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Lead magnets: What they are and how to effectively use them to convert

Updated: Mar 13, 2022

Why should you leverage lead magnets?

It’s no secret that gaining and retaining the attention of online audiences nowadays is no easy task. While you may get a good amount of traffic on your site, it may all come to nought if these visitors don’t take any action. This is why list building is such an important marketing function. Building up a contact list of all your customers and prospects allows you the opportunity to constantly provide value and be able to promote to these individuals.

However, people won’t always be willing to share their personal information unless they see the value in doing so. That’s why it’s the role of any marketer to ensure they offer prospects the right incentives.

This is where lead magnets come in.

In order to generate leads online, you will need to build an email list. Why? Because email marketing is still a great method for reaching and engaging with online customers.

What are lead magnets?

Lead magnets are marketing tools offered to prospective customers in exchange for their contact information. The contact information typically consists of their names, email addresses and sometimes phone numbers. Lead magnets can take the form of gated digital and downloadable content such as ebooks, checklists, reports, white papers and videos. Before a customer can access the content, they must give their contact information.

What makes an effective lead magnet?

With an understanding of what a lead magnet is and how it can be beneficial for your business, let’s explore what exactly makes a good lead magnet.

1. It solves a problem:

Your lead magnet needs to offer a solution to your customer’s problem. This means that you need to have a deep understanding of your customers in order to ensure the problem presented aligns with their needs.

Download a guide to building an audience persona

2. It needs to be specific:

Don’t generalise the focus of your lead magnet. The more specific its benefit is the better your chance of converting leads.

3. It guarantees quick results:

Your lead magnet needs to help your customers achieve something quickly and easily. The solution it promises needs to be a quick win for your customers.

4. It should have high value:

Not only should your lead magnet be perceived as highly valuable, but it should also have actual value.

5. It should showcase your unique selling proposition (USP):

Your lead magnet should demonstrate to your prospects what sets you apart in the market you operate in. It should give them a reason to pick you over your competitors.

6. It should be easy to digest:

Effective lead magnets need to be easily understandable to your customers. This may vary depending on the content types, but generally content such as checklists may convert better than long-form content such as ebooks and reports.

7. It should be immediately accessible:

Your customers should be able to access your lead magnet right away. People want instant gratification, so it’s best if your lead magnet can be delivered immediately.


Lead magnets represent the ideal connection between customers and a brand. By offering something valuable to them, you’re able to get their contact information in return. Moreover, lead magnets are a great way to cultivate trust and credibility since they give you the opportunity to display your expertise. You should definitely consider adding lead magnets to your marketing mix in order to reap their benefits.

Download your lead magnets checklist.
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