Create and promote a lead magnet

A lead magnet topic converts when it answers a specific question your best customers had right before they needed your product. Kite looks for that question in a few places before it proposes anything:

• Your customers. Kite reads what your team's knowledge base says about who buys from you, what problems brought them in, and the language they use to describe those problems.
• Search demand. Kite researches the searches people run around your product's job, including how many people search each one and which pages currently rank. A topic with steady search demand gives the landing page a way to attract visitors on its own.
• Your competitors. Kite checks the guides, templates, and tools your competitors already give away, and the landing pages behind their current ads. That shows which topics are crowded and where a sharper version would stand out.
• Your own content. Kite reads your blog posts and their traffic on a site it hosts, or in your connected analytics, to find posts that already attract the right readers.

Kite then proposes two or three topics with the reasoning for each. Suppose you sell scheduling software for physical therapy clinics. Kite might suggest a "no-show reduction checklist for PT clinics" over a general guide to running a clinic, because clinic owners search for help with missed appointments and the checklist leads naturally to the product that fixes them. You choose the topic, or ask Kite for more options.

If you want to see what other teams give away first, read Lead magnet examples for small teams: guides, templates, and free tools Coming soon .

Kite writes and designs the resource, so you don't need a separate writer or designer. It picks the format that fits the topic and your buyers:

• A guide or report for a problem that needs explaining, delivered as a designed PDF in your brand's fonts and colors.
• A checklist or worksheet for a task people repeat, short enough to print or keep open in a tab.
• A template for a document your buyers would otherwise write from scratch, such as an email sequence or a campaign brief.
• A quiz or assessment that gives each person a result, built as a scored Typeform quiz when you use Typeform.
• A calculator or small tool that runs on your website, such as an estimate of what missed appointments cost a clinic each month.

Kite can also turn content you already have into a lead magnet. Three related blog posts can become one guide with a cover, a table of contents, and a new introduction. A webinar transcript can become a checklist of its main steps. Kite reads the source material, keeps the parts that hold up, fills the gaps, and rewrites the whole thing in your brand voice so it reads as one piece.

Every lead magnet draws on what Kite knows about your business, so the examples and advice fit your customers rather than a generic reader. Kite creates the images, charts, and cover from your brand system. You review the draft and request changes in the conversation before anything goes live.

A lead magnet landing page works best when it makes one promise to one audience and asks for one action. Kite builds the page around that idea. The headline names what the visitor gets, the section below it explains who it's for and what's inside, and a short form asks for only the details you need, usually a name and an email address.

On a website Kite hosts, Kite builds the page, adds the form, and creates a thank-you page where the visitor downloads the resource right away. It can show a preview of the cover or a sample page, because visitors trust a resource more once they've seen part of it. Every page is ready to preview before you publish it. If your website runs on Webflow or another supported content system, Kite publishes the page there instead.

If you'd rather collect signups in Typeform, Kite builds the form in your Typeform account in your brand's colors and fonts. It can send people to the download page as soon as they submit, and it adds your Google Analytics ID to the form so each signup can be traced back to the visit that produced it. A Typeform form works whether it's embedded on a site Kite hosts, embedded on another website, or shared as a link.

The email address only becomes valuable when the follow-up gives the new subscriber a reason to keep reading. Kite connects the form to your email list and writes the emails that come after the download.

On a website Kite hosts, Kite can send every signup from the lead magnet form straight into your Mailchimp audience with a tag for that lead magnet, such as "Checklist: no-show reduction." Mailchimp follows your audience's own opt-in setting, so if you use double opt-in, each person confirms their subscription first. You still get the usual email about each new signup.

Kite then writes a short follow-up sequence for the people with that tag. A typical sequence starts with the resource and one tip for using it, moves to a customer story about the same problem, and ends with a clear next step, such as a demo or a free trial. Kite creates the emails as Mailchimp campaigns for the tagged segment, sends you a test, and schedules them once you approve.

Kite also looks at who signs up. It researches each person's company and role and compares them with your ideal customer profile. When a signup looks like one of your best customers, Kite can tell your team and draft a personal reply from your Kite team address, so a strong lead hears from a person while the download is still fresh.

A lead magnet needs steady promotion, because the landing page won't attract many visitors on its own in its first weeks. Kite plans the promotion around the channels your buyers already pay attention to:

• Your email list. Kite writes an announcement for your existing subscribers and sends it through Mailchimp once you approve it.
• Social posts. Kite writes a short series of posts, such as one that introduces the problem, one that shares a tip from the resource, and one that shows a page from it. It publishes them through your connected social accounts, such as your company's LinkedIn page.
• Your existing blog posts. Kite adds a call to action for the lead magnet to the posts that already attract the right readers. On a site it hosts, it edits those posts directly.
• Outreach to new prospects. Kite can build a list of people at companies that match your ideal customer and write each one a short note that explains why the resource is relevant to their role.
• Ads. Kite writes ad copy and creates images or a short video for the lead magnet. With a connected LinkedIn Ads account, it prepares the campaign as a draft, and a team owner or admin launches it after confirming the budget.

Kite adds tracking codes (called UTM parameters) to the link in every email, post, and ad, so you can see which channel each signup came from.

A lead magnet's real result is the number of signups who fit your ideal customer, not the total download count. Kite reports on both, and it uses the gap between them to decide what to change.

On a website Kite hosts, Kite's built-in analytics show how many people visited the landing page, how many submitted the form, and which pages and sources sent them. If you use Google Analytics, Kite reads the same visits and conversions from your property and breaks them down by campaign and landing page. Mailchimp reports show how the follow-up emails performed, including opens, clicks, and who clicked the link to book a demo.

Kite puts those numbers next to its research on each signup. Say your LinkedIn posts brought in 200 downloads and your email to existing subscribers brought in 60. If most of the LinkedIn signups were students and consultants, while most of the email signups ran clinics, Kite would tell you the email list is the channel to invest in, and it would suggest changing the LinkedIn posts to speak more directly to clinic owners.

From there, Kite proposes the next round of work. That might be a new headline on the landing page, a shorter form, a different follow-up email, or a second lead magnet for an audience the first one missed. On a website Kite hosts, it can run an A/B test that splits visitors between two versions of the landing page and asks for your approval before making the winner permanent.