LeadMagnetGeniusMany businesses use a mix: - Evergreen magnets as the staple for continuous lead flow (like an evergreen eBook on your site or a quiz that’s always available). - Periodic time-sensitive magnets to spike interest and capture those who need an extra push or to tie in with marketing campaigns (like quarterly webinars, limited challenges, etc.).
For instance, you might always have an evergreen PDF on your website’s sidebar (capturing a steady trickle of leads) and a couple times a year run a big time-sensitive promotion (like a free mini-course during summer break, or a holiday special).
One benefit of evergreen is consistency; one benefit of time-sensitive is momentum and excitement. The latter can also create a conversion event – you might find that leads gathered in a time-sensitive campaign convert to customers at a higher rate because they were primed by the event (e.g., a webinar where you pitched something at the end, which is very common due to the live urgency).
However, note the point on content: you can also design some lead magnets to be evergreen in content, but time-sensitive in delivery. Example: an evergreen topic webinar that you simply choose to do live occasionally. The content may not expire (you could even offer a replay later), but by making it a live event now, you give it that time-sensitive appeal. After the event, you might even turn the recording into an evergreen magnet (gated replay). So these categories aren’t mutually exclusive; you can repurpose.