The Lead Magnet

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November 25th, 2016 Posted by blog 0 comments on “The Lead Magnet”

How Many Of Your Website Visitors Convert?

Generating new leads is the lifeblood of every pool builder out there. You are probably driving traffic to your website through SEO, PPC, and Social Media. However do you know how many of those customers convert into a phone call, form submission, or email? The answer across the industry is LESS THAN 98%! That means if 100 new customers come to your website, only 2 of them will contact you.
Why? They aren’t ready, they didn’t get the answers they were looking for, your website didn’t persuade them to take action, etc. You should absolutely try to answer that question through analyzing your website, but the ONE THING that you must do NOW, is add a lead magnet to your website.

What is a Lead Magnet?

A lead magnet is a low barrier offer or piece of information that people are willing to give up their email address in exchange for. For instance, for a Realtor’s website, you could offer a report on “The Top 4 Things You Can Do To Increase Your Home’s Value Before You Sell”. You think people that are about to sell their house would be interested in knowing the four things? Think they would give up their email address to get that information that could potentially increase their home’s price by thousands of dollars? The answer is yes.

How To Nurture Leads On Autopilot

Think about the Realtor example above. A customer came to their website, were interested in knowing the 4 ways they can increase their home’s value and signed up with their email address
Things we know:
Very likely that they are a home owner.
That they are interested in increasing their home’s value.
That’s pretty much it.
Things we don’t know:
Are they looking to sell their house?
If so, when?
What is their home’s value?
Do they currently have a realtor? Are they looking for one?
You can see that there is a lot more that we don’t know, than what we do know. However, we now have the one thing that is going to allow us to find out the answers to the rest of those questions: their email address. And now we can follow up with them in a non-intrusive way and start to nurture that relationship until it is a viable lead / customer.
If the realtor did not have that lead magnet on their site, we would never be able to start the relationship, and that possible lead could be gone forever.

Types of Lead Magnets for Pool Builders

I’ve narrowed it down to our 3 most favorite lead magnets for pool buildesr. These “lead magnets” literally attract leads like a magnet attracts a piece of metal.

Lead Magnet #1: Our Favorite One: Pricing

What is the #1 overwhelming piece of information that ALL of your website visitors want to know? Price. It’s always price. Unfortunately they don’t care up front about your experience, or your award winning designs, or your warranty information, etc. Before any of that, they want to know how much your pools cost.
Step 1: Add the pricing button to your website:

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Step 2: Add opt-in pop up
When they click pricing, we add a pop-up box for the visitor to enter their name and email address to fill out before we reveal pricing information. And they will fill it out because they want the that valuable pricing information and they are willing to give their email address in exchange for this info.

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Now I know what you are thinking. “There is no way that I can quote a random visitor on our website a price of a pool. There are too many variable’s that could effect the price and we don’t want to give the customer the wrong idea.” Exactly.
The best part of the Pricing lead magnet, is that the answer is: “IT DEPENDS!” It really does! How big of a pool do they want? What is the slope of their yard? What type of design aspects are important to you? What type of features do you want? To be honest, it’s really like asking an auto dealership what is the price of a car? It depends! Do you want a high-end sedan with all of the bells and whistles? Or are you looking for the most cost effective car that is going to get you from Point A to Point B?
So the page that you land them on after entering their info needs to EDUCATE the customer. Not only will this help answer their question on pricing, but it starts your relationship with that new lead on the right foot because you are actually willing to start answering their questions to their most desired question on your website, where none of your competitors are doing so.
Cons:
  • Providing pricing information can be tricky if you are a custom pool builder, however we have the perfect answer to their question, which really is the answer – “it depends!”
Pros:
  • Low barrier offer
  • Answers the #1 question running through your prospects mind which results in an outrageous conversion rate
  • Allows us to start educating the customer which is a breath of fresh air because your competitors are not answering these questions on their website

Lead Magnet #2: The Free Consultation

Chances are, you already have this one up on your site offering a “free consultation” or “free estimate”
Cons:
  • This offer is overused which causes it to loose it’s value
  • Low conversion rate. Since a free consultation implies direct contact, it is a “high barrier” offer, meaning that many people who are still researching pools are not yet ready to get on the phone with you
Pros:
  • You get to talk with people who take you up on the offer directly which may lead to a sale
To make this offer more effective, try to be as concrete as possible. Instead of stating something vague like “we’ll talk about your needs”, be more specific by talking about how long the consultation will be and what they can expect to get out of it.

Lead Magnet #3: The Free PDF Report

This lead magnet has massively gained in popularity in the last 5 years. I’m sure you’ve seen them before, you might even be using it on your site right now.
With this model, you offer a free PDF report in return for a name and email address.
Cons:
  • Starting to lose its effectiveness due to overuse
  • Lead quality is lower since some just want to get the PDF but aren’t really interested in buying a pool from you
Pros:
  • Low barrier offer equals a higher conversion rate than free consultations
To get the most out of your free report, make sure to craft a compelling title. You want the title to be compelling and very intriguing.
Example: Instead of naming the document “Pool buyer’s guide” try something to the tune of “7 critical questions to ask a pool builder before making a decision”
Also, don’t hide your report. Make sure that it is displayed prominently on every page of your website. Having a small reference to it below the fold in the sidebar just won’t cut it.
Now that you know our top 3 lead magnets, we’d like to offer you a free site analysis. We’ll take a look at your site and give you suggestions on how to improve it and what lead magnets will work best on your site — for free.
We’re not sure how much longer we’re going to continue offering this service for free so make sure you apply now to secure your site analysis.

Step by Step – How to Double Your Leads!

Don’t forget to pick up our free case study on how one pool builder increased their leads by 340% by implementing a small change on their website. Get it below!

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