Email MarketingA Step-by-Step Information & Examples

A Step-by-Step Information & Examples


Questioning create a lead magnet that brings extra subscribers to your electronic mail advertising checklist?

A very good lead magnet is necessary for bringing in new potential prospects. They work very nicely for lead technology and might be fairly simple to create.

On this tutorial, we’ll present you create a lead magnet for your online business.

Let’s get began!

What’s a Lead Magnet?

A lead magnet is a bit of content material that pulls leads, or potential prospects, into your advertising or gross sales funnel.

Most individuals don’t hand out their electronic mail addresses to everybody who asks. They should have a purpose to share that data with you.

A lead magnet is one thing worthwhile you give in change for a prospect’s contact data. That’s normally an electronic mail deal with, but it surely can be their telephone quantity for SMS advertising messages or a gross sales name. In some conditions, lead magnets are used to draw prospects for a gross sales assembly in individual or just about.

For instance, this style model affords a styling cheat sheet to prospects who subscriber to their electronic mail checklist.


What Makes an Efficient Lead Magnet?

An efficient lead magnet should do 2 issues:

  • resolve an actual downside to your viewers
  • serve your online business

An inventory of your favourite songs isn’t going to be very engaging to anybody besides perhaps your family and friends. However a linked playlist of songs to encourage a exercise or job search is likely to be very worthwhile to your audience, particularly in the event that they want that motivation to get the outcomes they need.

Your lead magnet must also be associated to your online business. For those who promote stationery objects, that motivational exercise playlist could not usher in leads which might be significantly fascinated with your product. A guidelines or information for organizing a house workplace is likely to be a greater thought.

An excellent lead magnet doesn’t want to resolve big issues. You’ll be able to create lead magnets which might be merely aesthetically pleasing or ship a bit of additional comfort. The secret’s to place the lead magnet as one thing high-value that subscribers can get without spending a dime.

Ideally, a high-quality lead magnet must also assist the prospect notice their want and need to your services or products. It will make them extra receptive to your advertising. The lead magnet itself doesn’t at all times make a gross sales pitch, and it’s usually higher to not promote in a lead magnet. As an alternative, use the lead magnet to nudge the shopper to need extra. Consider it as a free appetizer to your paid affords.

Let’s check out some examples to see what makes a superb lead magnet.

Finest Lead Magnet Examples & Varieties

On this part, we’ll find out about a number of various kinds of lead magnet content material you possibly can create. You’ll be able to ship these lead magnets in a wide range of codecs: PDF obtain, video, Notion template or different digital file, and even as a gated content material web page in your web site.

1. Free Information or Report

A report or white paper is an in-depth doc that shares your distinctive knowledge, insights, or recommendation.

Stories are particularly good lead magnets for educating prospects about extra advanced services and products that require an extended gross sales cycle. You too can create mini guides or eBooks that designate a particular matter associated to your affords.

For instance, right here at OptinMonster we occur to have a software program product that’s nice for lowering web page abandonment and bettering conversion charges. However earlier than somebody might be able to get began with OptinMonster, they should perceive the methods behind changing web site guests to subscribers. With out that, the various options of OptinMonster simply received’t make any sense. So we pulled collectively a report on the subject and provided it as a lead magnet.

Learn how to create a lead magnet and share it with OptinMonster

2. Toolkit

A toolkit is a sensible lead magnet that provides your viewers an inside peek at what you employ to get the outcomes that you simply do.

In reality, our CEO affords a free enterprise progress toolkit on his private web site!

You don’t want to fret about “freely giving” your finest information and abilities. Simply because somebody has the instruments and processes you employ doesn’t imply they’ve the expertise and experience to tug off the identical outcomes.

If something, toolkit lead magnets might be an effective way to indicate prospects how a lot they don’t know and wish your assist. And because you gave them one thing worthwhile without spending a dime, they’re extra inclined to show to you once they’re prepared to rent you or purchase your merchandise.

3. Webinar

Whether or not reside or on-demand, webinars are an interactive improve to the everyday obtain lead magnet. Video content material is extra partaking for a lot of prospects.

In case you have reside webinars, you’ve gotten the prospect to work together with potential leads, reply their questions, and place your self as useful and educated. Pre-recorded or on-demand recordings of reside webinars can proceed producing leads for months and even years afterward.

We run webinars each week on list-building methods. Members discover ways to create irresistible lead magnet affords, which they’ll implement with or with out OptinMonster.

The necessary factor to recollect is to not flip your webinar right into a straight gross sales pitch. All the time give one thing worthwhile earlier than you ask for somebody’s funding.

4. Free Trial

Providing a free product pattern or software program trial is an efficient strategy to let prospects strive the product for themselves. It additionally performs into the tendency to not wish to lose what you have already got. If prospects begin utilizing a beauty product or software program, they’re much less prone to wish to cease.

With a purpose to get their free trial, they’ll have to create an account or join with their electronic mail deal with. You’ll be capable of talk with them about their trial, after which ask if they need a paid subscription when the trial ends.


5. Low cost

Everyone loves getting a discount and saving cash. That’s why low cost codes and free delivery are among the strongest lead magnets round. Consumers enter their electronic mail deal with and get a coupon code despatched to their electronic mail. This has the added bonus of coaching prospects and their inboxes to acknowledge your electronic mail messages.

6. Quiz

Quizzes or assessments are interactive lead magnets that may convert extraordinarily nicely. Guests reply a sequence of questions. They have to enter their electronic mail deal with to see their outcomes.

Quizzes are a incredible method to assist prospects determine their very own wants to your service or merchandise. For instance, this quiz helps on-line enterprise house owners determine what sort of on-line course most closely fits their wants. The creator of the quiz can then electronic mail them recommendations on constructing their course in that format.

7. Guidelines or Cheat Sheet

Checklists and cheat sheets are precisely what they sound like: an actionable worksheet with steps to observe or requirements to fulfill to get the specified outcomes.

For instance, we made a guidelines for creating the final word optin type:

Ultimate Optin Form Checklist

Once more, freely giving a guidelines doesn’t imply that you simply’re making your services or products irrelevant. You’re simply displaying prospects how good and succesful you might be. In the event that they discover your guidelines useful, they’ll belief you extra and will ultimately purchase one thing.

8. Free Session or Demo

Making a gift of reside audits and demonstrations will not be for everybody. It’s way more time- and labor-intensive than the rest on this checklist. However for patrons with advanced wants, greater budgets, and longer gross sales cycles, it may be definitely worth the effort to get face time with new leads.

9. Template

Editable templates are tremendous worthwhile lead magnets, particularly for software program gross sales. Not solely do they offer the shopper a purpose to join an account, the template additionally guides them in utilizing the software program efficiently. This firm affords free scope templates as a part of the software program’s worth proposition and lead technology system.

Inventive companies can provide template spreadsheets, paperwork, slide decks, and extra. This exhibits off your abilities and makes your buyer’s lives simpler. A win for everybody!

10. E mail Course

Typically your emails is usually a lead magnet all on their very own! E mail programs are a sequence of emails that educate a particular matter.

E mail course lead magnets provide you with many contact factors with a brand new subscriber since you’re sending them a brand new lesson each week. You get an opportunity to construct belief and authority over time.

You’ll be able to even take a portion of your paid course and convert it right into a free electronic mail course lead magnet, like this cash administration course:

11. Case Research

A case research particulars how one in all your shoppers or prospects solved their downside together with your services or products. Case research present new leads what it’s wish to work with you or personal one in all your merchandise.

The best case research reveal reasonable, typical outcomes. It additionally exhibits precisely how your answer works, and may encourage readers to suppose, “This individual is just like me, and I would like this consequence too!”

Tips on how to Create a Good Lead Magnet

Now that you simply’ve seen just a few lead magnet concepts, let’s go over create a lead magnet that really converts. No matter what format you select, you possibly can observe this course of.

1. Outline the Purchaser


Earlier than you pull up your graphic design software program or begin constructing a signup type, you might want to suppose strategically about your lead magnet. The very first thing you might want to determine is what sort of purchaser persona you’re hoping to tug in with this lead magnet.

Ask your self:

  • What services or products are you hoping to promote?
  • Who desires this provide?
  • Why do they want it?
  • What ache factors are they experiencing?

You additionally want to think about the shopper’s degree of consciousness. They might be:

  • Unaware: They don’t know or can’t describe what their downside is
  • Downside Conscious: They know there’s an issue however don’t know if there’s an answer
  • Answer Conscious: They know of the way to resolve their downside however don’t have the particular instruments or processes to do it
  • Product Conscious: They know your organization, product, or service exists, however aren’t conscious of every part you are able to do for them, or aren’t satisfied it’s going to work for them
  • Most Conscious: They know all about your provide and the way it may also help them, however simply haven’t purchased but

New leads usually are available in unaware, downside conscious, or answer conscious. The subsequent step will probably be defining the issue your lead magnet will resolve for them and the way a lot consciousness that may construct.

2. Establish the Downside You’re Fixing

Man using ballon to escape a maze

Like we talked about earlier, efficient lead magnets will resolve particular issues. These will not be full options, however it’s going to give the subscriber a fast win to begin constructing belief in your model.

It might be simpler to begin by fascinated about the issue your paid product solves. Then work backwards to outline an issue that your lead magnet can resolve.

For instance, an organization could also be promoting an Website positioning plugin for WordPress. That paid product solves the issue of making Website positioning-friendly content material extra simply. Earlier than a buyer is prepared for that product, they would want to understand how nicely their website is acting on search within the first place. So their lead magnet could possibly be a fast Website positioning audit guidelines, which might resolve the issue of understanding their present Website positioning efficiency.

Your objective is to construct consciousness together with your lead magnet and all through your gross sales and advertising funnel. Most steps within the funnel will construct simply 1-2 consciousness ranges at a time. It may be a stretch to take somebody from unaware to most conscious with a single obtain, however it could be comparatively simple to take them from downside conscious to answer conscious.

Going again to our Website positioning plugin instance, earlier than utilizing the lead magnet, prospects could also be fully unaware they’ve any Website positioning points that have to be solved. After finishing the audit guidelines, they develop into conscious of the Website positioning issues on their website. They’re then able to obtain extra advertising materials concerning the plugin.

3. Place Your Lead Magnet

organic content funnel

The final little bit of strategic planning it is best to do is to place your lead magnet appropriately in your gross sales course of. In different phrases, suppose by way of what ought to occur earlier than and after new subscribers obtain the lead magnet.

First, think about how they’ll discover your lead magnet. Will you ship Fb advert visitors to it? Will it’s on a touchdown web page or weblog put up that comes up in search outcomes? Will you hyperlink to the lead magnet from different websites or your personal electronic mail signature? Try our checklist of locations so as to add signup kinds for increased conversions to get some concepts.

Subsequent, work out the place their contact data goes. You may ship these electronic mail addresses to an electronic mail service supplier (ESP) like Fixed Contact or a buyer relationship administration (CRM) software program like HubSpot. There’s no level in providing a lead magnet in the event you simply go away these electronic mail addresses within the Web void!

Lastly, take into consideration what occurs after the brand new subscriber will get their lead magnet. Do you observe up with a welcome electronic mail sequence or SMS message? Do you attain out personally by electronic mail to schedule a 1:1 session? Do they begin receiving your weekly electronic mail e-newsletter straight away?

It could assist to your lead magnet to offer a touch about what is going to occur subsequent. You’ll be able to embody this within the lead magnet itself, on the signup type, within the electronic mail delivering the lead magnet, or the entire above.

4. Create Your Lead Magnet

Now it’s time to truly create your lead magnet.

First, choose a format. This may have an effect on the kind of content material your write. For instance, an interactive quiz will probably be very totally different from a PDF report. Additionally think about your audience when creating your lead magnet. Would they’ve time to look at a 10-minute video or would they like a PDF obtain they’ll look by way of at their leisure?

Subsequent, write the content material. Begin by reviewing the advantages of the lead magnet. What is going to your guidelines assist them do? What is going to they know after studying your report? How will your template make their lives simpler? Then lay out your course of or insights step-by-step. End with a name to motion (CTA) describing the following step they’ll take to work with you or buy your merchandise.

After getting your content material prepared, choose a title. You might be as intelligent as you need with the title so long as it clearly explains the lead magnet’s worth proposition. One easy formulation to make use of is [Solution] for [Buyer]:

  • 12-Step Web site Audit for Inventive Enterprise House owners
  • Meal Planning Template for Busy Mother and father
  • Final Information to Content material Advertising and marketing: A Report for Company House owners
  • Newbie’s Information to Web site Design for Authors

Now you possibly can design your lead magnet! A full design or technical tutorial is an excessive amount of to incorporate on this article, however listed here are some useful hyperlinks you should use to get began:

5. Promote Your Lead Magnet

Lastly, you might want to promote your lead magnet with an electronic mail signup type. You’ve spent all the trouble studying create a lead magnet, so showcase your exhausting work! Among the best methods to advertise your lead magnet is with OptinMonster.


OptinMonster is the most effective list-building app for bloggers, service suppliers, and ecommerce companies. You’ll be able to simply create every kind of eye-catching campaigns to advertise your lead magnet:

  • Popups
  • Slide-ins
  • Floating bars
  • Fullscreen welcome mats
  • Inline signup kinds

You’ll be able to even use OptinMonster’s gated content material characteristic to show any weblog put up right into a lead magnet or content material improve.

Use the drag-and-drop builder to create your marketing campaign from scratch or customise one of many dozens of professionally designed templates.

OptinMonster integrates with all the highest ESPs and CRMs so you possibly can ship your leads wherever they should go.

However don’t take our phrase for it. Try how Inbound Advertising and marketing Company used OptinMonster to ship lead magnets that elevated conversions 189%.

For extra element, study ship a lead magnet with OptinMonster.

Now you know the way to create the right lead magnet for your online business!

Subsequent, try much more lead magnet concepts you should use to develop your checklist.

Prepared to indicate your lead magnet off to the world? Get began with OptinMonster at this time!

For those who like this text, please observe us on Fb and Twitter for extra free articles.

Jennifer Duann Fultz

Printed by Jennifer Duann Fultz

Jennifer Duann Fultz is a content material author and course creator. She has a ardour for serving to small companies develop sustainably and ethically. In her spare time, Jennifer enjoys writing fiction, cooking, and exercising.


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