12 April 2024

Lead Magnet Funnel: 6 Steps to Capture and Convert Your Ideal Prospects

Effective lead magnet funnels can make a significant impact on your bottom line. 

When executed properly, lead magnet funnels can generate leads and guide customers through their buyer’s journey. They can also help you track which parts of your campaign are most effective, making it easier to create more successful funnels in the future. 

In this post, we’ll cover what lead magnets and lead magnet funnels are. We’ll also explain how your business can create an effective lead magnet funnel.

What is a lead magnet?
What is a lead magnet funnel?
How to build your first lead magnet funnel
1. Create a valuable lead magnet
2. Build a high-converting opt-in page
3. Create a thank you page
4. Set up your email welcome sequence
5. Drive traffic to your lead magnet opt-in page
6. Convert leads into paying customers

What is a lead magnet?

A lead magnet is a valuable resource that a business offers its target audience in exchange for a prospect’s email address. These resources come in various forms, such as ebooks, white papers, checklists, calculators, worksheets, reports, guides and templates. 

Lead magnets should address your ideal customer’s challenges, aspirations, business needs, and interests. 

For example, a payroll software company may offer a guide to negotiating salaries with candidates. Or a webinar software tool might create a calculator to help prospects determine the ROI of hosting a conference online vs in person. 

Ultimately, the goal of lead magnets is to provide prospects with incredibly valuable and useful information in exchange for their email address so you can then guide them towards becoming a customer through personalized email sequences. 

What is a lead magnet funnel?

A lead magnet funnel is a journey that starts with a prospect downloading your lead magnet, then evolves into you guiding them towards becoming a customer. 

It includes various touch points you’ll have with prospects, from the time they access your lead magnet to their eventual conversion. Each step in the funnel should nurture your relationship with your prospect and guide them further down the funnel towards becoming a customer. 

What is a lead magnet funnel?

How to build an effective lead magnet funnel

Do you want to build your own lead magnet funnel? Fortunately, the process is relatively straightforward. We’ll walk you through the 6 steps: 

6 steps for building an effective lead magnet

1. Create a valuable lead magnet

Your lead magnet funnel needs a valuable lead magnet to be successful.

When brainstorming ideas, start by considering your audience. What are their pain points and challenges? What keeps them up at night? More importantly, what resources can you offer that alleviate their concerns?

Your lead magnet should be aligned with your service offerings to ensure relevance and value. Whether you opt for an ebook, white paper, webinar, checklist or worksheet, ensure that your lead magnet showcases your value and expertise while addressing your audience’s needs.

Interestingly, in a recent study, 47% of marketers said that text and video-based lead magnets performed better than image, tool, audio and interactive-based lead magnets. You should also keep the user experience in mind when creating your lead magnet. The resource should:

  • offer immediate value
  • be easy to consume
  • leave a lasting impression

By pinpointing your audience’s pain points and crafting a solution-driven lead magnet, you lay the foundation for a successful funnel that nurtures leads toward conversion.

2. Build a high-converting opt-in page

A strong lead magnet opt-in page is key to getting prospects interested enough in your lead magnet to provide you with their email address. 

To maximize conversion rates, you’ll want to ensure your opt-in page follows best practices. See 6 opt-in page examples and the components you need to include to help your page convert.

The opt-in page should clearly state your lead magnet’s benefits and highlight how it addresses your audience’s pain points. Use compelling visuals, persuasive copy and strategically placed calls-to-action to guide visitors through the sign-up process.

You can also leverage psychological principles, such as social proof, scarcity and urgency, to enhance your opt-in page’s effectiveness. Incorporate elements like customer testimonials and limited-time offers to motivate action.

Remember, simplicity is key. Your landing page should be clean, clutter-free and optimized for mobile devices to ensure a smooth user experience. 

Similarly, keep your call to action laser-focused: opt-in pages with a single unique call to action have a 266% higher conversion rate than opt-in pages with multiple unique calls to action. 

Be careful not to ask for too much information in your opt-in form. The more you ask for, the less likely it is that your prospect will complete the form. If possible, only ask for the person’s email address.  

If you are struggling to create a high-quality landing page, you can check out our guide to creating a successful opt-in page

3. Create a thank you page

Once visitors fill out the opt-in form on your lead magnet opt-in page, they should be redirected to a thank you page. This page will confirm that you received their request, thank them for their interest and let them know that they can find the resource in their inbox.

Why not just give them the lead magnet on the thank you page? Because it builds anticipation and trains your leads to go to their inbox for valuable information from you. This is where you’ll be nurturing them through an email sequence and newsletter.

On the thank you page, consider including additional resources for your prospects, or next steps they can take to further engage with your content. This could involve inviting them to explore more of your website, follow you on social media or join a community or newsletter.

Keep the messaging clear, concise and aligned with your brand voice to maintain consistency and reinforce trust.

4. Set up your email welcome sequence

Your lead magnet funnel should include an email sequence that delivers the lead magnet and develops a relationship with the recipient. We recommend setting up at least two emails in your sequence to maximize impact.

The first email should be triggered immediately after a prospect fills out the form on your opt-in page. This email should deliver the lead magnet as promised, introduce your brand and services and set expectations for future emails. Make it personal and engaging, focusing on providing value and building rapport with your new leads.

The second email should follow up a few days later, continuing the conversation and deepening the relationship. Share additional insights, testimonials or case studies to showcase the value you provide. Include a clear call to action, whether it’s to schedule a consultation, download another resource or explore your offerings further. Any subsequent emails should be spaced out and continue to add value.

Email sequences should be created via email automation platforms (such as Mailchimp). Be sure to test the sequence to work out any kinks before launching it.

Also, ensure that each email maintains consistent branding and follows best practices. Roughly 75% of Gmail users and 85% of Outlook users check their email from a mobile device, so all emails should be optimized for smaller screens. Additionally, emails should be personalized and optimized for accessibility features.

5. Drive traffic to your lead magnet opt-in page

Once your lead magnet funnel is in place, it’s time to drive traffic to your opt-in page. There are various methods you can use to promote your lead magnet, including organic, owned and paid strategies.

Organic methods may include leveraging your existing SEO efforts to attract visitors. Similarly, owned methods may include advertising via social media, your mailing list or via other pages on your website. It might seem redundant to advertise your lead magnet to your mailing list subscribers, but readers may find it useful or recommend it to a peer. 

Paid strategies typically involve advertising your lead magnet in places like Google Ads or LinkedIn Ads. Keep in mind that paid ads typically let you target specific market segments, making them a very valuable source of lead generation.

Regardless of your promotion methods, be sure to highlight the benefits that your lead magnet offers. You should also A/B test different approaches to optimize future efforts.

Grab our lead magnet promotion checklist for 20 ways to promote your ebooks and white papers.

6. Convert leads into paying customers

Once you’ve successfully captured leads through your lead magnet funnel, you should focus on converting them into paying customers. This involves nurturing the relationship you’ve established and guiding leads through the sales process. 

Set up your opt-in form so that prospects who download your lead magnet are automatically added to your mailing list. (Be very clear on your opt-in form that this is what will happen, but also reassure them that they can easily unsubscribe if they no longer want to receive the emails.)

Consider connecting with leads on platforms like LinkedIn. You can then engage with them by providing valuable content, addressing their pain points and showcasing your expertise. Share relevant blog posts, case studies or success stories that demonstrate the value of your products or services. Personalize your communication and tailor your messaging to their specific needs and interests.

Try implementing lead scoring to prioritize and focus your efforts on leads that are most likely to convert. This allows you to identify hot leads and tailor your approach accordingly. Finally, don’t be afraid to provide a direct call-to-action, whether you invite them to schedule a demo, request a quote or set up a call.

By following these steps and implementing effective lead nurturing strategies, you can maximize the potential of your lead magnet funnel and ultimately convert leads into loyal customers.

Need help creating an ebook or white paper?

Check out our ebook writing service and our white paper writing service.

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Emily Amos

As the founder of Uplift Content, Emily leads her team in creating done-for-you case studies, ebooks and blog posts for high-growth SaaS companies like ClickUp, Calendly and WalkMe. Connect with Emily on Linkedin

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