Now that you have a great lead magnet, you may be wondering if your lead magnet is something you can set and forget or if you need to do maintenance. The answer is you will need to update your lead magnet – even if it was written to be evergreen. In this article, we will look at how often to update your lead magnet and when it is time to retire your lead magnet.
Do I Need to Update My Lead Magnet?
Yes, you will need to update your lead magnet to keep the information accurate. How often you need to update your lead magnet will depend on 2 things:
- How evergreen your lead magnet is
- How often you change things in your business
For example, if your lead magnet teaches new business owners how to do the taxes for their limited company, then you’ll need to update it every time the tax laws change. That means you’ll need to update your lead magnet every year at least.
An evergreen lead magnet, on the other hand, would contain information that doesn’t change very often. For example, a lead magnet that teaches business owners how to market their business would be an example of an evergreen lead magnet. You could avoid listing prices to ensure you don’t have to check that the details are accurate often.
Signs It Is Time to Update Your Lead Magnet
It’s time to update your lead magnet when any of the following things happen:
- The information is no longer accurate – Update your lead magnet when the information your lead magnet is based on has changed. For example, if the information in your lead magnet is based on Instagram’s current algorithm, then you will need to update your lead magnet to reflect changes to the Instagram algorithm.
- You’ve learned more on the topic – Update your lead magnet as your expertise grows. As you become more experienced, review your lead magnet to see if you would advise differently. An updated version is a great excuse to promote your lead magnet some more.
- Your offers have changed – Your lead magnet should promote your offers or coaching programs as the next step to further their results. Therefore, when the details of your offers or coaching programs change, you’ll need to update your lead magnet.
- Your contact details have changed – Make sure your lead magnet always has up to date contact details. You don’t want to lose potential coaching clients because they are emailing the wrong address.
- Your branding has changed – Update your lead magnet whenever you update your branding so that it matches your brand. The goal is to create a uniform experience for your coaching clients.
In short, anytime something changes that will impact your lead magnet, update your lead magnet. In addition to updating your lead magnet for new downloaders, email people who already have your lead magnet with the updated version. This is a great opportunity to check in with people who are interested in the topic again and nurture the relationship.
What If I Struggle to Remember to Update My Lead Magnet?
If you don’t think you’ll be able to remember to update your lead magnet when the above changes happen, consider scheduling time to review your lead magnet. Set time aside 6-12 months to read through your lead magnet and check if all the information is still accurate.
When to Retire Your Lead Magnet
Lead magnets are not meant to last forever. They are meant to offer a low barrier of entry to your coaching program sales funnel. As your business grows and changes, your lead magnets will change too. Here are the signs it is time to retire your lead magnet:
- You’ve changed your business direction – The most obvious sign that it is time to retire your lead magnet is when you’ve changed the direction of your business. Coaches often decide to niche down to focus on a particular topic of their coaching, or they may decide to change the way they coach clients.
- You’ve got a more relevant lead magnet idea – You may decide to swap your current lead magnet for a new lead magnet that is more suited to your offering or your ideal coaching clients. That may mean retiring your current lead magnet in favour of the new one.
- You’re retiring the offer or coaching program connected to the lead magnet – There is no point keeping a lead magnet that doesn’t tie into an offer or a coaching program. The role of a lead magnet is to fill your email list with prospects interested in a particular topic so you can promote your coaching program on the same topic. If you no longer have a course on that topic, you don’t want those people on your list.
Don’t be afraid to retire your lead magnet when it is time. Retiring your lead magnet doesn’t mean it’s gone forever; you can always use it in other ways. For example, you could repurpose your lead magnet into content, use it as an extra for a course, or keep it as a free resource in your store (as opposed to a lead magnet.)