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What is a lead magnet? 6 high-performing examples

Learn how to create a lead magnet that will grow your list of qualified prospects.

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Get a demo

What is a lead magnet? 6 high-performing examples

Learn how to create a lead magnet that will grow your list of qualified prospects.

What is a lead magnet?

To run a business, you need to be able to get leads and turn them into customers. Of course, that’s easier said than done — especially if you don’t have a reliable strategy for getting new leads’ contact info.

Lead magnets solve that problem. Just as their name implies, lead magnets act as an incentive to attract new leads to your business so you can nurture them towards a sale. You simply choose a valuable freebie — like a worksheet, discount or free trial — and offer it to your site visitors in exchange for their email address.

What is a lead magnet?

To run a business, you need to be able to get leads and turn them into customers. Of course, that’s easier said than done — especially if you don’t have a reliable strategy for getting new leads’ contact info.

Lead magnets solve that problem. Just as their name implies, lead magnets act as an incentive to attract new leads to your business so you can nurture them towards a sale. You simply choose a valuable freebie — like a worksheet, discount or free trial — and offer it to your site visitors in exchange for their email address.

Why use lead magnets?

Coupled with the right call to action, a lead magnet grabs the attention of your ideal customers and drops them into your sales funnel — ripe for nurturing. Whether your business is B2B or B2C, a good batch of lead magnets is capable of increasing lead generation almost instantly. Why? For most, submitting an email address in exchange for free stuff is low risk, big reward.

Maximize the number of targeted leads

The better your lead magnet offer, the more page visitors will opt in to your list. Good lead magnets are notorious for incentivizing even the most skeptical page visitors to opt in to your list.

Shorten the time from conversion to sale

The higher the value on your lead magnet, the stronger the push down your sales funnel. By delivering high-value content that speaks to your target audience, you’ll be more likely to become a go-to source for anyone looking to buy in the future.

Maximize the number of targeted leads

The better your lead magnet offer, the more page visitors will opt in to your list. Good lead magnets are notorious for incentivizing even the most skeptical page visitors to opt in to your list.

Shorten the time from conversion to sale

The higher the value on your lead magnet, the stronger the push down your sales funnel. By delivering high-value content that speaks to your target audience, you’ll be more likely to become a go-to source for anyone looking to buy in the future.

Where does Ontraport fit in with lead magnets?

A lead magnet is nothing without an automated platform to deliver on your promise of value. Ontraport’s prebuilt lead magnet template takes all manual work out of this process, handling everything from capturing a lead to nurturing them to a sale — making it the ultimate marketing and sales automation platform. Ontraport Pages and Ontraport Forms are the perfect display window to showcase your lead magnet and capture eager leads. Automated campaigns built into Ontraport deliver those lead magnet items to your leads after which they’re automatically nurtured over time by sending further valuable content and offers. From the top of the funnel downwards, Ontraport’s robust marketing automation features take a formerly labor-intensive process and scales it for any growing business.

“Having an attractive lead magnet will accelerate your email list-building like it’s on steroids.”

- Peep Laja, Founder CEO of CXL, Wynter and Speero

Examples of the best B2C and B2B lead magnets using Ontraport

Free ebook

Ebooks are tried-and-true lead magnets. Offering up such content using Ontraport both educates and shares actionable insight with your prospects. When a page visitor lands on your website by means of an organic search or paid ad, they'll see a pop-up form with your free ebook offer. After filling out the form, leads receive an email containing a download link for your ebook and are added to your lead nurturing campaign. For more information, check out our free, prebuilt lead magnet template.

Free webinars

A free webinar is a surefire way to drive leads while simultaneously communicating the value of your product. Using Ontraport, you can promote free upcoming webinars focused on your product or niche in exchange for a site visitor's contact information. To this end, paid ads are a great way to drive traffic to your lead magnet. Once leads click on your free webinar ad, they'll be directed to your webinar landing page on which they can register for the webinar. Once they've filled out the form, they're automatically added to your database after which you can drop them into your lead nurturing campaign.

Free quotes and consultations

For businesses that require a custom estimate before a service can be provided, a free quote or consultation can be used as a lead magnet using Ontraport. When a page visitor fills out your free consultation form, they'll automatically be added to your database while also being placed on a lead router for sales reps to call. Sales reps designated to each lead are prompted to make a phone call via an automated task that's triggered when the lead is added to your database. Not only is this a great way to generate leads, but it’s one of the easiest ways to convert leads into paying customers.

Free trial

In Ontraport, you can create free trial memberships for your membership site to offer as a lead magnet to people who visit your site. You simply set an Ontraport Form lightbox to be triggered on your membership website homepage (or on a gated redirect page) when someone scrolls down the page; this guarantees attention on your form. Should they enter their email address into your form, they'll automatically receive an email containing their free trial membership login information. As this happens, your new lead is added to your database and lead nurturing campaign to nudge them towards a sale down the line.

First purchase discount

A golden ticket to leads for many retailers online, discounts kill two birds with one stone. They not only get you a new lead, they often lead to a sale almost immediately. Additionally, for those selling physical goods, free shipping is an ingenious fringe offer that does wonders for conversion as well. Ontraport makes short work of setting up such a lead magnet. Ontraport Pages and Ontraport Forms can be designed in minutes to showcase your lead magnet offer and capture your leads' email addresses. Then, using personalized coupon codes and automated campaigns, you can deliver to your leads the discount they eagerly await. Furthermore, all new leads will be added to your lead nurturing campaign for you to continue building a sturdy relationship with them over time.

Quizzes and surveys

Quizzes and surveys are undeniably popular as they elicit visceral reactions and are shared significantly more than written posts. That's exactly why they're an ideal lead magnet to visitors of your website. Using Ontraport and a compatible quiz app such as Interact, LeadQuizzes or DilogR, you can post quizzes on your blog or homepage to entice visitors to give you their email address in exchange for the results. After all, what good is a quiz if you don't know how you did or where you stand? Quiz/survey results are then delivered automatically to your new leads the instant they're added to your database.

Ready to get more qualified leads and grow your business, automatically?

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Get a demo

Find out how to easily create and automate the best B2C or B2B lead magnets for your business.

Ready to get more qualified leads and grow your business, automatically?

Find out how to easily create and automate the best B2C or B2B lead magnets for your business.

Frequently Asked Questions

What’s the easiest way to build a lead magnet funnel in Ontraport?

Whether you’re not sure how to create a lead magnet funnel or just want a quicker way to get yours up and running, our Free Download Lead Magnet Funnel is the perfect way to launch in minutes! All you need to do is download the system and fill in the blanks — our ready-to-launch automation, professional landing pages and emails take care of the rest for you.

I’m a service-based business. What is a lead magnet strategy that would go well with my existing content?

If you’ve already created blog articles, courses or webinars to supplement your services, you can quickly and easily repurpose that content into a lead magnet. For example, you can compile your top-performing blog posts into a full-length guide or checklist, record and share a webinar that offers valuable tips for future leads, or turn video course materials into a mini-course with our prebuilt system. The whole thing is already built and designed for you, so you’ll only need to fill in the blanks to start capturing leads and delivering your mini-course in a matter of minutes.

What is marketing automation and why is it so important?

Marketing automation is technology that manages repetitive marketing tasks and complex campaigns so you don’t have to. This software allows you to automate your communication with leads and customers throughout the customer lifecycle, from their first touchpoint to post-purchase.

When paired with a CRM that collects data about your leads and customers, your marketing automation software can use that data to deliver engaging, effective experiences across multiple channels. Whether you use email marketing, SMS messages, postcards or a combination of them all, marketing automation will give you the power to turn more leads into customers — without managing the whole process manually.

What is a digital marketing funnel?

Digital marketing funnels are like road maps that your prospects follow until they eventually convert into loyal customers. You can create all kinds of funnels depending on your business and strategy, however most center around the five customer lifecycle stages: Attract, Convert, Fulfill, Delight and Refer.

With marketing automation, your leads and customers will move from one stage to the next based on their interactions with your business. For example, your marketing platform can bump a contact to their next lifecycle stage automatically after they reach milestones like signing up for your newsletter or making a first purchase. The best part is, it all runs on autopilot after you set it up, which gives you the power to scale faster

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