How to create high-converting lead magnets

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Lead magnets are incentives offered to your website visitors in exchange for their names, email addresses and other contact information. Examples include eBooks, checklists, white papers, discount codes, quizzes and templates. Your visitors get something valuable, and you get their contact information so you can follow up via phone, email or snail mail.

Most commonly, lead magnets are used to entice visitors to subscribe to email lists. They bring prospects into your funnel so you can deploy lead nurturing campaigns that ultimately convince them to make purchases. Here’s how to create high-converting lead magnets that skyrocket subscribers.

What does a good lead magnet include?
The best lead magnet ideas have these things in common:

1. They offer value
Some lead magnets give advice or help people solve problems. Some offer instant discounts. Still others entertain. The common denominator, though, is that they offer value to your visitors.

Let’s say you sell suitcases. One lead magnet idea might be a family vacation checklist. You create a landing page or Pop Up to promote your checklist and collect subscribers’ names as well as email addresses, then automatically deliver the checklist as a PDF to subscribers’ inboxes. Subscribers can print your checklist and keep it handy while they plan and pack for vacation, which increases your brand visibility and makes it easy to follow up with email marketing that’s designed to sell suitcases.

2. They’re targeted
Lead magnets don’t need to be long, comprehensive masterpieces. Instead, they need to offer value to a specific target audience. That means they can be used to segment audiences into different lists, so you can personalize your email marketing and increase conversions. The more specific your lead magnet, the more targeted your marketing.

For example, let’s say you operate a pet store. Your lead magnet could be a guide to finding the perfect pet. However, that’s not very specific and chances are high that your customers already know which types of pets they prefer. A better, more targeted approach would be to create a guide to caring for a new puppy. Sure, it won’t interest cat owners or aquarium buffs (you can botim database create different lead magnets for them), but people who just purchased or are considering a puppy are very likely to download your guide.

3. They demonstrate your capabilities and benefits
Good lead magnets don’t just offer value for subscribers, they show how you’re uniquely positioned to solve their problems or help them achieve their goals.

Let’s say you sell outdoor grilling supplies. You might create a guide to grilling steak. Your lead magnet will offer valuable tips, but you can also pepper it with mentions of how your products can help customers grill the perfect steak.

4. They’re just the beginning
Remember that lead magnets are a means to an end. Though they can certainly work to boost sales, the primary goal is to collect targeted subscribers’ email addresses. That means you should develop an accompanying lead nurturing campaign that’s deployed via an autoresponder. This type of email marketing automation works to convert subscribers into customers.

For example, let’s say you operate a restaurant. Your lead magnet might be simple: a coupon good for 10% off the next meal. Getting that initial business is great, but the real value will be realized through sending targeted emails that promote your weekly specials and motivate multiple visits to your eatery.