How to Create an Effective Lead Magnet for your Interior Design Business
What is a “lead magnet” and does my interior design business really need one?
A lead magnet is a digital free “thing” that you offer to a website visitor (aka potential client) as a way to further engage them and hopefully get them to book a Discovery Call with you. It could be a quiz, a downloadable guide, or a resource. You offer your lead magnet for free in exchange for their email address. They are sometimes referred to as a “Freebie” or an Opt-in.
Once you deliver the offer, you will follow up with them in a short series of emails referred to as a “Nurture Sequence” that helps them make the most of the guide/information you provided.
So…does your interior design business really need a Lead Magnet? I say yes!
A great lead magnet helps you build trust and position you as an expert in your field. But you gotta do it right for it to be effective in attracting your ideal clients.
You’re in luck because that’s exactly what we’re covering here today.
5 IMPORTANT CONSIDERATIONS:
Keep it simple.
Align your Lead Magnet to your ideal client
Include your Call-to-Action
Expand on your expertise in a nurture sequence.
Decide on your tools.
#1 KEEP IT SIMPLE
You don’t need to write an eBook. This biggest challenge might be overthinking your offer. Just solve ONE problem. Think about your expertise, your niche, and what you want to be known for.
Are you a color expert?
LM Idea: Your favorite paint colors with examples.
A kitchen designer?
LM Idea: Top 5 clever storage solutions in a kitchen
Do you design salons/spas?
LM Idea: Case Study: How interior design can help spa owners increase revenue (i.e. luxury interiors can charge more)
Antiquarian?
LM Idea: 10 ways to mix antiques into a modern home.
#2 ALIGN YOUR LEAD MAGNET TO YOUR IDEAL CLIENT
It’s critical that your Lead Magnet addresses your ideal client and what they are thinking, feeling, and doing. This is also a way to pre-qualify clients who may (or may not) be a good fit.
If you are trying to serve high-end clients, DON’T create a lead magnet that has to do with budgets.
If you are trying to attract clients who want full-service design, DON’T create a lead magnet with DIY information.
High-end clients are busy and they want turn-key services. Your best bet is to INSPIRE them.
Here are a few ideas to get you started:
Quiz: What’s your personal style
# Things to know before starting a major renovation
# Features of high-end homes
# Beautiful ways to incorporate your travel photos (Show your portfolio)
# Essential of a family-friendly home
#3 INCLUDE YOUR CALL-TO-ACTION
At the end of your Lead Magnet, you want to include a brief “About” page and your call to action - Usually a link to Book a Discovery Call with you.
An example layout might be this:
Page 1 - Cover
Page 2-3 - Your Content
Page 4 - “About” + Call-to-Action - Book a Discovery Call (make this a link to where they can do this)
#4 EXPAND ON YOUR EXPERTISE IN A NURTURE SEQUENCE
After you deliver your Lead Magnet, you’ll want to include a series of emails to go with it. This is important because it:
Helps establish you as an expert
Let’s them get to know you a little better
Pre-qualifies potential clients
Builds trust - You “get” them
You’ll want to plan your lead magnet + nurture sequence together. A nurture sequence may look like this:
Day 1: Immediately deliver Lead Magnet - Let them know that they will be receiving a short #-day series on how to make the most of the tool they just received. Remind them to move the email to their primary inbox so they don't miss it. Include your call-to-action in the email body as well.
Day 2: Expand on the information you provided on Day 1 - Help your prospective client achieve a quick win. Focus on just ONE aspect. Let them know you’ve got another helpful tip coming the next day.
Day 3: Go further. How else can you improve or expand on the topic?
Day 4: Direct call-to-action. If they have enjoyed this series, and they are ready to take things to the next level, it’s time to give you a call. Tell them why you’re the best person for the job. Include client testimonials. Be direct and don’t include links to anything else but your link to book a call with you. Remind them it’s a complimentary 20-minute Discovery Call with no strings attached.
You may also like: How to Run a New Client Discovery Call
Want to see an example in action? Check out my lead magnet the “Social Media Planning Kit for Interior Designers”. This includes a 3-day mini-video series, helping designers implement the contents of the kit.
#5 DECIDE ON YOUR TOOLS
Once you’ve mapped out your lead magnet and nurture sequence, you’ll need to create it.
The best way to create your Lead Magnet is with Canva. You can use the free version but I believe Canva Pro is worth every penny. Search “Lead Magnet” and you’ll find all kinds of templates ready for you to customize with your branding.
Next, you’ll need to deliver it using an email service provider. My personal favorite is Convertkit which is FREE to get started. They make it super easy to create a form or a landing page to showcase your Lead Magnet and get the email addresses of your prospective clients.
Once you’ve created your lead magnet, Created your form for visitors to complete and get the freebie, you’ll embed it on your home page. (Convertkit makes this super simple and gives you step-by-step instructions) Usually, your lead magnet will be above the fold on your home page but could be a timed pop-up, or exit intent pop-up.
Finally, after the nurture sequence, you can continue to stay in touch with your audience by sending out your weekly blog or a seasonal newsletter. This way you stay top of mind with your prospective clients.
You may also like: To Blog or Not to Blog? Plus alternatives if you decide not to
I hope you found this information helpful. Does this take some time? YES…Not gonna lie. But the truth is if you take the time to create a highly valuable lead magnet that is timeless (aka not seasonal) you can set it and forget it for years to come and let it do the heavy lifting for you. Then don’t forget to share it through your website and social media.
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