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10 examples you can use now

10 examples you can use now

In this guide, you will learn what makes a good lead magnet, who does it right, and how to design your own highly effective lead magnets.

A robust email list gives you ongoing access to a loyal and receptive audience.

“Subscribe to our newsletter!” just no longer works as a list building tactic.

Consumers are more tired now than ever before of increasing the amount of email they receive.

Who wants an inbox full of spam or irrelevant offers? No thanks.

What is a lead magnet?

A lead magnet forces your site visitors to exchange information, e.g. Your email address to access. This can be a content, e.g. A whitepaper, e-book or newsletter.

It is content that drives awareness, but also provides information that helps a potential customer engage and find interest in your product or service.

Or a lead magnet can be a free product sample, trial subscription, demo or other product / service related incentive.


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Of course, no one freely gives away their email address. Lead magnets must offer the reader value in exchange for choosing to receive messages from the brand in the future.

What makes a good lead magnet?

The best and most converting lead magnets have these important things in common:

They are relevant

Even the best deal will fall flat if it does not resonate with your intended audience.

It is also important to remember that a large amount of low quality leads can backfire in a big time and cost you a lot of wasted time in follow-up.

Make sure your lead magnet serves a necessary purpose with a valuable audience segment of yours.

They have perceived value

What do you offer that is worth giving you my email address for?

If this is something I can find elsewhere in a quick Google search, I probably would not bother to sign up for your list.

The best lead magnets offer expert insight, insider knowledge, a faster way to get something done, or another creative and unique solution that solves a real problem for people.


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How will you help me – will access to your lead magnet save me time or money or make my life better in some way?

Take my email! Take my money!

They serve the purpose of your business

A large lead magnet delivers the initial promise you made when you asked the person to give you their email. You will never let them hang with a clickbait-like offer you cannot deliver.

But if you solve the whole scope of the problem that makes it a good candidate for your business … what was the point?

The best lead magnets probably solve the problem that the person recognizes that you are the expert (or your product is the answer) and can take them the rest of the way.

10 Examples of large lead magnets

Check out these lead magnet examples, and brainstorm with your team about which format best suits your marketing goals and customer needs.

1. Whitepaper

A whitepaper is an in-depth thought leadership that shares unique data, perspective or advice with your audience.

It helps your reader understand a complex problem and exactly what steps they need to take to solve it. They are especially useful in B2B marketing, where customers often have a longer sales cycle and need much more information to make a purchasing decision.

Let us e.g. Take manufacturer of test and measurement systems Dewetron. A potential customer may wonder what is the difference between the two standard test systems used for electric cars?

And then their latest whitepaper Efficient Analysis of Electric Vehicles provides the answer.


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2. Webinar

Webinars give your audience a chance to dig into engaging video content and frequently ask questions in a Q&A session.

And if you offer them on-demand after the first live event, webinars can deliver leads for months and even years to come.

Keep each webinar narrowly focused on a specific problem or pain point. DocuSign does a great job with this.

There is no doubt about what each of these is about or who they are to serve.


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3. Mini guide or E-book

Like a white paper, e-books and other guides solve a specific problem. And like whitepapers, they can vary in length from a few pages to 100+ pages.

But unlike whitepapers, e-books tend not to be data-heavy; they are easy to read and often conversational guides that help readers fully understand a topic.

E-books can be instructive, entertaining or even very visual.

The Search Engine Journal’s ebook library is a great example of the power of this lead magnet format.

Each one takes a deep dive into a focused topic and helps the reader master it. It is definitely worth exchanging an email address.


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4. Templates

How many times have you created a spreadsheet, slide deck, checklist, or other content from scratch and thought, “There must be an easier way!”

Editable templates are a great way to avoid reinventing the wheel. Why not build on the experiences of others and cut your own learning and administrative curves in the process?

Todoist is an excellent example of templates like lead magnets at work.

The popular list-making app offers dozens of templates that help simplify all kinds of tasks, from shopping lists and meeting agendas to book writing, employee onboarding, social media planning and more.

And of course, to access each one, simply create an account using your email address.


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5. Product samples or tests

Who does not like to try before you buy?

Sephora takes the traditional experience of trying products in the store and uses it online with the option of having two product samples sent to your home.

Of course, these lead generator samples have to get there somehow.

To process your free trial order, either log in or enter your address and email as part of the guest’s checkout experience.


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And this is where you will be asked to sign up to receive additional communications.

This lead generator is even more powerful, because if you like the product, you will not only be more receptive to future offers, but probably also buy immediately.

6. Automated evaluation

Does your team have the capacity to build a tool that automates the process of delivering a customized evaluation of leads?

That’s exactly what WordStream’s Google Ads Performance Grader does.

Future prospects link their Google Ads account with the assessment and receive a report on how their campaigns are performing in relation to industry benchmarks.

And who do you think they will turn to for help improving those scores?


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This type of lead generator is incredibly compelling as it shows the prospect exactly what to do. It’s just a short jump to those who engage you in helping get it done.

7. Evaluation in reality

Of course, this is not for everyone, as it can be resource and time consuming to provide free audits or other types of evaluations.

However, it works well when you have a small niche audience with immediate needs.

This is especially the case where it can provide more business to provide some form of insight – e.g. Backlink analysis from Majestic – or evaluations.

Many companies – especially software vendors – also offer customized audits for leads who know they have a need but are not sure of the scope of it – or how to address it.


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If you can convert enough leads so that the cost of performing the service is covered in new business, this may be worth investigating.

8. Training videos

Maybe your prospects are aware of your brand, but just not quite sure about you yet.

In that case, giving them access to training videos can provide the key to converting them into loyal users.

The data visualization software brand Tableau offers a library of training videos – just sign up to watch them.

This is a great lead generator where you have complex or many features and really want to showcase the possibilities of your product while getting prospects into your funnel.


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9. Case studies

Case studies can provide compelling evidence of your company’s capabilities as part of the negotiation and sales process.

But there are also a few ways you can use them as lead generators.

One is turning the case study into a downloadable PDF file and “gating” it by requiring registration to download.

The other (and arguably more engaging) way to use a case study for lead generation is to place it as news or blog content and pep for action throughout.

The research and consulting brand Wood Mackenzie shows us how it is done with examples like this.

The piece is placed as editorial content and available for anyone to read on the site. This also helps it attract organic search traffic.


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And like the best case studies, it immediately identifies with the reader versus approaching them from a “See what we did!” point of view.

As you learn more about navigating LNG purchases as a first-time buyer, you will also be asked to connect with their team and discuss your unique circumstances twice on the case study page.

10. Quizzes, surveys and polls

Interactive elements that allow you to learn more about your lead and follow up with targeted information for them is a win-win.

And according to SurveyAnyplace, you can lower your price per. Lead with up to 90% with quizzes with lead generation.

Tools like theirs allow you to deliver personalized reports, vary the completion message depending on user input, and integrate directly with some CRMs so you can easily keep up with leads.

The best lead magnets benefit both the company and your customers

As you can see in the examples above, the goal here is not to fool or force a customer to hand over their email.


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Your lead generator is the first step in building a relationship based on trust and respect, with a mutual exchange of value.

Find an offer and a format that supports your business goals and the needs of your target customers.

It’s a win!

More resources:

Image credits

All screenshots taken by the author, July 2021

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