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How to Create a Lead Magnet That Converts

One of the big draws of inbound marketing is its ability to draw in leads that are in need of a product or service that your business provides. This is all done organically, but the problem is that inbound tactics can take a long period of time to show any major results.
To a lead, you have to prove your value as a company and offer them something worthwhile which is what makes the lead magnet portion of an inbound marketing campaign so important.

What’s a Lead Magnet?

Lead magnets are valuable pieces of content used to draw potential customers to your website. They’re often placed behind landing pages in which a lead is required to share some contact information in exchange for the ability to access this content. 

What are some Lead Magnet ideas?

Some common examples of a lead magnet include case studies, white papers, educational webinars and downloadable checklists. Lead magnets by no means have to be limited to these different types of content, but the highest performing lead magnets are the ones that provide the lead with some sort of educational value.

How do you decide what type of lead magnet to create?

This is one of the most difficult parts of the inbound process: figuring out the things that your leads will find the most valuable to filter them into your sales funnel. Finding a problem you can solve is the first step in creating a lead magnet that converts your visitors into customers.

Solve a Problem

Start by creating an in-depth buyer persona that details the specific pain points and issues that this person goes through in their day-to-day life. Use the buyer-persona as a cheat sheet demonstrating you're capable of helping with helpful content at different stages of the buyer's journey. The next step is to figure out at what point in their buyer's journey they are in.


For example, leads that are currently in the awareness phase of their buyer’s journey realize that they have a problem or concern, but may not necessarily know what to do about it. In this stage, they’re doing more research on what they can do to solve their problem.

Some good awareness level content pieces include research about specific industry trends, tip sheets or informational webinars.

This specific piece of content should help them solve a problem that they currently have. For example, we’ve noticed that many of our customers did not initially have established SMART goals for their marketing campaigns. This was a problem that we helped them solve by working together with them and by using our SMART goal worksheet.

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>>> Start Creating SMART Goals <<<

It is imperative that your downloadable content offers your lead something of value, or else this marketing message just adds to the noise that your lead is used to seeing and hearing and will have no measurable effect on your conversion rate.

Utilize Great Design

One of the quickest ways to lose credibility as a business is by showcasing poor design. You don’t necessarily need to have any fancy tools or software to create great looking marketing materials. There are many online tools such as Canva or Stencil that can help you create downloadable content that looks both clean and professional.

It’s also important to remember to brand your content. Your main intention is lead generation, not directly selling to your client, but you do want them to remember your brand and be able to recognize who you are after they download this magnet.

When you place your downloadable behind a form style landing page, it’s important to keep the design consistent. The landing page should mimic the branding that’s represented within the downloadable content offer and should convey the benefits that a lead will receive from utilizing this offer.

I’ve Created My Lead Magnet... Now What?

The answer is simple: promote it. Promote your content out of all of the marketing channels you currently have available, social media, email marketing or in person with customers. Here are some ideas of what you can do to promote your lead magnet:

  • Add calls to action to download on your website
  • Add calls to action on blog posts that correspond to the right stage of the buyer’s journey
  • Send out your offer to leads who haven’t heard from you in a while to help keep you top of mind
  • If it fits your business, get the lead magnet printed and bound to share with your clients in person
  • Use it as the focal point of a link building campaign

While most of these tactics are organic ways to promote your lead magnets, you can also utilize outbound methods as well such as Facebook or LinkedIn ads. This can help boost your marketing efforts, increasing your conversion rate and decreasing the time that would be spent waiting for the right leads to come through.

Remember: Your lead magnet must offer some VALUE to be considered valuable for your lead. Consider all of the aspects of the lead journey and the pain points of your customer persona, and you’re on the way to developing a high-converting lead magnet.

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About the Author: Sarah Laoyan

Sarah Laoyan

Sarah is the Marketing Coordinator at 41 Orange. She recently graduated from San Diego State University with a degree in Journalism, with an emphasis in advertising.