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3 Lead Magnet Ideas for Cannabis Businesses

Every for-profit cannabis business has a similar (and obvious) goal — to sell its products or services. But with this “simple goal” comes the challenge of cutting through the competition and converting cold or warm leads into hot candidates and sales. One of the most effective ways of hooking new leads is to create lead magnets on your website. Lead magnets are more than pop-up windows asking for your email address. A lead magnet offers your potential customers something they find valuable in exchange for their contact information. In an ideal situation, the contact info collected would be funneled into a CRM (customer relationship manager) to nurture the lead — and win brand loyalty.

Lead magnets are part of an inbound marketing approach — catering to your potential customers’ unique needs and interests. That means you’ll have to know your ideal customer and why they want or need your product or service. Let’s talk about three lead magnet ideas for cannabis businesses and how they could help turn your website visitors into paying customers.

1. Gated Content
2. Subscribe and Save
3. Quizzes

Gated Content

If you read content online, you’ve experienced a gated content offer. When someone is browsing your offerings or blog posts, you have the opportunity to prompt them with a free tool. It’s aimed at solving a niche problem that relates to the topic. All they have to do is drop their email or other contact info into a form, and you’ll send them straight to their inbox.

Now it’s time to create a lead magnet — the document, report, video, tutorial or checklist that can help them to solve a problem or achieve a goal. No fees, no checkout. Just a free but ultra-valuable tool for the low price of their contact info. Not only are you helping them to achieve their goal, but if your advice is sound, your potential customer will see your business as a trustworthy expert they can rely on to solve other problems.

Aside from the obvious benefit of utilizing their contact information for future email marketing campaigns, it also provides insight into which issues they care most about. If you’ve set up your CRM correctly, you can keep track of which documents or topics they’ve downloaded to cater your follow-up messaging to those areas of interest.

Gated content:

  1. Contributes to a goal or solution of your potential customer
  2. Highlights your business’ expertise in a topic — creating trust and authority
  3. Exposes your potential customer to your product or service
  4. Provides you with contact information to retarget your warm leads
  5. Contributes to a more robust marketing strategy

Subscribe and Save

Next on our list of lead magnet ideas for cannabis businesses is subscription lead magnets. There’s no doubt about it — email contacts are valuable. With a direct line to your potential customers, you can achieve many goals, including but not limited to increased sales, referrals, brand awareness, brand loyalty and a higher click-through rate (CTR). If your brand produces a regular newsletter, you’ll want new subscribers coming in regularly. So, offer a benefit to the subscriber. Promo codes are a great way to add value for your subscribers and encourage an immediate sale.

There are several ways to reveal this offer on your website. A pop-up puts your message front and center, but can be a buzzkill for some customers. Consider these other ways to structure your subscription offer:

  1. Reveal the pop-up on “exit intent,” or when the mouse appears to be leaving your site
  2. Revealed as a pop-out (from the side) to avoid obstructing the visitor’s view
  3. Placed in the footer as a stationary feature
  4. Featured as a message banner above the menu
  5. Revealed after a certain amount of time on the page

With the opportunity to save a few bucks with an immediate discount code, customers are more likely to sign up and spend while giving you access to landing in their inbox.

Want the checklist on how to develop your lead magnet? Get the download for free!


There is much to be said about gamification, especially when learning about cannabis or hemp. Quizzes allow potential customers to interact with your site, determine if your product or service is right for them, and have a little fun. They also allow you to take a peek into the lifestyles and circumstances of your true potential customers.

If appropriately utilized, quizzes can act as customer surveys or a demographic acquisition tool. With questions that tap into intentional data points, you can inform your internal decision-makers with critical insights on product improvements, consumer pain points and merchandising decisions.

Quizzes allow you to:

  1. Ask qualifying questions
  2. Dial into the challenges your customers are facing
  3. Learn the level of interest your viewers have in making a purchase decision
  4. Suggest a product or service that best fits their responses
  5. Offer a call-to-action
  6. Offer a limited time promo code they can use right away
  7. Offer up the results right away, or make it gated content by asking for an email to receive the results
  8. Follow up with future email drip campaigns

The benefits of lead magnet strategies ripple in both directions. While you nurture leads for your business, your consumers get discounts, tools or essential information they need. The true value is in the data you collect and your response to it. Now that you know some of the most effective types of lead magnets, get started on your own! Download our lead magnet creation checklist below.

Want to talk through more lead magnet ideas for cannabis businesses? Let’s chat strategy!

If you’re ready to take the next step with lead magnets, leave it to the professionals. Schedule a discovery call with CannaSiteCo. and let’s roll!

Get the Lead Magnet Checklist!

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