Building an email list is the highest ROI activity an online business can do.
To prove it, let’s look at some 2020 marketing statistics by Snov.io.
With stats like that, it’s easy to see why people love email marketing.
Now you know why email list building is so important. Let’s jump into the first phase of email marketing, Lead Magnets.
A lead magnet is something you offer your website viewers in exchange for their email. Generally speaking, it should be something relevant to your product or service.
Some examples you might find on the internet are:
(For 30 more real-life lead magnet examples, keep reading)
The first of the three ways to grow any business according to legendary marketer Jay Abraham is to increase the number of your customers.
Lead magnets play a fundamental part in that equation. In addition to that, here are other reasons why lead magnets are important to every business:
A lead magnet offers something of value in exchange for an email.
Signing up for a newsletter just isn’t appealing anymore, people want to get something in return.
Once you have their email, you can market to that person over and over again at no cost.
At Kidd, we love greeting our visitors with some awesome blogging resources that would require them to opt-in and be added to our email list.
Once a reader sign up, they are emailed access to our resource library and get started on a short email sequence made to help them grow their blog.
Landing pages are web pages that promote your lead magnet and collect emails.
Here’s Backlinko’s clean and elegant landing page.
The landing page is your chance to quickly showcase your offer, and collect your viewers’ email.
Some landing page best practices are:
The "opt-in" is the sign-up form on your landing page. Opt-ins consist of (at least) a name field, an email field, and a call to action.
The purpose is to get contact information from readers, and automatically add them to your desired email list.
Here’s an example of an opt-in.
The thank-you page is the last part of your lead-magnet; where they download your magnet.
For most marketers *including me* this is the end of the encounter. Luckily, it was later pointed out to me that there’s so much more I can do with this page.
“Well, what else can I offer other than my gratitude?” Do you say?
If your thank you page is just a "thank you" page, you're missing out on an opportunity to nurture your hottest leads.
Aim to always keep an open loop, to keep readers' relationship with you never-ending.
Not sure what to do? Here are some ideas.
Another way to do this is through a follow-up email. It is what it sounds, you follow-up with a message to your new lead after the exchange takes place to keep them engaged.
Leads are 9x likely to convert when you send a follow-up email under five minutes. (Ziff Davis, 2019)
Here, Optimizely is nurturing their leads from the get-go by recommending relevant content for their newly acquired subscribers.
Giving them more content at the end of the funnel is a great invitation for them to stick around and read more.
This increases your readers' familiarity with you which strengthens your rapport with them.
Digital Marketer did a great job on their thank you page that directs you into a sales page if you click the “I’ll take a look” button.
Notice that they offered a $7 product as an introduction to their market, which I bet later leads you to the high-end products.
There’s so much more into a thank you page other than to express your gratitude. Start implementing these practices and stop leaving buckets of money on the table.
Now, you know how lead magnets work. Let’s talk about how to make them work well.
“What if our readers are looking for a solution that needs to be complex?”
We get it, and we suggest the next best thing to do: Add a tutorial on your magnet. Guide them on how to use it, whether via written, vid, or audio guide.
Note: You’ll see this trick in action on example #13 below.
If your biz is about Crossfit, create a lead magnet that would only resonate with Crossfit practitioners.
Marketers love to pick up megaphones and round up everyone, incorrect. You want to attract the specific people that would buy your products later.
An effective lead magnet is consumed between 5-15 minutes. Anything longer needs its value to outweigh the liability of its length.
Great lead magnets offer tips that the reader can use to improve their situation pronto.
If you offer 20-week magnets like these, you’ll lose prospects in the next second.
“Why should I go to such trouble when it’s free?”
Put your feet in your customer’s shoes for a minute. If they get free premium grade materials from you, in their minds the paid products are surely a bang for a buck!
Of course, you’ll actually have to deliver better paid products for this to work.
Do your best to always wow them every time you launch a lead magnet. Build your name and build your brand.
Now that you have your guidelines on how to make great lead magnets, it's time to see these things in action!
This quiz on Neil Patel’s website helps you figure out how much traffic you could be getting.
If you’re interested in using quizzes and surveys, you can make amazing quizzes with Kajabi.
This is a sample of a mini e-course from Bolz Ministries.
It is not only jam-packed with your own content, but with contents outside your blog as well.
It’s also useful for topics that are so popular that there are already hundreds of contents written about it.
With the ultimate guide, you don’t need to overhaul the topic to come up with your own angle. Compile the best articles and voila, you have a superior magnet at your hand.
Here’s a lead magnet from Backlinko knitted with links to different websites.
Here’s Hubspot’s Ultimate Webinar Checklist that definitely checks all the boxes of a great checklist lead magnet! *pun intended*
Here’s a peek of our workbook.
If you want full access, click here and sign up. It’s free!
There you go, that’s the 5 popular lead magnets we recommend you try. If you want more, read further.
Reminder: Always keep the guidelines in mind upon creating lead magnets.
Cheat sheets are highly appealing because it eliminates the ‘thinking’ part of the process.
Here’s an enticing cheat sheet for bloggers. Intrigued? That’s how you know it’s good!
Don’t you want to find out what the pros and industry celebrities are using? Of course you do, that’s why tools like these from Syed are so popular.
If you think your blog is big enough to have some curious readers, go ahead try this one for size.
Pro tip: Get affiliate links for the tools inside your toolkit. Whenever a subscriber purchases a tool in your list, you earn a commission!
Here’s an example from Marketo.
Kajabi for one is an amazing all-in-one platform complete with all the tools, apps and software you need to build your own business, and they’re kind enough to let you try their services free for 28 days!
Of course, you can always offer more discounts like Kate Spade.
Here are Digital Marketer’s 72 headlines for social media posts that you can swipe for free.
If your blog is all about marketing, craft a script for a sales pitch.
For readers interested in Webinars, write a script for an intro/outro. Or make scripts for new grads looking for ways to make a good impression on an interview.
It’s a pretty specific type of lead magnet, but you can definitely use it in more ways than one!
Here’s a free sales script downloadable from Close.com
Yourketo.diet has a great planner for everyone who’s trying to lose weight through the keto diet.
Here’s an example of a self-help prompt, 60 Journal Prompts.
Many solar energy and real estate companies have converted prospects with the help of calculators.
This example calculator from Outgrow can be used by online marketplace owners for cars to help their customers assess their finances in exchange for their contact info.
Ever got overwhelmed by budgets and expenses before? So are millions of adults around the world.
DebtHelper gives away this free budget spreadsheet to help you keep track of your expenses and how you can get it back.
And although it violates the simplicity rule, they’re smart enough to add a bonus video guide on how to use the spreadsheet.
Add a little more value, whether nutritional, time-friendliness, accessibility, etc. to your recipes and your lead magnet is already better than most free recipes out there.
Minimalist Baker offers recipes and cookbooks filled with delicious meals under 10 ingredients and 30 min prep time.
And if your readers are anything like me, who enjoy consuming information through visual content rather than written words, then you are golden.
Take a peek at this example from TIME’s infographics about the most useful inventions of all time. Intriguing and enjoyable to read at the same time.
Another thing that makes webinars amazing is its ability to tap the element of ‘fear of missing out’ or FOMO.
Here’s an example of a Webinar as a lead magnet.
You can see that Fanbytes took the urgency-angle up a notch and limited the spaces for live viewers. Can you imagine how fast those spaces got filled up?
Email courses are great because you’re killing 3 birds with 1 stone:
Here’s an example of Rick Mulready’s email course, 4 Facebook Ad Mistakes That Are Losing You Money.
Make sure it’s juicy enough, but leave them wanting more!
Even someone like Tony Robbins offers a 30-minute complimentary coaching session.
To make it even better, you can also add relevant notes from other content creators making a nice basketful of valuable information.
Mind maps are usually used to help navigate complex subjects, such as Business plans, marketing strategies, production, &, etc.
With audiobooks, you can fit an entire e-book without losing any content.
Life coach and motivational speaker Marie Forleo uses her “How to get anything you want” audiobook to rack up leads.
Pro-tip: Give something that your target audience wants. It’s easy to hand out cash and iPhones, but in addition to getting a lot of unconvertable random emails, you’ll also net some dummy emails along the way.
A great giveaway example is: Say your biz is all about cooking, give away rare spices or expensive cheeses. It’s great because only passionate cooks would want that, filtering the irrelevant ones.
Pro-tip #2: Incentivize your readers, ask them to share your business on social media for an additional chance to win. That’s a free promotion right there.
If you can somehow implement this kind of lead magnet, then you’re one step to virality!
This is one leafy example of a great challenge. The 30-Day Green Smoothie Challenge.
Here, Lady Boss Weightloss offers free 7-day experience for all the ladies who want to lose weight.
Rachel Pedersen, a social media queen, offers free stuff to the members of her group.
See those engagements? Those numbers are no joke!
If you’ve published several physical books, give some of it away for free in exchange for their email and small shipping fee.
Here’s Russell Brunson’s free book + shipping lead magnet
You used to see free quotes in the car biz, but nowadays other industries also found benefit from it, such as solar energy companies like Solar Power of Oklahoma.
We’ve given a total of 35 lead magnet examples along with 6 simple guidelines to make them work. Now it’s up to you to pick the best for your business.
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