EPISODE 21 - FINAL
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Stacey Hughes: [00:00:00] But the important part is that they get some type of transformation or solve some sort of problem that they've got, but it also has to lead on to your services. So it can't be cut something completely random. So we wouldn't do five tips to be a better runner or something like that. Cause while running may help you lose weight, it doesn't really work in with, um, going to see a dietician or so something that Leads on to what services you provide.
Stacey Hughes: There's probably three things there. It's going to be something that people want to download and the second part is it gives them a quick win or solves a problem or gets a transformation. And the third part is that it leads on to your services. Welcome to How to Build a Profitable Nutrition Business.
Stacey Hughes: If you love nutrition and you love helping people. and you want to be in the game long enough to keep doing that, then this is the podcast for you. Let's get into it.[00:01:00]
Chris Hughes: Today's guest is none other than my wife, Stacey Hughes. Now this will be Stacey's fourth time on the podcast, but to be honest, she probably should be hosting it. So Stacey was the driving force behind turning our nutrition business into a seven figure business in a space of about four years. When it comes to business, Stacey has a wealth of knowledge.
Chris Hughes: And today she's coming on to talk about lead magnets, which was such an integral part of our business for the last few years prior to us selling. So if you're wondering what a lead magnet is, or some ideas or how to integrate them with social media, then this is the episode to listen to. Let's get into it.
Chris Hughes: Welcome back to another episode of How to Build a Profitable Nutrition Business. This week, I've got a regular guest who is my wife, Stacey Hughes. Stacey is a Facebook ad specialist. And this week she's going to be a lead magnet specialist because that's what we're talking about. Now, if we sound a little bit croaky, it's because it's five o'clock in the morning, and that's when parents of four kids podcast, because it's school holidays and this is the time of day that we're trying to get our work done.
Chris Hughes: So apologies for the croaky voice. I'm going to jump [00:02:00] straight over to Stace and we're going to talk all about lead magnets. So Stace, when we had our business seeking nutrition, you would be talking about lead magnets and I'd be like, what the hell is she talking about? So can you please explain to our listeners what a lead magnet is?
Stacey Hughes: Sure thing. So a lead magnet is something that attracts your ideal client and we want to grow our list or grow our database or grow our following with what we call reads. So anyone who downloads our freebie, Listens to a live training of ours, fills out a calculator, downloads an e book, anything like that, any type of activity and in exchange for that free thing, they give their name and email and they become a lead for us on our database.
Stacey Hughes: So they give out their name and email, their lead information in return for something free. And that's the magnet part so that they getting to know us and getting attracted to our [00:03:00] business. Thanks.
Chris Hughes: I just kind of thought, like, it's kind of adoring, uh, but then, you know, well, you used to say this to me, but you're my wife and I never listened to you.
Chris Hughes: And so I read Russell Brunson's book. And so he talks about the value of an email list, because even though we think our social media following is ours and we own it, it can be taken from us like overnight like that, can't it? Whereas we own the email list.
Stacey Hughes: Yeah, exactly. So the best thing is to get your email list.
Stacey Hughes: Followers out of social media and get them onto your list, onto your database where you can email, nurture them, send them SMS, uh, send them offers. You can do lots to, for them, setting the expectations of your appointments, that type of thing when they're on your database list. So
Chris Hughes: it's not one or the other.
Chris Hughes: It's both, we're using social media, but we're just trying to keep hold of that list just in case.
Stacey Hughes: Yes, exactly. But there's more you can [00:04:00] do with that list once it's yours anyway. So that should be the number one main focus and priority.
Chris Hughes: So Stace, look, what, what makes a great lead magnet?
Stacey Hughes: Yeah, something that people actually want, number one, is probably the first important thing.
Stacey Hughes: There's no point in just putting something out there just for the sake of it. It's got to be something enticing, something that people actually want. The second part of it is it should give them a quick win or some sort of transformation. Like, for example, at one of the like lead magnet we had on our website when we had our was a calculator on how to measure what You probably talk more to this what calories or kilojoules you needed to maintain or lose weight.
Chris Hughes: Yeah, it was a calorie estimator calculator they could put in their goals and it would give them a rough idea. And we spoke around that, like it wasn't something to live by, but it was just giving them an idea of roughly how many calories to aim for.
Stacey Hughes: Yeah, so it gives the person a quick win, they find [00:05:00] something out, and then we could tailor their emails to meet whatever those answers were.
Stacey Hughes: But you can do other things too, like recipes, or e books, or a live training, something like that. But the important part is that they get. Some type of transformation or solve some sort of problem that they've got, but it also has to lead on to your services. So it can't be something completely random. So we wouldn't do five tips to be a better runner or something like that.
Stacey Hughes: Cause while running may help you lose weight, it doesn't really work in with, um, going to see a dietician or so something that. Leads on to what services you provide. There's probably three things there. It's going to be something that people want to download and the second part is it gives them a quick win or solves a problem or gets a transformation.
Stacey Hughes: And the third part is that it leads on to your services.
Chris Hughes: So it could be five [00:06:00] nutrition tips to improve your running performance or something like Yeah,
Stacey Hughes: exactly.
Chris Hughes: That calculator for us would just collect leads. While we slept, it ended up being quite, and the longer we had it there, the better the SEO, like the algorithm tended to feed it in for Google, didn't it?
Chris Hughes: Yeah, so
Stacey Hughes: it was SEO, so it was on the homepage of our website, so it was the first thing that people saw when they came to our webpage. So if they came from any traffic source, from Facebook or Instagram or anywhere else, or just Googled us, they'd provide their name and email and then they would get the answers to the calculator.
Stacey Hughes: Yeah, we would be. We would get daily lots of, I can't remember how many, but I think when we sold our business, our list was about 27, 000. So yeah, we did collect a lot of emails through that lead magnet.
Chris Hughes: And something we probably didn't do as well at the time, we'd started to by the time we sold the business, but is then that sequence after, isn't it?
Chris Hughes: Like it's nurturing them.
Stacey Hughes: I think we, when we [00:07:00] first installed the calculator, we did go through a bit of a phase of what database or what CRM system to use. Like we started off with Ontraport, but then we decided it was too powerful, too many things for it to do. Then we went to MailChimp. We might have traded a few other ones in there as well.
Stacey Hughes: So I think we then had to learn another system about emailing people and things like that. Whereas then we landed on Kajabi and then we were able to use that one stop system to do that.
Chris Hughes: Can you just explain, because you've just taken me back eight years, and you would talk about CRMs, and I'd be like, what is she talking about?
Chris Hughes: What's a CRM? Okay, we're capturing the leads with the lead magnet, we've now got their name and email, where's the CRM coming?
Stacey Hughes: Yeah, so the CRM is the database. Where you put that information where you put that name and email and there and in that system, that is where you can email them from as well. So it's your database essentially.
Stacey Hughes: And there's lots of options out there. Mail a lot. [00:08:00] Yeah, lots of really cost effective solutions out there.
Chris Hughes: So it's automated. So it does the emailing for you. Yeah, that's
Stacey Hughes: right. So someone would become your lead and then they automatically get an email straight away or they get put on an email sequence and they get a number of emails sent to them.
Chris Hughes: Yeah. So to explain that now that Stacey's taught me, I probably know a little bit about it. We, I've set up my own dietitian business, which is called Your Nutrition Pro. I've got a whole heap of different lead magnets where like it might be maintaining strong bones. So I'll do a post about osteoporosis and it'll be a little bit niche about a certain age, gender demographic.
Chris Hughes: People will click on that, add their name and email. They then get a free guide and a recipe ebook and then they also get a seven day email sequence just with little tips about maintaining strong bones. And that's that nurture sequence there. And so then they're tagged in my system as that they're interested in bone health, nutrition and bone health.
Chris Hughes: And that [00:09:00] way, if I wanted to talk to them about that again, I could then send out bulk email to everyone on that list. Yeah, is that a good summary? You've taught me well.
Stacey Hughes: Great. Yeah, that's a great summary.
Chris Hughes: So yeah, so let's run through some ideas. You run it off before, but An online calculator. Now I can build them for anyone.
Chris Hughes: It's a skill I've taught myself. Anyone interested, we can build calculators quite easily and then embed them on your site. Online calculators, recipe e books, plug in for Mealsy, because recipe e books are a great lead magnet. You can do, I've been doing things like a Mediterranean e book and the benefit then is within Mealsy you can hide the nutrition information because if these are a lead magnet you don't really know who's getting it, you've got the control to hide all that nutrition information and then you can also put your promotional stuff in the recipe e book with Mealsy now so you can put clickable buttons where they can click on a button and then message you on Facebook or click on a button and download a free meal planner or whatever it may be.
Chris Hughes: Yeah. So there's lead magnets within lead magnets? And [00:10:00] then we used to do a lot of checklists, didn't we?
Stacey Hughes: Yes, a lot of checklists.
Chris Hughes: Top 10 foods to eat for muscle gain or whatever it may have been, depending on the audience we were targeting. If you ever research this, the top 10s or the list tend to be a really popular search feature and they're really clickable.
Chris Hughes: So if you look up something and look at the SEO on Google, a lot of the time it'll come up with the top 30 foods to do this. So the lists tend to be quite popular.
Stacey Hughes: And you can use tools like Answer the Public or Keywords Anywhere and work out what people are actually searching for. So, and what words they're using when they're searching for a thing.
Chris Hughes: And so you could do underscore diabetes underscore and it will come up with all the search terms for best diet for diabetes. Diabetes to reduce your blood glucose levels or something and it'll show you the most popular search terms. So there's some really cool tools just to show you on Google and YouTube what's [00:11:00] being searched.
Chris Hughes: What are the top search features and so from there you can actually build really cool lead magnets.
Stacey Hughes: Yeah, that's great. They're really good planners, workbooks, checklists, any of those types of things, shopping lists. But also don't discount things like mini courses or a video series or a webinar. And what I've been telling a lot of people lately is it's the way you market it as well.
Stacey Hughes: So people are not enticed so much now by the words webinar. So don't call it a webinar. It might be a webinar, but call it something else. That's a bit more appealing. Healthy eating on a budget live session is a great example of that. So just think about the way that you're marketing your live training, mini course, video series, video training, something like that, but just call it something really enticing.
Stacey Hughes: And now we have so many tools like chat GPT or perplexity where we can come up. Give me 10 examples of a compelling title for a live training on healthy eating on [00:12:00] a budget or something like that.
Chris Hughes: I like that. That's a good advice because webinar now does, this is how short our attention spans are getting.
Chris Hughes: Webinar sounds like, oh shit, I'm not sitting through a whole webinar.
Stacey Hughes: Exactly. And then,
Chris Hughes: yeah,
Stacey Hughes: 60 minute webinar. Oh, wow. That's a long time.
Chris Hughes: Yeah, it is. Yeah. So you've got some really cool lead magnet ideas. Now let's talk about integrating them with social media because it's the two, like we said at the start, it's not either or they're quite powerful together.
Chris Hughes: And this is your area of expertise. Tell us.
Stacey Hughes: A great idea is to promote it organically on social media. So on your Facebook or Instagram account, but what. Tends to happen is it, and you may not have a big following, or even if you do have a big following Facebook and Instagram. So the platform owner is meta, so they only show your content to 1 percent of your followers, maybe even less than that.
Stacey Hughes: So you're creating [00:13:00] this lead magnet, you put it on a post. Put it out there and nobody sees it or nobody engages with it. So a way that you can test whether your lead magnet is something that people want to actually download is to put it on ads. So you can put it on a lead ad. Now, if you don't have a website or you don't have a CRM yet, or you don't have any of those things in place, that is okay.
Stacey Hughes: You can still do a lead form ad. So you put your lead magnet. on Facebook or Instagram and there's a form on those platforms and then people put in their name and email and then they get your freebie. They get your downloadable through that form. So that's a way you can do it if you don't have all the things in place.
Chris Hughes: So it's got to be an ad. You can't do a form for free. Is that right? It's got to be an ad.
Stacey Hughes: Yes, that's right. Yes, that's right.
Chris Hughes: Yeah.
Stacey Hughes: So only if you do it organically yourself. By having a form on your website and sending people there to [00:14:00] fill that out and become a lead. But if you want, you might post that and no one sees it.
Stacey Hughes: So it's best to put it on an ad campaign and then get it out there to new people. And then what happens is your ad gets shown to a number of people. Those people take an action, like, they become the lead, they download your freebie and then Meta goes and finds more people like that. So it's like an automatic lookalike.
Chris Hughes: So I probably just want to talk about that a little bit because when we talk about a lead magnet and I've been guilty of this with our Mealsie users as I talk about a lead magnet like they're just so easy to set up because we use Kajabi and you can very quickly build a form and a landing page and someone puts their name and email but a lot of people might be using WordPress or they've got someone else to build their website which is probably most people to be honest and it's not that easy to set up a form.
Stacey Hughes: No, it is not easy at all if you don't have a system like Kajabi. So yeah, I would recommend doing a lead form campaign. That is where it's done [00:15:00] in Meta. So it's a form on Facebook and Instagram and then people put their name and email and then on the last page of the form you deliver the freebie. And then in Meta Business Suite, you have their name and email.
Stacey Hughes: So then you have to get that out of there into your database. And you can do that with Zapier or a direct connection. Um, but yeah, there's a few more steps involved. So with Kajabi, you would use Zapier to get the name and email and zap it into your Kajabi account.
Chris Hughes: Can I just talk about something that I remember you teaching me and I thought it was a brilliant idea.
Chris Hughes: So we're sitting here saying free lead magnet. When in fact it doesn't have to be free, does it? No, it doesn't have to be free. You could do, because anyone listening to this might be thinking, I'm going to have to spend money on ads now straight away. Whereas if you do a low cost lead magnet, but something that offers amazing value.
Chris Hughes: So something that you probably may have previously charged 99 for. You're now going to charge 9, but what you want [00:16:00] to see that 9 as, and you correct me if I'm wrong, Stace, is that's going to pay for your Facebook ads.
Stacey Hughes: Yeah, exactly. So
Chris Hughes: it's really a lead magnet, but it's going to help cover the cost of your marketing, and it's such a good offer that so many people are going to click on it and pay for it.
Chris Hughes: Because it's so cheap, it's 90 percent off whatever else, but what that's doing is then just going to keep feeding and building audience.
Stacey Hughes: Yes, that's correct. Yes, it's also getting people to make that small dollar commitment, small amount of money, and they're more likely to be not the freebie seekers.
Stacey Hughes: That are just downloading all the free stuff, but they're making some sort of money commitment to you. And they usually end up being better leads anyways. Yeah. So for example, for you, you have a 4. 95, uh, tweaking diet ebook. So that's a small dollar commitment. And then they may go on to, to buy a consult or a book, a package of consults with you as well.
Stacey Hughes: So that's ranging from 97 to [00:17:00] 500. Yeah. So it's just that small commitment.
Chris Hughes: Ah yeah, okay, brilliant. Now, should we talk about ManyChat?
Stacey Hughes: Yes.
Chris Hughes: So ManyChat is a tool that's actually been around for some time. We've just put it on the shelf and let it collect dust, but we've got into it this year, understanding the power of it.
Chris Hughes: Do you want to talk about how you might use ManyChat?
Stacey Hughes: Yeah, if I have set up a lead magnet on my website, so using Kajabi with that form on Kajabi, then I would send people to that link with ManyChat. So I would use a keyword, get People to comment or DM the word, and then they get automatically, they'll get that link to my lead magnet.
Stacey Hughes: And I'm looking at ManyChat as a way of just getting people to take an action quicker than link in bio. Because in Instagram, you can't put links in your captions. Always you had to say, see link in bio or whatever. Whereas now you can say, comment the word, [00:18:00] whatever. And then they automatically. It starts off an automation where they get the link in a way, it's just getting people to engage quicker than if they go, because you have to be aware that they may not go to your link in bio.
Chris Hughes: You're also feeding the algorithm too, aren't you? So if they're commenting, it's showing engagement on your post, set it up where it automatically likes your post as well.
Stacey Hughes: Yeah, it can do all that. And then also you can set up different. Responses too, which is really good and really clever. It's not saying every time like, check your DMs, like you can really personalise that and do about three or five different responses there, which is really good as well.
Chris Hughes: And it's got a really generous free plan. Um, but the next plan, which is, I think, what most people would need is the 15 US a month, so about 23 Aussie.
Stacey Hughes: Yes, it's not that expensive really.
Chris Hughes: No, but you do need, you still need good engagement. So your content still has to be good, and then you get people to comment.
Chris Hughes: And so it's, [00:19:00] yeah, I find it such an amazing tool, just because it's really feeding that algorithm. That's been an amazing session. Just to recap, a lead magnet is something that provides value almost immediately for someone. It can be free or low cost. There's a heap of different ideas you could do for a nutrition business, whether it's checklists, or you're just starting out.
Chris Hughes: recipe books, online calculators, recipes, meal plans, whatever. So there's a heap of ideas. We've got a multitude of options that create freely magnets. You can integrate it with social media. You can integrate it with tools like many chat. This has been really good. It's actually been really good for me to listen to again because it does bring up a lot of things that I need to be on top of all the time.
Chris Hughes: So thank you for your time. Now in true lead magnet fashion, we've got a lead magnet for everyone for you.
Stacey Hughes: I actually have a training on how to set up a lead campaign for an allied health business. So, um, we'll drop the link below and, um, you can get access to that. It is [00:20:00] normally 297, but if you sign up with the coupon code MEALZEE, you get 200 off and it's 97.
Stacey Hughes: And I keep it updated. So you have access to all the videos on how to set up Either a lead campaign where you drive people to your website to fill out a form and get their freebie or a lead form campaign where they do that form on Facebook and Instagram and then your leads are in better business suite.
Stacey Hughes: So I have the trainings on both designed for allied health professionals.
Chris Hughes: Thanks for your time, Stace. I will see you in the kitchen.
Stacey Hughes: Thanks Chris..
Chris Hughes: Do you find this podcast valuable? There may be other nutrition professionals out there will also. If you like, share and subscribe, it's going to help other nutrition professionals make an impact on the world, just like you. Thanks.
