Lead magnets. They sound a bit techie and maybe even a bit too 'online business' for some small business owners. But if you're not using one, you're missing a really simple way to quietly (and consistently) grow your email list, warm up your audience, and build relationships off social media.

No need to dance on Reels or post six times a day. Just something useful, helpful and completely yours.

So, whether you've got no idea what a lead magnet is or you're wondering how to get more mileage out of one you've already made, this post is for you.

First up – what even is a lead magnet?

A lead magnet is just something free that you give away in exchange for someone’s email address. That's it. Nothing complicated.

Think cheat sheets, mini-guides, checklists, email challenges, short videos, swipe files or templates. It solves a small problem for your audience, gives them a taster of what you do, and helps you start building a deeper relationship with them beyond social media.

And yes, social media is brilliant. You know I love it. But the platforms you use could change, vanish or glitch tomorrow. Your mailing list is solid ground. It’s yours. No algorithms. No hacks. No rules being rewritten overnight.

Why lead magnets matter for small businesses

Because a good one will quietly:

• grow your email list in the background

• build trust with your audience

• warm people up for your offers

And let’s not forget that email is a more focused, more personal way to connect. Your followers might miss a post, but your email will land straight in their inbox.

Since I started promoting my lead magnets more consistently, I’ve doubled my mailing list. It’s still not massive, but it’s mighty – and full of people who actually want to hear from me.

How to come up with a lead magnet idea that people actually want

This is where lots of people get stuck. So let’s break it down. Here's where to look for ideas:

• Ask your audience – use Instagram stories polls, post a question, or DM a loyal client and ask what they'd find helpful

• Check your FAQs – if you're answering the same question more than once, that’s a lead magnet in waiting

• Look at your process – could you turn your method or framework into a short guide?

• Check your analytics – what posts get the most saves, shares or comments? Turn one into a downloadable

It doesn’t need to be long or complicated. It just needs to solve one little problem and help people take one small step.

A quick checklist, short guide, mini email challenge, simple swipe file. Something useful that shows off what you know and how you help.

What to do once it’s made

Please don’t just post it once and let it gather dust.

Here’s how to get it working for you:

• Talk about it regularly in stories

• Add it to your LinkedIn bio and highlights

• Pin a post about it to your grid

• Create carousels or Reels that explain the problem it solves

• Show what's inside it

• Share a client win or mini-transformation that came from it

And repeat. Seriously, keep mentioning it. People need reminders. Your audience isn't bored of hearing about your lead magnet – they're just busy. So give them a nudge.

Lead magnets don’t need to be complicated, flashy or long. They just need to be helpful, relevant and easy to access.

If you want help figuring out what yours could be (or how to actually promote the one you already have), I can help with that. 

And if you want to feel more confident showing up in Stories (a brilliant place to promote your lead magnet, by the way), my Five Day Stories Challenge might be just the thing. It’s just £20 and you’ll get tips, prompts and confidence boosts delivered straight to your inbox.

Go on. Make something brilliant. And don’t forget to tell people about it.