Lead magnets: the beginner’s guide

Marketers are trying everything to gain leads on the web. Old methods for lead generation can be effective but aren’t always the best solution for your brand. New methods can also be helpful, but not the most reliable, so it’s hard to tell what will work best for acquiring your target audience. Statistics show internet users stay on a website for not more than 15 seconds. This makes it even harder to gain attention and for potential clients to stay on your page. You’re probably wondering what to do – and we have an answer. Lead magnets are your best option.

What is a lead magnet?

Lead magnets are an effective technique for acquiring leads. It’s basically a marketing tool that offers a piece of content to potential clients in exchange for some form of contact information. Some examples include ebooks, downloadable assets, templates, videos and whitepapers. Lead magnets work best for e-commerce stores (by offering coupons, gifts, giveaways and contests), but in general can be used for most industries (bloggers, photographers, artists) including businesses that engage in B2B commerce. By offering something valuable to your clients, they are more likely to engage and give away information.

Popular types of lead magnets:

  1. Useful lead magnets – these provide a solution or tool such as a tutorial or calculator to help solve a problem.
  2. Entertaining lead magnets – these are used to inspire and entertain your audience.
  3. Educational lead magnets – used to educate users, provide them with valuable information.
  4. Community-building lead magnets – brings together an audience that has something in common.

Lead magnet ideas

  • Template: a document that the user can fill in based on their needs.
  • Newsletter: asking users to sign up for a newsletter is an effective way to gain their interest in your offers. This way you can offer coupon codes, exclusive offers or early access to products or services.
  • Spreadsheet: can be used to create various types of useful resources.
  • Webinar: both live and pre-recorded webinars are effective. Webinars should be scheduled for a specific time and published on your website (as gated content).
  • Checklist: this is a list of things someone needs to do before participating in an event. It will help users remember everything they need or don’t want to forget.
  • Reports and infographics: these offer a lot of useful information. It’s always important to specify what the report or infographic will contain.
  • Audiobook: this option is great for people who prefer to listen to content than to read it. They’re useful for when someone is on the go and doesn’t have much time to sit and read. This can be an add-on audio version of an e-book.
  • E-book: e-books can be read on most devices (tablets, mobile devices, laptops) and are convenient since you don’t have to carry around a printed copy of a book.
  • Survey: users enter their opinions while the brand collects data. A survey can be on any topic related to your industry and is a fun and useful way to engage clients.
  • Membership site or forum: forums share tips, answer questions and offer discussions on many topics. To encourage users to use your membership site, you can offer them a free month of access to it.
  • Tutorial: a piece of content that teaches one how to do something. It’s usually a step-by-step explained process.
  • Educational video: an interesting way to gain clients’ attention. It offers both a visual and audio component.
  • Quiz: a very entertaining way to engage potential customers. It has the user answer questions, and they receive their results after entering their email.
  • Presentation: presentations offer quick information that attracts a lot of interest.

How to create lead magnets

Many simple yet useful tools help you create lead magnets.

Canva – for creating e-books or any visuals.

DesignWizard – if you are bored with Canva, here is your new buddy 😉

Biteable – very effective for making animations.

Draw.io – a simple flow chart creator.

Visme.co – useful for infographics.

Typeform – a quiz/form creator.

SlideShare – for creating presentations.

Pixabay – free stock photos.

GoToWebinar – for webinars.

Mistakes to avoid when creating lead magnets

  1. Low perceived value: the number one thing to remember when making lead magnets is that they have to be valuable to your target audience. This is the main reason why they attract leads – it’s something of higher value.
  2. Availability: if your lead magnet can be found anywhere for free, then why would someone leave their private information in exchange for something so widely available? Try to come up with unique propositions and ideas. This will create more interest around the lead magnet.
  3. Slow reaction: your audience is looking for an immediate solution to their problem. If it must wait for a response, it quickly loses interest.
  4. Large files: the content you provide should be transparent, easy to read and not too long. If there are bundles of materials or long e-books on your site, no one will take the time of day actually to read any of it.
  5. Zero research: it’s essential to know who your competition is and what they have to offer. This avoids copying content and ideas. Do your research before creating any lead magnets.
  6. Inadequate promotion: now that you have your lead magnets you have to promote them. Sharing, constant posting and spamming can be quite annoying and can also discourage potential leads. There are many alternative ways to promote your lead magnets that are effective, simple and fantastic. PayByShare, for example, is a unique way to share lead magnets – it enables getting shares on social media in return for access to a piece of content.
Sharing lead magnets by PayByShare

In conclusion, it’s worth using lead magnets for one main reason – because they work. They attract potential clients, offer value and instant gratification. It’s a super simple mechanism that only requires something small in return. Remember to avoid the mistakes listed above, and in no time you’ll be collecting leads you never knew you could gain.

Share on facebook
Share on google
Share on twitter
Share on linkedin