How to build a lead magnet

A strong lead magnet can completely make or break your lead generation success so it’s really important to get it right. In this post, we’ll talk about how to build a lead magnet and even if you have never even heard of the term ‘lead magnet’ before, there’s a good chance you’ve engaged with and downloaded one in the past.

What is a Lead Magnet?

A lead magnet is anything that can be considered valuable to a prospect that can be exchanged for the prospect’s contact information – usually an email address, but could be a phone number or postal address depending on your product. Lead magnets have proven to be extremely successful and as such many businesses use them for inbound marketing to grow email lists. Therefore learning how to build a lead magnet is a valuable skill for anyone looking to start email marking or generate fresh new business leads.

Common lead magnets normally take the form of a free Ebook or PDF which provide the prospect with a free guide or report. However, there are plenty of other lead magnets you can offer depending on your business and objectives.

When you create your lead magnet you need to consider what your target audience would be interested in order to generate leads within that sector.

Why Do You Need a Lead Magnet?

A lead magnet should make marketing your business easier, having access to a large database of prospects means you can communicate offers, products and events much more quickly but also on a more personalised level.

The problem is most people these days don’t like to share their email address,  they have to feel assured that there’s something valuable in it for them – which is why a strong lead magnet is so important.

By winning over your leads with a free offer, you are piquing their interest in your paid offers and starting your relationship on a positive note.

If you need some inspiration check out our list of great lead magnets.

Lead magnets are typically offered on a landing page that you send prospects to from any traffic source you choose. The more traffic you send to your landing page and the more targeted that traffic is, the more leads you will be able to convert.

How to Create an irresistible Lead Magnet

Choose Your Buyer Persona

You’ll want to attract the right people so your lead magnets need to be targeted to your ideal customer, if they aren’t, they aren’t going to download it and give you that all important contact information.

It’s okay to have different lead magnets for different buyers and it is not uncommon for companies to have multiple buyer personas, but only target one persona per magnet.

If you have multiple buyer personas, just pick the one that you can provide the most value to now and move on to the next step.

Decide on your valuable content

Once you’ve decided who to target, you have to give them a great reason to download your lead magnet and the effectiveness of the magnet will the number of leads your lead magnet generates for you will be directly tied to the promise you make to those prospective leads.

The best value propositions are something that your buyer persona already needs, solving a problem they may have.  Instead of trying to create something you think they could want, figure out what they already need and deliver that.

For a lead magnet to be successful the item just needs to be handy and free, it doesn’t need to be a large file, it just needs to answer a common problem that your buyer faces.

Our Advice would be to keep it simple, concise, and packed with value. Try and give the buyer a quick win.

You could use anything as a lead magnet buy we have found that the below tend to be the most successful;

  • A guide or report
  • A cheat sheet
  • A toolkit or resource list
  • Video training or a Webinar
  • Free trial or discount
  • Fun quiz or a survey
  • Assessment/test
  • Sales material
Pick a name

Your title is essentially a headline for your lead magnet that appeals to your buyer persona. As with email marking, a weak headline will affect the conversion rate so it’s worth spending a bit of time picking a great call to attention and testing a few different ones out to make sure its optimised to your market.


It’s a great idea to put the call to action for your lead magnet in a prominent place on your website. we’d also recommend creating a dedicated landing page for use on social media as this can then be shared amongst your audience or used in conjuction with a Facebook Ads campaign.

If you are still unsure how to build a lead magnet or want help or support contact us by emailing

Bespoke Hub offers social media training and consultancy for those wishing to promote their small businesses, or if you are looking to free up your time and resources by outsourcing your social media marketing, our professional team of marketers are on hand to help.

P.s Do you want more FREE tips and tactics on promoting your business? Head over to our Bespoke Business Support Facebook Group, where you can connect with other like-minded businesses. The group has been set up to help business owners like you promote your business better with lots of modern marketing tips. Join the conversation!

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