First of all, what’s a ‘Lead Magnet’?
‘Lead Magnet’ is a marketing term and, put simply, is any free item or service that is given away for the purpose of gathering contact details. A Lead Magnet could be a free eBook, consultation, newsletter, trial service or just about anything else. Anything that can be freely given away to draw in new ‘leads’.
Once you’ve gathered new leads, and have their contact information, you can follow up with them in a number of ways. For example, you can reach out to them manually OR you can set up automated email marketing campaigns or retargeting ads. This isn’t an exact science so you shouldn’t get caught up with wanting to spend loads of money on retargeting ads straight away. Instead, start small and figure out what works best for you and your business. The goal should be to convert a good percentage of quality leads into paying customers. How you do that is entirely up to you.
Now, here’s our top X lead magnet ideas for Personal Trainers:
This is perhaps one of the most common forms of lead magnet that a Personal Trainer will use as it actually serves two purposes. First of all, it’s a great way of drawing in those who are already semi-interested in your service and gathering their information, but it is also a great opportunity for you to get them on the phone and learn more about each other. We don’t recommend going straight for the sale but this initial conversation can have a big impact on whether or not the ‘Lead’ ends up working with you as a paid client.
Free Workouts / Nutrition Plans
Giving away free workout or nutrition programs can be a great way to gather new leads. All you need to do is create a handful of workout and/or nutrition programs (you may even have them written from clients you’ve worked with in the past) and make them available as a downloadable link. You can then send this link to people automatically when they input their details. This is called an “auto-responder” email.
This one is similar to the Workout and Nutrition Plans mentioned above, however, eBooks are a great way to dive deeper into particular topics and establish yourself as an expert. You could write an eBook on any number of topics, although you should consider writing it about something your followers are likely to take a keen interest in. This could be quite a niche topic that’s especially relevant to your target audience. I.e full-time mums, working professionals, uni students and so on.
Newsletters are a great way to engage your audience and keep them engaged over a long period of time. You can send out email newsletters as often as you like, however, you should aim to always be providing valuable content, rather than simply sending emails for the sake of it. These newsletters can consist of mini articles talking about certain topics (similar to the eBooks mentioned above) or even be a curated list of other pieces of content that you’ve produced recently. This could be links to recent YouTube videos, blog posts and other downloadable resources.
Here’s our list of recommended tools for Email Marketing, as well as our lists of other favourite tools and apps too!
These are our top 4 lead magnet ideas for Personal Trainers and we hope that this article gives you some ideas for how you can implement lead magnets in your own marketing strategy. If you have any other ideas, or would like to ask us any questions, then please don’t hesitate to reach out and let us know. You can connect with us via any of our social media channels or by joining our free Facebook Group for Fitness Professionals.