What really happened during my last launch…

I don’t think entrepreneurs talk nearly enough about what really goes into building a successful online business, particularly their failures along the way. Today I want to share with you what really happened during the last launch and what lessons I learned.

I’d love to hear your take-aways. And as I mentioned in the video, I’m thinking of making this an ongoing series, where I share what’s happening in my business (the ups and the downs). What would you like to learn more about? Please comment below.

The truth about online sales

There is something that seems like it should be easy about generating online sales. Like people are just browsing the internet, credit cards in hand, ready to find your product and buy it.

In some ways, this is absolutely true. Online shoppers are absolutely for real. You are probably one of them!

But on the other hand, the process of having the right people find your website, find your product, decide to buy your product, and actually hand over payment information is not exactly an easy one to manifest.

None of us here are exactly running a business like Amazon, right?

There are two primary ways to generate online sales:

  1. Attract extremely interested buyers who have an internal urgency, or reason to buy now, that’s external to you and your website. For example, I sell a lot of business analyst templates to people who aren’t even on our email list yet, primarily because they are browsing the web looking for templates.
  2. Create a reason for the prospects on your email list to buy now, like running a sale, launch, or limited time promotion.

The thing is, that sales of type #1 take a long time to cultivate in your business. I’m able to do this in my first business because I have a ton of organic search traffic and am well-referred in my specific niche of the world.

And #2 type of sales? Well, they can take a fair amount of work and you can’t exactly run a sale or online product launch every month to continue to generate sales.

But what if there was a way to generate type #2 online sales on a consistent, ongoing basis?

And in such a way that required no ongoing work for you?

There totally is! In internet marketing circles it’s called a “funnel” but I prefer “nurture sequence.” Putting a sequence of emails in place that automatically go out to new subscribers to your email list and – here’s the key part – include a time-sensitive offer – is one of the simplest ways to start building up online sales.

I’m putting together a new program that will help you turn opt-ins into digital product sales and I’d love your input. I’ve been resisting this idea for a long time. But frankly, I’m just sick and tired of seeing so many great digital products collecting dust on their virtual shelves instead of making their creators money and helping the people they were designed to help.

If this is something you’d like to learn more about, I’d really appreciate your input.

Click here to answer 2-question survey

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How to Convert Social Media Followers into Email Subscribers

Again and again, it proves out that email subscribers are much more valuable to your online business than social media followers. Having permission to email someone about your offer is much more likely to convert to a sale, especially during a launch, rather than catching them by chance when they show up on social media (or fighting with whatever algorithms the social media platforms put in place this week).

But many of you who have been blogging or building your business for awhile have a much bigger social media following than an email list, so how do you go about turning social media followers into email subscribers?

Once you have the first 3 email list building essentials in place, start implementing these 6 strategies on social media to turn followers into email subscribers.

1 – Share your opt-in via social media posts

Share your opt-in regularly on social media. Post it to your Facebook page, Twitter feed, LinkedIn profile, or mention it on Instagram.

Yes, even if you did it last week, someone new will see it this week. That’s how social media works. Besides, someone might need to see it several times before they take action and actually join your email list. Share your opt-in regularly and receive new email subscribers.

2 – Make your email subscription very visible on social media profiles

Unless you are running a launch, you’ll want to promote your opt-in via your social media profiles. Consider your header images (like the one inside the Momstyle Your Business Facebook group and on the Momstyle Your Business Facebook page) and pinned posts.

Pay attention to small details. On my Twitter profile, I have a link to “http://www.bridging-the-gap.com/free-resources” which redirects to my opt-in page. This way, the URL is part of positioning that there are free resources on the other side. A similar strategy would work on Instagram.

3 – Post new content to your blog

Consistently creating new content, posting it to your blog, and sharing it to social media, will also expand your email subscriber list. You can increase conversion to your email list by mentioning your opt-in right inside the blog post. For example:

(By the way, if you’d like to learn more about creating a financially-freeing online business, I offer a complimentary guide: 10 Steps to Building Passive Income with Digital Products.)

Yes, just like that. Add that copy after the first couple of sentences and then pick up with your blog post. There doesn’t have to be a logical break for this to work. If you read more articles here, you’ll see me doing this all the time, either to mention our email list or one of the products in our store.

4 – Create videos and live streams

Videos and live streams tend to get more exposure and attention on social media. The important thing is to mention your opt-in whenever you record a video or live stream and then link to directly to it in the comments or introduction.

One easy way to do this is to do a video series specifically about your opt-in. So if your opt-in has 3 parts, record a video about each part and then mention and link to your opt-in from each video.

5 – Share guest posts and podcasts

When you are featured on someone else’s blog or podcast, be sure your bio or show notes contain a link to your opt-in. Additionally, you can suggest links to related articles on your website, so if a reader or listener decides to click, they might also join your newsletter via your sidebar or under-the-post opt-in boxes.

Then, be sure to promote the post or podcast on social media as well. This helps you build stronger relationships, which will help you secure even more guest spots in the future. Besides, when your followers listen in to your interview, they will get to know you better and you’ll increase your chances of converting a social media follower into an email subscriber.

6 – Host a live “event” for email subscribers only

Finally, a great way to convert a social media following into email subscribers is to host a limited time, live event. Common examples include webinars and free challenges. In order to join the webinar or receive the challenge prompts, participants must register – and when they register they join your email list.

One important thing to note about live events is that the promotion during and after the event can be just as effective, if not more so, than the conversions you receive leading up to the event.

During the challenge or after the webinar, encourage participants to share insights or ask you questions via social media. Facebook groups are perfect for this. These posts will tend to be more interactive and get more visibility, so make it easy for new people to opt in to the replay or sign up for the challenge mid-stream.

While We Are Talking About Email Lists…

Be sure to join mine! You’ll receive 10 Steps to Building Passive Income with Digital Products and ongoing updates with new articles and special offers.

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5 Email List Building Essentials

Are you looking to put in place a solid email list building strategy? As a business with over 40,000 email subscribers (nearly all organic, not paid) I can certainly vouch that “the money is in the email list.” As my email list has grown, so has my revenue.

There are many advanced list building strategies out there, and many strategies that require you to make a significant financial investment. However, when you are first starting out, building your email list starts with implementing some basic strategies.

Email List Building Essential #1 – Freebie

A freebie, otherwise known as a lead magnet, is a special something that you gift to new email list subscribers. Think of a checklist, template, workbook, guide, or organized collection of information that would help them solve a specific problem. If you’ve already started creating a digital product, often you can offer a piece of your digital product for free.

For example, I offer a free guide with 10 Steps to Building Passive Income with Digital Products.

Email List Building Essential #2 – Landing Page for Your Opt-In

In order to promote your email list, you’ll need a standalone page (like this one) on your website where readers can learn more about your freebie and choose to opt-in.

The biggest mistake I see on landing pages is that they are too short and fail to describe the benefits of the freebie. Your reader is giving you permission to email them, and sometimes that permission is more valuable than their hard-earned money. As ironic as it may seem, you do need to sell your freebie.

Email List Building Essential #3 – Make Your Subscribe Option Visible on Your Website

Once you have your landing page for your opt-in, be sure to add an obvious link to the navigation in your website. Adding widgets to your side bar and below your article pages will also make sure new visitors learn about your freebie and have plenty of opportunities to opt-in.

You can also mention your freebie in your article content. Look at what I did in step 1 of this article as an example. 🙂

Email List Building Essential #4 – Short-term Promotion Strategy

Steps 1-3 are the basics, and give you a solid foundation for receiving a steady stream of new email list subscribers from your website, provided you receive regular traffic.

As a short-term strategy, also look for ways to promote your freebie directly. Share your opt-in on social media. Make it the focus of your headers, pinned posts, and profile content.

Guest post on blogs in your niche. Offer to be interviewed on podcasts. Speak for webinars or in-person events.

In my first business, one thing I like to do when I’m speaking is to bring up a copy of my Business Analyst Career Roadmap and speak to it briefly. Then I mention that on my website there is a 43-minute presentation walking through the entire roadmap in detail.

Anywhere you are connecting with new people, be sure to mention your email list and the freebie.

Email List Building Essential #5 – Long-Term Outreach Strategy

While promotion is necessary to get you going, long term you probably want a more passive, automated strategy. Creating high-value, freely available search engine optimized content is the best way I know to attract a steady stream of new readers.

The simple strategies I’ve put into the SEO Guide For Busy Moms attract 150,000+ organic search sessions and 1000+ subscribers every month.

Focus On One Step at a Time

Email list building is an ongoing activity that gets easier over time. Invest in the basics first, get your foundations in place, and then start promoting and building a long-term strategy to bring new readers and subscribers into your online business.

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Search Engine Optimization (SEO) Defined

Search engine optimization (SEO) sounds complicated and technical. And it can be. There are a lot of advanced practices that can be applied to your website as part of your online marketing strategy. But at the end of the day, search engine optimization is really a set of practices that help get specific pieces of content (like blog posts and web pages) to rank higher up for specific search terms.

This means that when someone (hopefully your potential buyer of your digital products) decides to type a few words in Google as part of researching a solution to their problem, one of your articles or posts appears near the top of the organic search results.

“Organic” search results are essentially all of the results that are not ads. Online marketers can pay to have their listing at the top of Google’s search results, and these are commonly referred to as “paid” search results.

Search engine optimization practices can be applied to any web page on your website, whether it is a post or a page, or whether they are articles you publish. A page could even be a web page you publish to share your images, video, or audio content, provided there is descriptive text on the page that a search engine can index.

This distinction is important because most of the search engine optimization work you do is not about optimizing your website. Most of the SEO work you’ll do is about optimizing pages for specific search terms, or keyword phrases.

When you think about it, you don’t use a search engine to find a website. You use a search engine to find an answer to a specific question or problem, and that answer is probably going to be on a specific page within a website.

That being said, there are some general things you can do for your entire site in the service of search engine optimization, like make sure the page structure enables search engines to read the text, submitting your site map to Google, and securing your site to ensure there is no malware. But by and large, most of your work will happen page by page.

There is not a magic wand someone can wave over your website and “optimize” it. The work we cover in the SEO Guide  for Busy Moms is all about what you can do to optimize individual pages on your website. In the guide, you’ll learn to focus on the easiest, most effective practices that won’t take a lot of time and energy. More importantly, layering on this little bit of extra work will help you make the most of all the time and energy you are already investing in your content, so it will work longer and harder for you and your business for years to come.

Click here to learn more about the SEO Guide for Busy Moms

 

Ick-Free Online Marketing: 3 Ways to Get Your Community to Notice Your Digital Product

The online marketing wizards of the world like to spew out the number of impressions you need before you make a sale. I’ve heard 7. I’ve heard 17. I’ve heard 27 or more. But the logical reality is that the more people who notice your digital product, the more people who will potentially buy it.

It stands to reason that your online marketing strategy – one that doesn’t feel icky or spammy – needs to get more people to notice your digital product. So let’s talk about a few ways you can do this. As a bonus, these are all free and they don’t require you to be pushy or spammy.

(By the way, there is a recording of a live stream where I talked about this topic inside the Momstyle Your Business Facebook group . It was my first Monday Night Wine Chat and it was loads of fun. You should totally join us!)

Online Marketing Strategy #1 – Mention Your Product in Content

The #1 way you can get people to notice your product is to mention it and link to it. Take a look at the sentence I wrote just above this header. You’ll see I mentioned my Facebook group and brought attention to it without making this entire article about the Facebook group. You can do the same thing with your product.

In fact, in this article on 5 Steps to Easing Up on All the Hard Work, you’ll see how I mentioned my 6-Figure Cash Flow System once towards the beginning of the article and twice towards the end. And look at that. I just did it again.

Mentioning your products can take a little getting used to, but once you develop the habit, it becomes a natural part of how you create content.

(And this idea isn’t limited to blog posts. You could do this in a podcast, video, Facebook post, or Tweet.)

Online Marketing Strategy #2 – Create a Helpful Piece of Content that Outlines Your Product

While mentions are great, creating a specific piece of content to highlight your product is even better. For example, at Bridging the Gap, I have a post called the 8 Steps to Being an Effective Business Analyst. I also happen to offer a course with 8 lessons going through each of the 8 steps. This is not a coincidence. I wrote the article as I was finalizing the course to explain my approach to a business analysis project and call attention to the course.

What’s more, I link to this article frequently. I receive a lot of questions from new business analysts looking for an approach or methodology to get started on their first project. I send them this article. I’ve seen these emails generate sales, without any further interaction from me.

I also link to this article any time I write the phrase “business analysis process” in another post, which serves both as a reference for someone new to my work and helps the article rise up in search engines.

This type of content is a core piece of your online marketing strategy. The article should be super-helpful so you feel great about sharing it frequently. It’s likely to be a longer piece of content and it’s likely to have numbers – like 5 steps or 10 must-have templates.

Online Marketing Strategy #3 – Set-Up an Email Auto-Responder

Another thing you’ll hear from the online marketing wizards is that a new subscriber is your most likely new buyer. If this is even sometimes true, it makes sense to introduce your new email subscribers to your products as part of your online marketing strategy.

Here are 3 simple ways to do this:

  • Add a PS to the confirmation email you send mentioning a specific product or with a link to your entire catalog. I’ve found that including a time-sensitive discount can increase sales.
  • Send an email with your top posts or articles, all or some of which mention your products.
  • Send an email with a list of product offerings and invite any questions they might have.

Of course, you can get more savvy and create a marketing funnel that’s designed to sell a specific product. But this doesn’t work for all markets, and you might not be there yet. Get started quickly and easily by mentioning your products so your new subscribers start to learn about them.

>>Get Your Products Noticed

We covered 3 ways to get your community to notice your digital products as part of your online marketing strategy. They are free and they shouldn’t feel pushy or spammy. You are simply leveraging your free content to call attention to the offers you have that can provide even more value to those who already know and like you.

I challenge you to pick one online marketing strategy and implement it this week in your content. The sooner you start, the sooner you can get those impressions, and the sooner you’ll start to see increased sales.

Launch in Review – 30-Day Digital Product Challenge

Here at Momstyle, we recently launched the 30-Day Digital Product Challenge. I always like to share the results of my launch, in the spirit of transparency and learning. Because during a launch, things rarely go as you expect. This launch was no different.

The Product Concept

The idea for the 30-Day Digital Product Challenge emerged from me watching mamas get hung up somewhere in the digital product creation process. While it’s great that the Digital Product Workshop is available on-demand, it hasn’t sold incredibly well. And I was also seeing evidence that the women investing in the Workshop were not following through on the implementation.

I asked myself: How can I help women follow through on this goal all the way to the end? The answer I came up with was the 30-Day Digital Product Challenge.

(As an aside, product development for an online business has always been like this for me. Create. Launch. Learn. Adjust. Repeat.)

But while I have a bad habit of diving into creating before vetting my idea, this time I posted the idea in the Momstyle Your Business Facebook group for feedback. The first version of the idea offered the Workshop + Challenge at $167.

The feedback I received was that the daily action steps and support were the most valuable and also that $100 felt like an upper limit for what people were ready to invest. I un-bundled the Challenge from the Workshop and offered it at $97. I also decided to limit participation to 25 total people, so that I could be sure to provide a lot of value to all participants.

The Launch Plan

With the product idea in mind, I started forming a launch plan. Another goal I had for the month was to grow my email list and Facebook group. I’d had great results doing both in January using a free, 5-Day Challenge so I decided to adjust that challenge and offer it again.

I decided on 3 days instead of 5 for a couple of reasons.

  • First, during the first challenge, participation waned after the first couple of days. I felt I had built in too many brainstorming tasks and not enough planning and getting ready to implement tasks.
  • Second, I work Tuesday – Thursday. During the last challenge, there was a lot of interaction in the group on Monday and it was difficult for me to keep up with it, since it’s a day I mostly spend with my girls.

I also tweaked the challenge to make sure that the ending point of the challenge – planning out a single idea – flowed very nicely into the starting point of the paid challenge – implementing the idea.

The launch plan emerged as follows:

  • Promote 3-Day Challenge via Facebook ads, local blogger meet-up, and posting in Facebook groups.
  • Pre-announce 30-Day Challenge to email subscribers who have expressed interest in this type of offering. (This resulted in 2 sales very early, which was a huge confidence boost.)
  • Deliver 3-Day Digital Product Challenge (Tuesday / Wednesday / Thursday), showing up 100% and helping participants work through their ideas and roadblocks.
  • Promote 30-Day Challenge with Facebook posts and email.
  • As new participants register, update the sales page to indicate the number of spots left. Also add a comment to the thread in the Facebook group. This creates social proof that others see the offer as worthwhile.
  • At the last minute, added in 3 Facebook Live events to pilot this new option within Facebook groups. I made sure to reinforce parts of the free challenge and speak to the forthcoming elements of the paid challenge

(To learn more about planning your launch, check out the Digital Product Launch Planner.)

The Launch Stats

  • Email List Size – Approximately 500 total, 124 signed up for the 3-Day Challenge.
  • Approximately 40 challenge participants registered via Facebook ads ($225 spend).
  • Sales = 10 total, $970 in revenue.
  • Conversion rate = 2% on entire list, 8% on challenge list.

What I Learned

  • Running a challenge Tuesday – Thursday really helped me be present and available, especially on the first day of challenge, since Monday is not a work day for me.
  • Thinking through the connection between the two challenges made the offer and promotion feel like an expansion of the work we’d already done. This made it feel more comfortable for me to promote, and I’m assuming was a more natural transition from a buyer perspective as well.
  • I sense that the similarity in names between the 3-Day Challenge and the 30-Day Challenge could have caused some confusion. I’m not sure it was crystal clear what the difference was, and this could have impacted sales. I remember again and again that names are everything when it comes to digital products!
  • Inside the group, I received a critical piece of feedback that will help me rename the free challenge for the next time I offer it. The feedback was “I feel I have an idea that will actually sell.” Next time, I’ll also be swapping out day 3 for an action step to help hone in on an idea more likely to sell.
  • One thing still puzzles me. After a strong pattern of sales, there were 0 sales on the last day, despite an email and 3 Facebook group posts. I still have no idea why! I’ve never had this happen in my history of launching digital products. Typically, nearly half of my sales occur on the last day. Time will tell whether this was an anomaly or something to do with the launch plan itself.

As you can see, launching is about learning. I learn something every time I launch, no matter how the results match up against my goals.

What questions do you have about this launch? What lessons have you learned from running your own launches?

>>Learn more about launch sales

To learn more about planning your launch, check out the Digital Product Launch Planner.  You’ll learn exactly how to structure your offer to kick-start the selling process, how to communicate with your audience about your offer, and what to do before, during, and after your launch.

Click here to learn more about the Digital Product Launch Planner

A simple online product launch plan

So, your digital product is done. And you are ready to plan your online product launch. What now?

First things first. Celebrate your work. You did something few people do. You finished a big project and are ready to start selling your work to the world. That’s huge. Honor yourself.

And now let’s look at 5 steps to execute on a simple online product launch. Working through these steps will truly honor the time and effort you’ve invested by being sure it reaches as many people as possible, as soon as possible. Because a product launch is an opportunity to get the sales machine moving and receive compensation for all of your hard work.

(To receive a step-by-step planning guide to planning your launch, check out the Digital Product Launch Planner.)

Product Launch Step #1 – A Sales Page

The absolute first thing you want to do is create a sales page on your website to sell your product. This page explains why someone might need or want your product, what the product includes, what format it is in, and provides a clear call to action asking your reader to make the investment.

This page ends with an “add to cart” button that enables someone to buy your product.

This page’s only job is to sell your product, so make sure every word you write serves that purpose. No more and no less than what is needed to close the sale. And no links, except for the product-specific link to your cart.

Product Launch Step #2 – Decide On a Special, Time-Sensitive Offer to Get Initial Sales

Your initial sales during the launch of your product will be much higher if there is a time-sensitive offer. (This is an optional step, but an important one if you truly want to run a product launch and not simply add the product to your catalog.)

You have two basic options:

  • Discount the price (a 5o% discount is common for a digital product).
  • Add a bonus, such as time with you or a Q&A call or an extra component or product. (Once you have a digital product catalog, you can use other products as bonuses.)

You can add bonuses and discount the price, if you really want to encourage sales.

The most important thing is that your special offer is something your audience will respond to. When it doubt, discount. Most people like a good deal.

Feature your special offer prominently on your sales page and in your marketing copy around the launch.

Product Launch Step #3 – Write and Send Communications About Your Offer

If you’ve decided to make a time-sensitive offer, you’ll want to promote it heavily to your potential customers, which will typically be your email list and social media following. A typical series of communications looks like this:

  • Pre-launch communications to build anticipation and prepare your audience about the upcoming product offer. Most often, these should focus on the problem to be solved by your product, and benefits of receiving your product.
  • Initial announcement about the new product and special offer.
  • Follow-up messages to answer questions about the product or special offer.
  • If time allows, additional messages about the benefits of your product. Client testimonials or success stories work perfectly here.
  • One day left (sent the day before the special offer expires).
  • Last day (if via email, send 2 messages on the last day).

This might seem like a lot of communication. And it is! But it potentially takes several exposures for your customers to think about acting on your offer, especially if they are via social media.

As an aside, you’ll see much better conversion via email, which is why the core part of any online marketing strategy is to create an opt-in and an email list. You’ll benefit from it greatly come launch time.

Product Launch Step #4 – Take Down Your Special Offer

Once the time expires on your special offer, update the sales page to remove any mention of it and update the price if necessary. Now the product can go into your product catalog.

It’s very likely that you’ll receive some private messages from people who, for whatever reason, missed the deadline. Decide how you want to handle these. My go-to approach is to error on the side of being generous, especially when it comes to a discount.

Product Launch Step #5 – Conduct a Launch Review

After all of this marketing work, you’ll probably be ready to celebrate with a few glasses of wine and think about anything other than marketing your product. It’s well-deserved and you should totally do it!

However, there is one more thing that will help you learn from this launch and do even better next time, and that’s a launch review. Basically, you want to look at all of your stats around the launch, including page views, email open rates, email click-through rates, and total sales numbers.

Consider whether there is anything you wish you had done but didn’t. Or anything that didn’t work out as you expected.

I also like to look at the number of sales each day.  It’s so easy to forget how slow the first day can feel and that most of the sales typically come on the last day. Being able to look back on your numbers from previous launches will help you adjust based on what’s happening inside future launches, or trust that you are on the right track.

>>Learn more about launch sales

To learn more about planning your launch, check out the Digital Product Launch Planner.  You’ll learn exactly how to structure your offer to kick-start the selling process, how to communicate with your audience about your offer, and what to do before, during, and after your launch. The Guide also includes a planning checklist and launch review template, so you can get started planning your launch right away!

Click here to learn more about the Digital Product Launch Planner

How shiny object syndrome can kill your digital marketing success

It’s hard to go online without seeing some latest new trend in digital marketing, and shiny object syndrome means that we allow our attention to be captured by ideas that take us off track from our core of success.

  • Webinars are killing it for conversion these days!
  • You’ve absolutely, positively, got to be doing video.
  • Facebook is where it’s at! You need ads! And a group!
  • And Twitter, seriously, that’s where people are really making money.

And so on and so on.

I honestly believe that all of these statements are true. For some people and some businesses. But they may not be true for your business.

In fact, if you don’t have your online marketing system in place, it’s likely that they most definitely won’t be true for your business.

All of these tactics can work…if

  • Webinars can be great for conversion if you nurture and follow up with the people who attend.
  • Video is a great place to be if your target buyer is on YouTube searching for the kind of answers you can provide. And you still need a way to follow up before your viewer is distracted by the next funny cat video.
  • Facebook is a great place to engage people in your target market if you are willing to show up regularly and create engagement among your group members. What’s more, an ad alone will not grow your business. The best ads bring leads into your system, so you can follow up and engage.
  • Twitter, well, I honestly don’t know. I love to use Twitter at in-person conferences but I have no idea how people use it to make money online.

All of these marketing tactics can have a place in your marketing system. But using any one of these tactics without having a system is like pouring a lot of water into a colander – the people you reach flow right through and onto the next shiny object that captures their attention.

Build the system first

When I started this website (which we kept as simple and quick as humanly possible), here’s the general process I used to build the marketing system and avoid shiny object syndrome.

  1. From day 1, there was an option to join my email list to receive emails about future posts and offers.
  2. Two weeks later, there was a valuable opt-in behind the email sign-up.
  3. I kept writing new posts and mentioning my upcoming products (like the Online Marketing Systems Workshop – it’s this Saturday in Evergreen, Colorado!) and sharing the content.
  4. Then I started the Momstyle Your Business Facebook group to engage with members of my community and build more of an ecosystem around what we do here. (And if I was more disciplined, I probably would have worked on my follow-up sequence first.)

Then focus on growth

Then and only then did I focus on growth, which now means my email list and Facebook group. Here’s what that short trajectory has looked like:

  1. I launched a 5-day challenge to grow the Facebook group and my email list.
  2. Now I’m going back through my articles to optimize them for search engines so they start to get picked up by Google.
  3. Parallel to this, I’m reaching out to podcasters and other blogs, offering to be a guest expert. If these tactics work, they will have a short-term impact on both lists, as well as contribute to organic search traffic long term.

Beware of shiny object syndrome

Of course, there are some shiny objects that keep sliding into my peripheral vision too.

  1. I’d love to be on Periscope, but if I’m honest with myself I have a little more housekeeping to do on my content, and I want to fully figure out Facebook before branching out into a new social media platform.
  2. I feel these tingling calls to do a live webinar or call for my community, but something keeps telling me not yet.
  3. I’ve been told my image quotes would be great on Instagram, but again, I’m not ready to sink my time into a new social media platform until I have Facebook figured out.
  4. A marketing consultant I hired mentioned that analytical types like me are on Twitter. It was tempting to follow that trail, but instead, I doubled down on what was already working on Facebook.

When a new marketing tactic pops up, yes it can add value to your business. And if you love the work of implementing the tactic and it helps you reach your target audience, it very well could be the next shiny thing that helps your individual business take off.

But no matter what the tactic is, it will add a whole lot more value to your business once you have your marketing system set up. Because then you have a tested way to nurture and follow up with the people you reach through that new tactic, via the solid foundation of your marketing system.

Join us

We’re going to be talking a whole lot more about marketing systems in Saturday’s Online Marketing Systems Workshop. This workshop is about the fundamental principles I used to build a system for my first business that now generates over 1,000 leads and 100 product sales each and every month. It’s about the principles I’m applying right now as I build this new business too, because I 100% believe they work.

The workshop is only $47. It’s this Saturday, January 23, from 9-noon. I hope you can join us.

Click here to learn more about the workshop