10 Lead Magnet Ideas to Help Small Businesses Grow Their Audience
When it comes to attracting new customers online, offering value upfront is one of the most effective strategies. That’s where lead magnets can help.
A lead magnet is something useful or appealing that you offer in exchange for a potential customer’s contact details, usually their email address. Done well, it creates a win-win: your audience receives something of value, and you grow your mailing list with people who are genuinely interested in your business.
But what makes a good lead magnet, and what kinds of things can you offer?
Let’s look at some of the most popular (and some often overlooked) options.
Popular Lead Magnet Ideas
E-books and Guides
Perfect for businesses that can share specialist knowledge. A short, well-designed PDF guide can establish your expertise and give your audience something useful to keep.Checklists and Cheat Sheets
Quick, practical, and easy to digest. A simple checklist can help people take action straight away, and they are easy to create.Discounts and Vouchers
One of the most effective ways to encourage someone to join your mailing list. A small percentage off their first purchase could be all it takes.Templates
Whether it’s a social media calendar, a budgeting spreadsheet, or a design template, ready-made tools can be hugely valuable.Webinars or Live Sessions
Hosting a short online workshop, Q&A, or live demonstration is a brilliant way to showcase your expertise and connect with potential customers in real time. It doesn’t need to be complicated; even a 20-minute live session on Instagram or Zoom can provide value and encourage sign-ups.
Lead Magnets You Might Not Have Considered
Quizzes and Assessments
People love interactive content. A short quiz that gives personalised results can be engaging and highly shareable – plus, it tells you more about your leads.Exclusive Access
Offer early access to a product launch, priority booking, or a private event. Exclusivity makes people feel valued and increases sign-ups.Free Trials or Samples
If your product or service can be offered in a “try before you buy” format, it’s a powerful way to convert interest into sales.Mini-Courses or Video Series
Bite-sized lessons delivered by email or video can showcase your expertise and keep people engaged with your brand over time.Resource Libraries
Bundle together a collection of useful resources, such as guides, templates and videos, and make them accessible only to subscribers.
Tips for Choosing the Right Lead Magnet
Know your audience: Think about what your ideal customers actually need help with.
Keep it simple: A lead magnet doesn’t need to be long or complicated. Often the most effective ones solve a small, specific problem.
Show your expertise: Choose something that highlights your knowledge and positions your business as the go-to in your field.
Make it easy to deliver: Pick a format you can create and share without adding too much extra work.
Lead magnets are a fantastic way to grow your audience while providing real value. From quick checklists to creative quizzes, the options are wide open! The key is to choose something that aligns with your business, resonates with your customers, and feels easy for you to deliver.
Want a real-life example?
Why not check out our lead magnets? We have our marketing planner and our marketing style guide. Not only do you get to see a lead magnet in action, but you also get access to our monthly newsletter, which is packed full of the latest news and trends from the world of marketing.
Ready to create your own? Start small, keep it useful, and watch how it helps you attract new leads and build stronger connections.
Need help creating content? We work with small businesses every day to build marketing strategies that keep them showing up online consistently – and we’d love to help you too!