Who is your audience? with Heather Blackmon

Heather Blackmon is an endurance coach and marketing consultant with over 14 years of experience in the digital space. Her goal is to help everyday athletes reach their goals in running and triathlon, while giving them the energy and confidence to fully live life. She offers a 30 Day Marketing Academy to help endurance coaches learn the marketing strategies and tactics to grow their businesses – helping to impact the lives of even more athletes.

CAN YOU EXPLAIN WHAT A LEAD MAGNET IS AND WHY YOU ABSOLUTELY NEED ONE?

A lead magnet is basically something that you’re bartering for or giving to that person visiting your website in exchange for their email address. Now you can follow up with them in the future.  Technically, it’s something of value that someone else is going to want to get from you and those can take a million different shapes and forms. Most commonly it’s a PDF download that you are offering or a video series, something that is available for someone to get instantly online. It answers a basic need.

HOW DO YOU FIGURE OUT EXACTLY WHAT YOU SHOULD HAVE AS YOUR LEAD MAGNET?

I’m gonna touch this in 2 different ways. If you’re somebody who has an established website and has some good history behind it, I think a great place to start is to go look at what your most popular topics on your website are today. (As long as it aligns with what you’re offering.)

If you’re brand new, this is something you don’t really have and you’re gonna go back to that avatar that you’ve created, that ideal customer.  Brainstorm all the different things that they’re interested in and understand what their major problems are. From there you can actually create something from scratch and probably test a couple of different items to understand what really resonates with that audience.

HOW DO WE FIGURE OUT WHERE TO PUT THE DIFFERENT INCENTIVES?

I like to try things in many different places and then see what works. Honestly I’m alw