We’ve all heard that warming up new leads and enticing new clients can be achieved through a good old-fashioned freebie offer. At the end of the day, people love free stuff. What could be a better bargain than not paying a single cent for something?
Before we get into why you need more than just a good freebie, we should clarify what makes a good freebie.
Many businesses offer incentives for people to buy their products, use their services or join a subscription list. The types of things offered will vary with each business; product-based businesses are likely to offer a discount on first orders, or perhaps a buy-1-get-1 style offer. Service-based businesses will often provide a freebie, such as a PDF download with some handy hints, useful insights or journal prompts.
When creating your freebie offer, it’s important to pay close attention to details: proofread for spelling errors and double-check design elements to ensure it’s the best possible quality for your clients. A good freebie will see your leads sign up as new clients and encourage them to become repeat customers.
This is why I say that getting (and keeping!) those clients takes more than just your awesome freebie.
You spend a ton of time creating impressive and engaging content. You position yourself as an expert in your field and begin to show people how you can help them. To warm up these leads (hoping they will become new clients), you release your freebie offer out into the wide world.
“Want more? Sign up to my newsletter to receive my TOTALLY AWESOME FREEBIE”
Your audience, with interest piqued, signs up and downloads the PDF.
They’re blown away by the awesome content you’ve included.
They tell you how your Super Useful Habit Tracker has changed their life; they leave comments saying how your Free Guide To Bullet-Journaling has made them much more productive.
The freebie is working.
Your email list is expanding rapidly.
People are joining your social media channels and talking about what you do.
This is exactly what the freebie offer is for.
What happens next?
Do you have a plan to nurture all these new leads you’re collecting?
Without a follow-up plan, these new leads will soon turn cold.
The initial excitement about the work that you do will wear off. If you don’t message these new leads for months, any offer you send out will fall on deaf ears.
If we fail to nurture our contacts, it undermines our perceived status as an expert or someone that they’d like to work with. Many leads will simply unsubscribe from your list or feed, effectively muting your marketing.
So I repeat: getting (and keeping!) new clients takes more than just a good freebie.
How can you nurture these new leads?
- Create a follow-up nurture sequence for your freebie.
- Ask for feedback and check-in with people who downloaded the file or signed up to the group. Did they find it useful? Was there something they could improve on? Do they have any other questions?
- Send consistent emails to your email list. This doesn’t have to be continuous offers, additional freebies or anything major. You can keep leads warm by sending them updates about your business or current offers. You may even like to offer them additional incentives, like a flash sale or discount for VIP group members.
- Post regularly to your online social channels, websites and communities.
- Keep your content fresh, make your thoughts and ideas available to your audience. Remember, they follow you for a reason. It could be for your business insights, your useful tips and tricks or even for the sense of humour your business expresses (yes, meme culture is a thing and can be utilised as a marketing strategy).
What’s the takeaway message here?
Don’t create a freebie in isolation. While it’s a great way to get people onto your mailing list or into your Facebook group, it’s not the only step to gaining new clients.
All leads must be nurtured or “warmed” to turn them from not know you AT ALL into paying clients.
After that, keeping them on the books takes even more care and consideration. But we’ll address that in another post another day.
The best part of all of this is that it doesn’t take a great deal of effort to nurture your leads. A quick email or message to check-in is really all it takes and can often spark some great conversations.
You can even set up your systems to automate the follow-up process.
Transforming a lead from cold to warm and then to paying client takes a little bit of attention on your part.
Your freebie is the incentive, but you need to nurture them so they can see the value in working with you as a paid client.
To learn more about how to do that, visit: How To Create The Perfect Nurture Sequence