LeadMagnetGeniusFirst and foremost, quality is far more important than quantity when it comes to lead magnets. It’s better to have a couple of high-converting, valuable lead magnets than a dozen mediocre ones. If you create new lead magnets too frequently, you risk spreading your time thin and pumping out low-value freebies. Remember that each lead magnet also needs a promotion plan and a follow-up sequence to truly be effective.
In fact, marketing experts often advise focusing on optimizing one solid lead magnet before you try to spin up many others. If your first lead magnet is working decently, see if you can improve its landing page conversion or its follow-up emails. Squeezing more juice from an existing magnet can be more efficient than constantly creating new ones.
That said, there are a few good reasons to create new lead magnets periodically:
Targeting Different Audience Segments: If you have distinct segments or products, each might warrant its own lead magnet. For example, if you offer both design services and marketing consulting, one lead magnet might not appeal equally to both audiences.
Content Upgrades for Various Topics: If you run a content-rich site, you might create unique lead magnets (content upgrades) for popular topics to maximize conversions on those pages. E.g., a cooking blog might have a “Baking Substitutions Chart” on baking posts and a “Weekly Meal Plan PDF” on meal prep posts.
Testing and Refreshing: Sometimes a new lead magnet can reinvigorate list growth if your current one has plateaued.
So, how often should you introduce a new magnet? Let’s consider some guidelines.