Lead magnet

Lead magnet - free benefit in exchange for contact. Checklist, guide, template, calculation, access to restricted material. The goal of a lead magnet is to turn anonymous traffic into a lead that you can work with further.

A good lead magnet solves one small but real problem for the client entirely. “Subscribe to news” is not a lead magnet, it’s a request. “Excel media plan template, filled out and calculated by yourself” - lead magnet: the value is obvious and immediate. The more specific the benefit, the higher the conversion to contact.

A lead magnet is the top of the funnel, and measuring it solely by the number of leads is dangerous. A magnet that is too “wide” attracts people who want a free file, not a product. I don’t look at the number of leads, but at their conversion further down the funnel - into a tripwire or into a conversation with a manager.