_conference_av_without_compromising_quality.pdf
http://www.sydneypahire.com/guide_to_wedding_reception_audio.pdf
My thinking was that these free reports were just not strong enough magnets so I decided to create what I felt was the mother of all lead magnets – a joint venture offer with 9 other related businesses. Something worth hundreds of dollars to prospects. It was very hard work getting that many businesses on board but I figured it would be worth it so after 6 months I had it done. I printed glossy flyers, distributed them to the partners, did Organic Facebook posts along with the partners promoting on their Facebook pages, ran Facebook ads & promoted on my website – the result? Massive fail! I’ve not had a single enquiry. I believe one other partner has had one booking but that’s it. Here it is:
Here's the Facebook ad + the results:
Anyway so I’m wondering if the lead magnet technique is dead? I suspect that many people don’t even read my website before they call. They see the Google My Business ad & the fact that I’m number 1 in Google & just call. I feel this because they don’t seem to know anything about what we offer. They don’t ring & say “I’m thinking about your wedding package #4”, they just tell me what their event is what solution I’d recommend. BTW I should mention I run an audio production business that provides sound for corporate & community events, weddings, concerts etc. Since I mostly offer a "done for you" solution I wonder if people don't really care about the mechanics of the process & educating themselves about how to get great sound for their event but rather just want someone to look after it without them having to worry.
Anyway I’d love to hear if others are still having success with lead magnets in 2018 for their businesses.
Thanks Lee.
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