FOR CONSULTANTS & ADVISERS
How does video marketing for consultants build trust?
Why video helps advisers win trust, which types of film work, where to use them and how to feel comfortable on camera.
Lead magnet ideas for consultants, how to collect email addresses lawfully in the UK, and what to send afterwards.
The best lead magnet ideas for consultants are short, specific and quick to use. Try a checklist or self-assessment scorecard, a template, a guide to one problem, or a live or recorded webinar. Choose the one that answers a question your ideal client already asks. Ask for little more than an email address, and follow up the same day.
Consultants mostly sell on trust, and trust takes time to build. Plenty of the people reading your site aren’t ready to book a call yet. A lead magnet gives them something useful in exchange for their contact details, so you can keep in touch until they are. Good lead magnet ideas for consultants all share that purpose.
Size isn’t the goal. You want a list of the right people, people who’ve shown real interest in the problem you solve. A small list of those will beat a big, vague one every time.
A good one solves a small, real problem fast. It should be:
Start with the questions prospects ask on first calls, because the one you hear again and again from people who’ve never met you is usually the best topic you could pick.
These are the easiest to make and the easiest to use. A checklist for getting ready for an audit gives instant value. So does a board report template, or a one-page plan for your first 90 days in a new role. They suit consultants who follow a repeatable process.
This is a short questionnaire where the reader scores themselves and then gets a result with suggested next steps. Scorecards work well because they make people think hard about their own situation, and the result hands you a natural reason to follow up. Keep it to ten or so questions.
Write five to ten pages on a single problem, such as “How to decide whether to hire or outsource your finance function”. Don’t write a book. A tightly focused guide gets read, often in one sitting with a cup of coffee, by exactly the kind of person who might hire you to fix the problem it describes. A long one gets saved and forgotten.
A live or recorded session suits complicated topics and lets you show your expertise directly. Webinars take more effort to put on, and fewer people stay to the end, but the ones who do are often warm leads. Record the session and offer the replay as a permanent magnet.
Send three to five emails over a week or two, each one teaching a single thing. People get into the habit of opening your emails, and the course doubles as the first stage of your follow-up sequence.
| Format | Effort to create | Best for |
|---|---|---|
| Checklist or template | Low | Repeatable processes |
| Scorecard | Medium | Diagnostic or advisory work |
| Short guide | Medium | Explaining a decision or problem |
| Webinar | High | Complex topics, building authority |
| Email course | Medium | Nurturing slower decisions |
It depends on who you’re emailing. The Information Commissioner’s Office explains that for individuals you need specific consent to send marketing emails, such as a ticked opt-in box. Sole traders and some partnerships count as individuals, so the same rules cover them. If most of your readers use work email addresses, the ICO also has separate guidance on business-to-business marketing.
For corporate subscribers, like limited companies, the rules are looser. Even so, the ICO recommends keeping a suppression list for anyone who objects. Every marketing email has to include a valid way to opt out, and you mustn’t disguise who you are.
For a lead magnet, the safest set-up is simple:
This is general guidance, not legal advice. If your situation is unusual, check the ICO’s current pages or take advice.
People need to find it at the moment they care about the topic. Good spots include:
Don’t use a pop-up that jumps out before anyone has read a word, since all it does is annoy the visitor at the very moment they were deciding whether your site was worth their time. Offer the magnet where it’s relevant, with a short, honest description of what the reader will get.
The download starts the relationship. It doesn’t finish it. A short run of helpful emails works far better than silence, and far better than a hard sales pitch.
After that, move people onto your regular newsletter or stop emailing them. Write each message as if to one person, and reply to anyone who writes back.
Count the right things. What happens after a download tells you far more than the download itself:
Lots of downloads and no conversations usually means the magnet is pulling in the wrong audience, or the next step isn’t obvious enough. Tweak the topic or the invitation before you build something new.
We build websites for consultants with sign-up forms and landing pages, plus calls to action designed around your lead magnet. We can design the guide or checklist itself too. Our wider marketing for consultants work can then bring the right people to it. We agree a clear brief, scope and fee with you before any work begins.
Make it as short as it can be while still solving the problem. A checklist might run to one page, a guide to five or ten. Readers care about usefulness more than length, and a short resource that gets used does more for your reputation than a long one nobody opens.
Often, yes. The rules differ for individuals and corporate subscribers, but sole traders and some partnerships count as individuals. You often can’t tell which you’ve got, so an unticked opt-in box and an obvious unsubscribe link is the simplest safe approach. The ICO’s guidance has the detail.
Usually not. You’re trying to build trust and start conversations, and putting a price on it loses most of the audience. A low-cost paid product can work later as a separate offer, but a free resource that asks only for an email address is the normal place to start.
Start with one that works. Once it’s pulling in the right people and leading to conversations, you can add a second for a different service or a different stage of the buying process. Plenty of consultants never need more than two or three.
Yes, and it suits topics that need explaining. Registration gets you an email address, and turning up shows real interest. The same consent rules apply, so keep the marketing opt-in separate and obvious. Think about offering the recording afterwards to people who couldn’t make it.
Why video helps advisers win trust, which types of film work, where to use them and how to feel comfortable on camera.
What thought leadership is for consultants, how to find a point of view, which formats suit you and how to prove your expertise.
How independent consultants can rank for the services and problems they solve, using topic pages, genuine expertise signals and earned links.
Four quick questions, and we’ll show you where we’d start. Your answers come straight to us with your message, so you won’t have to explain it twice.
A 30-minute introduction call on Microsoft Teams, Monday to Friday, 9am to 5pm. Your answers come with the booking, so we’ll be ready for you.
Prefer to talk it through? Make an appointment for a 30-minute call on Microsoft Teams, Monday to Friday, 9am to 5pm.
A closer look at the work behind each part of your plan.
We use analytics cookies to understand how visitors use our site. They are only set if you accept. Read our privacy policy.
