How to Create a Lead Magnet (Guide for Keynote Speakers With Examples)

Lead magnets are called “magnets” for a reason.

They’re designed to “attract” leads to your business.

Lead magnets are sometimes a longer form of content or shorter resource that you give away to prospects, and in exchange, you get their contact information.

This information is pure gold, as once you have email addresses, for example, you can generate emails targeting specific subsets within this list.

For example, imagine if you could add just half of the audience at every speech you give to your email list.

Over the course of just one year, that could really add up.

To build that email list, you need to create a “lead magnet” – something that will entice them to sign up.

Sure, sometimes your pleas to get receive your newsletter alone may work. But offering something of value in exchange is best.

What Is A Lead Magnet?

Digital Marketer describes a lead magnet as “an irresistible bribe offering a specific chunk of value to a prospect in exchange for their contact information.”

Source: Digital Marketer

Ebooks, templates, white papers, or some other downloaded resource are just a few of the types of lead magnets you should create.

But there are many other types of downloadable resources you can create (skip ahead to “lead magnet examples” below to see the list).

The journey to download your lead magnet starts on your website. Here’s how HubSpot lines up the customer journey:

1. Clicks on a call to action (a button, an image or a link) to download a resource.
2. Goes to a landing page where they provide contact info.
3. Moves to a thank you page where the download lives.
4. Receives an email with a follow up message.

Source: HubSpot

Do I Need A Lead Magnet?

Only if you want to grow revenue.

Really.

You have to attract traffic to your website, social media networks, etc. in order to turn prospects into customers and maintain revenue  – before you can even hope to grow!

Experts agree that “Lead magnets are the one bulletproof method that increases opt-ins, grows your email list, and increases sales.”

So while this section is brief, the lesson is clear:

In the digital age, you need lead magnets.

How To Create A Lead Magnet

There are several easy systems to follow to create a lead magnet.

Over at Digital Marketer, they sum it up like this: “You simply need to solve a specific problem with a specific solution for a specific segment of your market.”

Source: Digital Marketer

At Flight Media, we guide clients through choosing a lead magnet that QUICKLY offers HUGE VALUE to people who download the resource.

Here are a few methods of creating lead magnets.

Method 1

Optin Monster recommends using this checklist when deciding on your magnet:

• Is it easily consumed?
• Is it action-driven?
• Does it create noticeable improvement?
• Is it free?
• Is it relevant?
• Is it instant?

Source: Optin Monster

Method 2

Impact Brand employs this 5-step process to make sure your lead has purpose:

1. Choose your buyer persona. Attract the right person  – not everybody. If you have multiple personas, create a lead magnet for each.
2. Identify your value proposition. This is a strong statement that gets people to act, or download the lead magnet. So, what value does it offer?
3. Name your lead magnet. Give your lead magnet a title that highlights the value proposition.

• Choose the type of lead magnet you’ll offer. There are a ton of lead magnet types from which to choose. One rule of thumb to follow: Don’t get complicated and know your limitations. Keep the lead magnet simple but value-packed; if you’re not a great writer, opt for video. And make sure the lead magnet gives your audience a quick win (fulfill the promise you make to them).

Method 3

You can take a closer look at Digital Marketer’s 8-Point Lead Magnet Success Checklist or get the synopsis here:

1. Be ultra-specific.
2. Focus on the one big thing.
3. Speak to the desired end result.
4. Offer immediate gratification.
5. Shift the relationship.
6. Provide high perceived value.
7. Deliver high actual value.
8. Make sure it’s rapidly consumable.

Source: Digital Marketer

Heading 4: Lead Magnet Examples

Here’s a list of several types of lead magnet examples your team should consider:

• Mini ebook (combine several existing blog posts!).
• A guide.

Caption: Guide

• Bonuses (add a special bonus, like resources, to an article).
• Resource list.
• Checklist.
• Workblook.
• Case study.

Caption: Case Study

• Secrets.
• Webinar.
• Cheat sheet.
• Toolkit.
• Videos.
• Software download.
• Free trial.
• Discount.
• Free trial.
• Quiz.
• Executive Brief

Caption: Executive Brief

Final Thoughts

In a year from now, what would you do if you finally hit your annual revenue goals? It all starts with traffic, and a strategic lead magnet that targets a specific audience will get you there.

What types of lead magnets have you tried in the past? And with what results?