The format of your lead magnet can really be anything and this is an opportunity to think outside the box and get creative. A popular type of lead magnet is a PDF download, like a free ebook, checklist or cheatsheet, etc. Another type of lead magnet is a free webinar.
It’s a trend right now to offer a lead magnet to build your email list.
*Be cautious about privacy issues and I encourage you to be transparent in your motives. For example, new European Union legislation opposes the whole point of a lead magnet, which traditionally means that once someone signs up for your lead magnet they are automatically added to your mailing list. This new EU law requires you to make it absolutely clear that the visitor is signing up for your mailing list.
You might use a website “landing page” to collect your “leads”.
Getting your lead magnet correct for your target can be challenging. It is a good idea to do some market research before creating your lead magnet. They can also take a long time to create.