By now it’s common knowledge why lead magnets are important for any digital marketing strategy. They’re a great way to create a relationship with your website visitors, increase trust, and gain a loyal following.

But not all lead magnets are created equal. Some work better than others. There are lead magnet best practices you should follow and common mistakes you must avoid.

Trust us, we design lead magnets for a living.

And in this article, we’ll help you skip the trial and error stage by providing you some of the best practices for lead magnets and warning you about the top lead magnet mistakes.

Table of Contents

Lead Magnet Best Practices

To be more effective at getting your prospects’ emails on your list, you need reciprocity. You need to give them something in return without pressure to buy – that’s where lead magnets come in.

Let’s take a look at the best practices you should follow when creating lead magnets.

1. Align with Your Business

The goal of a lead magnet is to get your visitors to buy your product or service eventually. So, your lead magnet should align with what you actually sell.

Otherwise, you might get a lot of email subscribers that aren’t interested in what you offer. Your follow-up emails should also remain relevant.

This is why it’s very important that you already have a business goal in mind when you create your lead magnet and that you have different ones for different products, services, or goals.

This is probably the most important best practice when creating lead magnets, so take your time figuring out how to create relevant, targeted lead magnets.

2. Address a Problem

Another important lead magnet best practice is that it should address and solve one (or more) of your visitors’ problems – that’s a great motivation to submit their email in return.

If the person is on a specific page or post on your website, you should already have an idea of the problems they’re facing and how you can help solve them. In fact, this is the idea behind our favorite approach to how to create a lead magnet.

3. Make it Quick & Easy

The reality is: if your lead magnet can’t be consumed in a few minutes, people aren’t going to read it at all.

People want instant gratification and quick fixes. Your lead magnets should be simple, quick, and actionable.

This makes things like worksheets, checklists, templates, and short ebooks some of the more effective options.

4. Be Unique

On one hand, if your lead magnet idea already exists it means it’s in demand. On the other hand, there’s no need to be competing for attention when you can just come up with something unique. Try to stand out by approaching a topic from a different angle, perspective, or targeting a different audience segment.

Other Lead Magnet Best Practices

The previous best practices are the most important, fundamental practices. Here we’ll give you a few more tips worth keeping in mind:

After you’re done with the content, don’t forget to check and double-check for errors! Nothing hurts your credibility faster than careless typos and grammatical mistakes.

Establish authority by showing off your credentials, experience, or past client testimonials.

Use the appropriate language, but balance jargon with simplicity to keep it easily understandable. Explain the jargon whenever needed.

Think about how long the content, tool, or offer you’re creating will be relevant. To maximize your ROI, you should look for lead magnet options that’ll stay relevant for as long as possible.

Another great way to ruin your credibility is for your lead magnet to look cheap or poorly put together. Your lead magnet must look professional, because people do judge a book by its cover.

And finally, use more than one lead magnet if you’re offering more than one product or service or if you have distinct goals.

Top Lead Magnet Mistakes

Now that you know the best practices you must follow for lead magnet success, let’s get to the top mistakes people make when setting up lead magnets.

1. Not Targeting the Right Audience

This is the ultimate, top lead magnet mistake! Picture this: you want to catch a big, fat tuna so you put out a huge net. You end up catching thousands of sardines that you’ll have to sort through and discard before finding that tuna.

Instead, why not get your fishing rod and the perfect tuna bait? Sure, you’ll only catch one fish at a time but it’s the one you want and need – it’s the one that’ll bring you the most profit and ROI.

Lame analogies aside, it’s better to have a small email list that’s truly invested in what you’re selling than a huge one with a high unsubscribe rate, low open rate, and a big email provider bill for subscribers that don’t care about your business.

Carefully think and craft your lead magnet to target your ideal customer – it’ll pay off later!

2. No Welcome Message or Closing CTA

Aside from your welcome email that goes with the freebie, you should present yourself and the content within the lead magnet itself.

This gives readers context about what that download is about and how to use it. And you’ll start building that trust and relationship we’ve been talking about.

A closing page in a lead magnet is a great opportunity to tell your readers what to do next. If they’ve read until the end, they’re invested, they want more – don’t miss out on that opportunity.

Add a call to action (CTA) that compels them to act. Invite them to your Facebook group, to ask you a question, to get one of your products, or to a webinar, for example. You can also direct them to other blog posts of yours to keep learning.

3. No Follow-up Email Sequence

A follow-up email sequence is major in building a relationship and trust with your subscribers and most email marketing providers offer automated email sequences – no, you won’t have to write personalized emails for every subscriber!

With these email sequences, you can convince them to take further action, like reading other blog posts on your website or accessing other types of free or paid content such as webinars or courses.

4. A Bad Title

If you choose a boring title for your lead magnet, you won’t get clicks. A good title is specific and clearly illustrates the results your prospects can get out of that freebie – don’t be afraid of going for a longer title! Those tend to do better.

5. Too Long

As previously mentioned, people are looking for a quick fix, not the Bible. We know you want to provide as much value as you can, but if readers feel overwhelmed with a huge piece of content, you won’t be helping them or yourself.

More value isn’t always more valuable. In this case, stick to solving one problem with one simple and short lead magnet.

6. Too Many Lead Magnets

Though we’ve analyzed how many lead magnets you should have in the past, this number is relative. If you have a big team working with you, more lead magnets and segmentation are a plus.

However, if you’re a one-(wo)man team, stick to one to five lead magnets. Otherwise, you’ll be spreading yourself too thin and end up hurting other areas of your business.

The Bottom Line

Lead magnets can have a great influence on your business’s success. So, it’s imperative that you follow the best practices and avoid the common mistakes.

After reading this article, you should have every insight needed to create effective, highly converting lead magnets. So go on and get those emails!

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