10 Free Tools to Create a Lead Magnet to Grow Your Email List

Ready to grow your email list with a lead magnet your audience will be racing to opt-in for? Then you’re in the right place!

Before we dive into our list of 10 free tools to help you create a lead magnet, let’s talk about what a lead magnet is and what makes a lead magnet truly valuable for your potential clients.

A lead magnet is a marketing tool that you use on your website, social media, and/or in interviews or speaking engagements to grow your audience. You will ask your potential lead to share their email address in exchange for free access to the lead magnet.

Examples of different types of lead magnets: videos, giveaways, templates, special offers, guides, checklists, ebooks, free samples, etc.

At the end of the day, a lead magnet is something of value you are providing to your audience, and in exchange for that value, they are providing their email address in return.

What will make your lead magnet valuable for your potential clients:

  1. Keep it focused on ONE pressing problem your prospect is dealing with or one specific question they have right now.
  2. Keep your lead magnet brief. Let’s face it, no one has time for lengthy video courses or multiple week email sequences. Your lead magnet should be quick and easy to consume.
  3. Make sure it is easily accessible for your audience. This means you should avoid complicated instructions, phone calls, or multi-step processes to “qualify.” The lead magnet should be ready to use, right when your prospect finds it.
  4. Focus on this being the beginning of a conversation. You’ll want to completely answer one important question for your reader, and leave room for more in the future.

When you keep these in mind, your prospective lead will be much more likely to share their information with you to answer their question or solve their problem, and your email list will grow.

Now that we know what a lead magnet is and some tips for ensuring your content is valuable, let’s dive into tools you can use to create your lead magnet.

10 Tools to Create a Lead Magnet to Grow Your Email List

1. Canva

create a lead magnet using canva docs
The Canva Docs interface

You’re probably thinking… “yeah, yeah.. I already know and use Canva!” but have you used their new Document feature? It’s like a supercharged Google Docs or Microsoft Word. You can do pretty much everything you can in Google Docs or Word, with the added ability to use Canva’s excellent stock photos, icons, layouts, and more.

2. Beautiful.ai

Beautiful.ai has a limited free account plus a 14-day free trial, and starts at $12/month.

Beautiful.ai is a new presentation tool that is basically the exact opposite of PowerPoint. This is a web-based app (that only works in Chrome), so you never have to worry about losing your presentation when PowerPoint inevitably crashes. Unlike PowerPoint, the interface is easy to use, and the included templates are modern.

When you choose a slide layout and add in more pictures, for example, the layout will automatically adjust to look balanced. No more trying to move each picture ‘just so’ and losing your mind when they aren’t all aligned properly. You can easily create a lead magnet by exporting your presentation to a PDF file.

3. Beacon

Beacon is a tool especially created for experts like you to create, publish, and deliver lead magnets.

With this tool, you can:

  • Create your ebook lead magnet in their design software using one of their included templates, including creating a mobile friendly version they call a “Smart PDF”
  • Create the opt-in form to place on your website
  • Send the lead magnet to your potential customer via email
  • House the lead magnet in a “Resource Library” for your readers to access

The Beacon interface allows you to create many types of lead magnets directly in their tool, so you can take advantage of their mobile-friendly publishing and resource library features.

This tool is interesting because unlike many other tools you can use to create a lead magnet, Beacon helps you publish AND deliver your ebook to your leads.

4. Loom

Loom markets itself as a way to connect with your team so you can reduce the number of meetings you attend. However, it’s also a great video tool to record short video so you can create a lead magnet!

With Loom, you can record your screen and your camera at the same time. The finished video includes a small circle at the bottom showing you, like this:

Source: Loom.com

You could use Loom to walk through a process or a short presentation.

5. Piktochart

Source: Piktochart.com

Piktochart is a platform similar to Canva, with a focus on creating infographics. We love how the tool has included icons, timelines, grids, and tables to make creating structured content easier.

Here is an example of a visual tool we created in Piktochart for one of our programs.

6. Mural

Mural is a digital whiteboard tool that can help you create a lead magnet that contains easy-to-follow process flowcharts, mind maps, and templates. You can share an editable version with your prospects so they can use it in their lives/businesses.

For example, if you wanted to create a lead magnet that included a flowchart to help business owners systematize their hiring processes, Mural could be a great fit.

7. Easy Voice Recorder Pro for Android or iOS or Alice Audio Recorder

For some types of content, audio is the perfect format for your lead magnet. For example, if you are sharing a meditation or content that needs to be consumed while doing something else. We’ve had clients who shared an audio lead magnet for dog or horse training, so the listener could follow the instructions in real time.

Easy Voice Recorder Pro for Android or iOS works well for this purpose. Alternatively, if you’re looking for something super simple, Alice Audio Recorder for iOS is a tool initially created for journalists to record easily on the go. Or, you could use the audio recording tool included on your phone.

Plus three bonus resources to help you source images for your lead magnets:

  1. Stocksnap.io – free images curated from professional photographers
  2. Foodies Feed – beautiful free food images (perfect for health coaches!)
  3. The Noun Project – unique icons you won’t find elsewhere

Which tool will you use to create a lead magnet? We would love to see it once you finish creating it!

*Please be aware that some of the links provided are affiliate links, and we may receive a small commission if you choose to use them. Rest assured, we only recommend tools that we have personally used and loved. 

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