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Types of lead magnets. 25 examples

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    Are you looking for ways to increase your website traffic in order to grow your business? One of the most effective strategies is with a lead magnet. 

    A lead magnet is an incentive that attracts potential customers and encourages them to provide their contact information so that you can market to them directly.

    While there are many different types of lead magnets, this blog post will discuss 25 examples that have proven successful for businesses—from tools and templates, to ebooks and video content. 

    By leveraging these types of lead magnets, not only can you increase website visitors but build trust with potential customers as well. 

    Read on to learn more about each type of lead magnet and how it could benefit your business!

    What are lead magnets?

    Lead magnets are valuable incentives offered by businesses to attract potential customers and generate leads. They are typically free and high-quality pieces of content or resources, such as ebooks, whitepapers, checklists, guides, webinars, templates, free trials, and demos, that offer a solution to a specific problem or address a specific need of the target audience.

    The goal of a lead magnet is to capture the contact information of a potential customer, such as their email address, phone number, or social media handles, in exchange for the valuable resource or offer. Once a business has the contact information of a potential customer, they can nurture the lead with further marketing efforts and turn them into paying customers over time. Lead magnets are commonly used in digital marketing and lead generation strategies.

    The lead magnet funnel

    A lead magnet funnel is a marketing strategy that uses lead magnets to attract potential customers and convert them into paying customers. The funnel consists of several stages or steps, each designed to move the prospect closer to becoming a customer. Here are the typical stages of a lead magnet funnel:

    1. Attract Stage

    In this stage, the business uses various marketing channels such as social media, search engine optimization, paid advertising, or content marketing to drive traffic to a landing page or website where the lead magnet is hosted.

    2. Capture Stage

    Once the prospect lands on the website or landing page, they are offered the lead magnet in exchange for their contact information such as email, phone number, or social media handle. The contact information is then captured through a lead capture form.

    3. Nurture Stage

    Once the business has the contact information of a potential customer, they can start nurturing the lead through email marketing, social media campaigns, or other channels. The goal is to build trust, establish authority, and educate the lead on the benefits of the product or service offered by the business.

    4. Conversion Stage

    When the lead is ready to buy, they are directed to a sales page or offer page where they can purchase the product or service. This stage may involve additional nurturing or incentivization to help the lead make the purchase.

    5. Retention Stage

    After the lead becomes a paying customer, the business focuses on retaining them through ongoing customer support, upsells, cross-sells, and loyalty programs.

    The lead magnet funnel is a powerful marketing strategy that can help businesses generate leads and sales consistently over time.

    How to create a lead magnet?

    Creating a lead magnet involves several steps, which include:

    1. Define Your Target Audience: Identify your target audience and their needs or pain points. Determine what kind of content or resources they would find valuable and compelling.

    2. Choose a Topic: Choose a topic that aligns with your target audience’s interests, needs, or pain points. The topic should be relevant, specific, and easily digestible.

    3. Determine the Format: Decide on the format of your lead magnet based on your topic and target audience. Popular formats include ebooks, whitepapers, checklists, templates, webinars, videos, and free trials.

    4. Create Content: Develop the content of your lead magnet using compelling headlines, engaging visuals, and clear and concise messaging. Make sure the content provides real value to your audience and solves a specific problem or need.

    5. Design and Branding: Use design elements and branding to make your lead magnet visually appealing and memorable. Make sure the design and branding are consistent with your brand identity.

    6. Create a Landing Page: Create a landing page where your lead magnet can be downloaded or accessed. The landing page should have a clear and concise call-to-action that directs the user to enter their contact information.

    7. Promote Your Lead Magnet: Promote your lead magnet on various marketing channels such as social media, email marketing, and paid advertising. Use targeted messaging and calls-to-action to drive traffic to your landing page.

    Types of lead magnets

    1. Checklists

    User-favorite format with high conversion. They are clear, easy to apply, and concisely have all the necessary information. For businesses, they are convenient due to the ease of creation: all you need is to summarize your experience in a few paragraphs.

    2. Reminders/instructions

    Recommendations and step-by-step guides have also proven themselves in the field of lead generation. Many questions require expert clarification, which you can provide. You share your experience, and potential buyers begin to trust you.

    3. Templates

    A template can be any material that serves as a sketch or some sort of starting point, so all the user has to do is fill in the blanks.

    4. Useful selections

    Another type of content with a high conversion rate, through which the credibility of the company as experts in the industry is developed. The collections are different, but most often visitors are interested in the resources and tools that professionals use.

    5. Cheatsheets / error analysis

    A popular type of lead magnet. People are very fond of parsing errors and cheat sheets. You can release them in different formats: from text guides to infographics, video, or audio podcasts.

    6. Examples

    Examples work well as lead magnets because people are constantly looking for examples in every possible field.

    7. Script

    Scripts are the perfect lead magnets if your typical client needs material to help them speak or write.

    8. List of tools for the job

    A really popular type of lead magnet is the list of tools to get the job done. Why? Because everyone wants to know what tools the pros use!

    9. Web applications

    Web App ー is a free tool from your website that requires registration to log in. Of course, users need to register with a mailing address to get an account.

    10. List of sources

    Source lists are really valuable because they save a huge amount of time. Whatever you put together in a single list, you will save your readers a lot of time searching.

    11. Materials for printing

    Printables are especially great if you’re in the creative industry and your site visitors want something pretty to print.

    12. File for inspiration

    Do your website visitors need inspiration? People are constantly surfing the internet looking for inspiration, so why not inspire them with a neatly packaged lead magnet?

    13. Questions-hints

    While inspirational files are generally about visual inspiration, prompting questions to help inspire ideas to think about.

    14. Generator

    People are often looking for generators that they can use to create something quickly without thinking. If the generator is useful to your audience, you should limit access to it through a subscription.

    15. Restricted Content

    Restricted content ー is just a blog post or part of it that is hidden behind an email signup form. mail. This lead magnet is the easiest to create because it uses your existing content!

    16. Training course

    Tutorials are any content that shows you how to do something specific. It can be a video or a simple pdf with numbered steps.

    17. E-book

    If your eBook is needed by your customers, this will be a good lead magnet.

    18. Guide

    Guides work well when you use them to fuel your sales funnel. That is, to tell prospective buyers why they should buy from you.

    19. Report

    Reports are especially good lead magnets for B2B companies. They will also work well in any field that deals with data, statistics, or research.

    20. Tutorial video

    A good video always attracts people. Especially if you answer important questions in it.

    21. Webinar

    Just like lead magnets in the form of video and audio, webinars are also highly valuable in the eyes of people.

    They are even more preferable because they have another component: urgency.

    22. Event Tickets

    As with a webinar, you can offer free tickets to a live event in exchange for an email address.

    23. Email Course

    The great thing about email courses is that they can be used to turn subscribers into customers.

    24. Free book with delivery

    If you have a stack of printed books by your author lying around, you can give them away as lead magnets. All you need to do is collect a small amount to cover shipping costs.

    25. Chapter from a book

    If you don’t want to send out books for free, you can just offer people 1 chapter.

    Make sure the book excerpt is digitized and easy to download so readers can get it instantly.

    Read also – What is a lead magnet and how does it work?


    Creating a quality customer base is not an easy task. Especially for start-up entrepreneurs. Use all possible methods of obtaining contacts that will bring you, real customers. Lead magnets can help you reach those goals! Such a tool is effective both for increasing B2B sales and for use in the B2C sphere. The main thing is to take their creation and implementation seriously. Follow the recommendations, and the results will not keep you waiting.

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