I’m screaming it from the mountaintops, but you’re just eye-rolling me. I already see it. I see it because no one wants to invest in an email marketing campaign. I mean, no one. They are a lot of work, I won’t lie, but they are also one of the best ways to make a true, authentic connection with an already engaged audience. Wait. What? Yep, that’s what I’ve been trying to say: already engaged. An email list isn’t like social media where you mindfully jump on and comment on a zillion people’s feed so you can get noticed just a little.
Wedding Planner Lead Magnet Advice
An email list can help you create a warm lead. The key to making this happen is to create a solid lead magnet—you might have also heard the terms freebie or opt-in. I’m currently teaching an Evergreen Marketing course, and in this course I tell my students how the sales funnel starts with a really good freebie. A wedding planner lead magnet needs to be more than just pretty; it needs to serve a specific purpose.
Why we love freebies
Offering a freebie to a potential client does something special: it builds trust. It gets them excited about your business and about your brand. Something you made just gave them instant gratification and that gives them the warm fuzzies they’ve been searching for. A lot of business gurus would also say that when someone downloads your freebie, you just created a buying habit.
Who will your freebie be for?
Unless you’re copying someone, no two freebies will be the same. Even if you used a template, it will still be different. Why? Because when you create a freebie, you consider who you’re making it for. Who is your niche market? Who is your ideal audience? Even if you live in a saturated market full of wedding planners, you’re not all serving the same clientele (or at least I hope not). Figure out your audience’s real pain point and create an opportunity to solve their problem with a freebie. They will thank you for it.
How to make a great freebie
I use Canva for all my opt-in products. This is simply one of the best tools to use for such a task. Canva gives you tons of templates, and you can really get creative with how you design it. My advice is try to stick with your branding. Remember to use your brand colors and fonts, and add your logo to your wedding planner lead magnet.
What type of freebie will you make?
When it comes to deciding on the type of freebie you want to create, think about what you personally like to receive when opting-in to a free download. You can create a checklist, ebook, template, design, resource list, or worksheet. I personally love creating worksheets and checklists.
Where to put your freebie
Now that you know the how, who, what, and when of putting a freebie together, it’s time to decide on where. Where are you going to showcase this bad boy? You have lots of options and you don’t have to only have one place for it. In fact, the more places you share it, the more times someone will have the opportunity to see it. You can place it on the sidebar of your website or in a footer. You can create a pop-up and put it at the top of your homepage. You can even create a special tab on your navigation bar.
Last words on a wedding planner lead magnet
I have seen some debate on whether you should create a very large resource with lots of content or something small and bite-sized. I have even asked a few email pros and it was a toss-up. So, this is just an opinion, take it or leave it, but I find that smaller lead magnets can provide more value. Why? Because if someone has no idea what goes into wedding planning and you give them a 30-page guide, they will most likely feel overwhelmed and not even finish it. The value is then lost on them. I think a freebie that’s smaller but jam-packed with value is a better option.