128: {Interview} How to Create a Successful Lead Magnet with Lisa Klein

Interested in creating a successful lead magnet? Today I'm sitting down with the Lead Magnet Expert and here to share all of the tea!

In this conversation, Lisa Klein shares her journey from a career in accounting and finance to becoming a business coach and launch strategist. She discusses the importance of mindset, particularly in overcoming imposter syndrome, and emphasizes the role of lead magnets in attracting clients. Lisa also provides insights into launching new programs successfully and her transition from Instagram to LinkedIn, highlighting the supportive community she found there. The conversation concludes with a focus on celebrating client successes and the importance of building relationships in business.

takeaways

• Lisa transitioned from accounting to coaching after realizing her passion for helping others.
• Mindset is crucial for entrepreneurs, especially in overcoming imposter syndrome.
• Lead magnets are essential for attracting and nurturing potential clients.
• Successful launches require consistent messaging and audience engagement.
• Building anticipation is key to a successful launch.
• LinkedIn offers a unique community and support for business growth.
• Focusing on relationships is more important than just follower numbers.
• Client success stories are a source of motivation for coaches.
• Creating a lead magnet can help diversify client acquisition strategies.
• Consistency in posting and engagement leads to organic growth.

Join Lisa's Lead Magnet Launch Lab HERE or connect with her on LinkedIn HERE

Transcript

Caroline Pennington (00:01.452)
Welcome, Lisa.

Lisa Klein (00:03.31)
Thank you so much for having me.

Caroline Pennington (00:06.232)
So you and I actually originally connected on LinkedIn and we've been following each other and connected on there for a couple of years now. But I want to hear the behind the scenes in your story. How did you get to become a business coach and a launch strategist?

Lisa Klein (00:20.324)
Okay, I will try and make this short. I originally started my career in accounting and finance. Knew pretty early on that wasn't the place for me. In 2014, I started coaching actually in the health and wellness space and I was an accountability coach for nearly nine years. It got to the point in that business where I knew there was something else. I just didn't know what it was.

And so after nine years of my own personal journey as you know in the coaching industry I finally kind of leaned into everything that I had been doing to create my business and made that pivot into business coaching if the minute I kind of Gave up not gave up isn't the right term but put closed the door on my wellness coaching business It was like a weight had been really

taken off and I felt so much more in alignment in business coaching and helping my clients grow and scale their businesses because it's what I had been through.

Caroline Pennington (01:29.102)
Okay, so let me back up some there. So you were working in accounting and finance and then you did health and wellness. Were you doing that as a side hustle? Was that kind of like you were doing both? What did that look like specifically?

Lisa Klein (01:41.755)
Was home with my kids and it was in that point I had my own Transformation I started my own fitness journey and I was like, okay I can do this at home in the pockets of my day raising my two kids I want to be able to share this with others and so that's kind of how I Started as a side hustle, but I was no longer in accounting and finance I had to close the door on that and was focused most mostly on supporting others. I started

Facebook groups, free challenge groups, and ways to get people in just to hold them accountable on their health and wellness journey. And then of course that transformed through the years into my own group programs, into one-on-one coaching, and that sort of thing.

Caroline Pennington (02:26.274)
mean, the health and wellness stuff, I don't care if you're, you do that full time or not. Like you still have to incorporate it in your life. And so I'm sure like with your business coaching, you do incorporate that too. Because it's part of the big picture, you you got the energy to do launches, to do the things and then all the things.

Lisa Klein (02:47.098)
Absolutely and a lot of even with my health and wellness clients was we started with mindset and that's huge in the business space too, especially as an entrepreneur Especially as a solopreneur when you're doing all the things and wearing all the hats number one is prioritizing yourself your health and two is you know Taking care of your mindset and giving yourself grace and all the things that go into that

Caroline Pennington (03:14.028)
Okay. You just talked about one of my favorite things is mindset. because I want to hear from you. So when I'm working with my clients with LinkedIn and marketing and LinkedIn, that's the number one thing we worked through before it gets said execution and strategy. So what's the number one thing that you hear from your clients that they are working through or need to overcome? Like what's the common denominator with them?

Lisa Klein (03:37.167)
I definitely think it's that imposter syndrome, right? That word gets thrown around a lot. And what I remind my clients is that everybody is unique. There's space for us all, right? There's a scarcity mindset again. And I'm like blinders up and stay in your lane. Like focus on what your experience is, your expertise and really show up as yourself. Block out the noise because there's a lot of it on social media especially, and just keep showing up as yourself.

Caroline Pennington (04:07.766)
Okay, why does every entrepreneur need a lead magnet?

Lisa Klein (04:13.33)
okay. Well, I'm like, I could talk about this forever. From what I say is that you want something to do the heavy lifting for you.

There are so many pieces to the puzzle with your business and marketing and sales and having a lead magnet that speaks to your ideal client. So not just creating something to create it, but creating something that solves a pain point for your ideal client that gives them a quick win. It invites them into your ecosystem and also a way to bring them off social medias into a platform you own. So having them on your email list,

having a way to nurture them that isn't based on an algorithm. So you're providing something of value in return for an email address and another way to connect with them offline.

Caroline Pennington (05:07.682)
I'm glad that you brought that up because everyone I get asked a lot about should I do a LinkedIn newsletter or not? And my answer is no, because yes, you can grow and scale fast, but you don't get to keep any of the email addresses having to do with these people, which means LinkedIn could block you or boot you off of there. And you have nothing like you have, you lost all those thousands of newsletter subscribers. And then you have what? Nothing.

Lisa Klein (05:34.523)
6,000 percent and I was actually just sharing the difference between a newsletter and a lead magnet So it once you it's kind of lead magnet is what brings people in and then after that is You know, you can create a newsletter or ongoing email messages to your subscribers, but

newsletter is those people that are already subscribers and lead magnets is really trying to capture those cold connections those they're your cold audience to warm them and nurture them and bring them through your sales funnel to in the end convert to paying clients

Caroline Pennington (06:12.974)
Okay, let's talk about launching. Let's say someone's listening to this podcast now and they want to launch a new group coaching program or they have capacity to open up one-on-one client support. What does that look like? Like what's the formula for success there?

Lisa Klein (06:30.862)
There's lots We could talk about this in lots of different capacities So one it depends if you're new or been in the business and if it's let's just say it's a new group program Having a way again to bring people in so you're not just focused on a lot of times people think One post one email and it will do the trick and we know that's not the case that people have to hear your message over and over again and you

I say this you don't need fancy websites. You don't need fancy landing pages You need to show yourself as the expert and show yourself show your audience That you can solve their problem taking them through the transformation and what they get from working with you social proof is key so and I would say and my kind of like the pre-launch phase is Building that anticipation something exciting is coming. Sometimes people feel like

On Instagram, that's easy. can throw it in stories. You can show a little behind the scenes, but I say on LinkedIn you can do that too in your posts What are you working on build building that excitement for something is coming? and through all your messaging that Showcases what it is and how you can help them solve their problem Getting them to the point that they want lead magnets obviously being a key factor to to bring in and attract your

to easily nurture and convert them, having kind of that pitch sequence, that nurture sequence. So you're not just giving a lead magnet, but you're bringing them into your emails and having a series that's automatically set up for you so you don't have to think about it. And then focusing on the conversations and the DMs and on LinkedIn in the comments.

Caroline Pennington (08:28.942)
So, I mean, what does it look like for a timeline? Like how long do you need to be grooming your audience? it, obviously one post is not gonna do it. I would even say, and you can agree or disagree with me, two weeks is not gonna do it. I think you need to be like, what is that exact timeline?

Lisa Klein (08:44.378)
I would say, and you'll probably hear me say this a lot, it depends. It depends on your audience that if they're already warmed and ready to go, if it's something totally new, if you're just starting out, but four to six weeks, I would say kind of minimum. And again, it depends on the legwork and what you've done leading up to it.

to get it out there. Sometimes if it's a high ticket program or something one on one, having like a master class or webinar as your lead magnet, again, that takes planning that takes time to bring people in to go through to have a date that people show up for or even watch the replay for. And then during the master class or webinar where you're pitching your offer again, kind of need to build out that time. So it just depends on what your

offering and how you're bringing people in.

Caroline Pennington (09:40.312)
So you've done Facebook, you've done Instagram. I wanna talk and hear more about your LinkedIn journey because you've had a lot of success. You're doing really well. You've grown really, really fast. So tell me about why you decided to switch from Facebook and Instagram, more focus or 100 % focus on LinkedIn, what's working, what didn't work. Like how did you blow up your account like you did?

Lisa Klein (10:04.41)
So when I was in the health and wellness space, I tried doing both. Well, actually I'll take it back. When I was in that space, I knew I needed something new and I had been solely focused on Instagram at the time and loving the reals, loving stories, loving all the things, but I just knew there was something missing. So I thought, okay, well maybe if I expand my network.

Because I'm an introvert. I like being home. It wasn't like I was going out to networking events that frequently so I'm like, okay I hear LinkedIn is the place to be Let's see what it's all about. So I did hire a LinkedIn invest in a LinkedIn sales

when I first started. So that was October, November of 2023. I'm trying to look at like what year are we in? And so that's kind of what got me started. I went through a mastermind group really to learn how LinkedIn works. However, it didn't seem that different because I was used to showing up. I was used to posting regularly and consistently on Instagram, yet the two are totally different. And so it was about November of 2023

where I committed to LinkedIn showing up consistently. But at that time, was doing both. I was on Instagram and LinkedIn, and that only lasted a few months. By March of 2024 was when I said, okay, I have for my own capacity doing things for and growing my business, I have to give up one of these spaces. And I knew pretty much instantaneously that it was going to be Instagram.

While yes, showing up on social media can be the same, the worlds are totally different in how you're showing up and your messaging and your marketing around it.

Lisa Klein (11:55.885)
I kind of pushed Instagram to the side, said that's a fun place to be. I still get on probably my evenings when I'm scrolling and checking in on my friends that are there because I had built a community there, but it was then where I kind of broke ties business-wise for Instagram and started focusing solely on LinkedIn. I really, really can't say enough about the community and the support that I get on.

LinkedIn, it's like no other. And that's kind of how I show up for my clients and my friends and family. It's I'm all in, I'm your ride or die, I'm loyal. And so that's the people that I was bringing in into like you bringing into my community and just felt so much better. It didn't feel like a chore. It didn't feel like, am I going to be able to relate to this person? It was just a lot easier to have conversations, genuine conversations and show up authentically.

Caroline Pennington (12:53.036)
So let's talk about stats. I mean, you've gone zero to over 10,000 in under two years and tell me about what stats look like for your business, for your client book. Like tell me about all of those things.

Lisa Klein (13:04.89)
And as the ex accounting and finance person, probably should know more of the data behind it

Caroline Pennington (13:09.943)
No.

Caroline Pennington (13:13.279)
Ish, we can do Ish.

Lisa Klein (13:15.874)
and for me numbers wise as far as Like followers and something again. I really don't pay attention to that because right I remember when I started on Instagram It was like that was the big thing get to 10,000 followers and get the swipe up or whatever it was at the time Right. It was so long ago that doesn't exist anymore and ever since then I was like, it's not

The numbers for me and it never has minutes about building those relationships So but I do know it was probably around like the three thousand part mark That once I got there it kind of took off from there. So

I don't know the magic behind it, but I do, I am consistently on four times a week. I still take vacations, you know, over winter break. I think I took two weeks off. said, my kids are home. We're traveling for a week and I was off and I was still growing on my followers.

Caroline Pennington (14:16.258)
Yeah, I would agree. mean, I just spent a week in the keys and I did not post. had one automation podcast posts pre-scheduled and so I let that ride. But other than that, I didn't show up at all. And actually what was interesting was I had so many DMs when I came home, cause I wasn't going to pick up my phone. wasn't going to engage. just wanted peace and quiet and vacation. People were in my DM like so kind, like, where are you?

We need you to continue showing up and I'm like, I'm good, I'm just on vacay right now. So I think it's totally different. mean, you can repurpose the same stuff on Instagram and LinkedIn, but you have to format it differently because you're addressing a completely different audience, a business audience.

Okay, so what is lighting up some of the clients that you're working with right now?

Lisa Klein (15:06.266)
I really just get excited to be on the journey with them. You know, especially during a launch phase when they sign their first client or when they get

on discovery calls. It's like for me, their success is my success. So that really does excite me. Also, those people that are just starting out as not so much in their business. So I have a client who is two years into her business and has been working solely on referrals, which I'm like, that's amazing. But she knew that it was probably time to start creating something that would also bring in leads. So we're in the process of creating a lead magnet to

help her in that process to bring cold people and attract those clients who will, you know, be her next clients and where she doesn't have to rely solely on referrals.

Caroline Pennington (15:59.128)
Thank you so much for being here.

Lisa Klein (16:00.91)
Thank you.