Tried-and-True Lead Magnet Ideas for Your Business

Team Pepper
Team Pepper
Posted on 27/12/219 min read
Tried-and-True Lead Magnet Ideas for Your Business

Table of Contents

  • What Is a Lead Magnet?
  • Why Do Businesses Lead Magnets? 
  • How to Create a Lead Magnet
  • What Are the Best Lead Magnet Ideas?
  • Key Takeaways
  • Conclusion 
  • FAQs

Generating useful and quality leads is no easy feat and often requires businesses to provide users with something of value in exchange for their contact information. This valuable information provided to users is popularly known as a lead magnet, and marketers nowadays are trying to generate innovative lead magnet ideas to attract consumers and turn them into valuable prospects.

What Is a Lead Magnet?

In simple words, a lead magnet is an incentive that businesses or marketers offer in exchange for consumers’ contact information. A key factor to consider before creating a lead magnet is knowing your target audience well. A good lead magnet should be able to promote your business, offer something of value to consumers, and must not involve any additional costs.

Lead magnets are a powerful and inexpensive tool for marketers to gather useful contact information from a wider audience, in exchange for valuable resources. If done right, this innovative strategy can result in multiplying the customer base of any business and spread a positive word about the brand. Their success depends on your ability to deliver content that answers people’s queries in the best way. 

The ultimate goal of a lead magnet is to collect contact details of potential leads without incurring too much expenditure or investing in expensive tools. The best lead magnet ideas help build long-lasting connections with your target audience.

Why Do Businesses Need Lead Magnets?

Today, not just established businesses but anyone aspiring to build a brand, whether personal or professional, needs a viable lead magnet. Lead magnet marketing helps you connect better in the industry while building a list of potential clients that may use your products and services.

Consumers today are extremely reluctant to share personal information, and often use ad-blockers to protect their privacy. In these circumstances, a powerful lead magnet gives them a good reason to share their email address with you, thereby building trust and probably a stepping stone for future relations.

How To Create a Lead Magnet

A great marketer conducts thorough research and follows an in-depth process to generate a high-performing lead magnet. Here are the key lead magnet generation steps.

Step 1: identify your buyer persona

As a marketer, you should be aware of the preferences of your target audience, their common queries, problems they encounter, and what they expect from your brand.

Step 2: decide on a value proposition

Now you must identify what your audience will resonate with the most: check whether they wish for a how-to guide for your product, detailed industry reports, a quick course, or some useful metrics. It is the value that you propose to the audience that determines how many leads you’ll be able to generate.

The entire essence of a lead magnet is the fact that you need to offer a high and unmatched value to your competitors. If what you offer is easily available through a quick Google search, or has already been provided by a competitor, you won’t be able to get much success with your lead campaign.

Step 3: name the lead magnet

Every marketing campaign has a name, and your lead magnet should also have a compelling title that is relevant to your campaign and instantly clicks with the audience.

Step 4: choose a lead magnet type

At this point, you must be able to identify what type of lead magnets will work best for your brand. You can take a look at the various ideas for lead magnets we’ve shared in this article to know which one suits your business.

Step 5: create the lead magnet

All that’s left now is to create an engaging lead magnet that instantly attracts your audience and prompts them to subscribe to your email list. Remember to use all available free tools to get the best results and develop a lead generation strategy that is easy to understand, focuses on your strengths, and prioritizes rapid consumption.

What Are the Best Lead Magnet Ideas?

The main idea behind a lead magnet is to grow your email list. But, if done right, these can also be used to foster positive relations with your consumers, and sometimes, even turn casual browsers into loyal customers. This has been proven repeatedly by marketers such as Neil Patel, who always offers valuable data, information, and advice for businesses and individuals, often converting casual browsers into buyers of its services and tools.

The best lead magnet ideas are ones that can garner huge traffic to your email list, resonate well with the audience, and drive high engagement. Here are some of the most popular lead magnet ideas that have resulted in high success rates for brands.

Content baits

A content bait is any piece of content that offers instant value to the audience. It may be presented in the form of text-based content, video content, or crisp and clear visuals. Text-based content may include how-to guides, cheat sheets, checklists, case studies, resource libraries, etc., whereas video content can comprise video courses and detailed how-to video guides that are easy to follow. Visual content usually relates to infographics or sometimes even comic strips. Content baits are the most common form of lead magnets since they are considered time-savers by consumers, often providing useful information in exchange of just their email.


Popular examples

  • You can find multiple examples of content baits, the very first being industry reports, guides and cheat sheets shared by marketing agencies like HubSpot, Social Samosa, etc., where the consumers need to enter their email addresses to get the information.
  • A product demo by Marketo that users can access by filling in a form
  • The Content Marketing Workbook by LinkedIn that assists new content marketers through various exercises, acting both as a lead magnet tool and a great resource for learning about content marketing

Apart from these, any other website that has asked you for your email or contact details in exchange for some useful information you’d been scouring the internet for, is a great example of lead magnets.

Quizzes and contests

The most interesting fact about quizzes and contests is that they can be easily formulated for any industry or niche. As a marketer, you can offer to test your audience’s knowledge of the industry (avoid being product-specific) or run a contest with a promising reward. Tease your prospects with a short and simple quiz or an interactive contest while prompting them to leave their email addresses to get the results.

While quizzes are easy to create, they need to be audience-specific and highly creative to garner optimum results. They also need to be short and direct, unlike surveys that may or may not have specific responses.

Popular examples

  • Facebook quizzes that predict your personality or future, or help you decide on the best products by a particular brand 
  • The Forbes Top College Quiz that helps prospective college students find the best college with respect to their choice of subjects and location.

Apart from this, any contest, challenge, or quiz that ultimately points you to a specific product or service can be considered an example of lead magnets, especially when you need to share your personal details to get the final response.


Surveys, although containing multiple questions, are quite different from quizzes. These usually pose long and indirect questions about a particular concept and seek to find a general opinion of the target audience. Surveys help gather a lot of data, with the user spending just a few minutes of their time. And since most people don’t mind sharing their opinions, these can be a great tool for lead generation. However, you need to make it clear to respondents that their opinions matter to your organization so that they don’t hesitate while answering the questions. The assurance of being heard and a suitable reward is usually what attracts the audience to complete lengthy surveys.

Surveys are a great B2B lead magnet idea, wherein the consumer might be more inclined to share their personal information for specific and authentic industry reports. Remember to add an eye-catching call-to-action (CTA) to your survey. 

Popular examples

  • Sites such as Survey Monkey and Zoho Survey have helped many businesses generate great surveys for measuring product experience, employee experience, market and brand insights, and more.
  • Justdial conducts frequent surveys to assess local businesses and find out about people’s opinions to provide ratings on their platform. It helps assess a business’s credibility, while urging consumers to use the platform to find the best solutions for their needs.
  • The surveys that pop up before playing YouTube videos



Widgets are specific in-built tools that are integrated with websites and landing pages. They can be used to offer a specific service such as chatbots, on-the-spot query resolution, callback options, or email subscriptions. They often prompt visitors to take specific actions and usually work as a great lead magnet, especially when the companies are offering useful statistics, consultation calls, or courses.

There are many brands that prompt you to sign in or share your email address on a popup after you’ve spent some time on their site, or when you are just about to leave. Typeform, Mailchimp, and Convertkit are popular widget-creation tools that integrate well into your site and help you gather consumers’ email addresses when they visit it.

Popular examples

  • The Neil Patel website, where you will come across a host of widgets prompting you to share an email address or the link to your website for a free analysis.
  • Exit intent widgets that offer freebies or product trials before you leave a website. All you have to do is share your email address, and in some cases, even a contact number.
  • “Start your free trial” widgets on various websites

You can quickly add an email subscription widget or any other widget to your website, which will act as a lead magnet. This can be done by hiring the services of a developer or by using tools that offer you different customization options and easy website integration.


Most consumers quickly gravitate towards anything that’s available for free or at a discount, and this makes freebies a really good resource for planning and executing the best lead magnet ideas. Free product trials, coupons, early-bird discounts, free templates, and complimentary giveaways all come under this category. These are extremely popular amongst B2C businesses, especially e-commerce brands. They are usually displayed as popups when the consumers first visit a website. But they can also be offered through social media advertisements. Free trials are more popular as a lead magnet for SaaS companies, wherein they offer website visitors a chance to try out their premium products without incurring any expenses for a limited time period. 

Popular examples

Webinars and podcasts

Nowadays, many people consume content through interactive videos, webinars, and podcasts, instead of conducting a typical Google search. Although a bit expensive, webinars, video courses, and podcasts have proven to be highly effective lead magnets. If possible, you can even invite industry experts to join a session, which will help drive better user engagement, and ultimately, more quality leads for your email list. You can also offer to give away your previously recorded episodes or a series of highlights from the webinar to your email subscribers.

The most intriguing thing about webinars is that they are conducted at a specific time, and usually once, thereby playing on people’s fear of missing out. They help build an instant rapport with potential leads, thus ensuring a high conversion rate. And since webinars, podcasts, and video courses are meant to offer great value that the user won’t get anywhere else, they ought to be rich in content. Almost every leading digital marketing service provider has a series of webinars and video lessons that target established and new business owners for innovative ways to grow their business. 

Popular examples

  • The webinars by Moz offer useful advice and real-life case studies on demand. All they require from you is to fill a quick form with your name, job title, company name, email address, and industry.
  • The content marketing webinars organized by the Content Marketing Institute, which features industry thought leaders and prominent content marketers

Community building lead magnets

Have you ever come across requests to join a Facebook or WhatsApp group by a business or be part of a membership site to access their services and content? If the answer is yes, then you’ve been roped in using a community-building lead magnet. People are deeply attracted towards communities, knowing they have a place where they can share their worries and doubts and get the best solutions from people who’ve been in their shoes. Facebook groups act as powerful lead magnets where users can interact with businesses to resolve queries. This helps businesses convert them into customers. 

Community building lead magnets require considerable time and effort to target the right audience, continuously engage with them, and convert them into valuable prospects. But once a community starts gaining repute, businesses can expect exponential quality leads from them.

Memberships at content creation sites such as Copyblogger, Medium, HubSpot, etc., are the best examples of community-building lead magnets. Other examples may include brand-oriented groups on Facebook, such as those run and manage by popular gaming apps, fitness websites, job boards, etc. 

Key Takeaways

  • With a wide array of options available, deciding on a feasible lead magnet idea can be quite confusing. Lead magnet marketing professionals often take into consideration several factors before deciding their lead marketing strategy and proceeding with their campaign.
  • Your value proposition defines the success of your lead magnet
  • Whether you are generating B2C or B2B lead marketing ideas, you need to be a highly experienced marketer, acing the concepts around lead generation. A or someone working at an intermediate level may not be able to provide the desired results.
  • Lead magnets can help convert casual consumers into loyal customers. 
  •  Lead Magnets help generate a positive brand image


With the above lead magnet tips, you can drive a powerful, high-performing campaign for your enterprise. Remember, lead magnets are not just meant to get you leads, they also act as an engagement tool and help build your brand’s image. That’s why it is important to get familiar with every aspect pertaining to lead magnets, use them to generate innovative lead magnet ideas, and launch a successful leadership campaign.

When you launch a good lead magnet, it not only catches the eye of your target audience, but your value proposition also helps in building a positive brand image. People are more inclined towards a brand that offers exceptional services and additional value apart from its core products.


1. Why do you need a good lead magnet?

A good lead magnet helps build trust and likeability for your brand, often giving people a reason to spend their valuable time and money on using your products and services. A well-formulated lead magnet can get you quality leads in a short time by targeting the right audience and offering value to your customers.

2. How do lead magnets work?

Marketers and businesses use different types of lead magnets to offer value to readers and the audience in exchange for their contact information. Usually, an attractive offer is provided on the website or through social media apps with a powerful CTA, and to access the complete information, users must share their email addresses. The emails so collected are then used for email marketing by different brands and businesses.

3. What are the best lead magnet ideas?

The best lead magnet ideas are ones that are easy to execute, can generate quality leads, and help satiate your target audience’s queries. The most commonly used lead magnets include newsletters, how-to guides, cheat sheets, webinars, quizzes, and free trials or discount codes.

4. How do you make a lead magnet?

Lead magnets can be created in a variety of ways. The most common process is by listing out your top websites and tools and your business’s apps, services, and products. Then make a document of these details, add a lead form and integrate it with your website, and sit back while waiting for the leads to flow.

5. What does a lead magnet checklist have?

An ideal lead magnet should tick mark all the points in the following checklist:
– Specificity and directness
– An invigorating CTA 
– High value to consumers
– Drives engagement
– Should be progressive and work without blocking your sales funnel

6. What are some popular lead magnet tools?

Different types of lead magnets require different tools. Some popular ones you can use are HubSpot, Canva, Wistia, Piktochart, Adobe Document Cloud, and Survey Monkey, among many others.

The latest from Pepper Content, right in your inbox

From our latest podcasts and articles, to the detailed guides and extensive resources. Follow the evolution of content.

By subscribing, you agree to Peppercontent’s Term of Use  and Privacy Policy.