How To Use Lead Magnets To Sell Out Your Next Virtual Event

If you really think about it, it’s absolutely mind-blowing that we can connect with people all over the world at the click of a button. All because of some pieces of plastic and witchcraft (at least that’s what it feels like at times).

We can instantly chinwag with China, video chat with Venezuela, gossip with Greece.

And we’re now so used to it, we take it for granted!

But despite it being easier than ever to connect with a worldwide audience, it can still be a struggle to sell out a webinar or other form of virtual event.

Not only do you have to reach interested people, you’ve also got to stand out in a competitive market.

You need something that can draw potential leads in like a magnet. (You can see where we’re going with this…)

Yes, we’re talking about lead magnets.

When done well, lead magnets are a proven way to attract interest, capture high-quality leads, and convert them into event attendees.

And we’re here to show you exactly what lead magnets are and why they work for live event marketing, along with the different types of lead magnets that drive sign-ups, and how you can use tools such as ScoreApp to create and promote your own lead magnets that will have you selling out all your future events.

Sound good? Then let’s get started!

What are lead magnets and why do they work for webinar and event marketing?

We talk a lot about lead magnets, but what are they?

Here’s a quick rundown of what we mean:

• What is a lead magnet? A lead magnet is a valuable piece of content or resource which businesses offer in exchange for contact information such as email addresses.
• How do lead magnets work? Lead magnets essentially create a value exchange. Your audience receives something useful, while you capture their interest and information for follow-up marketing. Win-win!
• Why should you use lead magnets for events? Lead magnets allow you to pre-qualify your leads and nurture them into registering for your event.

Fancy a few examples? You could offer:

• A free checklist to help your leads prepare for the event
• An exclusive guide related to your event’s theme
• An interactive quiz that offers tailored insights and a clear call to action

These are all great places to start with lead magnets for your next virtual event, and we’ll delve a little deeper into some specific examples below to get your mind whirring.

Top lead magnets to drive event registrations

Launching new products, seasonal sales, newsletter subscriptions… Lead magnets can work for all sorts of marketing campaigns.

What we’re concerned with here is the best types of lead magnets for getting people to register for your online events.

Here are five ideas we’ve seen work particularly well, time and time again.

1. Interactive quizzes and scorecards

• Why they work: Quizzes are engaging, fun, and personalized—so they’re perfect for grabbing attention. You can also use them to pre-qualify your leads by addressing specific pain points early on (along with filtering out time-wasters and people with little interest in your offerings).
• Example: A quiz like “How ready are you for [event topic]?” can highlight the value of attending your event—no matter what a lead scores on your quiz or how experienced or knowledgeable they are on the subject.
• How ScoreApp helps: ScoreApp makes it easy to create professional, interactive quizzes that deliver immediate results to your participants and really drive excitement and action.

2. Free event preparation resources

• Why they work: Resources such as checklists or guides are always useful, as they make participants feel prepared and excited for the event. If they’ve got relevant materials already, they’ll be more likely to follow up and attend.
• Example: “The ultimate checklist to prepare for [your webinar title].”
• How ScoreApp helps: Use ScoreApp to capture leads before offering downloadable resources. You can then easily follow up with personalized emails to nurture sign-ups.

3. Exclusive webinar or sneak peek

• Why they work: Offering exclusive pre-event content builds anticipation in the run-up to your event and showcases the value people will receive when they attend.
• Example: Host a free webinar or provide a teaser video of what attendees can expect (like an interview with a guest speaker).
• How ScoreApp helps: Promote the sneak peek via ScoreApp’s lead capture tools to attract and segment leads for follow-up.

4. Early access or VIP offers

• Why they work: People love exclusivity and being the first in line. Limited-time offers or VIP access create interest and urgency to encourage early sign-ups.
• Example: “Sign up for priority access to our event.”
• How ScoreApp helps: Use ScoreApp to deliver personalized invitations and track which leads have the highest engagement rates—which then allows you to prioritize follow-ups with the most-interested parties.

5. Discounts and giveaways

• Why they work: People also love freebies and saving money. Incentives like discounts or entry into a giveaway are a surefire way to motivate more people to take action.
• Example: “Sign up for a chance to win a free ticket.”
• How ScoreApp helps: Create an interactive quiz or scorecard that ties into your giveaway while capturing valuable lead information.

How to create a lead magnet that converts

No matter what type of lead magnet you create for your event, we’ve got a few next-level event marketing tips for you to bear in mind to make sure it converts.

Here’s how you can make sure your next lead magnet is an effective one.

Define your audience and goals

• Understand who your event is actually for and what they value most.
• Decide what action you want your leads to take. Do you want them to register there and then? To share the event with their network?

Choose the right lead magnet

• Align your lead magnet with your event theme and your audience’s needs (you’d be amazed at how often companies don’t get this part right). If you’re hosting a social media marketing webinar, make sure your lead magnet reflects the theme (an email marketing quiz might seem like a good idea, but you won’t be attracting the exact audience you need).

Create an engaging lead magnet

• Keep it valuable and actionable—people should get something from your lead magnet and be able to instantly put it to use (whether that be knowledge or a downloadable resource).
• Make it visually appealing and easy to consume—you want it to stand out amongst the noise online.
• Use ScoreApp to create interactive lead magnets such as quizzes or scorecards, which capture attention and encourage participation.

Promote your lead magnet

• Share it on social media—run ads, post organically, and even collaborate with influencers if that works for your brand or event.
• Use email marketing—send the lead magnet to your email list and encourage your audience to share it with their networks.
• Embed it on your website—use pop-ups, banners, and calls to action (CTAs) on your blog to attract visitors.

Nurture leads towards registration

• Follow up with personalized email sequences that make people feel valued.
• Highlight the value of attending your event and address any barriers to signing up (such as time or cost).
• Use ScoreApp integrations to automate your follow-ups and segment leads effectively.

How ScoreApp helps businesses sell out events

Thousands of brands and companies have already used ScoreApp to generate leads, engage their audience, and sell out their virtual and in-person events.

Like Brian from Clarity Up Consulting, who used ScoreApp to set up a waitlist for his free masterclass. This created a sense of anticipation and exclusivity that saw event spaces sell out in just 27 minutes on registration day!

And like Andrew and Pete, who created a quiz before their ATOMICON sales and marketing conference, which created personalized reports for their leads, showing exactly which event sessions could help them solve their problems and achieve their objectives. Thoughtful, useful, and successful.

There are plenty more businesses just like these that have successfully used ScoreApp to drive event registrations and streamline their lead capture and follow-up process—check out their stories here to read about their amazing results and how you can do the same for your brand.

Boost your event registrations with ScoreApp’s lead magnets

If you want your next event to be a sell-out, then strong lead magnets are your best friend.

They’re a fun way to attract high-quality leads who are genuinely interested in your event, by building excitement, engagement, and trust—three things that will have people kicking down your virtual door to be a part of what you’re doing.

And with ScoreApp’s built-in templates and seamless integrations you can create interactive and effective lead magnets that deliver results in just minutes—making it easier than ever to capture leads, nurture relationships, and fill your event with the right audience.

Try ScoreApp for free today to start creating interactive lead magnets of your own that will really engage your audience and get people signing up to your next event.