But how do you get potential clients on your email list in the first place? Well I’m going to talk about the best way in today’s video AND I have a freebie for you to download...
Prefer to read? Scroll down for the blog post...
Before I get started - if you’re watching this and wondering why photographers even need an email list then you need to go back and watch last week’s video first.
But if you’re here knowing that building an email list for your photography business is a priority and you’re ready to get started then you’re in the right place.
There are lots of ways to grow a list of subscribers who want to hear from you. I talked in great detail about one way just a couple of weeks ago when I gave you a giveaway contest strategy.
And yes, a contest is a super effective way to add a lot of people to your list really quickly. However, you definitely can’t run a contest every month. In fact, I’d recommend you never run more than one in a year.
So you need an evergreen way to grow your subscribers too. Something that is working for you every single day.
Lead magnet - it sounds like such sleazy internet marketing jargon, doesn't it? But when you think about it the words do make sense.
A lead magnet is something that attracts (magnetises) your potential ideal client (your lead) to you and your business.
Remember, hardly anyone takes action on their first visit to your website. So maximise your impact and give them something to take away with them! Offer them something in exchange for their email address.
Well you have lots of options. It could be as simple as a checklist or a ‘how to’ guide or an eBook with useful information.
Maybe your lead magnet could be a coupon code or a voucher.
And it doesn’t have to be directly linked to photography. Just something that you know your ideal client would find valuable. And there is the key word... VALUABLE.
This must be something that they would want or you’re going to waste a whole heap of time creating something that no one actually downloads.
So if you really don’t know what that could be (but I bet you do) then ASK! Put together some ideas and ask your past clients or your social media followers which would be most valuable to them. This is a great way to involve your audience and increase your engagement.
This doesn’t have to be a big job for you. In fact, ideally your lead magnet should be a 'quick win'. Something that your subscriber can download and consume quickly and feel that they got something worthwhile from it. They’re busy - don’t underestimate how little time they have to consume your lead magnet.
Also, keep it SUPER specific. The more specific you can be, the better.
Let me give you two titles for the same eGuide and think about which one would attract you most…
'How to take better photographs of your kids'
'6 tips to create mind-blowing family photographs with your iPhone'
Specific wins every time. The first is so wishy washy and boring. I really don’t know what I’m getting. The second tells me exactly what I’m going to get and it sounds like it’s going to be short and impactful. If that’s what I’m interested in then it’s a no brainer as to whether I’m going to give over my email address or not.
Let me give you some possible lead magnet ideas that might get your creative juices flowing. I’ve popped them into a list for you and you can download it below.
Now if you’re sitting there thinking, but Julie - I do weddings, families, newborns, headshots. That’s totally cool.
Just start by creating your first lead magnet. For just one of those services. Choose the one that brings you the best profits and go with that. One at a time.
Once you have that in place and you’ve tested the water and found your feet then you can go and create another one. But just start with one.
You should only ever be adding people to your list who actually want to hear from you - even if you don’t have strict data protection laws to adhere to. It leads to a more engaged list and that is everything.
So when it comes to your lead magnets make sure you give people a box to check giving you permission to send them regular emails. If they don’t give you that permission then send them the freebie and leave them alone. They will still have a lot of goodwill towards you and they’ll remember you.
Focus your attention on those who do give their permission and send them regular, genuinely helpful emails about things they’re genuinely interested in.
If you need more info on staying within data protection laws like GDPR I have a whole article on this.
So - are you going to create a lead magnet and start growing this powerful email list of yours? Let me know in the comments AND don’t forget to download the freebie list of lead magnet ideas below.