Before we go over how to create a free lead magnet, I’ll first share what it is and how it can help you grow your small business. I’ll also explain how to create a lead magnet and opt-in page for those that have a website.
What is a lead magnet?
A lead magnet is a marketing tool that helps generate leads by offering a freebie in exchange for someone’s contact information, usually their name and email address. Freebies are easier to start out with if you’re a beginner and you can get more complex as you learn, research, and grow your business.
Lead magnets do a very important job. They allow you to create a connection, letting people learn about you and what you can do to help them.
Lead magnets for example, could be a guide, checklist, an eBook, a template, a quiz, or something similar that would be of value to your current followers or attract new people to your product or services.
What do successful lead magnets have?
First, you need to figure out who your target audience is. You need to know what your audience wants and needs from you. What is going to be helpful to them?
It has to be something with enough value that your reader can’t believe they are getting it for free! Don’t be afraid to give the best stuff away. This is how you build relationships and show your readers that you are an expert.
If you’re stuck on ideas, what is the number one thing that you get asked about by your clients or customers? What is a thought to put into their head on something they are not even thinking about? What is your ideal client afraid of?
For my ideal client, I could focus on the following:
- Things to think about when scheduling an online meeting.
- Steps to onboarding a client successfully.
- How to stop missing things in your email inbox.
- How can I help them when they are feeling overwhelmed?
- Learn how to maximize LinkedIn.
Create Your Lead Magnet
Once you’ve figured out what your offer is going to be, it’s time to decide what is the best format.
- One page cheat sheet that provides step by step instructions
- Checklist – allows audience to track progress and not skip important steps
- Printable Packet – contains pages of helpful information (e.g., workbook – The goal of a workbook is to have the participant learn by doing.
- Bonus Offer – additional content that is not included in the original blog post, a perfect way to reward readers who opt-in.
- Email newsletter – provide your readers with tips, downloadable content, and the latest updates to keep them happy, informed, and engaged.
- How to Guide – contains a lot of information with off the chart value
- E-book – if you have a blog you could compile blog posts into a quick and easy read
- Resource Library – a password protected page that has a collection of tools, printables, opt-ins, etc.
- Templates – create a template for emails, social media posts, spreadsheets, presentations, etc.
- Email Course – this could be a short course that could lead into a larger course/offering
- Quiz – create a quiz to build your list, launch a new course, help readers narrow down to a specific product you offer that best fits their response.
- Access to a Private Group – a place for your target audience to discuss topics relating to their goals and challenges.
If you’re not sure of the format, do a quick Google Search to look for examples of what others are doing and see what will work best for your lead magnet. Make sure documents are printable (PDF format) and fit a standard size paper wherever possible.
Canva is a great platform for designing and it’s free! There is a paid plan, but the free version has a lot of functionality. It’s easy to use and has a ton of templates that allow you to change images, colors, fonts, and designs.
Make sure your lead magnet is easy to read, attractive, and don’t forget to give your lead magnet a catchy name that will pull in your audience and easily explain what it will help with.
How to Deliver your PDF
There are a few ways you can do this.
Landing Page – (a standalone web page that a person “lands” on after clicking a link)
On the landing page, show the cover of the magnet or if it’s a one-page document, just a snip of it. Keep this page simple, tell visitors what the freebie includes and what problem it will solve. Write a clear call to action (CTA). Your CTA should be clear, short, and to the point.
You will also need to add a form to this page. The two pieces of information that you will want to collect is name and email. If you ask for more than this, the user will most likely abandon the form. Keep it clean and simple!
Pro Tip: Use links on other web pages and social media to direct readers to this page.
Pop Up – (a small window that appears while browsing a website)
A pop-up is a great way to let your readers know about your lead magnet. You will need to use your email list provider’s pop-up form.
Highlight On Your Website
Include a banner on your website or on the side bar. The image or link could direct readers to your landing page to then sign up.
Thank You & Next Steps
Once the user signs up, you will need to provide instructions letting them know they signed up successfully and to check their email for the document. You can create a separate Thank You Page on your website or if the pop-up form allows a second pop-up with next step instructions.
If you email the document to the subscriber, the document will be uploaded to your email provider and a link will be in the email for the subscriber to open and print if applicable.
Email Sequence
Once you’ve acquired the lead, make sure to add them to your email newsletter list. Stay in touch by creating regularly scheduled content – build a relationship with them – provide them with value and a reason to stay in touch with them.
Share With the World!
Share on social media, link in social bios, contact area of LinkedIn, featured post, link on website, and talk about it!
You can send the freebie to people that you know that might find it helpful. If you have their email great, if not ask them for it, let them know you have a freebie you would like to send them and ask them if it is okay to add them to your email list.
Update Regularly
If your freebie has dates, references a year, or data that is only good for so long, you will want to update it every six months to a year, or as applicable. Otherwise, your offer may no longer be valuable to your audience.
A lead magnet is an effective tool to gain leads and add people to your email list. If one freebie doesn’t work, then try another until you find one that does. Don’t get discouraged!