The competition for your audience’s email addresses is higher than ever.
If you want to grow a serious list (and we know you do), you have to do it the right way.
How? With lead magnets of course! Lead magnets are possibly the single easiest way to begin adding interested, qualified leads to your email list. Typically, these are bitesized, snack-able pieces of content that your readers can access (for free) in exchange for their email address. Most web users won’t think twice about handing over their email if it means they get free content as a result - especially if that content is interesting, useful, and relevant to their interests. This makes lead magnets extremely powerful when done correctly.
Remember: your goal is to create something that your audience finds valuable. If you can tap into their desires and give them something they need - they’ll reward you with their email address.
Let's dive into 6 lead magnets you can create to grow your email list!
6 of The Best Lead Magnets
1. Free Checklist
If you have a blog, creating a one-page checklist or worksheet is a great way to turn any of your blog posts into a list-building machine! For example, let’s say you run a men’s fashion blog and just finished a post about choosing a good pair of shoes. At the bottom of the article, you could create an opt-in box that gives away a free gift, “The Gentleman’s Shoe-Buying Checklist”.
This is a piece of content that will help your readers choose a sharp pair of shoes in exchange for their emails. And, because you’ve included it within the context of the footwear article, you know they’ll be interested in shoe-related marketing emails later on!
Make sense? Here’s a couple of real-world examples to help you wrap your head around the concept!
eCommerce Business Coach, Sarah Quinney offers an "Ecommerce Start & Scale Checklist" on her blog in exchange for simply your name and email address:
This offer fits in neatly with her target audience (eCommerce business owners looking to scale their businesses). It also compliments the content of the article and makes sense within its context.
In another example, an article about creating a resume by The Interview Guys offers, “The Perfect Resume Checklist” to anyone willing to enter their email address:
Again, this is a perfect marriage of lead magnet and content. Why? Because the checklist is catered specifically to the audience visiting the main blog article and their needs!
2. White Papers, Reports, eBooks, and Case Studies
Offering new information to your readers is another great way to get them to hand over their email address and join your list. Try compiling reports, white papers, or case studies that are relevant to your audience. For example, if you’re a driving school trying to drum up business, you could add leads by giving away, “FREE Report: Driver’s Training Can Add Up To Five Years to Your Life”.
Again, just like with the checklists we mentioned above, this kind of lead magnet is sure to draw attention from folks who are interested in what you have to offer. Otherwise, why would they waste their time reading about its benefits? In this example, Clear Story Data offers a whitepaper that promises to teach readers why Data Intelligence is, “the new way”. If you were a business intelligence professional, this might be right up your alley.
In another example, Kindle publisher, Steve Scott offers a free eBook aimed towards anyone looking to dip their toes in the Kindle publishing industry (Steve’s target market).
This is a fantastic example of marketing done right - notice how Steve is offering this lead magnet on his 404 page! So instead of losing leads when they arrive at a dead end, he’s turned his 404 page into yet another lead-generating page.
And, once you hit that big, tempting, please-just-click-me button, you’ll see this pop up:
Now, Steve can collect email addresses from anyone interested in Kindle publishing. In just one-click, they’ll be added to his list.
In your own business, think about what kind of data, facts, and statistics are important to your audience. Then, either collect the data yourself or compile it from other sources.
The last two lead magnet ideas we just discussed require you to create your own content. This can take a lot of time, especially if you’re putting together entire eBooks or white papers. If you’d like to put something together quickly, try giving away a toolkit!A toolkit is a collection of resources, software and other tools that you feel will be useful to your readers. For example, if you owned an authority site about women’s fitness, you could put together a list of helpful apps to help folks track their exercise and workouts. This takes very little original content creation, as it is simply a curated list of great tools.
What would that look like? Here’s a few examples to inspire you.
Here, Hero Health Room is offering a similar lead magnet to the hypothetical toolkit we discussed above.
By entering your email, you’ll get immediate access to tools, checklists, and resources to help you get in shape. In return, they’ll add you to their list and begin marketing to you:
And in the marketing world, WPBeginner offers its visitors “The Ultimate Wordpress Toolkit”. Again, this is simply a collection of tools, plugins, and resources that first-time Wordpress users might find helpful.
Start considering what types of apps, websites, and resources your audience would find most valuable and compile them into a list that's worth downloading!
4. Webinars & Video Training
Video lead magnets can be particularly great for building your list. Why? Video feels valuable. It requires more effort, more commitment, and (hopefully) will provide more value to your audience than a 10-point checklist. If you’ve noticed that your competitors are all beginning to offer eBooks and text-based content to attract new leads, try mixing it up by creating video lead magnets.
Script Magazine offers a free webinar to readers who are interested in learning to write screenplays (their target audience). This gives them an opportunity to connect with their audience, position themselves as an authority in the space, and build their list with qualified, interested leads (their ultimate goal).
In an entirely different industry, travel blogger and digital nomad, Stephanie Holland, offers free travel advice for anyone willing to enter their email. This is a particularly good example as she’s created a dedicated landing page for this lead magnet. It’s really well-designed page, and worth using as inspiration if you’re looking to do something similar.
Oh, and if you’re wondering where she’s collecting emails, it’s all hidden behind that purple, “Watch Now” button. Once clicked, you’ll see the following pop up:
5. Free Quote
Ah, the free quote. A favorite of car salesmen, insurance agents, real estate tycoons, marketing agencies, etc. and perhaps the oldest lead magnet ever thought up.
In just about every industry, the free quote has been a reliable way to gather information from interested prospects.
This kind of lead magnet may take a little more “backend” work than the rest. You’ll need some sort of tool that takes your users’ information and outputs a personalized quote. However, the benefit of this lead magnet is that it specifically talks about money. It’s a lot easier to move prospects from a quote to a sale than it would be to take them from a free report to a final purchase. If you do decide to build a free quote lead magnet, use the following examples to inspire you: The website, LowestRates uses a very powerful quote building system that allows visitors to easily get a ballpark price for insurance. However, the system also allows them to follow up through email once someone completes their forms.
At Plato Web Design, visitors can quickly get an automatic quote built for them using the web form. This is a much simpler version than the insurance quote above, but is still a fantastic way for Plato to collect emails.
If you’re an eCommerce guy or gal, this lead magnet is for you. Offer your readers a small discount in exchange for their email address. As simple as it seems, it works! In this example, clothing retailer, H&M is offering 20% off any item when visitors join their email list. This will allow them to continue marketing to their customers long after the discount code is redeemed:
Notice how in the example below, Austin Kayak uses a pop up to get their lead magnet in front of visitors and drive sign ups:
If you can first draw in new subscribers with a great deal, you’ll then be able to continue sending them marketing messages related to their interests!
The Real Secret of High-Conversion Lead Magnets
No matter what you decide to create, whether it’s an eBook, a webinar, or a discount code - make sure it’s relevant to your audience.
The last thing you want to do is spend days creating an amazing 72-page eBook for an audience that would have preferred a quick, 2-page worksheet.
And once you’ve finished creating your first lead magnet, start thinking (immediately) about the next!It's important to continuously offer your audience lead magnet "goodies" to grab their attention and keep them interested!