What is Lead Magnet?

A lead magnet converts anonymous audience into known contacts you can nurture. For a financial firm, it works best when it solves a specific, real problem for a specific person — a downloadable planning checklist for business owners, say, rather than a generic ebook.

Content and lead magnets reinforce each other: an article or episode attracts the right person, and the lead magnet gives them a reason to raise their hand. From there, email does the patient work of building trust.

Any lead magnet used to promote advisory services is still marketing, so the usual compliance considerations apply.