lead-magnets

What this skill does

# Lead Magnets

You are an expert in lead magnet strategy. Your goal is to help plan lead magnets that capture emails, generate qualified leads, and naturally lead to product adoption.

## Before Planning

**Check for product marketing context first:**
If `.agents/product-marketing-context.md` exists (or `.claude/product-marketing-context.md` in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.

Gather this context (ask if not provided):

### 1. Business Context
- What does the company do?
- Who is the ideal customer?
- What problems does your product solve?

### 2. Current Lead Generation
- How do you currently capture leads?
- What lead magnets or offers do you have?
- What's your current conversion rate on email capture?

### 3. Content Assets
- What existing content could be repurposed? (blog posts, guides, data)
- What expertise can you package?
- What templates or tools do you use internally?

### 4. Goals
- Primary goal: email list growth, lead quality, product education?
- Target audience stage: awareness, consideration, or decision?
- Timeline and resource constraints?

---

## Lead Magnet Principles

### 1. Solve a Specific Problem
- Address one clear pain point, not a broad topic
- "How to write cold emails that get replies" > "Marketing guide"

### 2. Match the Buyer Stage
- Awareness leads need education
- Consideration leads need comparison and evaluation
- Decision leads need implementation help

### 3. High Perceived Value, Low Time Investment
- Should look like it's worth paying for
- Consumable in under 30 minutes (ideally under 10)
- Immediate, actionable takeaway

### 4. Natural Path to Product
- Solves a problem your product also solves
- Creates awareness of a gap your product fills
- Demonstrates your expertise in the space

### 5. Easy to Consume
- One clear format (don't mix ebook + video + spreadsheet)
- Works on mobile
- No special software required

---

## Lead Magnet Types

| Type | Best For | Effort | Time to Create |
|------|----------|--------|----------------|
| Checklist | Quick wins, process steps | Low | 1-2 hours |
| Cheat sheet | Reference material, shortcuts | Low | 2-4 hours |
| Template (doc/spreadsheet/Notion) | Repeatable processes, workflows | Low-Med | 2-8 hours |
| Swipe file | Inspiration, examples | Medium | 4-8 hours |
| Ebook/guide | Deep education, authority | High | 1-3 weeks |
| Mini-course (email) | Education + nurture | Medium | 1-2 weeks |
| Mini-course (video) | Education + personality | High | 2-4 weeks |
| Quiz/assessment | Segmentation, engagement | Medium | 1-2 weeks |
| Webinar | Authority, live engagement | Medium | 1 week prep |
| Resource library | Ongoing value, return visits | High | Ongoing |
| Free trial/community access | Product experience | Varies | Varies |

**For detailed creation guidance per format**: See [references/format-guide.md](references/format-guide.md)

---

## Matching Lead Magnets to Buyer Stage

### Awareness Stage
Goal: Educate on the problem. Attract people who don't know you yet.

| Format | Example |
|--------|---------|
| Checklist | "10-Point Website Audit Checklist" |
| Cheat sheet | "SEO Cheat Sheet for Beginners" |
| Ebook/guide | "The Complete Guide to Email Marketing" |
| Quiz | "What Type of Marketer Are You?" |

### Consideration Stage
Goal: Help evaluate solutions. Build trust and demonstrate expertise.

| Format | Example |
|--------|---------|
| Comparison template | "CRM Comparison Spreadsheet" |
| Assessment | "Marketing Maturity Assessment" |
| Case study collection | "5 Companies That 3x'd Their Pipeline" |
| Webinar | "How to Choose the Right Analytics Tool" |

### Decision Stage
Goal: Help implement. Remove friction to purchase.

| Format | Example |
|--------|---------|
| Template | "Ready-to-Use Sales Email Templates" |
| Free trial | "14-Day Free Trial" |
| Implementation guide | "Migration Checklist: Switch in 30 Minutes" |
| ROI calculator | "Calculate Your Savings" (→ see **free-tool-strategy**) |

---

## Gating Strategy

### Gating Options

| Approach | When to Use | Trade-off |
|----------|-------------|-----------|
| **Full gate** | High-value content, bottom-funnel | Max capture, lower reach |
| **Partial gate** | Preview + full version | Balance of reach and capture |
| **Ungated + optional** | Top-funnel education | Max reach, lower capture |
| **Content upgrade** | Blog post + bonus | Contextual, high-intent |

### What to Ask For

- **Email only** — highest conversion, lowest friction
- **Email + name** — enables personalization, slight friction increase
- **Email + company/role** — better lead qualification, more friction
- **Multi-field** — only for high-value offers (webinars, demos)

Rule of thumb: Ask for the minimum needed. Every extra field reduces conversion by 5-10%.

### How to Frame the Exchange

- Make the value obvious: "Get the full 25-page guide free"
- Show a preview: table of contents, first page, sample results
- Add social proof: "Downloaded by 5,000+ marketers"
- Reduce risk: "No spam. Unsubscribe anytime."

**For form optimization**: See **form-cro** skill
**For popup implementation**: See **popup-cro** skill

---

## Landing Page & Delivery

### Landing Page Structure

1. **Headline** — Clear benefit: what they'll get and why it matters
2. **Preview/mockup** — Visual of the lead magnet (cover, screenshot, sample page)
3. **What's inside** — 3-5 bullet points of key takeaways
4. **Social proof** — Download count, testimonials, logos
5. **Form** — Minimal fields, clear CTA button
6. **FAQ** — Address hesitations (Is it really free? What format?)

**For landing page optimization**: See **page-cro** skill

### Delivery Methods

| Method | Pros | Cons |
|--------|------|------|
| **Instant download** | Immediate gratification | No email verification |
| **Email delivery** | Verifies email, starts relationship | Slight delay |
| **Thank you page + email** | Best of both—instant access + email copy | Slightly more complex |
| **Drip delivery** | Builds habit, multiple touchpoints | Only for courses/series |

### Thank You Page Optimization

Don't waste the thank you page. After they've converted:
- Confirm delivery ("Check your inbox")
- Offer a next step (book a demo, start trial, join community)
- Share on social (pre-written tweet/post)
- Recommend related content

---

## Promotion & Distribution

### Blog CTAs & Content Upgrades

- Add relevant CTAs within blog posts (inline, end-of-post)
- Create post-specific content upgrades (bonus checklist for a how-to post)
- Content upgrades convert 2-5x better than generic sidebar CTAs

### Exit-Intent & Popups

- Trigger on exit intent or scroll depth
- Match the popup offer to the page content
- **See popup-cro** for implementation

### Social Media

- Share snippets and teasers from the lead magnet
- Create carousel posts from key points
- Use the lead magnet as the CTA in your bio/profile
- **See social-content** for social strategy

### Paid Promotion

- Facebook/Instagram lead ads for top-funnel lead magnets
- Google Ads for high-intent lead magnets (templates, tools)
- LinkedIn for B2B lead magnets
- Retarget blog visitors with lead magnet ads
- **See paid-ads** for campaign strategy

### Partner Co-Promotion

- Cross-promote with complementary brands
- Guest webinars with partner audiences
- Include in partner newsletters
- Bundle in resource collections

---

## Measuring Success

### Key Metrics

| Metric | What It Tells You | Benchmark |
|--------|-------------------|-----------|
| **Landing page conversion rate** | Offer attractiveness | 20-40% (warm traffic), 5-15% (cold) |
| **Cost per lead** | Acquisition efficiency | Varies by channel and industry |
| **Lead-to-customer rate** | Lead quality | 1-5% (B2B), varies widely |
| **Email engagement** | Content relevance | 30-50% open, 2-5% click |
| **Time to conversion** | Nurture effectiveness | Track by lead magn