What does a lead magnet look like, and how can you use it to grow your business? 

The big question when a business first starts email marketing is: “How are we going to grow our subscribers?” 

Sure, you can add a pop-up to your website and splash the news across social media, but how can you encourage visitors to trust you with their email address if they don’t know you yet? 

A lead magnet can provide the necessary incentive for indecisive readers, delivering a reward in exchange for their email addresses. 

But what does a lead magnet involve, and how can it help to grow your business? 

Why use a lead magnet? 

A lead magnet – a free offering in exchange for an email address – is a compelling way to turn casual visitors into subscribers and leads by giving them something they want in exchange for their personal information. 

Your prospect benefits because they get a piece of valuable information that goes some way toward solving their problems, for example an eBook, whitepaper or checklist. 

Simultaneously, your business benefits by gaining a warm lead who you can then lead down the sales funnel, as you’ve already gained their trust and proven your expertise through a free piece of valuable content. 

It’s a win-win for both business and customer. 

Lead magnets can be effective for any business type, from enterprise to eCommerce, from physical to service to digital-only products. 

What does a lead magnet look like? 

A lead magnet can take many forms, depending on what the information is that you want to share and what format your customer would typically digest information in. 

A B2B service may develop lead magnets in the form of white papers or eBooks, while an eCommerce business may offer discount codes or coupons. 

Some popular formats for lead magnets include: 

  • eBook
  • PDF brochure 
  • Checklist
  • Worksheet 
  • Whitepaper
  • Case study 
  • Video course 
  • Discount codes 
  • Coupons 

A lead magnet should be instantly accessible once the prospect has submitted their email address. Most businesses set up an automation to deliver the download link or access code straight to their inbox – which is also a great opportunity to make sure they mark your address as “not spam”, for future emails. 

How to create your lead magnet 

The biggest decision to make is what content to provide in your lead magnet. 

This content will depend on your business and what problems you can solve for your customers. It must be valuable enough to compel visitors to sign up, by either solving a direct problem, providing actionable information or linking to useful resources. 

For example, an outdoors retailer may create a downloadable packing list for different types of adventure, or an eBook about basic bushcraft. 

Ask yourself: 

  • What obstacles do our customers face? 
  • How can we display our unique expertise to help them? 
  • What would our customers find valuable? 

You don’t have to go writing a 100-page eBook – that could have the opposite effect and overwhelm your potential customers. Smaller eBooks and checklists are often more effective because of their easily digestible size. 

Keep it concise and to the point: aim to solve one particular problem for your customer, in clear actionable steps, and demonstrate the value they’ll be getting from this resource. 

Using your lead magnet within your email marketing strategy 

Once you’ve created the lead magnet, it’s time to integrate it into your digital and email marketing strategy. 

You’ll need: 

  • A form to embed into the relevant pages of your website, plus an optional landing page for the lead magnet 
  • A thank you page for after they’ve submitted their email address 
  • An automated email that contains the download link or access to the lead magnet 

From here, your new subscriber is a warm lead: you’ve established a relationship, gained their trust, and demonstrated your expertise. 

Now it’s time to nurture your lead through to a conversion, with a strategic and data-driven email marketing campaign

Ready to launch your email strategy? Let Sprocket Digital lead the way

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If you are looking for a result-focused agency, you can't go wrong with Sprocket!Beautiful You Holidays ★★★★★ Covid lockdowns meant complete operational shut down for our small NZ owned business. However, in the last few months we have finally got back up and running again with the help from Josh and his Sprocket team.Their understanding, resources and communication has been unwavering in this process and we have seen measurable results month on month. Trust plays a big role in digital marketing and I believe their formula is full proof.Sprocket has had a big role to play in getting our small business back on it's feet. I couldn't recommend this company enough!NZ-Online-Pharmacy ★★★★★ The results speak for themselves. Our website has been lifted to the next level, in both hits & resulting translations into physical orders. 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We found the company friendly, accomodating, and they helped us to develop our knowledge of the business analyticsLance Metz ★★★★★ Sprocket has been an incredible digital marketing partner, helping us grow our monthly turnover. They are extremely helpful and are quick to respond to any needs we may have. I would highly recommend for any company looking to take on a digital transformation journey.Matt Boylan ★★★★★ This is the second time I have used Sprocket Digital in my role as Marketing Manager for small to medium sized businesses. Given our marketing team is very small and we don't have a specific digital marketing resource internally, it gives me peace of mind knowing that all our digital needs are being outsourced to Sprocket. On both occasions of working with Sprocket, the team have very quickly got up to speed on our business. The setup is seamless and my regular meetings with the team help to identify opportunities for us to leverage. The entire team are really knowledgeable and down to earth even though they have some very experienced people working on our account. I would highly recommend Sprocket to any other business who wants expert advice and guidance on their digital marketing with an accessible and down to earth approach.Dylan Carter ★★★★★ Sprocket Digital is the real deal! They have turned our company around in our initial month of working with them and I could not recommend them more.The team is super helpful always making the time to have meetings with us and answer our endless amounts of questions.We are looking forwarded to working with them for the long term!Richie Stott ★★★★★ It has been a seamless transition to Sprocket and they have delivered on the goods. Very happy with the service and results. Our account manager, Kieran is great to deal with.Chris Sinclair ★★★★★ Great team to work with, we've experienced growth from day 1 and we're still going! Thank you team Sprocket DigitalMegan Blincoe ★★★★★ We are a new Client of Sprocket and I cannot fault them! Especially Ethan, he has been so available and clearly knows what he's talking about. He has been very patient with us and has thoroughly updated and explained every part of the set up and progress to date. Highly recommend using Sprocket DigitalAlastair Pope ★★★★★ Harry and the Sprocket team have been amazing in connecting with and successfully converting a new audience for our business. During these challenging economic conditions, the additional revenue they've generated has proven to be invaluable. Their professional, transparent, and data-driven approach has rekindled my confidence in the agency model.Josef Arnet ★★★★★ Sprocket Digital has been great to work with and has provided great inside and addition to the digital side of our business (Kitchen Things) their SEO team is fantastic and Harrison their Email marketing specialist is an absolute savant when it comes to knowing how set up email campaigns, templates as well as automatic email flows and the logic required to make them impactful and effective for a business. They always continue to impress with the work they do.Gabi Metz ★★★★★ Working with Sprocket has been so easy! Like a weight has been lifted off our shoulders. And the results so far have been fantastic!Sheree Palmer ★★★★★ Great Team to work with, communication is great and they are actively engaged with working with you.js_loader


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    Sprocket Digital manages all of Louvretec’s digital advertising across Australia and New Zealand, focused on gaining a higher volume of quality leads and standardising advertising creatives across all their locations.

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