Lead magnets – what are they and why should you use them?

When you’ve mastered your social media, you’ll be posting regularly on the platforms that best attract your audience, networking with connections, and you’ll be getting some engagement and interactions. It’s fabulous! But how can you connect with your audience away from social media? Well, that’s where lead magnets come in.

You know people are liking and commenting on your social media images, videos, and reels. But then what? They like what you’re selling, so that’s a start. But what if they don’t follow your page, or the hashtags you’re using? Is that it? Relationship over? Is it heckers like!

Wouldn’t it be great if you could communicate with these people, who are interested in your products or services, away from social media platforms? I’m here to tell you that there is a way that you can!

Lead magnets mean email addresses

A business owner at their computer
If you can grow your email subscribers, you can communicate with them more regularly.

One of the most highly effective marketing tools at our disposal these days is email marketing; you can communicate with people who are genuinely interested in your products whilst getting them to know, like and trust you…all making it easier for them to make a purchase from you. But how can you get the people who like you on social media on to your email marketing database?

By using a lead magnet!

Want to know more about email marketing? Take a read of my blog about creative email marketing to attract subscribers.

What’s a lead magnet?

A lead magnet is where you plan to give away a prize or a freebie, like a download, in exchange for contact details. You tell people about it, they complete their details and are entered into the prize draw or receive the download. You can then start to email them regularly and grow your business.

Communicating with your audience on social media and via email can help you to grow your business.

So how do you create and run a lead magnet?

Your reason why

Firstly, decide why you’re doing a lead magnet and set some clear objectives as to how many people you’d like to attract onto your email marketing database.

The audience

Also think about the type of people you want to appeal to. If you don’t think this through in the early stages, you could end up growing your email list with people who aren’t interested in purchasing from you…they’re just after a good freebie.

The freebie

winning a prize
What will you give away as your prize or download?

What is it you’re going to give away? For example, you might decide to run a competition to win some of your products or collaborate with another company to put together an amazing prize. Or if you’re a business-to-business company, perhaps it’s a downloadable guide that contains valuable information for your target client. Also decide when you will run the lead magnet and what the deadlines are.


Think carefully about any words or images you plan to use to attract people in your lead magnet. You’ll need to think about social posts, social media advertisements, the landing page, and the download itself (if that’s what you are using). Don’t forget to have rigorous terms and conditions in place, especially if you are giving a prize away.

Crucially you need to make sure it’s clear in the terms and conditions, that in entering their details, entrants are subscribing to your email marketing and that they agree to receiving this. Failure to do this means that you can’t email them directly!

How to collect details

Create a landing page. This can be either on your website or within your email marketing software (I know Mailchimp offers this as an option). On the landing page, talk about what you’re offering and add a box to collect the audience’s name and email address. Don’t forget to put your terms and conditions on this page too.

And you’re away

Once you’ve started with lead magnets, it’s a good idea to run a series of them if you want to build your email marketing database even more.

And make sure you continue to communicate with the lovely people on your mailing list!

If you need help with a lead magnet – whether it’s the mechanic, how to write it, or managing it, please get in touch as I would love to help.

How visible is your marketing?

Is your target audience seeing your marketing?

Take my quiz to find out: