What Information Should You Send To Potential Clients?

In previous posts, I covered the problem most firm websites have and how to convert potential clients who visit your website. Today, I’m going to cover how to create a lead magnet and what to send these potential clients once they’ve signed up for your list.

Building Your Lead Magnet

The first thing you’ll send a subscriber is the lead magnet you already promised them.

One common misconception about lead magnets is they have to be long, like a research study or ebook. Nothing could be further from the truth.

People don’t always want another ebook they won’t have time to read (and you won’t have time to write). A one-page checklist or list of tips will work just fine.

The key thing is that your lead magnet provides information that only potential customers would want and want BAD! It might be something like:

5 Things To Consider Before Your Next High School Renovation

Or

3 Ways To Build Sustainability Into Your Parking Garage

Or

4 LEED Platinum Projects You Could Learn From

You really need to define your audience and build a simple, but useful, lead magnet they would kill (or at least click a button) for. Let’s look at some real examples:

10 Incredible Proposal Insights

This is one of the primary lead magnets for helpeverybodyeveryday.com.

8 Easy Ways To Improve Your CPM Schedules

This was originally a PowerPoint slide our firm President presented at a lunch and learn. Sitting in the presentation, I knew the information was so useful I had to do something with it.

How Do You Get This Information

But Matt, my architects/engineers aren’t experts. They’re not thought leaders. Heck, they’ve never even been published.

So how could I possibly get useful content to send clients?!?

Yes, all those things might be true. But getting content is not as difficult as it appears. I’ve already provided you an easy tactic I use to get content from my technical staff.

Always be on the lookout for that slide someone presents or that thing you overheard someone say that would make a great one-page lead magnet or blog post/email.

Monthly Emails

Let’s say someone has signed up on your website and you’ve sent them your lead magnet. Now what?!? How often should you send them information?

Here’s my personal take. You should send them an email at least once a month, but no more than twice a week.

How I do this is by setting up a firm blog and scheduling a post to show up once per month.

Then I set up a RSS campaign in Mailchimp to deliver that blog post (in its entirety) to my subscribers. Here’s a quick primer on setting up a RSS campaign in Mailchimp.

General Philosophy On Sending Subscribers Regular Information

Let’s tackle this one because it’s a counterintuitive concept (at least to some people).

Only send subscribers useful information. Don’t send them your firm’s stupid newsletter.

I’ve ranted about firm newsletters in the past. So, I won’t spend too much time on this.

Does it sound sane to send your clients emails about how great you are?

Man, if I sent my subscribers an email that went into detail about my qualifications and the recent success I’ve had…you folks would unsubscribe so fast my head would spin.

So what makes it OK to send clients that drivel?

If you are going to capture contact information and send out emails, they better consist of really useful information.

Ultimately, your reputation will be based on what you teach…not what you tell.

Later this week, I’ll cover the tool I use to tie this all together and invite you to a special webinar on September 30th where you can see it in action.

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