Stop Googling ‘How to Create Lead Magnets’ – Here’s What Actually Works

Picture this: It’s 9:47 PM on a Tuesday. You’re hunched over your laptop, squinting at a half-finished Canva design that’s supposed to be your “game-changing lead magnet.” You’ve been at this for three hours. Your coffee’s gone cold. Your partner’s given you that look twice already.

Sound familiar? You’re not alone. Most business owners have a graveyard of abandoned lead magnets lurking in their Downloads folder – PDF tombstones marking the spot where good intentions met the reality of actually having to create something people want to download.

Here’s the thing nobody tells you: the lead magnet itself isn’t the hard part. It’s everything else – the strategy, the automation, the testing, the endless tweaking that comes after. This post will show you what actually converts, which tools won’t make you want to throw your laptop out the window, and why 24 out of every 25 business owners eventually decide life’s too short for DIY marketing.

The Lead Magnet Graveyard: Why Most Fail Before They Start

Let’s have a moment of honesty, shall we? That “Ultimate Guide to [Insert Your Industry Here]” you’ve been planning? The one that’s been sitting in your to-do list for approximately 247 days? It’s probably not going to set the world on fire.

Not because you’re not brilliant at what you do (you absolutely are), but because you’re guessing at what people want instead of actually asking them. It’s like planning a dinner party menu based on what you reckon your guests might fancy, rather than checking if anyone’s vegetarian first.

Here’s what the smart ones do:

They start with a simple question: “What’s the one thing you wish someone would just sort for you?” Then they build everything around those actual responses. Revolutionary concept, we know.

The survey-first approach works because:

• You get real language from real customers (not marketing-speak you invented at 2 AM)
• You can spot patterns across multiple responses
• You build your email list while doing market research
• You stop playing guessing games with your audience’s brain

One client tried this approach and discovered their audience couldn’t care less about “productivity hacks” – they wanted “ways to get stuff done without feeling like a hamster on a wheel.” That one insight changed everything and tripled their sign-ups in a month.

The Tools That Won’t Drive You Mental (Plus Reality Checks)

If you’re determined to go down the DIY rabbit hole (and we respect your optimism), here are the tools that might save your sanity:

For surveys: Think SurveyMonkey’s cooler, more organised sibling. Drag-and-drop forms that don’t look like they were designed in 1999. Connects to everything else without requiring a computer science degree. Have a Formaloo free trial on us.

For content: ChatGPT Feed it your survey data and watch it spot patterns you’d miss after staring at responses for 24 hours straight. It’ll write your lead magnet content, email sequences, and probably your shopping list if you ask nicely.

For design: Canva Templates for everything from restaurant guides to rocket science checklists (probably). Change your brand colours across 47 pages with one click. Makes you feel like a design wizard even if you think Comic Sans is “quite nice actually.”

The reality check nobody mentions: Even with these magical tools, you’re looking at a solid weekend to create something decent. Then there’s the automation setup, email sequences, testing different versions, analysing results…

We’re not trying to scare you off (okay, maybe a little), but that “quick Saturday morning project” has a habit of turning into a month-long odyssey through the land of forgotten password resets and “why isn’t this working?” Google searches.

The Automation That Stops You Becoming a Digital Admin Assistant

Here’s where things get properly exciting – or properly overwhelming, depending on your relationship with technology.

The dream: Someone downloads your lead magnet, gets automatically added to your email list, receives a perfectly crafted welcome sequence, and you never have to manually touch a spreadsheet again.

The reality: Setting this up requires connecting approximately 47 different pieces of software, each with their own login credentials you’ll definitely forget.

The basic automation chain:

1. Download happens → Details hit Google Sheets
2. Google Sheets → Email platform gets updated
3. Email platform → Welcome sequence begins
4. You → Get on with actual business stuff

Tools that make this possible: Zapier or Pabbly Connect act as digital matchmakers, introducing your various software tools and helping them play nicely together.

What this looks like when it works: We at 24 fingers HQ automate over 1,800 tasks in a month. Every lead magnet download triggers a cascade of perfectly timed emails, data logging, and follow-ups, which reduced 24 hours a week on admin to about 24 minutes.

The testing advantage: You can automatically test different subject lines, landing pages, and email sequences. One of our recent tests showed a 70% improvement just by changing “tips to reduce stress” to “for people who hate the hustle.” Boom.

But here’s the thing – and we’re being brutally honest here – setting this up properly takes time, patience, and the kind of technical troubleshooting that makes grown adults cry into their keyboards.

Your Lead Magnet Action Plan (Or Our Alternative Suggestion)

Right, decision time. You’ve read this far, which puts you in one of two camps:

Camp A: “I’m definitely doing this myself” Fair play. Here’s your roadmap:

• Week 1: Create survey, share everywhere, collect 20+ responses
• Week 2: Analyse with ChatGPT, create lead magnet content
• Week 3: Design in Canva, set up automation
• Week 4: Launch, test, optimise, question life choices

Camp B: “This sounds like work” You’re not wrong. Between strategy, creation, design, automation, testing, and optimisation, you’re looking at 24+ hours minimum. And that’s if everything works first time (spoiler: it won’t).

Quick wins if you’re going DIY:

• Add one question to existing forms about biggest challenges
• Set up a basic “thank you” email for current downloads
• Test two different headlines on your current opt-in

The plot twist: While you’re wrestling with Zapier at midnight, your competitors are focusing on what they do best – running their actual business. Just saying.

Your audience is already telling you what they want through comments, questions, and behaviours. A proper lead magnet just gives them a way to put their hand up and say “yes, help me with this exact thing.”

The businesses winning aren’t the ones with perfect lead magnets – they’re the ones who listen fast and respond faster.

Had Enough of DIY Marketing?

If you know what needs doing but can’t face another evening spent wrestling with Canva or trying to figure out email automation, we get it.

Book a complimentary Growth Strategy Session where we’ll audit what’s working (and what isn’t), identify the biggest opportunities to get you more leads, and what to do if you need an extra pair of hands.

Honest advice from our award-winning team on how to add extra digits to your bottom line (without you having to become a marketing expert).

We can hardly believe it’s time to look ahead to the social media trends of 2022 as 2021 draws to a close. It’s been a busy 12 months, from lockdowns at the start and Freedom Day in the middle, to Omicron at the end. 

During it all, countless small and medium-sized businesses hitched a ride on the e-commerce rocket, fuelled – of course – by social media. 

That trend, at least, doesn’t look set to change any time soon, as over 50% of customers in a recent survey said they wanted local businesses to use social media more, with 58% keen to hear about offers via their favourite platforms. 

That’s great news for business owners, but what else can we expect for the coming 12 months? Let’s take a look at what we think will be the social media trends for 2022… 

Social selling – what is it and does it work?

Social selling is a buzz phrase for good, old-fashioned customer service, and it’s all about building a relationship and trust with your customers. 

Social selling is a growth sector, particularly for businesses or entrepreneurs looking to elevate their brand presence, and Instagram is the social selling marketplace. 

If you’re planning to launch a new business in 2022, it’s crucial you connect your online store and your social media presence to create an unrivalled marketing tool. Talk to us about how to become a master social media marketer.  

Craft your content to entice and excite potential customers, then engage personally with them to create a rapport and watch those conversions skyrocket. 

Make it easy for customers to communicate online 

We’ve all lost minutes (in some cases hours) of our lives hanging around on customer service phone lines while trying not to listen to the worst muzak in the world. 

E-commerce has the potential to change all that. In 2022, consumers will be looking for direct, online communication methods for support and after-sales service. 

It’s up to you to make it as easy as possible for your clients to get in touch, whether via a WhatsApp number, sliding into your DMs on Twitter, or messaging you on Facebook. 

Ensure your customer experience is as stress-free as possible and, if it’s appropriate, don’t forget to add a dash of fun. 

TikTok: one of the biggest social media trends for 2022

In the past couple of years, we’ve watched TikTok blossom from a teenager’s toy to becoming a fully fledged business platform. It’s added profiles, ads and a creator marketplace. 

Search demand for TikTok grew by 173% in 2021, compared to 22% for Instagram Reels and a 33% slump for Stories. 

A recent survey found 24% of respondents thought TikTok was the most effective for reaching their business goals, a massive 700% increase on 2020 figures. If you don’t have a TikTok presence, make 2022 the year you get one. 

Short videos will be king in 2022

The king is dead, long live the king. If YouTube is the home of the longer-form video, 2022 will see the rise and rise of bite-sized video content popping up across a range of platforms. 

While ephemeral content – ahem – such as Twitter Fleets and LinkedIn Stories came and went in 2021, TikTok’s popularity fed consumer appetite for video snippets that were smart, eye-catching and informative. 

With almost 40% of businesses preferring short-form videos too, the stage is set for a boom in the ad form. Start brainstorming now for ideas or read on for more social media trends for 2022. 

Take social media trends for 2022 and make them yours 

Social media is awash with all kinds of content, and nothing makes us smile more than when we come across something really smart or original. 

That’s why, in 2022, keeping an eye on what’s trending on social media will be crucial for entrepreneurs and business owners, because they’re brilliant bandwagons to jump on. 

If a trend lighting up social media fits with your brand message, what better excuse to hop on and use it to amplify your business? It’s a fuss-free way to generate potentially viral content. 

Should I pay for social media ads?

It’s a very good question, and something we can help with if you’re not quite sure. Business-to-business (B2B) ads are a potential growth area for paid social media ads in 2022, and Facebook is still the daddy when it comes to getting the best return on investment. 

Partner up with an influencer in 2022

Relationships are the glue that binds society together and it’s no different in business. The pandemic years have demonstrated that the UK’s small and medium sized businesses are a resilient, innovative bunch, and even more so when we join forces. 

In 2022, that trend will expand as increasing numbers of businesses partner up with influencers to spread their brand message to the widest possible audience. 

For example, teaming up with a top TikTokker could open up a whole new customer base, or partnering with a local Instgrammer with a solid following could boost your brand no end. 

The creative and revenue possibilities are endless, and you don’t even have to pay for a Kardashian (thank goodness). 

So there you have it – our pick of the social media trends for 2022. As always, we’ll keep our fingers on all the platforms’ pulses. In the meantime, all that remains is for us to raise a glass and wish everyone a happy and prosperous New Year. 

We’re 24 fingers, a digital marketing agency and a proud member of the Brentwood Chamber of Commerce, Excel Business Networking Group, the Trusted Business Community, the Organisation for Responsible Businesses and the Rotary Club of Brentwood à Becket. We help companies who are all fingers and thumbs with their social media grow their business and brand. Book your free strategy call here.

You know the saying “always the bridesmaid, never the bride”? We wonder if Instagram feels a little like that at the moment. Just when it was enjoying a moment in the social media sun with the announcement of a slew of new features, including the ability to post from the desktop (HURRAH and we’ll get to that in a bit), along comes parent company Facebook to elbow it back into the shade. 

Congratulations – it’s a Meta! If you’ve no idea what we’re talking about, pull up a chair: Facebook ain’t Facebook any more – it’s rebranded to Meta, complete with a wibbly wobbly new logo that has no end and no beginning. 

Announcing @Meta — the Facebook company’s new name. Meta is helping to build the metaverse, a place where we’ll play and connect in 3D. Welcome to the next chapter of social connection. pic.twitter.com/ywSJPLsCoD

— Meta (@Meta) October 28, 2021

But don’t panic, the social media platform itself is still going to be called Facebook, but new corporate moniker Meta will be the stepping stone into a wider digital ecosphere. As Mark Zuckerberg explained in a founder’s letter: “The next platform will be even more immersive – an embodied internet where you’re in the experience, not just looking at it. 

“You’ll be able to do almost anything you can imagine – get together with friends and family, work, learn, play, shop, create – as well as completely new experiences that don’t really fit how we think about computers or phones today.”

According to Zuckerberg, we’re all going to be zooming about as holograms, from working in the office and ripping it up at a concert, to catching up with friends and family. “This will open up more opportunity no matter where you live,” he wrote. “You’ll be able to spend more time on what matters to you, cut down time in traffic, and reduce your carbon footprint.”

While we’ll have to wait and see what all of that really means for us ordinary mortals, let’s get back to Instagram. For years, many people have grumbled about only being able to access their Instagram feed but not post anything, and now the boffins have finally done something about it. 

The new capability is one of several goodies unveiled by the platform that have been created to boost creativity (and, no doubt give TikTok a run for its money). For example, Instagram has made it easier to co-author posts and Reels with other users under the Collab feature. 

There are also changes to the fundraiser prompts so you can launch one directly through Instagram and make it easier for people to donate. 

And there’s more. Reels is going to get some music features, such as Superbeat, which adds video effects based on a song beat, while 3D lyrics brings up the words in tune with the melody.

If you need a helping hand getting to grips with Instagram’s new features, get in touch and we’ll get you posting like a pro. 

We’re 24 fingers, a digital marketing agency and a proud member of the 42 Club, Brentwood Chamber of Commerce, Excel Business Networking Group, the Trusted Business Community, the Organisation for Responsible Businesses and the Rotary Club of Brentwood à Becket. We help companies who are all fingers and thumbs with their social media grow their business and brand. Book your free strategy call here.

“I would have gotten away with it, if it hadn’t been for those pesky kids”, said almost every Scooby Doo villain ever. Those clever boffins at Facebook might be muttering something similar into their chai lattes at the latest social media bombshell – they’re no longer the world’s number one downloaded app. 

According to 2020 data from analytics platform App Annie, that honour now belongs to Chinese upstart TikTok. It has one billion users worldwide, including more than 100 million in the United States alone. 

So, what is the secret behind TikTok’s sudden boom in popularity? Well, it has proved massively popular among younger users, with some truly eye-popping content doing the rounds. 

Like Facebook, it’s proved itself to be a relatively easy platform for businesses to post content and grow their brands among a receptive and fairly affluent audience using nifty engagement solutions and immersive formats. 

It’s also given even the oldest social media hands a chance to flex their creative muscles. Who knew razor-sharp editing could be so much fun? 

Add into the mix last month’s move allowing post videos up to three minutes in length, tripling the previous cap, and we reckon Facebook will have to do a bit of work to catch up – which means more goodies possibly coming our way. Naturally, when they drop, we’ll make sure you’re the first to know. 

We’re 24 fingers, a digital marketing agency and a proud member of the 42 Club, Brentwood Chamber of Commerce, Excel Business Networking Group, the Trusted Business Community, the Organisation for Responsible Businesses and the Rotary Club of Brentwood à Becket. We help companies who are all fingers and thumbs with their social media grow their business and brand. Book your free strategy call here.

Never let it be said we don’t appreciate the value of choice here at 24 fingers (just ask Emma about shoes) but – and we can barely believe we’re about to say this – there are times when having too many options is bad, especially when it comes to using social media platforms for marketing your brand.  

When it comes to advertising your business, it pays to be precise. There are lots of platforms that entrepreneurs can use to showcase their wares or services. However, like butter scraped over too much bread, trying to hit them all can be exhausting and do your bottom line no favours. Instead, try the following: 

Where are your people?

Any small business needs a marketing strategy and underpinning every single part of it is a deep knowledge of your customer. As well as their needs and pain points, you must also know which social media platform they spend their time on. 

If your market is Gen Z, then you should be hitting Instagram with both marketing barrels, because that’s where 73% of them hang out. On the other hand, 78% of baby boomers prefer Facebook. Target your marketing accordingly and you’ll save time, money and reap the sales rewards. 

How’s that content coming along then?

It’s all very well knowing where your ideal customers are if you don’t know what content they’re consuming. Do your younger audience members on Instagram want to wade through a blog post about the latest news in your sector, or will your older, Facebook-loving clients be keen on a funky video backed by a hard house soundtrack?

Alternatively, you can ask for feedback: 

• Look at your metrics to see who is consuming which content and on what platform
• Poll your customers and social media visitors to find out what they want to see/read
• Talk to your customers as they interact with you – direct questions work

Pick your platform carefully

So, you’ve established your ideal customer and found out what they want. Now all you have to do is match it to the appropriate platform – simples. 

One of the best starting points is a social media site you’re either familiar with or have had a positive experience with in the past. Use it as a test bed to try new ideas, then use your customer feedback to see how well this content performs on other outlets. 

A Facebook video could work well on YouTube and Instagram, for example, while a link to a blog post could engage on Linkedin and Twitter. Play around and see what happens. 

Act on your results

The great thing about social media is, even if you’re only operating on one or two platforms, they come with insightful analysis so you can see for yourself what’s happening with your content. 

Use those figures to more accurately target your audiences with content you know they’ll lap up and enjoy, and planning your next ad campaign will be a breeze, because you’ll know exactly where you need to be. 

If you’re still feeling more scattergun than surgical tool, drop us a line and we’ll help sharpen up that focus. 

We’re 24 fingers, a digital marketing agency and a proud member of the 42 Club, Brentwood Chamber of Commerce, Excel Business Networking Group, the Trusted Business Community, the Organisation for Responsible Businesses and the Rotary Club of Brentwood à Becket. We help companies who are all fingers and thumbs with their social media grow their business and brand. Book your free strategy call here.

We know many business owners wear several hats, from HR to PR and back again and there are some days that really ought to be four times as long, so everything gets done. Fear not, under-pressure damsels in business distress. Like a knight in slimline silver armour, Linkedin’s new features are coming to your rescue and promise will make life a bit easier. 

We’re big believers in every little helping, so let’s take a closer look at the goodies (Ed’s note: don’t you mean the Goode stuff? #badumtush)

Supercharge your posts

Taking a shameless leaf straight out of Facebook’s um… book, Linkedin will now allow you to boost a high-performing post to really supercharge your social media post’s engagement. 

It might sound like a cue for a song, but Linkedin says all you need are a “click of a button and a few payment details”, it’s a quick and effective way to expand a post’s reach without having to learn any new marketing tools. Nice. 

Amplify event promotion and measure the results

If the past year or so has taught us anything, it’s that many of us are more comfortable in front of the camera and crowds than ever before. 

If you’re among the businesses using group and community meetings or events as part of your marketing strategy, Linkedin’s Event Ad feature will help promote your event to a new audience, highlighting key details such as date, time, and how to join. 

It will also let members know if a mutual connection will be attending, so watch out for talking at the back. 

That’s smart enough on its own, but Linkedin’s new features also include an Event Analytics tool that offers insights into the reach, engagement, and companies behind event attendees, crucial information for tailoring or targeting future events. 

LinkedIn Live gets a boost

Business owners looking to get in on the livestreaming trend went crazy for Linkedin’s Live feature, which saw a more-than 400% YoY increase in the past 12 months or so. 

The chaps at the business platform have taken note and unveiled Custom Streaming, a nifty feature that allows members to use the broadcast tools they are most comfortable with, whether that’s Zoom, WebEx or OBS. If Microsoft Teams is your bag, that’s on its way too. 

Measure performance on the Go

Linkedin has finally realised many business owners aren’t chained to their computers 24/7 and can get out and about from time to time. 

With that in mind, they’ve launched Mobile Page Analytics, sending all the visitor, follower and content insights, including organic and boosted metrics, normally accessible on your desktop, straight to your phone. 

If you’re still struggling to get to grips with Linkedin’s new features, give us a shout and we’ll soon have you LinkedIn-ing like a pro.  

We’re 24 fingers, a digital marketing agency and a proud member of the 42 Club, Brentwood Chamber of Commerce, Excel Business Networking Group, the Trusted Business Community, the Organisation for Responsible Businesses and the Rotary Club of Brentwood à Becket. We help companies who are all fingers and thumbs with their social media grow their business and brand. Book your free strategy call here.

Blur vs Oasis. Microsoft vs Apple. Coke vs Pepsi. They are among some of the greatest rivalries the world has ever known. Now you can add Instagram Reels Insights vs TikTok. 

Trust the kids to show the old hands how to make the most of the rapidly evolving social media landscape. Instagram has been playing catch-up with its Chinese-owned rival for months, rolling out feature after feature to woo users and business owners. 

The Reels feature was great for in-app shopping, but when it came to breaking down who was doing what, where and when, Instagram users were left twiddling their thumbs and shuffling their feet, while TikTokers lapped up data about their types of traffic sources, performance by geographic location and videos’ average watch time. 

Now, the Facebook-owned site has enhanced its Reels tool with Insights, allowing users to access crucial information such as Accounts Reached, Saves and Shares for their Reels, as well as being able to share the number of Peak Concurrent Viewers watching their Live videos. 

Even better, in Instagram’s Account Insights section, there will be all kinds of goodies to analyse, including the kinds of accounts users are reaching, and which content formats produce the most engagement. 

The rivalry between the two platforms has been great for business users and the development of Instagram Reels Insights is no exception, but it won’t be the last. Expect more changes as TikTok announced it is set to partner with specific brands in a trial of in-app sales.

Will Instagram follow suit, or beat them to the punch? Stay tuned to our blog posts to find out. 

We’re 24 fingers, a digital marketing agency and a proud member of the 42 Club, Brentwood Chamber of Commerce, Excel Business Networking Group, the Trusted Business Community, the Organisation for Responsible Businesses and the Rotary Club of Brentwood à Becket. We help companies who are all fingers and thumbs with their social media grow their business and brand. Book your free strategy call here.

If 2020 taught us anything, it was that the small and medium business owners are a resilient, quick-thinking bunch. When Covid smacked a massive hole through everyone’s plans, this community rolled up its sleeves and got stuck in, supporting others while pivoting themselves. Talk about inspirational. 

Now, as the world ever-so-slowly returns to some degree of normal, the King’s Lynn BID (the area’s Business Improvement District) is doing its bit to help entrepreneurs refocus, recover and grow – and we’re proud to share that 24 fingers has been invited to support.

We’re one of the companies featured in the King’s Lynn BID Business Support Package: Refocus, Recover & Grow, a scheme aimed at connecting BID members with professionals who can help their businesses survive and thrive, even in today’s challenging economic environment. 

Business owners who aren’t sure of what help they need can browse the list on the Discover King’s Lynn website and contact anyone who catches their eye, or they can attend free short webinars offering a flavour of the areas the businesses in the group cover, from branding and business strategy, to social media and advertising. 

“We’re thrilled to be able to offer our wide range of expertise to businesses in the King’s Lynn region,” said Emma Goode. 

“The thought of revamping or refocusing a business at the best of times can be an intimidating task, but after the upheaval of last year, the King’s Lynn BID’s  Business Support Package is a brilliant way to help entrepreneurs get back on their feet or find new avenues to explore. We can’t wait to start supporting.”

We’re 24 fingers, a digital marketing agency and a proud member of the 42 Club, Brentwood Chamber of Commerce, Excel Business Networking Group, the Trusted Business Community, the Organisation for Responsible Businesses and the Rotary Club of Brentwood à Becket. We help companies who are all fingers and thumbs with their social media grow their business and brand. Book your free strategy call here

Trying to show that crossed arms aren’t always a defensive gesture

Say hello to our new resident master of voice at 24 fingers, branded content writer Alex Tuck, who tells us he’s a chameleon when it comes to establishing the right brand tone. Which is nifty.

With branded content on the rise, leveraging an authenticity with audiences that traditional advertising struggles to match, Alex helps our clients build the bridge between their marketing objectives and the desires of their audience.

Originally coming from a broadcast media background, he has 15 years’ experience in editorial roles at ESPN (Ed’s note: just like our James), Discovery Inc. and Red Bull Media House in Salzburg. Makes us want to run around in clothes made from curtains. Bonus points if you got that reference.

Alex’s big passion is using the power of storytelling to help brands to engage on a human level so often absent in the corporate realm. It means our content touches hits the right emotional trigger and moves a consumer to take action. That’s what all brands want, right? Content that has the power to move people.

His creativity has been utilised recently when he scripted a fictional podcast series entitled: ‘The World of 2050’, and as a proud father to Clara, aged 2, he finds himself revelling in the challenge of creating a different voice for every character in her story books. Told you he was versatile.

A highly social chap with a great sense of humour, he takes inspiration from Bob Mortimer, Tom Waits and Bill Bryson; who was honorary speaker when he graduated with a degree in ‘Imaginative Writing & Screen Studies’.

So, what makes Alex a good fit for social media and marketing content?

Alex: “I’m always looking to feel something when I write. There’s no substitute for a great story, well told. It is the only way to garner attention in a noisy, competitive world. Acting as an antenna to tune into the emotional bandwidth of your audience (one for the analogues out there) is vital to the perception of value.”

*What Alex wrote*. Welcome to the team, Mr Tuck.