10 creative lead magnet ideas for all businesses

5 min read

10 creative lead magnet ideas for all businesses

A lead magnet is a marketing tool that generates leads by offering a resource in exchange for a potential client’s contact information. 

Lead magnets can take the form of ebooks, guides or case studies and serve as an incentive for visitors to share their email addresses and phone numbers.

Once you have their contact information, you can use it to promote your business, share announcements and guide visitors back to your website. 

Here are 10 creative lead magnet ideas:

1. Ebooks 

An ebook is an ideal lead magnet because it allows you to present high-quality information in an easily digestible format. You can create any topic related to your business, from how-tos and case studies to reviews and industry trends. 

It’s also easy to share with others, which makes it a great way to spread the word about your business.

You can also use ebooks as lead magnets in digital marketing copy or campaigns. You offer clients a valuable free resource; in return, they provide their contact details.

There’s another way to use ebooks, which not many property and finance businesses know about. You don’t just put the ebook on your website for people to download; you also proactively send it to potential clients.

For example, if you run a financial advice firm and you get an email from someone who’s thinking about becoming a client: when you reply to their email, you could attach an ebook – How to Turbocharge Your Retirement Savings.

Hunter & Scribe specialises in content writing for Australian property and finance professionals and can help you write your ebook.

2. Guides

The ultimate collection of articles or blogs on a particular topic is another lead generation magnet.

You can use the guide as a lead magnet for your website as it’s a good resource that users can access from anywhere and anytime.

If you’re a mortgage broker, your guide on “How to improve your credit score before applying for a mortgage” or “The top 8 things to consider when comparing mortgages” would be useful for first home buyers or people thinking of refinancing their home loan.

If you don’t have the time or skills to write these guides, Sydney-based copywriting agency Hunter & Scribe can assist.

3. Private newsletter 

Accessing engaging content and talking with like-minded people are good reasons to be a private community member. You can generate leads by creating a newsletter or group.

This would allow you to capture leads and better understand your audience.

4. Case studies

Case studies depend on very specific types of content, but the successes they reveal can convince a site visitor to take action.

If you have a blog post or interview clip that spotlights a client you’ve worked with, package this content into a written case study that expands on the need the client came in with and the metrics of their success.

For example, a real estate agent could write a case study about Mr and Mrs Smith who needed to sell their family home quickly (and at a strong price) because they needed to relocate interstate for a job she’d just been offered.

The challenge was that days on market in the Smiths’ suburb was increasing due to an oversupply of listings, making it hard to attract potential buyers and generate buyer competition.

However, the real estate agent could explain in their case study that they were able to maximise the property’s visibility and appeal by using Cameo to get personalised endorsements from several celebrities. As a result, the campaign went viral on social media and attracted coverage from realestate.com.au and Domain, leading to the successful sale of the Smiths’ home in just 14 days.

Gate this case study behind a form that website visitors can fill out with their name and email address to access.

It’s a good lead magnet to host engaging content that tells your readers about a client success story.

Property and finance are very competitive industries. To attract clients, you need to stand out by regularly publishing quality content marketing, which Hunter & Scribe can help you with.

5. Industry reports

Conduct research and create comprehensive industry reports. Share valuable insights, trends and predictions, positioning your business as an expert in the field. Not sure how to? Hunter & Scribe can assist.

6. Video series

Videos are highly engaging and allow you to connect with your audience on a more personal level by showing them what they can expect from working with you or using your services.

You can create short videos on topics such as ‘how-tos’ or ‘behind-the-scenes’ peeks into your business that viewers won’t find anywhere else.

7. Podcasts

A user can listen to audio recordings while doing other things. In exchange for visitors’ email addresses, you can offer access to your podcast series.

Putting together an informative guide or detailed explanation of trending and educational topics in your recordings can instantly capture visitors’ attention. As a financial adviser, for example, you could discuss financial planning for the different stages in life:


  • Financial planning for young professionals.
  • Retirement planning strategies.
  • Estate planning and wealth transfer.


Ensure the lead magnet pop-up mentions the speakers and topics you will cover.

8.  Exclusive webinars

Host a live webinar or virtual workshop on a topic of interest to your target audience. Make it exclusive and interactive, encouraging participants to sign up for access.

9. Interactive tools or calculators

Develop online tools or calculators that solve a problem or simplify a process relevant to your industry. Users can input their data and receive personalised results.

10. Challenges or courses

Develop short email courses or a challenge series that guides your target audience through a step-by-step process, teaching them something valuable or helping them achieve a specific goal.

Before you begin creating a lead magnet as part of your content marketing strategy, you should:            


  • Establish who you’re targeting and what they want.
  • Create, design and name your lead magnet.
  • Build your conversion path. It should include your landing page, thank-you page, contact form and email sequence.
  • Set a schedule to update regularly. Depending on the type of lead magnet you create, you may need to update it every six months to a year.

What makes a good lead magnet?

A good lead magnet should:


1. Be relevant

Picking a broader topic may generate more interest, but those people may not be quality leads interested in your product or service.

It’s important that your lead magnet is tailored toward your company’s target audience or a specific segment of that audience.


2. Provide value

Craft a lead magnet that offers enough value to make potential clients willing to share their contact information. Offer insights, solutions or industry-specific tips that set your content apart.


3. Build trust

Lead magnets like industry reports, case studies and ebooks help position your company as an authority on a particular topic. Show your content writing expertise by backing up your information with data and research whenever possible.

Also ensure your content is well-written to establish your company as an industry expert.

Sydney copywriting agency Hunter & Scribe specialises in content marketing for property and finance professionals and can provide you with high-quality content.


4. Create desire for more

Strike a balance between meeting your audience’s needs and leaving them wanting more. Avoid giving away too much for free, keeping them interested in exploring further with your products or services.


5. Encourage sharing

Design your lead magnet to be easily shareable. A shareable offer can lead to word-of-mouth promotion, expanding your reach and attracting more leads through your audience’s networks.


Creating a consistently high-quality experience for all potential leads will grow your business. For effective lead magnets, offer incentives so you can achieve high conversion rates.

Spend time brainstorming different ideas, consider what best fits your target audience and then start creating good lead magnets.

Sydney finance and property copywriting agency Hunter & Scribe can assist you with professionally written lead magnets like case studies, company newsletters, ebooks and emails. Contact us for more information.

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