Template

Lead Magnet Planning Template

Define the goal, audience, format, and promotion plan for a lead magnet before you build it.

Template sections

1. Problem statement

• What specific SME problem does this solve?
• How do we know this is a problem (data, calls, search volume)?
• What happens if the reader does nothing?

2. Audience

• Primary persona (role + stage)
• What they already know
• Where they spend time online
• Why they'd download this vs alternatives

3. Offer shape

• Promised outcome (specific)
• Time to value (how long to apply it)
• Why this is useful on its own (not a teaser for your paid product)

4. Format

• Template · checklist · guide · calculator · video · course · audit
• Page count / length estimate
• Who can produce it and by when

5. Distribution plan

• Landing page URL / layout
• Primary traffic source (SEO, paid, email, partner)
• Follow-up email sequence (3-5 emails)
• Repurposing plan (LinkedIn, Twitter, guest posts)

6. Success metrics

• Landing page conversion target
• Leads per month target
• Email reply / book-a-call rate target
• Revenue from lead magnet cohort (6-month view)

Example filled-in

Problem: SMEs can't tell which marketing channel is profitable. Audience: founders, 10-50 person businesses. Offer: ROI calculator + methodology sheet. Format: web calculator + 1-page PDF. Distribution: SEO landing page, LinkedIn post, newsletter. Metrics: 20% landing-page CR, 40 leads/month, 5% book-a-call.

Frequently asked questions

How long should a lead magnet be?

Short enough that people actually finish. Most SME lead magnets over-deliver on length and under-deliver on usefulness.