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Lead Magnets: Why You Need One

As a dog trainer or pet professional I know you have a lot on your plate, but I’m still going to urge you to dig into lead magnets and put them into place. You may be wondering, “what the heck is a lead magnet?”. 
Simply put, a lead magnet is what you are going to offer someone who visits your website in exchange for their email address. This can look like the following:

  1. You have set up a sign up form on your website through your email list provider such as Mailchimp/Converkit/ConstantContact
  2. You have created a download that appeals to your target market
  3. Install the sign-up form on your website
  4. You start to build your email list as a result

A lead magnet is the perfect opportunity for you to build your email list. Email lists are a great way to start building relationships and trust through valuable information you can send right to inboxes. You can also market new offerings to these lists. 

Getting Organized
This is where I’d like you to sit down and think about your future offerings or your specialty. You could have a different lead magnet on different pagses of your website and more than one email list.
In your email list provider you may want to set up different segmented lists such as:ReactivityPuppy Basic MannersGrooming/Husbandry
You then would create a lead magnet that would appeal to someone who fits into these categories and place them on the appropriate pages.

What Should My Lead Magnet Be?
Let’s say you are planning on releasing an online puppy course in upcoming months. You’ll want to design something that appeals to that target market by creating an offer that would be helpful for that person such as a housetraining guide, essential puppy toys or “mistakes you don’t want to make as a new puppy guardian”. On-demand webinars are a great option as well. Once that person has signed up and is on your “Puppy List” you now have a segmented audience that you can market that new course to.

Nurture Your List
Nothing is more annoying that signing up for a download and immediately being barraged with sales emails. Treat your email list as you would relationships and opportunities you would have via social media by providing those that sign up with valuable information. Aim for sending out an email every month with tips and helpful information without necessarily trying to sell something. Ask questions, prompt people to reply to questions, build trust!

I will continue to build on email marketing in future blogs. Dog trainers and pet professionals can benefit from email marketing when done right!

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