One of the mottos I have for my business is that you should never stop marketing. Yes, even in times of a pandemic or problems within your business.
Recently I’ve received so many questions from people about whether or not they should be sending out their marketing message or continuing to advertise through FB, IG or Google Ads and every time my answer is the same.
Yes. Yes. Yes.
In fact, these are the times you need to up your ad spend and do even more marketing than you usually do.
I know for a fact the cost of my Facebook Ads has gone down because so many more people are using the platform so my cost per click isn’t as high as it was pre-pandemic.
Of course, your messaging needs to change a little accordingly and the tone of voice you use needs to be empathetic etc., but you should never stop marketing.
Although the wedding industry is suffering right now weddings aren’t going to stop happening.
We might see a change to how they happen and an upward trend for micro and nano weddings but they will still happen.
Those couples who were planning to get married in 2021 or 2022 before all this happened will still be planning to do so.
Your message needs to be getting out there to them on a consistent basis.
But marketing doesn’t have to be hard.
It doesn’t have to be all consuming or something that just sends you into a spin, but it does need to be consistent and it does need to give value.
That’s where having a freebie or lead magnet comes into play.
This is something that you give to your perspective ideal client in return for their name and email address when they land on your website, find you on social media or anywhere else.
It needs to be up front and centre where they can see it easily.
The key is finding something that solves a pain point for your ideal client. Something that gives great value and is a quick win.
One big no no is to create something that is 50 pages long or is too difficult for people to use.
Remember, they want a quick win and if you provide them with something that’s like a wedding version of ‘War and Peace’ it will never get read. It will sit on their desktop or in their download folder never to see the light of day.
But why is a lead magnet so valuable?
The quicker you can get someone off social media and onto your email list the better. This is where you can really build a relationship with them.
A person’s Inbox is actually a very personal space and it’s an honour to be allowed in there.
Plus, you don’t own the social media platforms. If Instagram was to close its doors tomorrow what would you do?
Social media is simply the invite but your email list is the main event.
Once you get them on your email list you can really have a more intimate conversation with them, provide value, show your expertise and be that ‘go to’ person for all things floral design, or photography, hair and makeup, or wedding venues etc.
Whatever your niche is in the wedding industry or whatever area of weddings you work in you want to be the person that is top of mind.
How do you do that?
By giving them something of value that they simply can’t resist.
That’s where our 5 irresistible lead magnets come in. Now obviously there are a lot more than five that I can think of, but I want to give you the ones that I have seen work the best.
No 1 – Cheat Sheet
This is one I use all the time at the Wedding Academy both for my newbie audience and my pro audience. If any of you are on my email list you’ll have received at least one of these.
I like a cheat sheet because it’s easy to skim read. As I said earlier, you want to make them incredibly easy to digest and get a win from or feel like you’ve learnt something from it.
You don’t want it to be just too hard to get through.
That’s not a good experience and it doesn’t get them engaged with you or wanting to read your emails.
You want to go for those quick wins we mentioned and something they can read quickly and easily.
A cheat sheet is great at doing that. Some of my cheat sheets are up to ten pages long. That’s fine. But, again, they are easy to read. They’re broken up with great imagery, with easy headings and not too much text.
Two I use regularly are 10 Steps to Starting a Wedding Business & 5 Mistakes New Wedding Planners Make and how to avoid them. Both are easy to consume, give you quick wins with actionable information and are designed with great imagery so they also attract people.
Another one I use is The Wedding Business Roadmap as this takes people through a more detailed breakdown of what it takes to run a successful wedding business.
It’s again full of actionable information but broken down in a fun, easy to consume way.
One that’s been popular recently is 32 BLOG POST IDEAS for Wedding Pros. Although 32 sounds a lot it’s a very quick and easy cheat sheet as there are ideas in there for every type of wedding pro.
It sparks the imagination and gets people up and running with blog post ideas. It’s quick wins with actionable information yet again.
Pros of a cheat sheet – quick and easy to digest. They’re set up in a way that looks good so people naturally are drawn to them. Bite sized information delivered in a simple format.
Cons of a cheat sheet – it’s usually basic information as that’s what they’ve been designed for. If you want to go deeper into something with your ideal couple then you might want to think about the next option, which is a Guide. This will allow you to explore a subject in more detail.
No 2 – A Guide
This is more of a deep dive into a topic or subject and you take your readers on a journey with you in more of a storytelling format.
Ideally, they’ll be a beginning to get them excited, a middle with the meat of the content, and then the end that leads them to the solution.
One I’ve used that has worked really well is my guide to Creating a Tablescape with the Wow Factor. This takes you through all the elements, shows you how to come up with the story behind your table and the mood board to actually setting the table and being able to analyse and look at it through the creative lens.
The key here is to have people come away from finishing your guide feeling like they’ve really learnt something.
You want them to feel like this is something they would have happily paid for and are amazed they’re getting it for free.
A Guide is all about giving unbelievable value that delivers content in an easy way whilst still giving the detail. It is the meatier big sister of the cheat sheet.
Pros of a Guide – without a doubt it’s the value you’re giving. It allows you to really showcase your expertise and elevates your expert status.
Cons of a Guide – it’s not a quick thing to put together. It will take you time to create the content and then design the guide. I recommend using Canva for both this and the cheat sheet as they have some great templates.
The other thing to remember with a guide is that there is a fine line between too much information and not enough. You want to get that balance right.
You never want it to be just too hard to get through.
No 3 – A Quiz
Who doesn’t love a quiz? Let’s be honest nearly all of us at some time or another have probably done one of those quizzes in Cosmo, I know I have.
We use quizzes at the Wedding Academy and they are a great lead magnet because they’re quick and easy to fill out. They’re also great for using on things like Facebook Ads.
We have one called Could you be a Wedding Planner? We take them through several questions that identifies the type of personality traits they have, how they’d react in certain situations, images they’re drawn too, things they love to do etc.
From this we can then have a good guess at whether they’d be better suited to wedding planning, wedding styling or floral design.
It’s great because the quiz uses conditional logic so depending on their answers, they get different results and a personalised email from me telling them which one would suit them.
I don’t like taking a quiz that feels really generic and like everyone has had the same answers, which is why we make sure our results are based on the answers that are given. It isn’t a generic quiz.
There’re some great wedding examples out there. Maggie Sottero has the ‘Find your perfect wedding dress based on your personal choices in a quiz’. See the Quiz here…
Another good one is on One Fine Day’s website, ‘Which Style of Wedding Am I’ quiz? See the Quiz here…
Then there’s one for finding your perfect wedding venue from Wedding Venues directory in the UK See the Quiz here…
Pros of a Quiz – they’re quick, easy & fun for the person taking them. They can also often help people to see what it is they really want in terms of venue, style, dress type etc. But the other big pro is that for you, as the quiz creator, if you use the right questions you get to find out a lot about your ideal client and this is always valuable.
The more you know the more you can tailor your solution so that it fits your ideal client’s needs perfectly.
Cons of a Quiz – they take a bit of setting up so it certainly isn’t a quick lead magnet. There are three software programs I recommend, Typeform, SurveyMonkey & Interact.
No 4 – A Video Tutorial
This one is ideal for anyone that has something they can demonstrate so for example, creating a centrepiece, designing a mood board, choosing a colour palette. All these work well.
If you’re a venue could you look at doing a virtual show round that shows them what to look for when viewing a venue, whilst highlighting the benefits of your venue.
Video is king right now. It’s King, Queen, Pope and more.
A video we’ve used as a lead magnet for the Wedding Academy is actually a behind the scenes of how we create our course material. CLICK HERE TO WATCH THE VIDEO
Now that isn’t strictly speaking a tutorial, but we ask the question, would you like to know how we put our course material at the Wedding Academy? Come behind the scenes and see what we’re really like and just how we make content that gets you involved. It works an absolute treat and is our best lead magnet by far because it’s conversational and fun.
We can really showcase who we are and how much fun you’ll have as a student with the Academy.
Pros of a Video Tutorial – your ideal client gets to see your personality and connect with you in a way that simply isn’t possible with the written word. It’s such a great way to sell what you do without really selling.
Cons of a Video Tutorial – if the thought of getting on camera makes you want to run for the hills then this isn’t going to be the best lead magnet for you.
The other issue is there is a little bit of production involved but really as long as you have good lighting, great content and a phone with a camera there should be nothing stopping you.
No 5 – A Template or Swipe File
Everyone loves something that’s done for them and that’s just what this is. As a wedding planner you might want to think about creating a simple and easy budget template for the busy couple or a timeline template for the months and weeks leading up to their wedding.
With both of these I’d be adding in little extra tips and things that point them back to you and what you do.
As a floral designer could you create a swipe file of the most popular flowers, when they’re in season and a top tip for incorporating them into a bridal bouquet?
If you’re a wedding stationer, then a swipe file of invitation wording would be perfect. The options really are endless but the key is that it’s a ‘done for you download’.
At the Wedding Academy we have a swipe file of 10 email templates for the busy wedding pro. It’s literally a copy and paste job and so easy for someone to implement within their business.
Pros of a Template or Swipe File – great value, easy to use and a quick fix for your ideal couple. They can download and use straight away without a problem.
Cons of Template or Swipe File – like some of the others I’ve mentioned it does take time to create but often it can be something you already use within your business. Don’t think you’ve got to recreate the wheel.
Never be frightened of sharing something of value from within your business.
We do this all the time at the Wedding Academy because it cements in people’s minds that we are the experts and if this is what we give away for free imagine what our paid content is like.
So there you have it, my 5 irresistible lead magnets. Let’s do a quick recap:
- Cheat Sheet – a quick and easy download that gives people some set steps to achieve something they’re stuck on
- Guide – a more in depth version of the cheat sheet that takes your client on a journey and really gets them learning something new or solving a problem.
- Quiz – a fun and easy to complete lead magnet that allows both you and your ideal client to learn something about themselves
- Video Tutorial – the perfect way to showcase your personality and teach your audience something fun
- Template or Swipe File – the done for you option for those people that want a quick fix and something that can use straight away.
So now it’s time for some action. In the next 24 hours I want you to choose one of these lead magnets and get creating.
Don’t overthink this and don’t allow yourself any longer than 24 hours.
It’s time to start building that email list and creating a more personal relationship with your ideal couples.
Don’t procrastinate on this. Once you decide which lead magnet you’re going to do you should find the content easy to create as it will be something you do all the time anyway.
To make it even easier I’ve created a downloadable guide for you that dives into everything you need to know about creating an Irresistable Lead Magnet for your Wedding Business. CLICK HERE TO GRAB YOUR COPY
I can’t wait to see what you come up with so don’t forget to share away here in the comments so we can all support each other.