Lead magnets cinch together two crucial aspects of good marketing: providing value and aligning to a sale. You’ve seen them before as e-book offerings, PDF files, how-to guides, and even infographics. Usually, websites offer these to potential clients in exchange for further contact with you, as a sales lead. Did you exchange your email address for one recently?
You may know lead magnets work, but how do you set up one yourself? Where do you start?
I've asked business leaders and sales experts these questions to gather their best advice for lead magnet strategy. From promoting a generous return policy to creating a podcast based on FAQs, these thought leaders share their proven tactics and explain why others should implement these lead magnet ideas. Dive in to discover the best ways to help attract and collect leads on your website.
Promote a Generous Return Policy
"Running an e-commerce store for over two decades has given me invaluable experience in what makes customers click, both figuratively and literally. One innovative lead magnet that we've found to be a real game-changer is our '100-Day No Questions Asked Return Policy.'
"Why 100 days? In a world where customers can't touch or try products before buying, a generous return policy removes a significant barrier to purchase. The 100-day window gives customers the confidence to invest in our personal protective equipment without the fear of being stuck with something that doesn’t meet their needs.
"By offering this extended return policy, we do more than capture an email address – we build a relationship founded on trust and customer-centricity. This lead magnet has not only increased our conversion rates but also significantly boosted customer satisfaction and loyalty."
—Todd Saunders, General Manager, BIG Safety
Identify Motivations For Sharing Contact Details and Use Them
"Understanding the question, 'Why should anyone share their contact details with you?' is crucial for lead magnets. If you can find an answer to this question, then you're in a great position. Lead magnets should provide so much value that your target audience can't find anywhere else on the internet.
"For instance, at our business, detailed case studies of our clients are used as lead magnets. These case studies are not your typical ones. They contain in-depth information about client personas, their pain points, and the strategies we employed to deliver the desired results. A compelling title for this lead magnet is provided based on the desires of our target audience, such as “Delivered X Results in X Number of Days.”
—Sangeeta Kumar, Vice President – Marketing, Healthcare DMS
Captivate Visitors With Attention Grabbing Visuals
"In the digital CEO journey, crafting a captivating lead magnet is key. Our standout lead generation approach involves turning a reel into a compelling GIF, swiftly conveying value. Amid the sea of lead magnets, our strategy excels in engaging visitors and fostering lasting relationships.
"Our visual choice not only benefits us but also delights our visitors. With an attention-grabbing GIF, we instantly capture their interest and offer something valuable. It's a win-win for us and our audience.
"The idea is simple: grab their attention, deliver value, and make a lasting impression. This isn't just about transactions; it's about building a connection that keeps them coming back for more.
"In a fast-paced digital world, our visual lead magnet strategy reminds us that how we present our offer matters just as much as what we offer. It's about adding a touch of magic to the CEO journey, making it engaging and memorable for all involved."
—Kai Alday, Business Coach, Move To CEO
Publish Dedicated Pages for Differing Target Audiences
"Our lead generation strategy involved creating separate service pages for particular target audiences. We began with an in-depth customer pain-point analysis, revealing specific keyword searches tied to their needs.
"By optimizing dedicated pages for these keywords, we tackled lower competition, improving search rankings. The results were impressive. After implementing these specialized pages and the associated SEO efforts, we now receive two to three daily leads per specialized page. This approach not only increased lead quantity but also ensured highly relevant and interested leads. It's all about understanding client needs and enhancing online visibility."
—Ajay Prasad, Founder and President, GMR Web Team
Implement a Personalized Recommendation Quiz
"One of the most effective strategies we've employed to collect leads is the introduction of a 'Bag Finder Quiz' on our website. The quiz is designed to help visitors find the perfect backpack that suits their specific needs and lifestyle.
"A quiz serves as an excellent lead magnet with high opt-in rates because it offers a win-win situation: visitors get personalized recommendations, and we get high-quality leads and valuable data for segmentation."
—Benjamin Beck, Director of Marketing, Tortuga Backpacks
Offer a How-to Guide as a Download
"Among my marketing and publicity services, I publish and promote books on Amazon for my clients. I have a system for turning books into Amazon best-sellers within a few weeks and maintaining those rankings.
"This is a valuable service, but most authors can't afford it. So, I put together a how-to guide that I offer as a PDF download on one of my websites. The guide also includes a brief list of other services I offer. I drive traffic to a download page and use it as a lead magnet to build a list of potential customers who receive a sequence of pre-made emails. Most of them won't turn into buyers today. But some of them do, and those who get value out of the information may say good things about my company and me.
"The takeaway is that not everyone is a customer today, but everyone can refer business to you. If you develop your lead magnets well, you can capture sales-qualified leads and referral sources. Over time, many of them may lead to new business for your company."
—Dennis Consorte, Digital Marketing and Leadership Consultant for Startups, Snackable Solutions
Provide Free Services That Leave Them Wanting More
"In the bustling world of book services, our standout lead magnet was a 'First-Chapter Critique Offer.' We provided budding authors a detailed analysis of their opening chapter for free. Now, that might sound generous, but it's a window into the larger array of editorial services we offer. It's like giving writers a sip of fine wine, making them curious about the entire bottle.
"What made this so effective? Every author pours their heart into their work, and the chance to get professional feedback on their gripping opener was irresistible. And once they saw the value we added in just one chapter, many were eager to work with us for their entire manuscript.
"This approach is recommended because it's a win-win. Authors get genuine, actionable advice, and we introduce them to the caliber of our services. By directly showcasing our expertise, we didn't just get leads; we began building trust-filled relationships with budding novelists right from their story's beginning."
—Vikrant Shaurya, CEO, Authors On Mission
Leverage the Attractiveness of Free Shipping
"Offering free shipping for orders over $100 was a fantastic lead magnet for our e-commerce website. Although free shipping is not exactly exclusive in e-commerce today, our customers often make hundreds of orders at once, which is why it works as a fantastic lead magnet for us. Free shipping in e-commerce is love at first sight, and it's one of the best and easiest lead magnets today."
—Tom Golubovich, Head of Marketing, Ninja Transfers
Generate Leads with Sweepstakes
"I got pulled into sweepstakes lead-gen about three years ago, and it is my go-to strategy for clients. I run sweepstakes monthly, and they bring in a list of new email leads that you can then re-market to. You onboard them as new customers and then work with those new leads to sell special offers, etc.
"Over the last three years, I have brought in over 1.5 million potential leads. Of course, not all of them are going to convert, but the percentage that do is high for the cost. I run low-budget campaigns, so the cost per lead is wild. It's cheaper than any ad campaign. This is also a great way to quickly grow your email list."
—Libby Collett, Marketing Strategist, LibCo Creative
"A quiz serves as an excellent lead magnet with high opt-in rates because it offers a win-win situation: visitors get personalized recommendations, and we get high-quality leads and valuable data for segmentation." —Benjamin Beck, Director of Marketing, Tortuga Backpacks
Deliver Cash Savings on the First Order
"We offer users significant cash savings on their first order from us. By inputting a few contact details, they get a $50 discount on their purchase. This also helps us learn more about them to build and nurture more leads. For us, success really comes from understanding that a client's information is precious. So, we avoid overloading leads and give them something of real value in exchange.
"The lead magnet should also be well-placed but not aggressive. That's why we keep ours in an exit-intent pop-up that only shows up when they're ready to leave, rather than interrupting their shopping experience."
—David Janovic, Founder and CEO, RJ Living
Offer Free Expert Consultations
"We offer a free initial service where parents and caregivers can talk with one of our experts. It's like having a friendly chat to identify their priorities and learn what therapies, public benefits, and other support they may qualify for.
"While the primary goal of this initiative is to capture contact information for further assistance, the value this lead magnet offers potential customers – as well as our brand – is priceless. Whether they choose our services or not, it gives them a starting point for making the best choices for their child and reflects our dedication to supporting families on their journey. It's one lead magnet that's a guaranteed step toward success."
—Seth Besse, CEO, Undivided
Implement a Referral Program on Your Website
"Implementing a referral program directly on our website has proven to be a pivotal strategy in lead generation. Unlike many other marketing initiatives, a referral program effectively leverages your existing website traffic. The beauty of it is that it doesn't impose additional costs, making it a cost-effective method to engage potential clients.
"Moreover, when your website visitors refer others, it acts as a force multiplier for your marketing efforts. Think of it this way: with every single visit, there's potential for double the promotion, if not more. This natural system of promotion amplifies your reach with no further investment.
"Lastly, the importance of trust in the digital landscape cannot be overstated. People are more inclined to engage with your content or offer when it comes from a trusted source, like a friend or colleague. By embedding a referral program, you harness this power of trust, which, in turn, inherently boosts conversion rates."
—Rafael Sarim Özdemir, Founder and CEO, Zendog Labs
Highlight a "See Pricing" Button
"The best lead magnet is prominently displayed on the website: the "See Pricing" button. Everyone's first instinct when considering moving is to explore the prices of different moving services to compare options. By collecting email addresses and basic information about the type of move they're considering in exchange for pricing information, a high-quality lead list is generated with minimal effort."
—Nick Valentino, VP of Market Operations, Bellhop
Address Customer Concerns With Live Chat
"Live chat has been crucial for us. Consumers, particularly the younger demographic, tend to favor texting or online chatting over live conversations. This is why we have a 24/7 chat box on our website, manned by an actual employee who can address customer concerns.
"With the help of new technology, it's quite simple to implement. The web chats are linked to apps on our phones, and when a customer initiates a chat, it converts into a regular text conversation on their device. This allows them to leave our website while continuing the chat, and it also means we don't need to be at a computer all the time."
—Christopher Olson, General Partner, Azalea City Tax & Accounting
Create a Podcast Based on Customer FAQs
"We created a podcast based on our most frequently asked questions from customers. Typically, when a client has a problem or challenge, they are not likely to call or email a company for a solution right away. We listen to customers when they share these challenges and create a podcast episode about the solution.
"Then, at the end of the episode, we offer a free summary of the solution in writing. All listeners have to do is click the link in the show notes and fill out a web form.
"Our sales team knows that when they get one of these leads, the person has already listened to a 30-minute audio “sales call” before they respond. When they reach out by phone or email, they get an immediate response in most cases.
"We get a constant stream of new warm leads every time we release a new podcast episode. And, since the podcast is searchable on podcast apps, if two years from now, someone has a similar problem, they can find the solution. We do the work once and can receive leads for years."
—Doug Staneart, CEO, The Leaders Institute
Images: Getty Images
