Lead Magnet

A Lead Magnet is a free resource offered to potential customers in exchange for their contact information (usually email address).

It can be a free eBook, template, checklist, cheat sheet, white paper, webinar, free trial, discount, or another resource.

This particular resource is made to solve a specific problem or meet its target audience’s needs.1

Visual Representation

Lead Magnet Visual Representation


The primary purpose of a lead magnet is to attract potential customers by offering them valuable content for free.

This strategy helps start a relationship with prospects, turning visitors into leads and eventually into customers.2


Lead magnets are essential for attracting interested people, getting their contact info, and building relationships that might lead to sales.

They’re super helpful for growing an email list and keeping in touch with potential customers by sharing more info and special offers, which can help turn them into loyal customers.3

How Lead Magnet Works

A lead magnet works by offering potential customers a free item or service in exchange for their contact information, typically their email address.

The goal is to gather leads to be nurtured into customers over time.

Here’s what the process usually looks like:

  1. Identify the Audience’s Needs: Find out what your audience wants or needs help with.
  2. Create a Relevant Offer: Make something valuable for free, like an ebook or a discount code, that addresses those needs.
  3. Set Up a Landing Page: Create a page on your website where people can learn about and get your offer.
  4. Promote the Lead Magnet: Use social media, ads, or emails to promote your offer.
  5. Collect Contact Information: People give their email addresses to get the free offer.
  6. Deliver the Offer: Send the free item or service to them via email.
  7. Nurture Leads: Keep in touch with more info or offers to encourage them to buy in the future.4


Lead magnets are used in various online marketing efforts to attract potential customers.

Here are some common places where you’ll find them:

  • Website Landing Pages
  • Blog Posts and Articles
  • Social Media
  • Email Marketing
  • Paid Ads
  • Webinars
  • And so on1 


Imagine your website offers gardening advice. You could create a lead magnet like this:

Lead Magnet Title: “The Beginner’s Guide to Growing Vegetables in Your Backyard”

Content Format: A downloadable PDF ebook with 10-15 pages of tips.

Content Highlights:

  • Planting Basics: Guides newcomers through seed selection, planting times, and spacing.
  • Common Vegetable Care: Offers instructions on watering, sunlight, and nutrients for popular vegetables.
  • Troubleshooting Tips: Includes help for common issues like pests and diseases.
  • Call to Action: Your vegetable gardening posts could include a button that says, “Download Your Free Beginner’s Guide to Growing Vegetables.” This button would lead to a page where visitors could sign up with their email addresses to receive the guide.

Related Terms


1. Kenton, W. (n.d.). Lead magnet. Investopedia. https://www.investopedia.com/terms/l/lead-magnet.asp

2. What is a lead magnet? ideas & examples. Mailchimp. (n.d.). https://mailchimp.com/resources/what-is-a-lead-magnet/

3. Harbin, L. (2022, April 22). What are lead magnets and why do they matter? – email marketing software that works for you: Emma email marketing & automation. Emma Email Marketing & Automation. https://myemma.com/blog/what-are-lead-magnets-and-why-do-they-matter/

4. Lead magnets 101: Guide to landing pages. Leadpages. (n.d.). https://www.leadpages.com/guide-to-landing-pages/lead-magnets-101

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