A lead magnet is a valuable piece of material or a tool that a company provides in exchange for contact details – a checklist, a document template, a calculator, an overview of calls, a case study or a short course. The quality of the contacts obtained depends on how closely the material relates to the offering: a general guide attracts many people who will never buy, while a specific tool brings in fewer contacts with a higher likelihood of a deal. Practical aids that save work prove effective, rather than long texts. The form should ask for the minimum data and clearly state what will follow, together with the legal basis for the processing. It is worth updating the material once a year, especially if it contains prices, deadlines or references to regulations.
See also: Welcome series, Form optimisation, Legal basis for email marketing.
