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5 Easy Steps To Create A Lead Magnet [With Free Training & Examples]

Posted by Gary Henderson on Mar 13, 2019 12:05:21 PM

Getting new visitors to your website is essential.  But, you have to be able to convert those people once they visit your website and content.  

One of the most effective ways to generate more leads is to use lead magnets. 

So, what is a lead magnet and how can they benefit your business?

What Is A Lead Magnet?

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A lead magnet is anything of value that you can exchange for potential customers contact information - typically an email address. 

The primary goal of a lead magnet is to maximize the number of targeted leads you receive from an offer.  You want to make sure the lead magnet adds value to someone.

When you are creating a lead magnet, find that unique value proposition that makes you look the best out of all of your competitors. 

The most common lead magnet is a free guide or a free report that is delivered in a PDF format.  However, the options for lead magnet ideas are practically limitless, but typically fall under these categories:

  1. Guide
  2. PDF download
  3. Report
  4. Cheat sheet
  5. Toolkit/resource list
  6. Video training
  7. Free trial
  8. Discount
  9. Quiz/survey
  10. Assessment/test
  11. Sales material

Why Use A Lead Magnet?

A lead magnet can boost lead generation and increase overall conversion rates in your marketing funnel. An irresistible lead magnet should immediately grab the attention of your buyer persona and deliver something of value to them. 

Once they receive the content in the lead magnet, it should solve their problem and help them become an ideal client in the future.

Lead magnets help build relationships with your buyer personas and help push them to interact with any paid advertising and eventually become a loyal customer.

Lead Generation

View This Free Training On The Best Practices To Use For Lead Magnets!


How To Create A Lead Magnet In 5 Steps

To get the best results, your Lead Magnet needs to have a purpose, and you need to have a clear vision of who your lead magnet is going to serve. 

Here are step-by-step instructions on how to create your lead magnet.

Step 1 - Identify Your Buyer Persona

The first step in creating a lead magnet is to figure out what people you are trying to serve.  Many marketers and business owners will try to serve every person with the same lead magnet or try to attract too many people with one offer.  Which is a huge mistake.

Every person in the buyers journey is not interested in the same offers, downloads, etc.  If someone is in the awareness stage of the buyers journey, they do not want a lead magnet that encourages them to buy a product.  They need more information and more resources to learn and explore options.

If you haven't already created personas, this is a great time to start!  Watch the behaviors of your ideal people and begin creating personas for the different people who interact with your business.

Here is an example of a buyer persona from SmartBug:

Buyer Persona Example

With any lead magnet you create, it needs to be extremely specific to the people you want it to attract.  It needs to be 100% relevant to where they are in the buyers journey.

Each buyer persona should have its own unique value proposition and lead magnet.  In the end, you should try to have a lead magnet for each one of your personas.

Step 2 - Decide The Value Proposition

Once you have decided who you want to target, the next step is to figure out what unique value proposition you are going to offer them.  

Understanding where your buyer personas are will help tremendously.  You want to do a little research and learn about your personas problems and needs.  If you offer your prospects something they need, they will be more likely to download it. 

This could be a simple download that drills down on their pain points - it doesn't have to be long.  

What Is A Value Proposition?

Figure out where your buyer personas are in the buyers journey.  This will give you the opportunity to provide them with exactly what they need. 

The buyers journey is a three-step process:

  1. Awareness Stage: Buyer realizes they have a problem.
  2. Consideration Stage: Buyer defines problem & researches options to solve it.
  3. Decision Stage: Buyer chooses a solution.

Step 3 – Give Your Lead Magnet a Name

Now you want to think of a name that peaks your potential customer's interest.  Do some research on your biggest competitors and see what lead magnets they are offering.

The point of this is to help you find something that makes you stand out from everyone else - find something that you have that other people do not.

Take a look at this example:

Bud Light found one ingredient their competitors have in their beer that they do not have - corn syrup.  Now they display every ingredient it takes to make the beer on the label when other beer companies do not.

This ad made Bud Light stand out from its competitors.  

Bud Light Corn Syrup Ad 


Step 4 – Choose What Type of Lead Magnet You Will Offer

Now that you have gone through the steps above, you have to decide what type of lead magnet you are going to offer.  There are many different options to chose from.  However, you want to look at where your buyer personas are in the buyers journey and create something you know they will interact and engage with.

When choosing how to display your value proposition, remember to keep it concise and straightforward.  You also want to make the process super simple - if it's complication people won't complete the action.

Make sure to deliver what you promised.  Make sure the content you put in your lead magnet is related to the name and what you said it would offer.  

The Stages Of The Sales Funnel

If you watch the patterns of your ideal people and notice they engage more with video, then maybe create a quick video for them.  If you don't have any data on what your buyer personas engage with, create a couple of options to display your content and see which one gets the most engagement.

Step 5 – Create Your Lead Magnet

Take the tips above and get to work! If you are still unsure about what to create, take a look at the examples of lead magnets below!


3 Examples Of Lead Magnets To Use For Your Business 

1. PDF Download/Guide

This is the most common type of lead magnet out there.  This type of lead magnet is excellent when you focus on one specific topic that you know your people are interested in.  

Make sure you don't just show a lead magnet to show it - this can cause your lead magnet to be a total flop.

Take a look at this example:

Lead Magnet PDF Download Example

This example was offered in a blog post by HubSpot.  By adding this free guide to the blog post, it gives the readers extra information about the topic they searched for. 

This can help build trust with our website and business, leading them to make a purchase or push them along in the buyers journey.

2. Video Training/Webinar

If you are comfortable in front of the camera, video is a great way to engage with your buyer personas.  The primary goal of a training or webinar is to offer tons of value.

Usually, with video, there is an upsell for a product towards the end.

Take a look at the example below:

Lewis Howes Free Webinar


3. Free Trial

People love to try before they buy.  This is a great way to give people what they want without the automatic commitment. 

Netflix is the champion of offering a free trial before you get hooked.

Lead Magnet Free Trial

No matter what type of lead magnet you create, as long as you remember who you are trying to serve and know what their pain points are you should have success.

We hope this blog was helpful and if you need any more help on creating lead magnets then reach out to or join our TEC community OR our exclusive #R3MAT Facebook Group below!

Click Here to join the #R3MAT Facebook Group

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