Let’s be real—lead generation for your online coaching business is like oxygen for your body. You need it. If you’re not generating leads, you’re not making sales. It’s as simple as that.
So, what is lead generation?
According to Wikipedia, it’s “the initiation of consumer interest or inquiry into products or services of a business.” In other words, it’s about getting people interested enough to want to learn more about what you offer, and when they give you their email, they’re showing you that interest.
An email list is one of the most powerful lead-generation tools for your business. When someone subscribes, they’re raising their hand and saying, “Yes, I’m interested!” But if you don’t have a list, you’re missing out on having people to talk to who are already engaged with what you do.
If you’re a coach, course creator, or online entrepreneur, building your email list is the key to growing your business.
It’s more important than social media because here’s a secret: you don’t own your social media followers. You do own the email addresses of those who sign up to your list.
If you’re ready to stop hoping people will magically find you and instead build an audience of engaged leads, let’s talk about how to build your email list from scratch.
Why Build an Email List?
Building an email list isn’t just about having names in a database—it’s about creating a consistent flow of potential clients who are interested in what you offer. Here’s why your email list is critical for lead generation:
- Ownership: Unlike social media followers, you own your email list. No algorithm changes, no disappearing audience.
- Relationship Building: Emails let you build personal, one-on-one connections with people who are interested in your services.
- Lead Generation: Your email list gives you direct access to people who are potential clients—people who want to hear from you and could eventually become paying customers.
- Conversions: Emails often have higher engagement and conversion rates than other marketing methods, meaning more sales and more clients for you.
STEP 1: Start With an Irresistible Lead Magnet
To start generating leads through your email list, you’ll need a lead magnet. A lead magnet is something of value—like a freebie, guide, or resource—that you offer in exchange for someone’s email address.
Think of it this way: your lead magnet is the bait that draws in potential clients, filtering out those who are just scrolling by and attracting people who are genuinely interested in what you have to offer.
Your lead magnet could be:
- A checklist
- A resource guide
- A video training
- An ebook
- A template
The key? Solve a specific problem your ideal client is facing, and make sure it’s simple and actionable.
How to Create a Lead Magnet That Converts
- Solve a Micro-Problem: Focus on one small problem your ideal client has and solve it. If you’re a business coach, for example, your lead magnet might be a business audit checklist.
- Make It Actionable: Your lead magnet should be something your audience can use right away, like a budget template or a quick training video.
- Be Specific: The more specific your lead magnet is, the more likely people will sign up. For example, a “7-Day Self-Care Plan for Busy Moms” is more compelling than a generic self-care guide.
Not sure where to start? Grab my Ultimate Lead Magnet Formula here >>>
STEP 2: Choose the Tools You Need to Build Your Email List
You don’t need to spend a fortune to get started, but you do need the right tools. Choose an email marketing platform where your list can live and grow. The best platforms also offer integrated landing page builders, so you don’t need to worry about separate tools or complicated tech setups.
If you’re just starting out and feeling overwhelmed by tech, you might be tempted to go with a free platform. While that can work in the short term, it often comes with limitations—like fewer landing page templates, minimal customization options, and no live support when you need help the most. And trust me, having those support options can be a lifesaver when something goes wrong.
Some beginner-friendly options with excellent features include:
- ConvertKit: Known for its simplicity and ease of use, even for beginners.
- MailerLite: A great option with solid features for those on a budget.
- Systeme.io: An affordable all-in-one option that helps you manage emails and landing pages with ease.
If you’re ready for more, FG Funnels is my go-to. It’s an all-in-one tool that handles everything—emails, landing pages, funnels, memberships, and more. Plus, it’s designed to grow with you, so you won’t need to switch platforms later. The cost is higher than the platforms above but the system does so much more.
STEP 3: Promote Your Lead Magnet Everywhere
Having a lead magnet is great, but it won’t do much if no one sees it. Here are a few ways to promote it:
- Your Website: Make sure your lead magnet is visible on your homepage, in the sidebar, and as a pop-up.
- Social Media: Share your lead magnet in your bio and posts. Mention it in stories and videos.
- Blog Posts: Include links to your lead magnet in relevant blog content.
- Facebook Groups: If your ideal clients hang out in Facebook groups, share your lead magnet there (with permission).
- Email Signature: Add a link to your lead magnet in your email signature—it’s an easy and subtle way to attract signups.
STEP 4: Nurture Your New Leads With a Welcome Sequence
Here’s where the magic of lead generation really happens. When someone signs up for your lead magnet, they’re not just a name on a list—they’re showing you they’re interested in what you offer. Now’s your chance to nurture that interest and build trust.
Think of it like inviting someone out for coffee—you’re getting to know each other, building rapport, and finding out how you can help them.
Here’s how you nurture that relationship:
- Welcome Email: Your first email should introduce yourself, deliver the lead magnet, and set the stage for what’s next. Let them know you’re here to help and what they can expect from you moving forward.
- Follow-Up Sequence: After that first email, you’ll want to continue building trust. Share more tips, insights, and stories that help them solve their problems. These emails deepen the relationship and keep them engaged.
STEP 5: Keep Your Audience Engaged & Build Relationships
Your email list isn’t just a collection of contacts—it’s a community of potential clients. Your goal is to build long-term relationships. Here’s how to keep the connection going:
Show Up Consistently: Whether it’s weekly or bi-weekly, make sure you’re showing up in their inbox regularly. Your subscribers need to know they can rely on you.
Treat Them Like VIPs: Your email subscribers are special. Give them exclusive content, perks, and offers before anyone else.
Ask for Their Input: Want to know what your audience is struggling with? Poll them! Ask what topics they’d love to learn more about and create content based on their needs.
Encourage Engagement: Invite your audience to reply to your emails, ask questions, or share their experiences. The more engagement you encourage, the stronger the relationship becomes.
STEP 6: Take Your List to the Next Level
Your email list isn’t just for one-off promotions. Think of it as a community of potential clients.
If you’ve got a lead magnet and welcome sequence in place, here’s how to supercharge your list-building efforts:
- Set Monthly Targets: Set a goal for how many new subscribers you want each month. Whether it’s 50 or 500, having a target will keep you focused.
- Create a “Lazy Launch”: Every few months, do a mini-push for your lead magnet. This could be as simple as a campaign on social media or an email blast to your existing list.
- Leverage Other People’s Audiences: Collaborate with others to grow your email list faster. Guest on podcasts, participate in freebie swaps, or join virtual summits and collaborative bundles. These partnerships put you in front of new audiences who are likely to subscribe to your list.
- Add More Lead Magnets: Once you’ve got your systems in place, create more lead magnets to attract different segments of your audience. Each lead magnet can feed into a unique email funnel, giving you the chance to build multiple streams of potential clients.
Final Thoughts
Building an email list isn’t just about growing your audience—it’s about creating a system for consistent lead generation. By focusing on nurturing relationships with your subscribers, you’re creating a pool of people who are interested in your offers and ready to become clients.
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If you’re ready to amplify your online authority AND add hundreds of subscribers to your email list and get more leads (in a month) without launches, Facebook ads, or relying on social media…
Join the Visibility Builders Society! The system works even if you have a small audience or haven’t created an offer yet!
