Lead magnet
Also called: gated content, content offer
A lead magnet is something useful an agency offers in exchange for contact details, such as a checklist, a guide or a short assessment.
The lead magnet is the bridge between reading content and talking to the agency. It should solve a small, specific problem for the exact person the agency wants to reach.
Contacts who download it go into a nurture sequence, so the conversation continues after the download.
Most website visitors aren't ready to book a call. A good lead magnet captures the ones who are interested but not ready yet.
"Our AEP checklist is the lead magnet on the planning article; downloads go straight into the nurture sequence."
What are good lead magnet ideas for insurance agencies?
Small, specific tools for the people the agency wants to reach: a checklist, a short guide, a planning worksheet or a self-assessment. Pair each with a follow-up sequence.