You just can't grow a medical practice in 2023 without an effective lead magnet.
The best lead magnets are digital assets you plug into your marketing automation platform. Your potential patients download them in exchange for their email address. The beauty of them is you just create them once and they continue working for you 24/7 for years on end.
Unfortunately most doctors pay little attention to the lead magnets they create, resulting in ineffective assets that sit on their website collecting digital dust.
In this post I'll share with you the 4 key characteristics your lead magnet must have to fly off the digital shelves:
1. Must be super specific
The best lead magnets are those that address a single, specific pain point for a very specific audience.
It's much better to create a pdf with "5 Tips to help your toddler sleep through the night" than "Sleeping tips for children". Your lead magnet's title must be so specific, visitors will know for sure whether it's for them or not.
2. Must be easy to consume
This is why giving an entire video course as a lead magnet is not a good idea.
Even if you're giving something away for free, you're asking people for their time. Asking for too much time up front increases friction. And even when they do sign up for it, they are unlikely to consume it.
Remember, the main goal of your lead magnet is consumption!
If there's one thing you take away from this essay, make it this: it makes no sense to collect people's emails if they don't consume your lead magnet.
3. Must be valuable on its own
Don't just give them a piece of the puzzle expecting them to buy the rest of the answer.
Put away the belief people won't see the value of your services if you give them away the answer. Remember, as an expert, you should give the know-how for free and charge for the services.
4. Must provide a quick victory
If someone wants information they can watch a documentary or read Wikipedia.
Instead, your lead magnet should call them into action, getting them an early victory. Continuing with the sleep for toddlers lead magnet, you just need one of those tips to work for any parent to be a lifelong fan of yours!
Now it's your turn
Start by thinking of a very small, specific challenge your ideal patient has as it relates to your field or specialty.