A lead magnet is also known as a value offer. These are marketing terms used to describe what you, the website owner, will give away in exchange for an email address.
The goal of using a lead magnet is to grow your email list. Your list is the key to using your website to grow your practice. As you are learning, patients do NOT call your practice just because they found your website…using a lead magnet is the beginning of the process to convert a visitor to become a patient.
The Value Offer
Your lead “magnet,” or value offer can be your health-related newsletter, eBook, or presentation. The value in your lead magnet is patient education.
You are offering education materials in exchange for an email address. It’s a promise of an exchange of something valuable for contact information.
The usual lead magnet for most websites is a newsletter. More ambitious practices might consider an eBook. A cookbook or recipes for diabetic patients would be a great example.
Lead Magnet Starts Patient Conversion
Converting a website reader into a patient requires a process. That process includes the following 5 steps;
- Find your website (your website has to rank)
- Consider your value offer (newsletter in exchange for email address)
- Appreciate value through your “magnet” (newsletter)
- Develop trust
- Make an appointment
Everyone equates website rankings with SEO (search engine optimization). Once your next patient notices your website, you start the process of engagement, or conversion, by obtaining their contact information.
The value offer or lead magnet is your request for their email address.