We all know how tough it can be to get attention for your brand online. And if you’re going to be spending money on driving traffic towards your website, you need a strategy for making the most of that traffic. Generating leads is the way to do that.

In order to generate leads, it makes sense to use a lead magnet or even multiple lead magnets. There are lots of ways of doing that and there are many examples of lead magnets that your brand could make use of. To find out more about lead magnets and why they might be useful to your business, read on now.

What is a Lead Magnet?

A lead magnet is an offer that you can put in front of customers in exchange for their details. Rather than being monetary compensation, those ‘details’ usually takes the form of something such as an email address, phone number, address etc.

People are much more likely to give you their email address than to pay a fee for what you’re offering.

By collecting email addresses in this way, you’re able to compile an email list made of people who you already know are interested in what your business is about. You can then target those people with an effective and appealing email marketing campaign aimed at persuading them to pay for your services or products.

The Benefits of Using Lead Magnets

This strategy is effective and beneficial to businesses because building an email list of people who are interested in what your business offers is tough. Lead magnets allow you to build those lists in very effective and efficient ways.

It’s also about building awareness, credibility and trust. Lead magnets allow you to build direct connections to your audience. You show them what you’re capable of by giving them something for free, adding to your business’s credibility and building trust. And then you use their email address to target them with products or services that you know they might be interested in.

You’ll then be able to direct targeted traffic to your purchase pages or storefront. This leads to not only more traffic but good-quality traffic, resulting in more conversion.

Examples of Different Kinds of Lead Magnets

To give you a better idea of what lead magnets are and how they might function in reality, here are some examples of the different kinds used by a variety of businesses.

A Request for Something the Customer Wants

Price Request

One technique that’s often used involves allowing customers to request a price for something you offer. You can allow them to enter a series of variables and then you’ll be sent the details, allowing you to offer a personalised price in response. And they’ll have to give you their email address in return.

Brochure Request

If you run a company that has a brochure or something similar, you could let customers request one, and then they’ll provide their email address in order to have it sent to them. This can work for digital or print brochures, and it’s something you might want to take advantage of if you already have a brochure.

Resources the Customer Wants Access To

Exclusive Content

If your business already offers a range of content that people can browse and ready for free, it might be a good idea to provide additional exclusive content. That way, you have something to give people in return for them signing up to your newsletter. It’s a very popular strategy.

E-Book or PDF

E-books and PDFs containing useful, valuable and relevant information are always going to be appealing to your customers. It’s very common for businesses to offer this kind of informational content to customers in exchange for their contact details.


In some cases, software, or access to what it offers, can be used as a lead magnet. It’s usually a type of single use software that the customer will feel is relevant and they’ll get something out of. And from then on, you’ll be able to target them using the email address they provided

Online Courses

Online courses can work well as lead magnets if you’re looking to pass on knowledge and information to your target customers, they’ll likely be willing to give your course a try if it’s free. All they’ll need to do is give you their contact details.

Free Samples

Sometimes, offering free samples of products can work well if a customer is interested but what’s to experience it for themselves before committing to a purchase. You can use the prospect of a free sample as a lead magnet.

Free Trials

Some businesses choose to offer free trials of their products or services in exchange for contact information. Offering free trials is also useful because it encourages people to carry on paying for the service once the trial ends, as long as they see value in it.


Getting access to webinars is something that can be very appealing, especially if your audience is looking to gain knowledge from you. If you’re a specialist and your product is your knowledge, hosting webinars and giving people access in return for something can be a great lead magnet idea.

Other Lead Magnets

Case Studies

Putting together case studies regarding your products or services is a good idea. It helps them to make decisions and allows you to provide them with content that should persuade them to go ahead and make a purchase. And again, you can trade their contact details for these studies.

Coupons and Discount Codes

You’ve probably seen this strategy used many times before, and there’s a reason for that: it works. If you want people to sign up to your newsletter AND make them more likely to make a purchase, you should give them a 10% or 15% discount in exchange for signing up to your newsletter.

Now that you understand what lead magnets are and you have some examples of the kinds of lead magnets you might want to use yourself, all that’s left to do is for you to take action.