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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 great lead magnet, who does it right, and how to design your own highly effective lead magnets.

A robust email list gives you access to a loyal, receptive audience on an ongoing basis.

“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 visitors to exchange information, such as their email address, to gain access. This can be a piece of content such as a white paper, e-book or newsletter.

It is content that creates awareness, but which also provides information that helps a potential customer to get involved 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 them signing up 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 falls flat if it does not resonate with your intended audience.

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

Make sure your lead magnet serves a need with a valuable audience segment.

They have experienced 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 your business purposes

A large lead magnet delivers the original promise you made when you ask 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 lead to 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 examples of lead magnets, and brainstorm with your team which format best suits your marketing goals and customer needs.

1. Whitepaper

A whitepaper is an in-depth mindset piece 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’s take the test and measurement system manufacturer Dewetron, for example. A potential client of theirs might be wondering what is the difference between the two standard test systems used for electric vehicles?

And then their recent 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 understand a topic.

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

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

Each one dives deep into a focused topic and helps the reader really 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, checklist or other content from scratch and thought, “There has to 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 curve in the process?

Todoist is an excellent example of templates like lead magnets in the workplace.

The popular list-making app offers dozens of templates that help simplify all kinds of tasks, from grocery lists and meeting agendas to book writing, employee recording, 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 sampling 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 be able to process your free trial order, you must either log in or enter your address and email as part of the experience with the guest box.


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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 it right away.

6. Automated evaluation

Does your team have the capacity to build a tool that automates the process of delivering a custom evaluation to potential customers?

This is exactly what WordStream’s Google Ads Performance Grader does.

Prospects associate their Google Ads account with the class 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 to help get it done.

7. Real evaluation

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

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

This is especially true when providing some kind of insight – such as backlink analysis from Majestic – or evaluations can lead to more business.

Many companies – especially software vendors – also offer custom audits for potential customers who know they have a need but are unsure 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, it may be worth investigating.

8. Training videos

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

In that case, giving them access to training videos can be 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 capabilities of your product while getting potential customers in 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 a few ways you can also use them as lead generators.

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

The second (and arguably more engaging) way to use a case study for lead generation is to place it as news or blog content and pepper prompts for action everywhere.

Research and consulting brand Wood Mackenzie shows us how to do this with examples like this.

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


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And like the best case studies, it immediately identifies with the reader in terms of 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 customer and follow up with targeted information for them is a win-win.

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

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

The best lead magnets benefit the business and your customers

As you can see in the examples above, the goal here is not to trick or force a customer to hand in 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 format that supports your business goals and the needs of your target customer.

It’s a victory!

More resources:

Image credits

All screenshots taken by the author, July 2021

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