How To Create Lead Magnets (Plus Tips and Examples)

By Indeed Editorial Team

Published November 16, 2021

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

Generating leads is essential to a business' success. It may be difficult to attract prospects and entice them to provide you with their contact information to convert them into a lead. One way that may be effective for generating more leads is to use a lead magnet. In this article, we define what lead magnets are, list some examples of them, outline how to create lead magnets and provide some tips for creating them.

Related: What Is Lead Generation and How To Generate Leads in 3 Steps

What are lead magnets?

A lead magnet is something you use to attract and convert leads. It's something you provide in exchange for a prospect providing their contact information. This may help make it easier for your organization to generate new leads, and it's often an effective way for organizations to demonstrate their potential value to prospects. This may be beneficial for forming good relationships with clients quickly and helping move prospects through the conversion and sales funnels more quickly.

A lead magnet typically has four primary components, which are:

  1. Form: The form generally asks for basic information from the user, such as their name, email address and phone number.

  2. Content: The content refers to the downloadable item the user receives after providing their contact information.

  3. Delivery email: The delivery email goes to the user after completing the form, and it typically includes the file itself or a link to a webpage for them to access the content.

  4. Thank you page: The thank you page becomes visible to users after they complete the form or access the content, helping to build a good initial relationship with the prospect.

Related: What Is a Conversion Funnel?

17 lead magnet examples

There are many types of lead magnets. Some examples to consider include:

1. Access to a private group

Consider creating a private group, such as on a social media platform, and offer access only to people who provide you with their contact information. This benefits prospects because they're able to gain valuable insights and discuss topics they're concerned about with similar professionals. This may benefit your organization because it helps you understand your audience better by learning about their challenges, goals and needs.

2. Assessment

An assessment may be a good option for companies that are selling services. This requires the user to answer questions about a particular topic, and your organization provides a diagnosis and expert opinion in return. For example, a digital marketing company may provide an assessment that asks users about their current marketing strategy to help them identify areas of improvement.

3. Calculator

A calculator may be useful if your services relate to users relying on numbers. Consider providing them with limited access to the calculator and offering a more in-depth report if they provide their contact information. For example, a real estate company may offer a mortgage calculator that allows users to determine how much they may be able to borrow and prompt them to enter their email addresses to receive a more accurate and personalized result.

4. Calendar or planner

Think about providing a calendar or planner that explains a plan you previously created for users. This may also be a template the user completes themselves. For example, a fitness organization may send a weekly calendar that outlines the workouts scheduled for a client.

5. Case study

Consider providing case studies to demonstrate your potential value. Discuss your experience working with a previous client, and include metrics that demonstrate the success you achieved. It's essential to receive approval from the client to write about them and feature them this way.

Related: How To Write a Case Study Step-by-Step (With Examples)

6. Cheat sheet or handout

A cheat sheet or handout may be an effective way to provide prospects with something they can use immediately. This method involves creating a few pages to provide users with information that may be useful for them. Some examples of cheat sheets or hands outs may include blueprints, checklists or mind maps.

7. Consultation or sales materials

A consultation or sales materials may be a good option for prospects who already have some interest in your company. This method allows them to learn more about their specific concerns and purchasing factors. For example, providing a digital catalog allows them to learn more about your prices.

8. Discount or free shipping

Offering a discount code or free shipping may entice a user to make a purchase. Most people feel motivated by the opportunity to save money and receive special treatment. This may be an effective method if you sell physical products or offer something that generates repeat purchases.

9. Ebook

An ebook may be a good option to educate users about a particular topic. This may be an excellent choice if you already have a series of blog posts or series about a specific subject. Compile and order them logically, and place them into an easy-to-use and convenient PDF bundle.

10. Free trial or software download

A free trial or software download may be particularly effective for software as a service (SaaS) businesses. It allows prospects to try your services before purchasing them, which may help create goodwill. Consider removing the requirement to enter credit card information to allow more users access to the trial.

11. Guide or report

A guide or report is a common type of lead magnet. It may discuss something specific within your industry for users to learn. It's often easiest to provide these as a PDF for users to download easily.

12. Quiz or survey

A quiz or survey may help customers understand how your products or services may help them specifically. For example, a skin care company may provide a quiz that asks users to discuss their concerns and skin type and provides product recommendations based on their answers. Consider providing the opt-in form after the quiz or providing an option to view the results without users giving their information. This may help provide a good basis for your relationship with them.

13. Slideshow

A slideshow may be a useful way to teach prospects something. It allows you to explain an idea, highlight important insights and better visualize concepts. Slideshows also often include additional calls to action, further encouraging prospects to contact you.

14. Template

A template provides users with an outline of how to approach something, such as an email, graphic design project, social media post or spreadsheet. You may also provide them with a collection of templates. This allows users to streamline their processes and work more efficiently with your assistance.

15. Toolkit or resource list

A toolkit or resource list is a single reference material that provides users with relevant resources or tools they may need. This allows them to reference the same resource repeatedly without using too much time. This lead magnet method may be particularly effective if you have tools or resources that you want prospects to learn about and use.

16. Video training or webinar

Consider providing access to live or recorded video training or a webinar. This may be an engaging process that allows you to explain an industry-specific concern or concept. It then provides you with the opportunity to upsell your own services and discuss how you may provide value to their organization.

17. Worksheet or workbook

A worksheet or workbook helps users learn by doing something themselves. This method allows users to work through an exercise for themselves. This may be effective for helping them understand how your services may benefit them.

How to create lead magnets

Here are the steps to follow for how to create lead magnets:

1. Determine the buyer persona

Identify which buyer persona you want to target with your first lead magnet. Start with the first who may provide the most value, then you may work on the rest later. Determine what their unique needs are. This is essential for creating a highly specific product that attracts these users and meets these needs.

Related: 4 Steps To Build Your Buyer Persona

2. Establish the value proposition

Determine what value proposition you want to provide users with your lead magnet. It's important to identify a reason that may compel them to download the item and provide you with their information. Brainstorm some common problems that users within your buyer person may experience, and develop something that aligns with a need that they already have. This helps you show them you can meet their needs and may require less convincing to take action.

3. Name the lead magnet

Determine what you want to name your lead magnet. Use language that highlights your value proposition and appeals to the buyer persona. Approach this like you're writing a headline for a blog post or email.

Related: 19 Types of Headlines

4. Select the type of lead magnet

Choose the type of magnet you want to use. Think about what may be most effective in delivering the value proposition. It's also important to consider which method may be most attractive to your buyer persona.

5. Develop the lead magnet

Begin the process of creating the lead magnet. Depending on what you decide to create, this may involve asking coworkers for assistance. As you develop it, it's essential to remember your goals, the buyer persona and the value they may receive from the lead magnet.

6. Distribute the lead magnet

Implement your lead magnet by distributing it to users. For example, this may involve adding it as a pop-up window on your website or creating a new landing page. It may also be beneficial to implement search engine optimization (SEO) strategies to help your desired audiences find it more easily.

7. Monitor its performance

When you implement your lead magnet, it's important for you to include methods that allow you to track its performance easily. Monitor its success often, and evaluate how users respond to it. Use their feedback and your findings to help you determine when to update or replace your lead magnet.

Tips for creating lead magnets

Consider these tips to help you create lead magnets:

  • Be specific about the value. Tell users explicitly what kind of value they may find in your resource. This may help them understand what you're offering and motivate them to provide their information.

  • Consider rapid consumption. Strive to create a product that users can use quickly to resolve their concerns. This may help them see the value your organization may provide and move them through the lead funnel faster.

  • Create targeted lead magnets. Focus on one buyer persona at a time when developing lead magnets. Creating targeted products may allow you to better connect with and appeal to potential leads.

  • Design it well. Create a well-designed lead magnet that's easy for users to navigate and use. Providing a professional-looking and usable product may help users trust you more.

  • Focus on value. Prioritize creating something that has high perceived and actual value. It's important to provide users with a valuable resource to entice them and form a good initial relationship with them.

  • Include social proof. Look for opportunities to incorporate social proof into your lead magnet. Providing testimonials and reviews may improve your credibility and encourage users to give their information.

  • Keep it simple. Aim to make your lead magnet concise but full of value. This may help your target audience better appreciate the lead magnet and prevent causing confusion.

  • Leverage your strengths. Consider what your company does best when selecting a format and subject. Choosing something you're skilled in may help you create a high-quality product that impresses targets.

  • Think about what users already buy. Evaluate what clients already purchase from you or your competitors. This may help you learn what users consider valuable and might want from you.

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