One of the top tools successful marketers use are lead magnets. They are key to an effective content marketing strategy. Here’s how to create one and send your sales to the next level.

What is a Lead Magnet?

A lead magnet is an incentive offered to prospective customers in exchange for their contact information. Examples of lead magnets include eBooks, resource guides, checklists, courses, and coupons. A lead magnet is a free gift that offers a customer valuable information or a solution to their problem.

Who Uses Lead Magnets?

Lead magnets are designed to create sales leads. According to a recent survey, 52.9% of entrepreneurs said lead magnets were the primary way they generated leads for their business.

Elements of a Lead Magnet

A good lead magnet offers help. It should save a potential customer’s time, solve a problem, or provide a unique insight.

They are credible. Lead magnets are designed to establish your credibility or reaffirm it. Make sure the resources you offer are backed by experience, research, and interviews.

It’s shareable. Your audience will want to share a valuable lead magnet. Make it easy for them to post it on their social media pages.

It’s strategic. Once you have the name and email address of a new lead, create a plan to turn them into paying customers. Keep the form a new lead fills out short and simple.

The Lead Magnet Conversion Path

A lead magnet includes a call to action, or CTA. This is the link you provide to access your free content. Once it’s clicked, the lead will be taken to a landing page to fill out their contact information. Once they do so, a thank you page will pop up that reveals how to access their free resource. Lastly, a kickback email will be sent to your new lead. This is a follow-up message that will initiate a conversation.

Types of Lead Magnets

There are many kinds of lead magnets. Here are a few of the more common ones.


This is a page that highlights key points from existing content. An infographic contains eye-catching, simple information.

Live Webinar

This online event gives your audience a chance to engage with you. Offer interesting information and stick to a specific problem or pain point.

Mini Guide or eBook

eBooks are easy to read, conversational, and help a person fully understand a topic. They can be educational, entertaining, or highly visual. They range in length from a few pages to more than 100 pages.


These are basic outlines a person can follow that can make their job easier. Templates include checklists, goal trackers, meeting agendas, spreadsheets, social media designs, and emails. They help users simplify tasks and save time.

Quizzes & Surveys

People love to learn something about themselves. Quizzes and surveys build knowledge of a subject and are fun to take.

Free Trial or Class

Customers appreciate the chance to try out a product or service for free. When it’s over, offer your lead a discount to sign up.

A class is a great way to prove your expertise and provide something of value. Offer a sample class. It can leave people wanting more.

Valuable Resources

A resource library is a collection of tools that help people get results. Share your expertise, tips, and tricks with others who may be struggling.

Need help creating lead magnets or other marketing materials? Let us help you succeed! At Trembling Giant, we bring the best independent professionals together to do what they do best. You get affordable marketing services that don’t compromise on quality. We offer complimentary reviews and recommendations for your marketing strategy. Contact us today at 410-925-2454 to get started.

Our family of seasoned creative professional designers, writers, developers, and marketers live here in your neighborhood. When you work with Trembling Giant, you support the same small business community you live in. We bring the best independent services together, to do what they do best, and you get affordable marketing services that don’t compromise on quality.

Trembling Giant Marketing is based in Sykesville, Maryland, a main street community between Baltimore and Frederick in Carroll County, Maryland. We love working face-to-face with our clients as members of their community, but collaborate just as well from miles away.

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