Lead Magnets
Lead magnets use gated content to drive website traffic and convert visitors into leads. They are an effective lead generator that help capture qualified leads by offering valuable content in exchange for contact information.
Incentivise readers, impress prospects and prove your value with lead magnet content from Brafton. We help you attract potential customers by addressing their pain points and providing valuable insights.
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What is a Lead Magnet?
A lead magnet is a type of gated content designed to attract potential leads to your website. Those users will then fill out a form to obtain the asset in exchange for their email addresses (or other contact information). At that point, you can add them to a lead nurturing sequence.
Lead magnets are essential components of any lead generation campaign. Without these effective tools to draw potential clients to your brand, generating new sales leads would be slow-going at best and non-existent at worst. A successful lead magnet can turn a casual visitor into a qualified lead, ready for further engagement.
The types of assets used in lead gen campaigns are wide-ranging. Anything your audience would find valuable can be a lead magnet. It can be a physical item, like a sample of your most recent product or a digital asset, such as an exclusive webinar that educates your audience on an important industry concept. Offering different lead magnet ideas caters to various segments of your target market, ensuring you address specific topics that resonate with them.
Generating leads is critical for all brands, whether you’re a B2B marketer or a B2C brand. The key to a successful lead generation campaign is understanding your target audience and the types of content it will be most attracted to.
Providing valuable information addressing your potential customers’ needs and pain points positions your brand as a valuable industry resource.
Elements of the Perfect Lead Magnet
There are endless possibilities for your lead generation content. However, there are some elements similar to every great lead magnet. Creating an excellent lead magnet involves careful planning and attention to detail, ensuring it appeals to your target market and effectively captures leads.
Landing Page
You will “house” your content on a dedicated landing page on your website. This is where your website visitors will be able to obtain the asset. The landing page should be visually appealing, relate directly to the content and explain what it is, and it should be optimised for search.
Search engine optimisation (SEO) is especially important for lead generation landing pages because organic traffic may be the most common path your audience will take to find the asset. However, you will also likely promote your content on social media and through email marketing as well.
Content/Asset
The success of your lead magnet strategy depends on the quality of the content or asset you’re promoting. Choose something that your target audience is guaranteed to want to read, watch, try or buy. Lean on your buyer personas and knowledge of your sales funnel to determine the type of content you should create.
Call-to-Action (CTA)
The call-to-action refers to the words or phrases that prompt website visitors to fill out the form to gain access to the content. Similar to advertising copy, this should be short, succinct, direct and inspire the reader to take action.
Form
Your form is the crux of your lead magnet strategy. The form is where interested people will enter their contact information, transforming from a typical website visitor to a potential lead.
You must carefully consider how to structure your form. You want to be able to collect the most pertinent information, but lengthy forms could annoy or intimidate readers, inspiring them to click away from the page altogether. Striking the right balance with the number of form fields will be essential to encouraging high conversion rates.
Auto-Responder Email
Finally, it’s important to establish contact with your new lead promptly after they’ve initiated the transaction by filling out your form. One of the best ways to do this is to set up an email that is automatically sent to that person after they’ve completed the form.
In this email, thank the person for downloading your content, welcome them to your brand community and, if applicable, tell them what they can expect from you in the future – for example, if you’ve added them to your email list for a newsletter.
Lead Magnet Ideas
Brafton’s copywriters, graphic designers, animators and videographers craft custom content throughout the customer journey. To generate even greater interest in your brand and to nurture leads closer to a final sale, the right lead gen content can push you over the goal line. By offering diverse lead magnet ideas, you can appeal to various segments of your target market.
Lead magnet examples include:
Visual guides.
Tutorials/Demos.
Samples.
Preliminary audits and
competitor analysis.
Customer testimonials
and case studies.
Templates and
checklists.
Trials.
Webinars.
A lot more.
Brafton specialises in creating high-value, high-ROI lead magnets from start to finish. This means we can help brainstorm ideas for your campaign, create assets from scratch, build the landing page, form and other essential elements for lead generation, and track results for you. Our expertise ensures you have excellent lead magnets that resonate with potential customers.
Here are 9 lead magnet examples we can help you create for your brand:
Supporting Services
Lead magnet creation isn’t something you can just do on a whim; plenty of forethought, strategy and follow-through are needed to carry out this tactic properly. As a full-service digital marketing agency, Brafton can help with your efforts through several supporting services. Our expertise ensures your lead magnet campaigns are successful and yield quality leads.
Buyer Persona Creation
Knowledge of your ideal customer and the typical buyer journey they take will help you create lead magnets that work. If you don’t have buyer personas, take the first step toward intelligently targeting your audience with our help. Understanding your target market is essential for developing lead generation strategies that resonate.
To create your buyer personas, our consulting team will conduct interviews with your internal staff, leadership team and/or existing customers, while performing industry research, to create up to five fully developed personas. This process provides valuable insights into your potential customers’ needs and preferences.
Lead Magnet Ideation
Don’t know where to begin with lead generation? We can help you determine the best types of assets to draw attention and entice website visitors to fill out that all-important form. Our team can generate different lead magnet ideas tailored to your industry and audience.
Distribution Strategy
Driving traffic to your landing page is essential to the success of your efforts. Your dedicated content marketing strategist (CMS) can create a distribution strategy to help get you there. This may include:
- SEO strategy.
- Email marketing.
- Social media marketing.
- Pay-per-click (PPC) advertising.
Just as every brand will have a unique approach to the type of lead gen content they create, each brand should have a tailor-made distribution strategy. One organisation might find success using Facebook ads while another may generate more interest through an effective SEO strategy. Implementing a well-planned lead magnet funnel ensures your valuable content reaches the right audience.
Your Leads, Your Content
Brafton’s team of strategists, consultants and project managers can help you:
- Develop targeted buyer personas.
- Align content with high-value prospects.
- Launch a full-scale lead-nurturing campaign.
- Measure performance and effectiveness.
- Recommend complementary assets.
- Optimise where necessary.
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