Ok, so a lead magnet is reasonably well known in 2023 and is also referred to as a freebie or opt-in.

But for those still unsure, a lead magnet is anything of value you provide for free to a potential customer or client in return for their email address. And the purpose is to create leads for your business.

It’s often used at the top of a sales funnel to attract potential customers or clients. After which, you’ll move them through your funnel to the point that they are ready to buy through your email marketing and other strategies.

Shameless plug – you can check mine out here if you are looking for an example of what a lead magnet might look like.

Types of lead magnets

When we think of lead magnets, we often think about a PDF download or an eBook, but many options could work for you depending on your type of business.

As long as it is something that will appeal to your ideal client and provide value to them, the possibilities are endless. However, be careful not to spend hours and hours creating something; after all, you are giving it away for free.

So, let’s have a look at the type of lead magnets you might use:

Grow your audience with an easy-to-create, powerful lead magnet ideas

This is not an exhaustive list

Creating your lead magnet

Ok, so now we know what a lead magnet is used for and some of the different options you could use a lead magnet.

Identify your ideal client

You’ve probably already done this, but I wanted to leave it in just in case you hadn’t.

So many lead magnets are available, so standing out to your ideal client is an absolute necessity if you want to get noticed.

You don’t have to drill down as far as knowing what they have for breakfast or whether they shop at Tesco or Aldi. Still, you should know where they hang out online, their pain points, and how your product or service solves that problem.

Choose a pain point

Once you know what keeps your ideal client up at night, think about how your product or service solves that problem and how you can help them start that journey without giving away everything.

Remember, it’s essential you provide enough value that helps them and leaves them wanting more. Don’t give so much away that they no longer need your product or service.

Choose your lead magnet

Again, think about your business and what will appeal most to your ideal client. For example, as a copywriter, I use a couple of lead magnets depending on the service I am promoting. 

One is a PDF with quick copywriting tips to improve your marketing; one is a weekly email that provides 7 content ideas for the week ahead; another is a guide and checklist to simplify SEO.

Other ideas could be:

  • A nutritionist provides a short PDF of recipes
  • A fitness coach could do a quick video workout
  • A mindset coach could record a short meditation
  • A social media manager could offer a free webinar

Consider your time, as well as keeping your potential client or customer in mind. You don’t want to spend days or weeks creating this lead magnet. And remember, done is better than perfect.

Suppose you’re creating a PDF, infographic, checklist or something similar. In that case, Canva is an excellent tool with some templates available to get you started.

Another element of creating your lead magnet is to think about the name. It should speak directly to your ideal client and what problem you are solving. I know how tempting it is to use cute puns or play with words, and this is ok as long as the name still does what it says on the tin.

We are shown so many ads or given so many options to download lead magnets that few people will take the time to figure out if they need it. Here, I have some fab headline templates you can adapt for lead magnet names.

The tech

This is often the part that puts people off; however, it’s not complicated if you follow the process.

Use an email provider like Mailchimp or Mailerlite to create your landing page. This is the page people will visit to give their email address and receive your lead magnet. A landing page is often separate from your website and only needs to be a short page. You can grab my tips on writing landing pages here.

Both email providers I’ve mentioned offer this for free, and from there, you can also set up your email sequence.

Next, upload your lead magnet to Google Drive or Dropbox (or another cloud storage provider) and set up your email automation. When someone visits your landing page, they fill out the form to give their name and email address, and an email is automatically sent to them with a link to download the lead magnet.

Top Tip: first emails are often sent to spam, which increases if the first email you send has a link. So, when setting up your email sequence, send your first email to welcome them and let them know their download is on its way. Following that, send another email a couple of minutes later with the link to download. This can help decrease the risk of your first email going to spam.

Once people have joined your mailing list, keep in touch with them regularly to build that know, like, and trust factor and move them closer to the point of buying. You can learn more about how to get the best from your email marketing here.

Promoting your lead magnet

Once you’ve created your value-packed lead magnet, it’s time to get it out there. You’ll often see Facebook Ads with freebies, which is precisely what people do, promoting their lead magnets.

However, any paid ads can be expensive – especially if you’re unsure how to do it right. So, here are some free ways to promote your lead magnet.

  • On your website and exit pop up
  • Your social media bios
  • Organic posts
  • Facebook groups (with permission from the group owner)
  • In your email footer
  • Add to your blogs
  • Add to guest blogs (with permission from the site owner)

As a Virtual Marketing Assistant specialising in content and copywriting, helping businesses attract and nurture their ideal clients to grow their sales lights me up. Drop me a message today if you need help identifying your perfect client, perfecting your messaging, or marketing your services.

You can also download my FREE guide to make SEO Easy, a handy desktop guide packed with quick and easy tips to get your business found online.


If you’re stuck with where to start with your social media or blogs, I send a FREE email every Sunday with 7 content ideas for the week ahead to help you get those creative juices flowing. You can sign up here.