17 Lead Magnet Ideas to Attract B2B Clients

A lead magnet is the focal point of an online lead generation campaign. Also called an opt-in offer, email opt-in, ethical bribe or lead bait, the lead magnet is essentially a freebie that you offer to entice website visitors to download or subscribe to in exchange for their email addresses.

If you are struggling to put together compelling lead magnets, get in touch with me here to help you craft a powerful content offer. You can also learn the key steps to creating successful opt-ins, in my 10 Steps to Creating An Effective B2B Lead Magnet.

Companies create all manner of offers in an attempt to gain leads. Some are very industry-specific – for example the Free Trial or Demo is a standard of software and Saas companies.

For a B2B service provider, consultant or agency, you should have a resource of quality content that you can use to boost your visibility and attract more leads.

Below is a helpful list of 15 lead magnet ideas to use in your business:

  1.  Process Map: sometimes what people need help with most is knowing the order of steps to take to complete a particular task. Process or sequence maps are very useful as they offer a visual illustration of how to plot progress towards a certain goal. They convert well because they help users break down a complicated process into easily understood, bite-size steps.
  2.  Resources or Tools List: make life easier for your target market by compiling a list of tools and resource links that could be helpful to them. Suggestions include: links to online videos that walk people through a process; links to knowledgeable or support articles; links to  helpful online tools; links to any templates or hacks that can speed up the process
  3. Q&A Videos: if you know your market and talk to them regularly then you should know their hot button issues. Take a common question your market has and simply answer it on a video. Don’t get worked up over the production, you are not shooting a feature film. Keep it simple and just use your webcam and head set mics. Upload the video on to a bonus page on your site that people need to opt-in to watch.
  4. PDF Version Of Blog Post: use Google Analytics to check what your most popular blog posts are. Then simply turn a blog or a series of blogs into an ebook by saving them as a PDF document and adding a cover design. Upload on your site as a lead magnet and you’re good to go. Quick and easy.
  5. Mini Video Course: survey your customers to figure out something they want to know how to do, then create a straight-forward video walk-through to teach them how to do it. Break each step down into a three to five minute video lesson to build your script. Embed the videos on one page and then route all new opt-ins to that page. This lead magnet should convert well because of the high perceived value of a video course.
  6. Scripts: these save clients the time and stress of figuring out everything themselves. Scripts work especially well for service providers. For example, a sales training firm could offer cold calling scripts, a career coach could offer a script on salary negotiation.
  7. Worksheets/Cheatsheets: these are bullet point checklists that readers can easily download, print and follow. They are popular because they offer a step-by-step, fill-in-the-blank guide to take people through a process. They also help cement you as a go-to person for useful information on a topic. Make the document short, the language succinct and the layout visually appealing.
  8. Templates: templates take some planning but once done, they can generate lots of leads. If you are a web design firm for example, you could offer a free landing page template, a communications consultant could offer presentation slide templates, a lawyer could offer simple contract templates. However, be careful not to create a template that cannibalizes your business. For example, a social media consulting firm could offer a free Facebook ad template but offering a template for a full social media campaign would be giving away the whole enchilada.
  9. Swipe Files: usually associated with the marketing industry, a swipe file is essentially a folder of favourite things (e.g. favourite ads or headlines). Swipe files can be used in any industry as they offer a lot of value to the user. Get into the habit of building up swipe files that would resonate with your target market – for example, top business speeches for the public speaking niche or healthy recipe ideas compiled by a corporate wellness coach.
  10. Audio Downloads: audio downloads are really convenient as your audience can literally listen on the go. Audio is also an easier entry-point than video if you are nervous about being on screen. Deliver a short training session or a weekly training course via audio. Or if your firm already produces a podcast, an audio download of the show is an obvious and welcome content upgrade.
  11. Expert Interview: this is a way to position yourself as an expert by having someone else interview you on an aspect of your business that addresses specific needs of your target audience. You can release this as an audio download or video if you prefer. Ensure that the person interviewing you is somebody qualified to do so – preferably a professional reporter/blogger/media personality or a non-competing leader in your space, for example an official from your industry association or chamber of commerce.
  12. Webinar: a webinar can take many forms – it could be a simple Q&A webinar, a live webinar, or a webinar on an evergreen topic that you record once and promote for a long time. Training and demos are well-suited for webinars, often including a slide deck and presenters guiding your audience through the information. Webinars are a terrific way to build your email list while retaining your current subscribers and showing a little personality behind your brand.
  13. Email course: you can convert a presentation or expand a how-to blog post into an email course. Subscribers receive a daily or weekly email focused one educational topic. These are an excellent way to grow your email list and build community around your brand.
  14. Case study: case studies are so powerful because they tell the story of how you’ve helped your customers solve their problems. This is why case studies are so influential in helping prospects make a purchase decision. They give you a chance to showcase your service in action and also make a hero of your customers.
  15. Ultimate Guides: these are guides that dive deep into a topic. The guide succeeds when it helps your audience improve on what they were doing before. Guides also confer authority on your brand because you are putting more robust information on a topic.
  16. White Paper: often used to provide technical information, white papers are perfect for telling complex stories in a concise format. They are also a great complement to case studies – together they show the problem, solution, and outcome of how you help your customers overcome their challenges.
  17. Research Report: stand out from the crowd by creating unique content with your own original research. Decide on a topic that is timely and relevant to your audience, then use an online tool like SurveyMonkey to create and distribute a brief survey. Compile the results and pull out both the raw statistics as well as any trends, themes, concerns and ideas that arise from the data. Release and promoten your research report widely and continue to use it as a source for multiple content marketing pieces going forward.

Now that you’ve got some lead magnet ideas, turn your focus to putting one of these bad boys together. First, you want to make sure you approach the project the right way so that you don’t waste time and effort creating a lead magnet that never generates any leads. For the low down on lead magnet strategy, read my 10 Steps to Creating a Great B2B Lead Magnet.

If you would like a professional pair of eye to look over your existing or new lead magnets, book a copy review here. Of course I am also available to write your lead magnets, so that you can focus on doing what you do best – running your business.

Any which way, I’d love to hear from you, so let me know if you found this article useful or what experiences you have using different lead magnets.

Connect with me on LinkedIn, shoot me an email any time or book a free call if you want to discuss your copywriting challenges.

About the Author Nkiru

Nkiru Asika, founder of LeadGenContent.com, is a lead generation specialist, B2B copywriter and content marketer. She helps B2B service providers taste the sweet victory of generating leads and building relationships towards the sale. She also loves God, old school hip-hop, jollof rice and all forms of tea. In her teens she was in a secret marriage to the late great Prince. So secret, even he never knew.

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