What we in Inbound Marketing call a lead magnet is a key tool that can help your company and your marketing team succeed with your lead generation strategy.

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You may not have heard the term "lead magnet" before, but you probably recognize them and have possibly downloaded a couple already.  

What is it?

In essence, a lead magnet is anything of value that you can exchange a prospect's contact information for .

The most common lead magnet you may have seen is a Guide, Whitepaper, or Ebook in PDF format. However, there are many other formats that you can offer (calm down, we'll get to that).

Because you need it?

You need magnets because they make your marketing job so much easier and more effective.

Although it is not a monetary transaction, obtaining the email address of your prospects is a very valuable exchange. It converts them into leads, expresses interest in your offer, and gives you the opportunity to initiate various marketing activities with them.

The problem is that many people are very cautious about sharing their data, so they must make sure that there is always something valuable to them. An irresistible lead magnet immediately grabs your Buyer Persona's attention and delivers real value to them, helping them start a new relationship on the right foot.

However, it is important that you do not disappoint them because you could have the opposite effect. By following these simple 5 tips, you will prevent that from happening.

How to create a Lead Magnet in 5 steps

Step 1. Choose your buyer persona

The biggest mistake marketing teams make with their magnets is trying to attract too many people at once. The goal is to do the exact opposite.

Your magnet should be very specific to the people you want to attract. If your magnet is not relevant to the needs and desires of your buyer persona at a certain moment, they will not download it.

Most companies have multiple buyer personas, but each magnet should be focused on just one of them.

Do not worry about deciding which buyer person is ideal to start with, eventually you should have magnets for all of them, so choose the one that can deliver the most value for your business and start there.

Step 2. Identify your value proposition

Once you decide which prospects to target, you need to give them a reason strong enough to discharge your magnet. The number of leads that your magnet generates will be directly related to the promise you make to them.

The best value propositions are those things that your buyer persona already needs, because they require less conviction on your part. Instead of creating something you think they might want, research what they really need and do everything you can to deliver it in the most enjoyable way possible.

In this case, more does not always mean better. Don't try to create a massive eBook or a 30-day course. Be more specific.

Find a common problem that your buyer personas face and give them a solution to that problem. The faster they can see results, the better. 

Step 3. Name your magnet

Now that you know what you are offering and to whom, giving your magnet a name will be easy. Your title should be a heading that attracts your buyer persona with a clear proposal.

Like an email or blog post title, your magnet title should catch the eye of your audience to improve conversions.  

Step 4. Choose what type of magnet you are going to offer

By now you should have a good idea of ​​what kind of offer you are going to make. However, you have several options to choose from to deliver your value proposition effectively.

Here are some things to keep in mind when deciding:

  • Keep it simple:  An overly complicated magnet spoils the purpose. If no one understands what you are saying, they will not be able to appreciate it. Keep it simple, concise, and packed with value.

  • Focus on your strengths: Do you write well? An eBook is a good idea. You don't write so well but you feel comfortable in front of the camera? A video is a better idea.

  • Give priority to speed: You want to help your buyer persona as quickly as possible. Choose a format that allows delivery and consumption as quickly as possible.

While the options are virtually limitless, most magnets fall into one of these categories:

  • Guides / Reports
  • Templates
  • Checklists
  • Videocaps / Webinars
  • Free trials
  • Discounts
  • Surveys / Surveys
  • Evaluations / Tests
  • Sales material

Step 5. Create your magnet

The strategic work is over, it is time to focus efforts on creating your Lead Magnet.

As you work on your magnet, remember who it is for and what value proposition you are promising them.

If you keep that in mind, the process will be much easier.



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