LinkedIn lead magnet: The ultimate guide to attracting leads

Table of contents

How can you stand out from the crowd with lead magnets that will delight your audience on LinkedIn? In this guide, I'll explain how to make (really) good lead magnets and distribute them on the platform.

linkedin lead magnet

Understanding the fundamentals of lead magnets on LinkedIn

What is a lead magnet?

lead magnetor "lead magnet", is content from high value offered free of charge in exchange for a visitor's contact details. It's an ageless, must-have marketing strategy for capturing the attention and information of relevant contacts.

Lead magnets generally come in a variety of formats: ebooks, webinars, infographics, case studies, templates, free trials... Their aim is to solve a problem. specific the prospect, provide him with a immediate value and encourage them to engage with your brand.

types of lead magnets

Types of lead magnets that work well on LinkedIn

On LinkedIn, certain types of lead magnets stand out for their effectiveness. Typically, checklists, templates and ebooks feature prominently. However, while some formats do have a better fit with social networks (including LinkedIn), it's also the level of awareness of the prospects you want to address that should guide you.

The buying journey can generally be divided into three main phases: Awareness, Consideration and Decision. Certain types of LinkedIn lead magnets work best at different stages of this journey.

1. Awareness

At this stage, prospects are just beginning to realize that they have a problem or need. They're looking for background information to help them better understand the problem.

awareness gif

Lead Magnets :

  • eBooks and White Papers : Provide valuable information on industry issues, trends and statistics.
  • Infographics : Provide a visual means of quickly absorbing complex data or industry information.
  • Research reports and market studies : Show expert data on the state of the industry, helping prospects to better understand the market.

2. Consideration

At this stage, the prospect has a better understanding of his or her problem and starts looking for potential solutions. They evaluate different options to find the one that best meets their needs.

consideration gif

Lead Magnets :

  • Webinars : Offer detailed information and product demonstrations, allowing prospects to ask questions live.
  • Case studies and testimonials : Provide concrete evidence of how your product or service has solved similar problems for other companies.
  • Solution guides and comparisons : Help prospects compare different solutions available on the market.

3. Decision

In this last phase, the prospect has already chosen a solution and is evaluating potential suppliers to make a final purchasing decision.

decision gif

Lead Magnets :

  • Free trials and product demonstrations: Allow prospects to test the product/service to see if it meets their needs.
  • Free consultations: Provide an opportunity to discuss the prospect's specific needs and show how your solution can meet them.
  • Exclusive offers and discount coupons : Provide an additional incentive to choose your solution over another.
buying process and lead magnet

Creating and optimizing your lead magnet for LinkedIn

Define your target audience on LinkedIn

The first step in creating a lead magnet is to define precisely who you want to reach.
This is a step often overlooked by content creators, who by default think they know their audience well. Here, I'm talking about understanding them in depth, what their beliefs are, their "pain points", their "jobs to be done"...

It's a mapping process that takes time and iteration. In fact, you'll never have a 100% understanding, for one simple reason: the market evolves, and so do the expectations/beliefs of the various players.

To do this first job, what I recommend is to list the LinkedIn profiles of 5 to 10 people you want to see react to your lead magnet and observe :

  • How they define their activity/position in their own words
  • What content they react to on LinkedIn
  • Etc...

That's a good part of the job, and you'll certainly have picked up some valuable insights by now.

Throughout your business, you'll also benefit from setting up customer interviews (around 10 to 15 per quarter) and feedback collection points to refine your understanding of your core target and track its evolution.

Creating a good lead magnet

make a good linkedin lead magnet 6 tips

It's a story that's so commonplace that it's destroying company reputations...

You're on LinkedIn and PAF: "The ultimate guide to 500 ChatGPT prompts that will transform your business" pops up.

It's hard to resist, it's true... and for an email, it's a bargain!

But when you open it, the drama begins: nothing is useful, nothing is actionable, everything is seen and re-seen 300 times.

This generates a great deal of frustration and doesn't help create a good, lasting first impression in your prospect's mind. There are a few rules to avoid this:

1️⃣ 𝐓𝐫𝐚𝐢𝐭𝐞𝐫 𝐛𝐞𝐬𝐨𝐢𝐧 𝐜𝐥𝐚𝐢𝐫𝐞𝐦𝐞𝐧𝐭 𝐢𝐝𝐞𝐧𝐭𝐢𝐟𝐢𝐞́ 𝐩𝐚𝐫 𝐭𝐨𝐧 𝐩𝐫𝐨𝐬𝐩𝐞𝐜𝐭 : If the person doesn't realize the problem there's little chance they'll look into how to solve it.

2️⃣ 𝐀𝐩𝐩𝐨𝐫𝐭𝐞𝐫 𝐫𝐞́𝐞𝐥𝐥𝐞𝐦𝐞𝐧𝐭 𝐝𝐞 𝐥𝐚 𝐯𝐚𝐥𝐞𝐮𝐫 (even if it's offered). Low-value content is worse than doing nothing. Conversely, offering value-rich content activates the reciprocity bias. Ask yourself: "Would I be willing to pay €50 for my lead magnet?

3️⃣ 𝐃𝐨𝐧𝐧𝐞𝐫 𝐥𝐚 𝐬𝐨𝐥𝐮𝐭𝐢𝐨𝐧 𝐜𝐨𝐦𝐩𝐥𝐞̀𝐭𝐞 𝐚𝐮 𝐩𝐫𝐨𝐛𝐥𝐞̀𝐦𝐞. No little "call me to find out what happens next" gimmicks in the middle of the explanation. It wastes people's time and, above all, shows that you're better at making nice promises than actually fulfilling them.

4️⃣ 𝐏𝐫𝐨𝐩𝐨𝐬𝐞𝐫 𝐮𝐧 𝐜𝐨𝐧𝐭𝐞𝐧𝐮 𝐚𝐜𝐜𝐞𝐬𝐬𝐢𝐛𝐥𝐞 𝐩𝐨𝐮𝐫 𝐬𝐨𝐧 𝐜𝐨𝐧𝐬𝐨𝐦𝐦𝐚𝐭𝐞𝐮𝐫 : Easy to understand, readable and adapted to his skills. To enable him to take action within 24 hours of reading the document.

5️⃣ 𝐅𝐨𝐮𝐫𝐧𝐢𝐫 𝐥𝐞 𝐜𝐨𝐧𝐭𝐞𝐧𝐮 𝐝𝐢𝐫𝐞𝐜𝐭𝐞𝐦𝐞𝐧𝐭 𝐚𝐩𝐫𝐞̀𝐬 𝐥'𝐚𝐜𝐭𝐢𝐨𝐧 𝐫𝐞𝐪𝐮𝐢𝐬𝐞 : Liker posts, commenting to end up being redirected to an email capture page to finally hope to receive the content next week is a bit irritating. If on top of that the content sucks, it's really hellish.

6️⃣ 𝐀𝐯𝐨𝐢𝐫 𝐮𝐧 𝐛𝐫𝐚𝐧𝐝𝐢𝐧𝐠 𝐟𝐨𝐫𝐭 𝐝𝐚𝐧𝐬 𝐥𝐞 𝐝𝐨𝐜𝐮𝐦𝐞𝐧𝐭 : People download lead magnets for the content they don't necessarily pay attention to who's offering it at the time of download. So make sure your brand identity is recognizable.

You have to give before you can expect to receive, especially in today's world of attention-grabbing.

Strategies for promoting and distributing your lead magnet on LinkedIn

Why is LinkedIn an effective platform for your lead magnets?

LinkedIn is perceived as a reliable source of information. In the context of professional activity, LinkedIn is the social network most used (84.8%) by BtoB decision-makers in France (Executives of VSEs, SMEs, ETIs and large companies), 45.6% of B2B decision-makers have discovered content that led to a purchase on LinkedIn, just ahead of Facebook (41.1%) and well ahead of Instagram and Twitter, according to Digimind

Social Selling: LinkedIn is the network most used by B2B decision-makers
Social Selling: LinkedIn is the most powerful incentive to buy for B2B decision-makers

Use LinkedIn features to promote your lead magnet

LinkedIn posts

Publish a post directly from your profile and/or company page inviting users to like + comment, or visit an email capture page to receive your lead magnet.

linkedin ads: lead magnet document ads

Engage via private messages and InMail

Direct engagement with prospects on LinkedIn can be done effectively through private messages and InMail. Private messages allow you to contact your first-degree connections, while InMail, a premium feature, gives you the ability to contact any LinkedIn user, even those outside your network. direct.

Personalizing your InMail messages is crucial to increasing the chances of a response. Mention details specific to the recipient's profile to show that you've taken the time to find out more about them, and that your message isn't a "one-off". generic.

It's also important to follow InMail best practices, such as having a clear subject line, a concise message and a call to action that entices the recipient to discover your lead magnet.

LinkedIn partnerships to boost visibility

Partnerships on LinkedIn can take many forms, from simple collaborations with other professionals to more structured partnerships with companies or influencers. By mutually sharing content, you can reach your partners' audiences, which can significantly increase the visibility of your lead magnet.

Participating in LinkedIn events or group discussions can also be a form of informal partnership. These interactions allow you to showcase your expertise and draw attention to your lead. magnet.

Amplify your reach with LinkedIn Ads

Visit LinkedIn Ads advertising is an effective way of amplifying the reach of your lead magnet. LinkedIn's advanced targeting options enable you to distribute your ads to a specific audience, based on criteria such as job title, industry, or location.

Advertising campaigns can be used to promote specific posts that showcase your brand. lead magnetincreasing the likelihood that they will be seen by a larger number of people. of people.

There's also an Ad LinkedIn "lead generation" objective directly designed to promote an email capture form integrated with LinkedIn. Generally speaking, the sponsored content is a document, the idea being to obtain the complete document in exchange for the email.

linkedin ads interface


Lead magnets on LinkedIn, it's the holy grail to generate a high volume of leads for your company. It's the main tool in what's known in marketing as the "leagen strategy". It's a strategy that's been used for years in digital marketing and has proved its worth. It does, however, have one major drawback: The people who download the lead magnet are simply looking to obtain the resource, and may not even be aware of who suggested it. As a result, even if the email is captured, all the work remains to be done!

For a comprehensive B2B marketing strategyWe recommend using this technique mainly on warm audiences, i.e. those who have already been exposed to your daily content on LinkedIn or your LinkedIn Ads remarketing audiences. Use this approach in parallel with other techniques such as requestgen, which, while not immediately converting many leads, will have a greater snowball effect and generate much more intentional contacts.

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Choose a date and time that suits you for a discovery call with our team.

Your contact
Maxime Cochini
CEO & Co-Founder
Book a discovery call

Choose a date and time that suits you for a discovery call with our team.

Your contact
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CEO & Co-Founder
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