Lead Magnets: How to generate leads that convert

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Gone are the days when most of us sign up to join a mailing list just because we want to receive regular emails. 

Email marketing is big business. Your client’s inboxes are a place where no algorithms interfere with your reach and your reader is less distracted by the constant hum of social media scrollfests. 

So how do you get your target clients onto your mailing list? 

A popular route to growing an email list is by providing free content that adds value – a lead magnet! 

Let’s explore the different kinds of lead magnets you can create, and how to choose the best topic for your audience. 

7 types of lead magnets to grow your email list

  1. Webinar 
  2. Ebook
  3. Checklist
  4. Quiz
  5. Templates
  6. Free mini-course
  7. Workbook

Deciding on the topic for your lead magnet

Your lead magnet should provide meaningful value to your target audience. What you create needs to tie into both what you want to sell and the problems people needing your end product or service are facing. 

Your lead magnet is an opportunity to provide your target client with valuable support to help move them forwards. But it doesn’t end there, it’s also there to build trust and demonstrate your expertise. 

So that when this person is ready to take the next step, choosing you is a complete no-brainer. 

Lead Magnet Examples for inspiration

A webinar lead magnet

Becky at East Coast Dog Training provides in-person training classes and online courses. She created a short webinar on puppy biting to help struggling puppy owners with easy-to-action tips that help them solve a problem that’s driving them round the bend!

webinar lead magnet example

Why did we choose a webinar?

The end goal is to introduce people to Becky’s online puppy training course or local puppy classes. Through gifting them a webinar they quickly get to know Becky, and they get a taster of how online puppy training would work for them. 

What happens after the webinar?

After the webinar, people receive a series of emails which continue to support them with solving their puppy training struggles. We simultaneously deliver social proof and further details of the puppy programmes available, gently nudging them towards their next step. 

An Ebook lead magnet

Rowan at Pooch and Pineapple is an awesome dog photographer who does photoshoots for both dog owners and dog brands. We created a lead magnet for each audience, providing tips to help owners take better pics of their dogs and pet brands to master creating a scroll-stopping Instagram feed. 

Screenshot 2022 06 15 at 09.22.48

Why did we choose an ebook?

An ebook allows us to include examples of Rowan’s cracking photography, alongside giving readers simple tips to get the results they crave. With an ebook, we are also able to include interactive links which direct readers back to her site to get even more value from her blogs and to book services. 

What happens after the ebook?

Each ebook has it’s own email sequence, which further helps people to action the tips they’ve been given. We use the email sequence to further nurture a relationship with Rowan’s audience and to smoothly move them towards booking a professional dog photographer. 

A checklist lead magnet

I offer a blogging framework checklist to help petpreneurs blog with purpose. The checklist gives you an easy formula to ensure you’re applying SEO to your blogs and formatting them in a way that makes them an effective content marketing tool. 

Screenshot 2022 06 15 at 09.23.16

Why did I choose a checklist?

I saw that many pet business owners were creating great blog content, but the way that they were formatting them wasn’t giving them the full SEO benefits. A checklist is an easy way to help pet bloggers to ensure they are including everything they need to give their blogs their full content marketing power. 

What happens after the checklist?

After downloading a checklist, subscribers receive a series of emails to help them further understand how to power up their blogs. The email sequence also introduces people to my content marketing blog strategy service, which delivers 12 blog templates with all the SEO and strategy done for you. I complete all the tricky bits like keyword research, content pillars and meta data so all you have to do is fill in the sections with your expertise and you’ve got brilliant blog content ready to go. 

What do you need to successfully promote your lead magnet?

Creating your lead magnet is just one step in the chain. You need to drive traffic towards your lead magnet, so people know it exists and want to download it! 

To promote your lead magnet, so it doesn’t sit there gathering dust, you need:

  • A landing page with sign up CTA button
  • Thank you message to confirm sign up
  • Email sequence to go out after sign up
  • Email to your existing list to drive traffic to landing page
  • Social media posts to drive traffic to landing page

👇 Download your free swipe file bursting with cracking call to actions here 👇

Cool calls to action

7 Steps to creating your lead magnet funnel

STEP 1: Determine what content your audience desires

STEP 2: Decide on the best format for your lead magnet

STEP 3: Create an email sequence to follow downloads

STEP 4: Create a landing page for your lead magnet

STEP 5: Add a subscribe box to relevant pages on your site for the lead magnet

STEP 6: Create social media posts to encourage visits to your landing page

STEP 7: Send an email to your existing list to direct them to your landing page

Check out chapter 3 in this webinar, which covers off choosing the right type of lead magnet for what you want to sell. (Fast forward to 5 minutes 26s)

Want some help?

If you’d like some help creating a cracking lead magnet for your business, then why not book in for a free discovery call with me. 

I offer a lead magnet and email sequence bundle which delivers everything you need to start generating leads that are prime for conversion. 

get in touch


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Written by Rikki S

Hi, I'm Rikki. I'm a copywriter specialising in helping pet businesses with copy that attracts, engages, and converts.



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