Lead magnet : 6 types to attract your prospects

Join over 5400 readers of the Supernova newsletter ☄️

1 click unsubscribe at any time

In the mystique world 🌚 of digital marketing, the lead magnet is an indispensable tool for generating qualified leads. It’s a great way to grab prospects’ attention and get them to engage with your brand.

I’ll keep quiet or I’ll spill the beans here. In this article, we’ll look at how to create an effective lead magnet that will help you achieve your marketing goals. 🔥

Onwards and upwards ! 🚀

Lead magnet : the definition

Right, let’s get back to the nitty-gritty 🔪 of the subject. A lead magnet, also known as a 🧲 lead magnet (which do you prefer?) is a marketing strategy used to attract and capture 🥅 the attention of visitors to a website, social media or other marketing channels in exchange for their contact details.

It may sound barbaric to you at first, but it’s an effective tool for developing a database of qualified leads 🔥, with the aim of converting them into future customers.

Here are some key points 🗝️ :

  • 🎁 Free value offer: offers high-value content 📏 for free, such as an e-book, guide, webinar, or template. Patience, we’ll explain it all below.
  • 🧲 Data collection: in exchange for free content, visitors are asked to enter their contact details, such as their email address, surname, first name, phone number or address.
  • 🎯 Targeting and personalization : designed to match the interests of your target audience.
  • 👀 Lead generation: they become warm leads, allowing companies to contact them to build relationships and thus, convert them into customers.
  • 🤖 Marketing automation: integration into automated marketing campaigns.

6 types of lead magnet to use with example

Now that you understand what the topic was, let me explain in detail, 6 different types of magnet you can use depending on your field of activity and your business.

Are you taking notes ? ✍🏼

1) Ebook

Right, let’s get away from the professional sphere for a moment. Imagine yourself sipping a hot cup of coffee ☕️, a cosy blanket and an e-book on your lap.

Yes, I’m talking about an e-book. This virtual book offers a wealth of detailed information to your readers in search 🪖 of knowledge.

You can, for example, use them to explore complex and in-depth topics in your field.

You’re a marketing expert and you’re offering an e-book “The Ultimate Guide to Online Marketing” to help your visitors 🛸 master this craft.

Here, as a gift, is a template on Canva of an e-book that you can duplicate and modify as you wish. ⬇️

lead magnet - ebook

Use the E-book template

2) Checklist

The best friends of those who like to stay in control, creating a well-designed and attractive checklist will make life easier for your visitors, as you’ll be guiding them step-by-step through an important task. 🦋

OK, for example, you’re a planning and management tool for social networks and you design a checklist called “Checklist Social Media Marketing” to help community managers plan their day efficiently.

Christmas before time 🎄, here’s a template of this famous checklist. 💟

lead magnet - social media marketing

Use the checklist template

3) Computer graphics

The famous infographics, those little flashes ⚡️ of visual information. You can create a colourful and engaging infographic that simplifies certain complex concepts and makes them attractive.

Infographics are easy to share on social networks and integrate into blog posts, making them a great tool for generating leads. 👀

For example, here’s an infographic from one of our articles that talks about relationship marketing, if it ever gives you any ideas. 👇🏼

relationship marketing

4) Contact form

Sure, contact forms are classic but, don’t underestimate their power. Creating a clear, user-friendly contact form on your website encourages visitors to leave their details in exchange for a subscription to your newsletter, for example.

To give you an idea of what we mean, here’s a contact form we propose for subscribing to the Waalaxy ambassador programme. 👽

lead magnet - example

5) White paper

We’re not talking about colour here 🤍🖤, but rather the ‘white paper’, the informative document that presents a particular subject in detail.

As you’ll have guessed, it’s often used in the marketing and communications field with the aim of convincing a target audience, such as :

  • 🥇 Professionals.
  • 🥈 Experts.
  • 🥉 Self-employed entrepreneurs.

In reality, they are generally in the form of electronic documents that can be downloaded from websites, newsletters, during marketing campaigns or even at professional events.

I’ll stop there, we have a whole article dedicated to white papers 📖, feel free to take a look.

6) Webinars

Finally, the last type of lead magnet we have for you is webinars ! 📹

If you don’t know what this is, well, it’s like the Tonight Show Starring, presented by Jimmy Fallon (very popular in the USA), but professional version.
You’ll be able to interact with your audience by answering their questions in real time, using tools such as slideshows, videos and even shared documents.

For example, we held a webinar to launch one of our new features on Waalaxy, IA Prospect Finder, here’s the video ! ⬇️

Get your first customers this week

Take advantage of the power of Waalaxy to generate leads every day. Start prospecting for free, today.

waalaxy dashboard

How to create a lead magnet in 5 steps ?

A lead magnet is free content that you offer in exchange for contact information, such as an email address. It’s a powerful marketing tool that enables you to attract new prospects and convert them into customers.

create a lead magnet

#1. Define your objectives

The first step, and by no means the least important, is to define your objectives. To do this, ask yourself the following questions ⬇️ :

  • 🔲 What type of leads do you want to generate ?
  • 🔲 What is your budget ?
  • 🔲 What do you want to achieve ?
  • 🔲 How much time do you have to create your magnet ?

Once you’ve answered these questions, here, among others, is a non-exhaustive list of goals you can achieve :

  • 🥇 Generate qualified leads.
  • 🥈 Increase your mailing list.
  • 🥉 Promote a new product or service.

#2. Know your audience

The more you know about your audience, the better you’ll be able to create a lead magnet 🧲 that’s relevant to them (yes logic, thank you Sasha).

To do this, you can use the following methods :

  • Analyse your customer data ➡️ If you already have a list of customers, analyse their data to find out more about their needs and interests.
  • Research your market ➡️ read articles and case studies to find out more ➕ about the needs and interests of your target audience.
  • Interact with your audience ➡️ participate in online forums and groups to find out what interests them.

Well, to illustrate my point, here’s an example.

You sell marketing automation software and your target audience is marketing professionals who want to automate their marketing tasks.

You can create a lead magnet that is relevant to their needs, such as an e-book on best practices in marketing automation.

Oops, that’s what we did on our blog! 🫣 Here’s a preview of our available e-book. ⬇️

lead magnet - white book

#3. Choosing the right type of lead magnet

We’re coming to a crucial point in the article where, you’re going to have to choose which type of lead magnet to use.

As we saw earlier, there are several types of lead magnet from which you can choose depending on your niche, your audience and your objectives.

Here’s a short reminder list 🔔 of the different possible lead magnets :

  • List of resources ➡️ simple to create and very useful for your audience. They offer a list of points to follow or valuable resources, which encourages visitors to download them.
  • Training videos ➡️ A live webinar or training video can be an effective lead magnet. Be sure to announce these events in advance to maximise participation.
  • Interactive quizzes ➡️ at the end of an article, for example, can help gather valuable information about your visitors while providing them with personalised content based on their answers.
  • Free templates ➡️ users like to get resources that make their professional or personal lives easier.

#4. Create quality content

Creating a lead magnet is essential to attract 🧲 and hold the attention of your target audience
In fact, creating relevant content, i.e. a subject that really interests your audience, is essential.

So, dress in your best detective cape and analyse 🔎 your audience’s needs and problems in order to add real value.

Don’t hesitate to put in place an organised and visually pleasing structure, by adding attractive graphic elements, for example.

And one of the best pieces of advice we can give you is this: keep your ears open. 🦻🏼

Test your lead magnet with a few people to get feedback and make improvements quickly before launching your lead magnet.

#5. Promote your lead magnet

Once you’ve created a quality lead magnet 🤌🏼, we advise you to promote it to maximise its impact. But how do you do that you might ask ? 🙀

Well, for example, start by leveraging social media by sharing your lead magnet on the various social networks you use.

Here’s a short list of things you can apply to your lead magnet :

  • 🫱🏽‍🫲🏼 Collaborate with others in your sector.
  • 🎯 Send targeted campaigns to your existing subscribers.
  • 📈 Regularly measure the performance of your strategy.

How about a recap ?

To conclude, we can say that lead magnets grab visitors’ attention and turn them into engaged prospects, when done right.

By understanding the needs and preferences of your target audience, you’ll be able to create informative, high-quality lead magnets that, above all, make users want to give their details. 🦋

I may be repeating myself, but if you know how to use it properly in your marketing strategy, you’ll strengthen your subscriber list and build new relationships with your prospects 😇.

Come on, I think you’ve got some work to do, the world of leads is just waiting for you. 😉

Frequently asked questions

Hop hop hop, not so fast, we haven’t finished this article yet! We still have a few questions in store. 👀

How do you convert a lead magnet ?

Quickly, here are a few key steps 🗝️ to effectively convert the leads generated by a lead magnet :

  • 🔵 Offer a relevant lead magnet.
  • 🟣 Create a convincing landing page.
  • 🔵 Ask for relevant information.
  • 🟣 Provide confirmation and immediate access.
  • 🔵 Segment and nurture leads.
  • 🟣 Analyse performance.
  • 🔵 Provide a clear CTA.
  • 🟣 Offer a personalised experience.
  • 🔵 Track and convert lead behaviour.

What does lead mean ?

This word has several meanings: lead, advance, first place, in front… But here, we’re talking about a potential prospect or customer. To be more precise, a lead is a person or company who has shown an interest in a company’s product or service. This interest can vary from a simple visit to a company’s website to an actual purchase.

In general, they are classified according to their degree of qualification :

  • 🥶 Cold (little interest shown)
  • 🥵 Warm (ready to make an imminent purchase).

And that’s it, the lead magnet now holds no secrets for you. 😉

Want to go further?

Are you unable to reduce your Customer Effort Score? 😟 Or WORSE, you’re not evaluating your customers’ interactions with your


You don’t know how to beat the Instagram Algorithm ? Well, is a bit like the guy who pulls the


In a hyper-competitive and constantly evolving job market, any company today faces the enormous challenge of finding the best talent.


7 examples of successful LinkedIn prospecting messages


Dans la piscine

Sucess story