What are lead magnets?
A lead magnet is a free resource you offer in exchange for someone’s contact information, usually an email address. When done right, it attracts the right people and gently moves them toward your product, service, or content.
How to create and set up lead magnets
Below is a simple, step-by-step way to create lead magnets that actually work.
Be clear on why you are creating the lead magnet
Before you create anything, define the purpose behind your lead magnet. Ask yourself, what role does it play in my overall marketing or growth plan? This helps you decide what to include in the resource, how to position it, and what should happen after someone signs up.
For example, if you sell a paid SEO course, your lead magnet should solve one specific SEO problem your ideal student faces early on, such as a checklist for fixing on-page SEO errors.
Understand your audience and their pain points
Once you know why you are creating the lead magnet, the next step is understanding who it is for. A lead magnet converts better when it speaks directly to a real problem your audience is already trying to solve.
Ask yourself:
What problem are they actively struggling with right now, like what feels confusing, time-consuming, or overwhelming to them?
What would make them think, “This is exactly what I need”?
Your answers help you decide what kind of resource to create. For example, if they have a basic understanding of a topic but struggle to apply it consistently or quickly, give them a collection of tips and tricks
Create your resource
Now it’s time to create the lead magnet. Start by selecting a format, such as a checklist, template, swipe file, worksheet, mini guide, or short course. A good rule of thumb is that someone should be able to read or use it in about 10 to 15 minutes. If it feels like homework, it is probably too long.
Next, either create or curate your resource. Keep the focus on one clear goal so readers can achieve a small win quickly. Use simple, easy-to-understand language and break the content into skimmable sections with headings, bullet points, or numbered steps. Include examples, prompts, or exercises that help people apply the idea immediately.
Set up lead collection
Once your lead magnet is ready, you need a way to collect email addresses. You can embed sign up forms on your landing pages or website. Some common places to add your sign-up form include a dedicated landing page, blog, videos, or podcasts etc.
If you’re using tools like Mailmodo, collecting emails becomes super easy. Mailmodo lets you build forms and landing pages with its drag-and-drop builder, so you can set up your lead magnet quickly without needing any coding skills.
- Deliver instantly
Once someone signs up, make sure they get the resource right away. If your resource isn’t available for direct download on the landing page, use a tool like Mailmodo to set up an automated trigger email that sends it immediately as soon as someone submits the form.
With its AI Email Journey Builder, you can create entire email flows just by typing a simple prompt, making it effortless to deliver your lead magnet and follow-up emails.
Improve over time
Your lead magnet doesn’t have to be perfect from the start. Pay attention to how people respond, and make small changes to improve it.
Look at things like how many people sign up, which lead magnets get the most interest, and how readers engage with your follow-up emails. Based on that, you can tweak the title, make the main benefit clearer, shorten or simplify the content, or even try a different format.
Final thoughts
As a marketer, you’ve probably downloaded a lead magnet at some point. Think about that experience when creating your own. If it didn’t give you clear value, ask yourself what you can do differently to make yours better. If it was something seamless and useful, consider whether you have the resources to make your lead magnet even more engaging and valuable.
The goal is to create a resource that delivers real value, builds trust, and encourages your audience to take the next step. When you focus on quality, clarity, and usefulness, your lead magnet can turn casual visitors into loyal subscribers who are excited to engage with your brand.
