A lead magnet is something that a brand or business can offer so that site visitors feel compelled to exchange their information for access to exclusive content. The content that you are exchanging information for isn’t readily available for site visitors online. Usually, it’s specifically created for this purpose and comes in various forms:

• Whitepapers – In-depth, well-researched content that shares unique data or insight into very niche subject matter.
• Webinars – Live, virtual video events that tackle specific pain points or subject matter and what to do to address them.
• Ebooks – Comprehensive guides that simplify a complex topic and are highly informative, visual, and entertaining.
• Templates – Editable guides that help users simplify the process of creating tracking documents from scratch.
• Product samples or trials – Freebies that allow customers or prospects to try before they buy.
• Case studies – Content that offers compelling proof of your business’s ability to deliver on your promise.
• Quizzes, polls, and surveys – Interactive content that can allow you to gain more insight about your prospects.

These are common examples. However, there are no hard-and-fast rules as to what a lead magnet is or can be. As long as what you’re offering provides good value and is relevant to your site visitors, then it will open up an opportunity for your prospects to exchange their contact information. The key, therefore, is figuring out what makes a good lead magnet for your brand. Given that, here are some things I would keep in mind:

1. It has to be relevant

It doesn’t matter how fancy or expensive your lead magnet is, if it’s not relevant to your target audience, it will do nothing to convert your prospects. Either your lead magnet will get completely ignored, or you will get an influx of low-quality leads that will waste more time and energy in follow-ups that won’t pan out.

To avoid this, be sure that your lead magnet is actually compelling to your desired audience.

2. It has to demonstrate real value

A prospect or site visitor’s currency online is their email address or contact details. If you want them to give up valuable information such as this, then you must offer something that can’t be easily found by a simple Google search.

This means effective lead magnets offer exclusive information, insider knowledge, and expert insight to a subject or topic that resonates with your followers.

3. It has to deliver on your promise

Good lead magnets offer an effective solution to a prevailing problem that most prospects encounter. You want to draw them in with the promise of what your lead magnet can do for them—and you must actually follow through on this promise. Don’t simply give them clickbait. Build trust and credibility with your prospects. To do that, you need to be a trustworthy business that deserves their personal data.

Hope my answer helps! If you have any additional questions, feel free to leave a comment below join the conversation on our Twitter or LinkedIn.