This process is referred to as Lead Nurturing, which starts with collecting leads. And, the more the number of leads, the higher is the chance of converting more customers!

Lead magnets can be critical in a successful lead generation strategy, and this post will help you deploy them the right way. We’ve covered ten tips that you can use to build super-effective lead magnets.

a lead magnet is something valuable that you provide to your visitors in exchange for their contact details (usually, their email address) on a lead-gen form

A lead magnet can be anything: ebooks, whitepapers, research reports, eCommerce coupons, free access to an application, or simply a cliched squeeze page as shown above, etc.

your lead magnets should gravitate around a cause that is held dear by your tribe and brand. Ultimately, your lead magnets have an outcome to uphold – why should ‘I’ trust in your squeeze page? Have you suffered the pain with similar (if not more) intensity as I? If not, there is no familiarity bias, and I would skim by your page without feeling the urge to drop my email

PROVIDING LEAD MAGNET TO RELEVANT AUDIENCE IS IMPORTANT

The lead magnet, here, is an ebook that is very specific to Kissmetrics potential customers. Noticeably, the form contains a lot of fields to be submitted by visitors. However, with an elaborate description of the ebook, the page gives a glimpse of its content. The page also lists out the benefits that the visitors can reap with the ebook. This helps nudge unsure visitors towards making an effort to download the resource.

It is important to note that including the business value of a lead magnet on the form is essential. Make it clear how the lead magnet will help visitors improve their business objectives. Take cues from “Optimize Your Conversions,” “Find More Customers,” and “Drive Real Growth” from the above form.

Go through your content library and identify the one content resource which performed the best. It can be anything: the most downloaded ebook, most viewed/shared blog post or success story, most viewed/shared Slideshare presentation deck, webinar with the highest number of attendees, etc.

Content resources like ebooks, webinars, and slide decks can be readily used as a lead magnet. If your best performer is one of these, start designing your form.

In-content lead magnets are the ones that are placed within an existing content resource. Mostly used within blog posts, they can also be placed within ebooks, presentation decks, etc.

Content upgrades are in-content lead magnets that are a downloadable version of the content they’re placed in.

Content upgrades often provide greater conversions because they are more contextual.

Since readers are spending time reading through the content, they are (probably) finding it useful. This is a good time to offer the same content resource to the readers in a snackable form, which they can download and refer to anytime in the future.

Using free online courses is a great way to generate leads. Thinkific is an online course platform that helps you to do that, and you can even launch your lead magnet for free using their Free plan.

You can even have quizzes as a measure of collecting leads. Interact Quiz Maker is one website that helps you do just that.

The educational content on how to achieve/build stuff with what you sell

Membership (make prospects feel special, invite them into your VIP group that provides bonuses, advice, etc)

Educational material related to the need they will solve with your product.

When many of your competitors are offering free resources to their visitors, you need to step your game up.

Tempt your visitors with not just one free resource but a package of multiple resources. If one free resource can deliver significant value to the visitors, a package of resources can be invaluable!

Copyblogger offers a package of immensely valuable content resources to its visitors in exchange for their email addresses.

The form exhibits the list of ebooks that is included in the offer. Using this, Copyblogger has been successful in increasing its email signups by almost 400%.

A/B testing is essential in determining whether a lead magnet is working for you or not.

Even when a lead magnet is driving a significant number of leads to you, you cannot be sure if that is the best you can achieve.

A/B test in-content lead magnets with a sidebar lead magnet or a pop-up lead magnet.

Test to see if a glimpse (gist) of lead magnet on a form helps you increase conversions in comparison to a form with just an image of the lead magnet. Find out what is driving the conversions (the offering or the form design).

Test to find if a package of content works as a better lead magnet than a standalone content resource.

Test different kinds of lead magnets given in the extensive list under point number six.

Apart from these ideas, you can also test the design, placement, and usability of your lead magnet forms.

Last but not least, your lead magnet has to be greatly useful to your visitors.

If your visitors don’t find any value in the lead magnet, they won’t develop a positive image of your brand. When your brand image suffers, so does your business.

Even if a half-cooked lead magnet ends up delivering you thousands of leads, most leads might not convert at the end.

Deliver the exact resource (in shape and content) which you promise on your lead-gen form.