Author: Micheal O'Neill

How To Plan An Online Launch (For Online Courses & Memberships)

How To Plan An Online Launch (For Online Courses & Memberships)

Micheal O'Neill

How To Plan An Online Launch (For Online Courses & Memberships)

You have a course or membership that you know can get people massive results.

Anyone who joins gives hugely positive feedback and their progress is clear to see.

But you are struggling to really gain traction, hit that breakthrough launch, and scale your online business.

Well, trust me you are not alone. I have helped hundreds of online business owners who were in this exact position too, and the good news is, there is a solution.

So if you want to scale both your online business revenue and profitability while having the impact that you know you can then this post is for you.

What I am going to bring you through today is the planning tool I’ve used to deliver almost 60 launches and was a huge part of me building $1.5m in annual recurring revenue from courses and memberships.

It is now used by all my Lead2Launch Clients too.

I’m going to share the key phases of your launch and key elements that you need to plan, create and deliver within each phase.

And if you hand around to the very end I will share a special bonus session where I uncover 5 tweaks to supercharge your launch planning for maximum results.

 

Table of Contents

Your Launch Planning Tools

Ok lets kick off looking at Your Launch Planning Tools.

First we have my own Launch Planning Template.

Think of this as your heads up display for your launch.

I always start my planning process in Excel because it helps me visually map out the elements and move things around quickly and easily.

Sure there are lots of software programs that you can give you this view but none of them are as flexible, convenient, or quick as Excel

Once we have the outline of the plan I then move the project over into Asana for my detailed day-to-day project management.

You can easily import projects, sections, and actions from Excel into Asana.

Now some people love Trello, others Microsoft Project, and Monday is another tool that I have used.

They all work and a lot depends on what you are used to but I love Asana and if you are really visual you can connect Asana to a low-cost service called Instagantt which turns your Asana project into a Gantt chart view.

You can build in estimated timelines for actions and task dependencies to really see your critical success path.

This is especially useful when you are coordinating a larger team or when your launch become more complex.

Your Launch Planning Timelines

Next, let’s look at your launch planning timelines.

I plan in 90-day cycles with the first day of the new cycle 80 days before open cart or when you first make the offer for your launch.

The reason being I believe that as an online business owner you should have 4 promotions a year. These don’t need to be primary promotions.

You may do 2 primary promotions and 2 secondary promotions. The primary promotions are for your signature product or membership.

Your secondary promotions could be for a front-end membership or program a virtual event or even a JV launch that you want to go all-in on.

If you are just starting out I encourage my clients to go all out and launch their primary product or membership 4 times a year. Getting the reps in early in play is extremely important to optimize your funnel, launch copy, campaigns, and offer.

I love the quarterly promotion model because it gives you plenty of time to build your email list, build trust with your new subscribers and work on optimizing your launch.

5 Launch Planning Phases

Third, we are going to look at your Launch Planning Phases.

90 days break down into 13 weeks.

The first 6 weeks are what I call the Build Phase. Because your next launch starts the second your previous launch has finished.

One of the biggest mistakes I see people make is they wander aimlessly between their launches. You have to plan your weekly content so that it lines your email list up for your launch.

Including this phase in your launch planning will force you to be more strategic in the content that you create. Every piece of content should be positioning you, your audience, and your concepts so that when it comes to your offer people are pumped primed and ready to go.

Phase 2 is the Awareness Phase.

This is where you build Awareness of both the specific problems that you solve with your signature program and the opportunities that exist for people if they were to achieve the ultimate transformation that you know is possible for them.

One of the best ways you can do this is by sharing case studies and success stories. Depending on the format of your Pre-Launch this phase can be 2 to 2 and a half weeks. During this period I like to step up the frequency of my emails from once a week to twice a week.

Phase 3 is the Pre-Launch Phase

This is where we invite people to join a Masterclass / Workshop / Challenge / Coaching Week. Whatever phrase or approach you want to use to describe your Pre-Launch content

Your Pre-launch will normally be free but does require registration

In some cases for the likes of challenges or coaching weeks, you can charge a low ticket amount, traditionally – $7 – $47.

The format of your Pre-launch can range from a single piece of pre-recorded or live content to the traditional 3-part workshops all the way to 5 and 7-day challenges.

As a result, your pre-launch phase including the registration and delivery period will be from 2-4 weeks

Phase 4 is the Launch Phase.

This is where you open up doors for your program or membership, make your offer and start welcoming new members.

This phase can last anywhere from 3 days for a quick launch to 5 to 6 days for a standard launch.

In this phase, we go all out emailing at least once a day and I encourage people to go live every day if possible.

Phase 5 the final phase is the Onboarding Phase. This is a hugely important phase for the long-term success of your business.

It is so important you create a wonderful experience for your new members in that first 7-14 day window. Spend as much time working on your welcome sequence as you do on your pre-launch and launch sequences.

Ok so now that we have looked at our Launch Planning Phases let’s dive into the planning of the deliverables.

The 10 Launch Planning Deliverable Categories

Diving into the plan in a little more detail you can see I have broken each day down into 10 sections.

Part of how to use this planner is for my weekly and daily team meetings. Even if you don’t have any team these daily launch check-ins are essential.

I want to be able to see all the key date-driven actions on a day-by-day basis but I also want to be able to see what’s coming up on a week-by-week basis.

Finding this balance between the micro and macro planning in the visual launch plan is essential

There are 10 areas that I like to plot on this visual plan which includes:

Copy

This is the drafting of all the copy for your lead generation and launch, emails, opt-in pages, ads, social posts, and offer pages. It is important you have your copy drafted well before it needs to go live so you have an opportunity to review, proof, and optimize.

Lead Magnet

This is everything related to the production, publication and promotion of your lead generating lead magnet, when it needs to be created by, promotion deadlines, optimization, updates, new lead magnets, launching a mini-front end self-liquidating product

PLC Content

Here we include the date that registration for your masterclass opens and the delivery of each module of your Masterclass or Workshop

Email

This is for the delivery date of each email. I plan and label each email to be sent during each phase of my 90 Day Plan. This is a great way of planning and building a cohesive, fully aligned email campaign which gently easy your email subscriber from cold contact to raving fan and recurring long time customer

Funnel

This part is for everything got to do with the design, design, development, integration, launch, and optimization of your launch funnel. The opt-in pages, thank you pages, the pre-launch video or livestream pages, your concierge page, opt-in analytics, and tracking, offer page, checkout and payment integration, course or membership set up, and onboarding. So every webpage, integration, and step required for a member to move from prospect to lead to masterclass registrant, paying customer and member.

FB ads

This is the planning, launch, and optimization of your lead generation, pre-launch and offer promotion. You will have multiple layers of both top of funnel cold targeting ads and middle of funnel retargeting ads for each promotion

Social

You definitely want to have drafted and scheduled your social posts in advance. Yes, you want to sprinkle in reactive and “in the moment posts” but trust me when you are under pressure social is the first thing to get dropped. I like to build out at least one social post per email. No need to get overly cute, especially in the early days of launching. Use your email copy as the basis for your social posts

Livestream & Webinar

Going live in any format is one of the best ways to engage with your audience. Even if your audience is small. I like to start building momentum with my livestreams during the Awareness Phase. During your open car of offer phase, you want to schedule a number of livestreams and webinars to make sure you help the people sitting on the fence jump off it

Open Cart

This is where we schedule our Open Cart and Closed Cart dates. As this is a key part of the launch I want to have these dates in constant focus throughout the planning and delivery process. Here we should schedule the in launch bonuses and any special initiatives we are going to undertake during the open cart period

Onboarding & Delivery

Ok so finally we come to one of the most forgotten periods of a launch which is the onboarding process. You need to have an email sequence drafted and scheduled well in advance of your open cart date. One thing that people often forget is that some people are going to sign up on day 1 of your launch. If you have a 5-day open cart you can’t leave these people sitting waiting until your launch is over for their next communication. Likewise, you can send these people critical onboarding information that people who register on day 5 are not going to get. You have to think carefully about this phase of your launch to ensure you create a wow experience for your members and build all-important momentum immediately

Launch Planning Setting Your Key Dates

Ok so now we are getting right down to setting the key dates for our launch.

I always start with the open cart day. I figure out the day I want to open up my program for registration and start driving traffic to the offer page.

We have to be careful that this open cart period avoids key national holidays, industry holidays, known black spots like mid-term and back to school, big competitor launches, and anything else that is likely to have a negative impact on our launch results.

We also want to pick what we think are the days of the week when we think we are going to get the best results. For instance, I avoid close cart on Fridays and Saturdays. Likewise, I avoid open cart on Saturdays. Much of this is going to depend on whether you are B2B or B2C

Once we have our open cart date we can then pick our close cart date. This will normally be in the range of 3-6 days following open cart.

Then we can start working backward. Are you running a Seed Launch, traditional 3 part workshop, live launch or maybe you are going to run a 5-7 day challenge or coaching week?

I think live launches work best 3 days in a row with open cart directly after the 3 modules of the workshop.

The traditional 3 part workshop will normally have a 1 – 2 day gap in between each module of the workshop. The trend is toward more compact launches with fewer gaps in the pre-launch phase.

Once we have figured out our Pre-launch masterclass we can then work on our pre-launch promotion phase. I will always give at least 10-14 days from the Pre-Pre-Launch survey to the first module of the masterclass.

This will give the opportunity for at least 3 workshop promotional emails and then individual emails for each one of the workshop modules.

As your launches grow and you establish a baseline of copy the number of promotional emails sent during this phase will increase.

Working backward from our Pre-Launch promotion we can then move into scheduling our Awareness phase with our shot across the bow survey and also the case studies and success stories.

During our awareness phase, we are also going to start building momentum on social by upping the frequency of our livestreams.

If you notice in my plan you can see this is where the drafting of the email copy starts to kick in.

In fact, I kick off the copy project 42 days in advance of open cart. This gives us plenty of time to get all our emails and offers drafted well in advance and not leave us under massive pressure during key phases of our launch where we should be focused fully on engaging with our launch participants.

Bonus Session: 5 Tips to Supercharge Your Launch Planning

This is the exact process that I follow for every launch I deliver or advise on.

And having delivered just shy of 60 launches and advised on countless other launches here are 5 tips to supercharge your launch planning for maximum results.

  1. Map out your launches a year in advance. I brought you through a 90-day process. You should be mapping out your 4 promotions a year, at least a year in advance. This keeps me on track and focused. Whether you strike gold or a launch flops, you have a plan and you are committed to the long game
  2. Set your annual financial goals and the launch-specific financial goals. It is important to know what is on the line. Building an online business is tough. When we hit a hurdle we need to know what reward for preserving is and what is potentially at stake
  3. Remember it’s not just about your financial results. I believe that online businesses have the ability to impact the lives of those we serve in a way that few other businesses can. Connect to what your future potential clients would be missing out on if you stumbled or didn’t follow through on your plans to launch.
  4. Set yourself launch rewards. Take 3 levels of revenue. Your target, a stretch target, and an outlandish target. Tie a specific reward to each level. The reward size-matched to the target level. Make them so exciting that you are willing to run through walls to hit that target, whether it be a weekend away in a posh hotel or a foreign city break. And if you hit the revenue target follow through and do it.
  5. Keep your plan visible at all times. Your launch plan is core to developing your online business. Find a place in your office to hang your 90-day plan. Every morning walk into your office spends a minute or two reviewing your plan. Dedicate the first portion of your day to completing your Launch tasks due for that day and moving your launch forward.

Ok so now that you how to Plan an Online Launch you are probably going to want to take a deeper dive into The 5 phases of a launch. You might also want to take a look into building recurring revenue in your business

So make sure to check out some of my other posts.

 

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How To Get Leads Online – Email List Building Funnel

Micheal O'Neill

How To Get Leads Online – Email List Building Funnel

As a course creator or membership site owner if don’t have a process for consistently attracting new email subscribers to your list you will struggle to grow your business, and have the impact you want.

Building an email list that is fully aligned with your core offers is one of the key skills every online business owner needs to master.

In fact, I would say that it is the number one thing that holds people back when it comes to building a profitable, stress-free, online business.

In this post, I am going to break down a simple front-end lead generation funnel. I will describe each step in the funnel, the key to success for each step, and the technology stack you need to support you.

If you are just starting out with lead generation this post will give you a massive head start cutting out hours and hours of pain, frustration, and wasted time and money as it will give you a proven framework to apply quickly and easily in your business today.

If you already have your lead generation process up and running this post will give you an opportunity to review your funnel and identify the key areas you need to optimize to reduce your Cost Per Lead, increase your conversion rate and increase your revenue per lead.

Table of Contents

Lead Generation Funnel Overview

We are going to start off today with a simple lead generation funnel and over the coming weeks I am going to expand on this model and introduce more complex funnels but in order to do that, we need to have solid foundations in place.

So for the purposes of today’s post, we are going to look at 3 phases

Traffic

Capture

Engage

Once we have our funnel ready to go the very first thing we need to do is drive traffic to it. So Phase 1 is the traffic phase. This is such an important step as we have to ensure that we are driving the right people, at the right time, and at the right price.

This brings us to Phase 2 which is the capture phase. The goal here is to convert the traffic into subscribers and get the subscribers’ email addresses over to our email provider.

Unfortunately, this is where most people’s lead generation strategy ends. And having reviewed hundreds of funnels it is very often the single biggest point of failure I see.

For me, Phase 3, the engage phase, is the most important part of your lead generation funnel. And I will break down why and exactly what you need to do in this post.

Ok, so now that we have broken down the high-level funnel let’s dive into each section and look at the key components and your focus for each.

Phase 1: Traffic – Driving the Right People at the Right Cost

You can break your lead generation traffic sources into 4 primary channels.

Paid Traffic

Search Traffic

JV Traffic

Social Traffic

Now one of the big traffic sources missing from this list is email. If you have a new lead magnet I think it is a great idea to share it with your existing email list.

In fact, doing so, and getting them to opt-in again is a great re-engagement strategy to keep them warm and it will also give you some great segmentation data and will also identify your most committed subscribers.

However, as we are speaking specifically about lead generation I am going to exclude email from our traffic sources for today.

When it comes to developing your traffic strategy I think the worst thing you can do is try to implement all 4 at once. The real results come when you master a channel.

And by real results, I mean attracting email subscribers who go on to become repeat customers over a long timeframe at the right price

Mastery only comes through intense focus over a sustained period of time so I really want you to get specific and intentional on the strategies that you adopt.

Paid Traffic – Facebook Ads, Instagram Ads, Google Ads, TikTok Ads

So channel number 1 is Paid Traffic. This may be in the form of Facebook, Instagram, Google, YouTube, TikTok Ads, and to a lesser extent Twitter, LinkedIn, Bing, Yahoo.

The great thing about Paid Traffic is that you get immediate feedback and you can also get a volume of consistent traffic which enables you to optimize your landing page.

In addition, you can get almost instantaneous results and you are in full control of both how much you spend and by extension the number of leads you generate.

On the downside, it can be tough to break into this channel. Especially on mature platforms like Facebook and Google where there is strong competition and you will be pitched against experienced advertisers.

Each platform has its own approach and best practices that need to be observed to get results and there is a steep learning curve.

Plus mistakes can be costly and add up quickly over time. My key piece of advice here is to invest in education and Mentorship early in the play.

I very often think that until you have a funnel that is converting reasonably well and your ad spend is up to at least $150 per day you should not approach an agency to run your ads. But engaging a Mentor will help you get to this point so much faster plus it will teach you so much about your offer and how to write copy that converts.

Search Traffic – SEO – Blog SEO & Video SEO

By search traffic, I am predominately talking about SEO in the form of written blog posts and videos on YouTube. Google and YouTube are the number 1 and 2 search engines in the world.

This is very much a long-term play. You have to commit to this process in time frames of years instead of weeks and months.

It can take even the best in the business up to 6 months to see any rewards from this channel.

Does that mean that it isn’t worth doing? Hell no. Some of the big benefits of SEO is that once the initial work is done it doesn’t cost any more to keep generating leads. That doesn’t mean that there isn’t an initial investment, nor does it mean that once you publish a post you can forget about it and it will bring you new leads every day

However, over longer timelines, the ROI from SEO will far outstrip the ROI from Paid Traffic

When it comes to blogging and YouTube one of the best strategies you can follow is to be very specific in the topics you cover and to niche down on who you are speaking to and the topics you cover. Above all else consistency is key.

1 piece of quality content a week is all you need to make this strategy work but you need to deliver it once every week and have your timeframes set to a period of years rather than weeks and months.

Social Traffic – Facebook, Instagram, Twitter, TikTok

Here I am talking about Instagram, Twitter, TikTok, Pinterest, LinkedIn, Facebook. Obviously, there are hundreds more out there but these are some of the main ones.

The 4 biggest networks are Facebook with 2.5 billion monthly users, Instagram at 1.5 billion users, TikTok at 1 billion monthly users, Twitter with 460 million monthly users, Pinterest at 431 million active users.

Each network has its own process for growing your network organically and through paid methods. As networks get more mature and attract more users it gets more difficult to grow organically. That’s why I am so excited about TikTok at the moment.

TikTok has become the most popular website in the world taking the title from Google which held the crown for the previous 11 years

No matter which Social channel you choose make sure that you fully understand the native growth practices and create content to suit the specific platform.

Once you start building your audience you then need to develop specific strategies to drive people from the platform to your opt-in page.

And herein lies one of the biggest challenges of building an audience on social. There is a very fine line that needs to be thread between entertaining, providing value and making asks of your network to perform some form of action like visiting a landing page

It is important to get into an established cadence and get people used to asking without overdoing it. But one of the best ways that you find this balance is by turning everything into a conversation and by truly engaging with your audience.

One of the things that will help massively with building your social traffic is using scheduling apps like Later, Loomly, MeetEdgar, Plannable or Hootsuite

I have used all of these tools and they all have their strengths and weaknesses.

None of them will integrate with all platforms and even within platforms they do integrate with some formats are not available to post so the first port of call is to sit down and figure out your primary platform and post type.

JV Traffic – Joint Venture List Building

Now JV traffic can be one of the most powerful and quickest ways to build your list.

Most JV partners, especially those with bigger lists know the ROI of each email they send and very often there is going to have to be a financial incentive for them to email their list unless you have a personal relationship with them.

This is why the JV traffic source is best used for list building on the front end of a promotion or launch.

However, if you invest in building your network and you have something of true value which will appeal to someone’s audience it could be possible to convince them to mail for you

It is absolutely essential if they do however that

  1. Your landing page is proven to convert. Ideally, if you were getting a JV involved you will have first-run traffic to the page from paid advertising and hit a conversion rate of 50+% from cold traffic.
  2. You have some mechanism for reporting back to the JV the number of visitors, subscribers, and conversion rates from their traffic. You can either do this through affiliate links or by providing them with a unique landing page where the only traffic is from them.

Phase 2: Capture – Convert the Traffic into Email Subscribers

The key to success in Phase 2 is creating a landing page that converts.

Now to discover how you can do that I have an entire post on the components and layout of a landing page that converts above 60% from cold traffic.

As a high-level overview, there are only 5 key components of a landing page.

Headline

Sub-headline

Image

Body Copy – 3-5 bullet points

Call To Action – Button

Now in order to deliver your Landing page, you are going to need to pick a site builder.

To start with you could go with WordPress or whatever your website is built on.

I love building landing pages in WordPress. You have the ultimate freedom to design it in whatever way you want. This is made especially easy if you use the Elementor builder plugin for WordPress.

Elementor is a drag and drop builder for WordPress which makes it super easy for even inexperienced designers to build custom designed pages in WordPress

Despite how easy Elementor makes it there is still a learning curve and that is why lots of people go with option 2 which are the specialist landing page builders.

The two best know and most widely used options here, especially amongst course creators and membership site owners are Clickfunnels and Leadpages.

Clickfunnels specializes in building marketing funnels. They have a lot of pre-made templates and funnel flows to get you started. Again they are a drag and drop builder with a much easier learning curve than Elementor however the trade-off is the cost.

With Clickfunnels there is a monthly fee of either $97 or $297 per month.

I am a huge fan of Clickfunnels especially when it comes to more complex funnels where you are going to have upsells and order bumps.

Plus the content that you get to once you are a member really helps you in your funnel design planning and implementation.

The next major platform is Leadpages.

Leadpages has all the functionality you need to deploy high-converting landing pages.

Again Leadpages is a drag and drop builder that is so easy to use and understand. Most people can get up and running with Leadpages after an hour or two of playing around with the builder.

You are a little more limited with your design options in Leadpages and it certainly isn’t without its quirks however it is a solid option and one that I have used many times to deploy fast loading, good looking, and most importantly high converting landing pages.

Once someone opts-in from your landing page they should be redirected to a Thank you Page.

Your thank you page is a hugely important part of the process and is so often a missed opportunity to start building rapport and the foundations that someone needs to make the step from email subscriber to paying customer.

Phase 3: Engage – Build Connection, Build Rapport

So many people get pissed off with Facebook saying it sent them crap leads when often all that happened was they landed in your email platform, they were neglected and they disengaged with you before you had a chance to nurture them properly.

You need to have a nurture or indoctrination sequence in place that people are automatically sent across the 7-10 days directly after you opt-in.

The purpose of this sequence is to build rapport, give them insights into you, your business, your passion, your methodology.

And remember people don’t buy what you do they buy why you do it.

You want to inspire people and show them that you are not just another faceless marketer who is out to make a quick buck. You are committed to the cause of making their life better.

This is a great opportunity to share your very best content and to make the best possible impression.

In addition to sending them the Lead Magnet, why not follow up with an additional surprise and send them a high value, related or follow on download.

Make them feel really special and show them that you deliver over and above what you promise. Creating this impression will serve you in the long run plus you are upping the levels of reciprocity and building a deeper connection.

In order to do all this in an efficient and automated way, you are going to need an email platform to support you.

When it comes to email platforms there are lots of different options at lots of different price points.

As a course creator and membership site owner some of the key things you are looking for in a platform are:

Ability to build automation

Clear and visually initiative campaign builder

Ability to tag and segment users without using lists

An intuitive email builder

A platform that has good native integrations and more importantly integration with Zapier

Solid, easy to configure, and deep reporting on subscribers and actions taken by subscribers

With this in mind, I have picked 3 platforms that depending on the stage of your business and your appetite for rolling up your sleeves and figuring out the platform will suit you best:

Ok so level 1

If you are just starting out and you want something that is quick and easy to get up and running, intuitive to use, and also has the capacity to deliver a launch then ConvertKit is my go-to platform.

ConvertKit has become hugely popular over the past number of years and they are continuing to develop and add features to their platform.

They have a great feature set including landing pages, email sign-up forms, drag and drop email builder, e-commerce, and automation. The ConvertKit platform is only going in one direction and I love how simple it is to use.

Level 2 is ActiveCampaign

ActiveCampign has become one of the most popular platforms in the course creator and membership space. They have an advanced feature set and will serve the needs of most launchers with landing pages, e-commerce, drag and drop email builder, marketing automation, sales automation, lead scoring.

There is a little bit more figuring out with ActiveCampagin, however, you are rewarded for that effort with the ability to build complex launch and automated sales campaigns.

Level 3 is Keap formerly Infusionsoft

Now I’m not going to lie to you there is a lot to get your head around in Keap. There are people who have used it for years and they still find new features or ways of doing things

There is a really steep learning curve and more than likely you will need a level of training and support.

However, the very reason why this is the case is also the reason I love Keap so much.

If you can imagine it you can build it in Keap. It is a full business automation platform featuring sales and marketing automation, CRM, Sales Pipelines, e-commerce and subscriptions, reporting and analytics, email marketing, and text marketing platform

The campaign builder gives you 100% flexibility to build highly complex and integrated launch and follow-up campaigns.

So if you are willing to put the effort into learning how to use the platform you will definitely be rewarded for your efforts.

Bonus Section – A Simple Tweak to Massively Improve Your Results

Ok so that is an overview of Sales Funnel Number 1 which is your Email List Building Funnel.

Over the coming weeks, I am going to bring you through a number of other funnels introducing additional features and possibilities for your business.

Now at the start of this post, I promised I would share one simple tweak you can make which will massively increase the value of lead you generate. And I will get right to that but before I do I just want to recap what we have covered today.

There are 3 Phases in your email list building funnel Phase 1 is your Traffic Phase. This includes Paid, Search, Social & JV Traffic

Phase 2 is the Capture Phase. In this phase, we use our Opt-in page to capture people’s email addresses and then the Thank You Page to make sure that they interact with our initial email and start building a relationship.

We then enter Phase 3 which is the Engage Phase. In the engage phase we start building connection, reciprocity, and positioning your new lead so that they are ready to take the next step when you make an offer to them.

Ok so now for the bonus.

One of the issues with lead generation is that lots of our emails go to spam and promotion folders and despite our best efforts a good % of the people who opt-in will never open our email.

In essence, this means that despite having paid to get someone on our list we will fail to get a return on that investment.

And that pisses me off.

So here’s what you can do

Set up a free front-end Facebook Group. Try to have one Facebook group that can cover all your lead magnets so that you can leverage it on all your front-end funnel.

Then on your Thank You Page just under your video place a big button offering people the opportunity to join your community and get an additional item of value when they join your group.

This will give you the opportunity to test and sample the quality of your leads and as there is still good organic reach within Facebook groups it means your future offers will be visible by the group members.

It also gives you an opportunity to build an even deeper relationship with your new leads which in the long run will lead to more sales and an even stronger community.

Ok so now that you know the phases of your Email List Building Funnel you are probably going to want to take a deeper dive into Lead Generation.

So make sure you check out some of my other posts for lots more on how to get started with lead generation and how to design landing pages that convert.

 

How To Launch A Product Online - 5 Step Product Launch Tutorial

How To Launch A Product Online – 5 Step Product Launch Tutorial

Micheal O'Neill

How To Launch A Product Online – 5 Step Product Launch Tutorial

If you have an online course, membership, or program and you want to get more people registered so you can have a bigger impact, grow your revenue and create time, money, and lifestyle freedom through your online business then the 5 Steps that I share with your in this post are the simplest, quickest and easiest way for you to do so.

I am about the share the strategies and tactics that I used to build a multimillion-dollar business with $1,5 million in annual recurring revenue from online memberships and courses

Not alone have they worked for me but I have now helped countless others to implement these strategies to quickly launch and scale their online businesses.

Table of Contents

How To Build Your Product Launch & Promotion Calendar

First, let’s talk about the overall strategy of promoting an online business.

Whether you have an online course, membership, or group program the best way of building your strategy is to break your year down into 4 cycles of 90 days each with each cycle ending in a promotion.

Now that might not be a primary promotion and as your business grows you probably will not run 4 promotions for your primary program a year. You may have 2 primary and 2 secondary.

Your secondary promotions could be for a smaller product or front-end membership, event, or even a JV promotion that you are going to go all-in-one.

One of the things I love most about this approach puts very defined timelines on your marketing focus and attention.

It gives you time and space to build your list between promotions, not just that but build a relationship and connect with them making sure that they understand who you are, how you can help them, and what makes you the perfect person to help them achieve their deepest dreams, goals, and ambitions.

Ok, so now that we have dialed in on a 90 Day cycle I want to break down the 5 phases or steps and bring you through the key components of each and what you need to do to maximize your results in each. 

Phase 1 – The Build Phase – Lead Generation & Engagement Strategies

List building into a launch is the best strategy except for JV traffic

Time to engage, build trust, and build relationships with engagement sequence (3-10 emails)

  • Share personal insights – build a connection
  • Share the best content
  • Raise and eliminate big objections
  • Share your dreams and your plan for them
  • Demonstrate your unique mechanism
  • Prove to them why and how you are different.

How You Show up here dictates the success of your launch. What do people need to believe to purchase your offer? You need to provide evidence. Think of it like a court case. What questions are holding people back and how can I get them to start taking action.

Phase 2 – The Awareness Phase – Preparing Your Email List For Launch

2 Weeks before you enter your pre-launch.

Share very focused stories of how ordinary people achieve remarkable results using your methods.

Build awareness of the problems your program solves and how it solves them through the results that your previous students have achieved

Call out the big objections and answer them in advance

No mention of your product but start building excitement for your Pre-Launch

Culminates in the Shot across the bow survey

Phase 3 – The Pre-Launch Phase – Promoting Your Launch Masterclass

Principle-based marketing

Registration for free Masterclass / Workshop

Build excitement, anticipation, energy and momentum

Deliver huge value – content density – strategies rather that tactics – big mistake people getting bogged down

Psychological triggers – Reciprocity, authority, proof, social proof, community, conversation

This has evolved and lots of people have built onto this model

Seed Launch

Traditional pre-recorded 3 module course

Live launches

Challenges

Coaching week

Opportunity

Transformation

Ownership

Phase 4 – The Launch Phase – Making Your Offer and Selling Your Online Course

3-6 day period

Increase the dream outcome, increase the likelihood of success, decrease the time delay and decrease the effort required

Bonuses

Destroy objections

Help people get the result they desire faster

Day 1 release sales video and offer page

Daily emails

We’re open

Transformation

Bonuses

Case Studies

FAQ’s

Deadline

But remember you don’t have to stop providing value.

Weave in livestreams and webinars

One of the key reasons why launches work is because of the deadline

Phase 5 – The Post-Launch Phase – The Secret To Making Money Online

Your success will be directly related to the success you help your clients achieve. The start is essential.

When someone purchases you pull them out of the offer campaign and you need to have daily emails until your first deliverable.

Remember some people are going to get all emails so save essential info until after close cart.

Put as much effort into this experience as you do into your launch.

And remember this is the perfect opportunity for a down-sell. Lots of people are all reved up. Not ready to step up to your primary product but they want to buy something.

Offer them something that is going to get them results and prepare them to step up to your signature program the next time you launch.

How To Launch An Online Product Overview

Now at the start of the post, I promised a bonus session on how you can add an additional 10-15% launch revenue guaranteed with hardly any additional work, and if you stay tuned I will get right to that but first let’s do a quick recap on what we have covered today.

Phase 1 – Build – all about lead generation and all about positioning our list for the launch

Phase 2 – Awareness – Building awareness of the opportunities and the successes others have had while overcoming the most common objectives

Phase 3 – Pre-Launch – Promotion and delivery of our Masterclass or workshop

Phase 4 – Launch – where we offer our signature program or memberships

Phase 5 – Onboarding – lay the foundations of success for our new members

Bonus Session – How To Add An Additional 10% – 15% Launch Revenue

Ok so let’s look at a way that you can add an additional 10—15% guaranteed to your launch revenue.

So you have whipped your audience into a frenzy. You build huge reciprocity, excitement, and momentum. You make your offer and a certain % of people sign up.

Now for every person who signed up, there is another person who was on the fence. Who wanted to buy but either didn’t have a bad enough need at that time or who couldn’t justify the value proposition. But they would love to spend some money with you.

Well, let’s give these people something to buy.

Now if you have a low ticket course or membership that is aligned with your primary offer then you can run a down-sell starting a day or two after you close cart for your primary offer.

This will be a lower dollar offer and based on the momentum you have built will, as long as it is a solid offer in its own right convert like crazy after all the heavy lifting you have done during your launch.

I have seen some crazy figures with these down-sells, especially with bigger lists but no matter what you can definitely add an additional 10-15% of launch revenue with a down-sell.

Ok so now that you know the phases of a launch you are probably going to want to take a deeper dive into Lead Generation.

So make sure you check out some of my other posts for lots more on how to get started with lead generation and how to design landing pages that convert.

 

How To Start An Online Business in 2022

How to Start an Online Business – From Idea to Income

Micheal O'Neill

How to Start an Online Business – From Idea to Income

Whether you have a product, service, or knowledge business there has never been a better time to launch or scale your online business.

In fact, even if you are just starting out the opportunity to grow a business doing something you love, helping others to achieve something they really want while building the wealth and life you want, has never been easier.

And if you want to discover the exact steps you need to take to launch or scale a profitable online business stay tuned because in this post I am going to share the 3 steps you need to take to turn your dreams into a reality

Table of Contents

The 3 Freedoms We Seek

Having built a multi-million dollar consulting and training business that started as a traditional brick and mortar business and then moved online, one of the reasons I love the online business model is because I see it is the shortest and most direct path to achieving the 3 primary freedoms we all seek:

Financial freedom

Time freedom

Lifestyle freedom

I also believe it is the very best model for helping people achieve the transformation they seek.

Not alone does it give you the opportunity to reach a much wider audience, but this reach gives you the opportunity to niche down and really focus on solving one big problem for people.

And in doing so the results you can help people achieve will be far greater than when you are trying to serve a broader spectrum.

As an online business owner, you almost have access to the entire population of the world and as a result, you only need to focus on serving those who you are meant to serve. The people for whom you, and you alone are the perfect leader.

The focus is no longer about making the world a better place but just making your corner of the world a better place

And creating a safe space for the people who need you the most.

I have yet to come across a business where there wasn’t an opportunity to add on or scale a knowledge commerce element.

Whether that be through subscriptions, memberships, or online courses.

The opportunities are endless but in order for you to be successful there are 3 fundamental, foundational, building blocks that you absolutely must get right.

Building Block 1 – Develop A Repeatable Process That Gets Results

Now I don’t care what stage you are at in your business, whether you want to launch an online knowledge product or a membership or whether you are planning a subscription service, automated evergreen delivery, or fully-fledged coaching program you have to have a step-by-step process that is repeatable and is proven to get people the result that they seek.

When it comes down to it the currency that you trade-in is results.

In order to get people results in any area of life or business, you must give them a specific set of steps they need to take in a specific order to achieve the desired outcome.

All people care about are results. You can have the best content in the world but if it doesn’t move people towards an outcome then it is pointless

And by all means, if you have achieved the promised result yourself you can document your process as a starting point but I think it is essential that you then take that process and see if others can get the same result as you have while following it.

Just because you can do something doesn’t mean that others will be able to do the same.

And if you are just starting out find people you can work on one-on-one to implement your process and get results before you launch your online course or membership.

And very often when I’m working even with established online business owners this is the starting point because unless you have a defined transformation and very intentional process or stepping stones to achieve that transformation you can struggle to hit your full revenue and impact potential.

Building Block 2 – Build A Knock Out Offer

Now when I say knockout offer I am not talking about a discount or any one deliverable of your program.

I am talking about how you describe the promise that you make about how someone’s life will be better once they have implemented your proven process.

Your offer should make someone feel stupid to pass up on it irrespective of the price. In fact, the job of your offer is to make price a tertiary consideration because you paint a vivid picture of exactly how they envision their perfect life or business to be like, devoid of the pain and problems they are experiencing right now.

People will come to you because they need a specific problem solved but if you can paint a better future for them that they have even imagined for themselves and they believe that you have the ability to help them achieve it that’s when you have a knockout offer.

One copy technique for building this is the Value equation.

Above the line, we have two elements. Below the line, we have two elements.

Above the line, we have The Dream Outcome X Perceived Likelihood of Achievement.

When drafting your offer you want to increase both of these elements.

Now the dream outcome is the Utopia that I spoke about a second ago.

But let’s face it everyone especially in the online world promises the sun, moon, and stars.

And this is one reason you need to have a proven process because people have to be convinced that you don’t just talk a good game. You have to have some way of justifying why this time it will be different for them. Why this time it will work for them.

Below the line, in the value equation, you have Time Delay by Effort and Sacrifice.

Our job is to reduce both these elements.

Now, I work with lots of people in the health, wellness, yoga, and nutrition space and there is always some hesitancy here, and I think this is true in all disciplines, there are no shortcuts.

But bottom line people are lazy. They want to get the maximum results in the shortest time possible with the minimum effort.

And while the last thing we should do is mislead or promise something that isn’t possible what we need to do is make people feel like our process is the ” shortcut” that they have been looking for.

But only the most refined and tested processes can help people achieve this which is why that was included as point 1.

Building Block 3 – Build Your Audience & Community

No amount of marketing can overcome a weak offer or a cold audience.

Having delivered just under 60 launches personally and worked on countless client launches I can’t stress how important having an engaged audience is.

If you have a really hot audience even a weak offer can get great results.

No matter where you are in your online business journey building an audience and community is going to be key to your future success.

First off what is the difference between an audience and a community?

Well, imagine a big ballroom with 2,000 people. If you are standing on stage, everyone is focused and facing you, with you talking to them, you are building an audience.

Whereas if the 2,000 people were seated cabaret style talking with each other as you facilitate the conversation you are building a community.

Community is infinitely more powerful but you have to start by building an audience.

Now there are lots of different ways you can build an audience. There’s social (Instagram, Facebook, Twitter, TikTok, Pinterest, Linkedin), Email, Blog, YouTube, Podcasts just to name a few.

When I’m working with my Lead2Launch Coaching clients and members I always get them to focus on building an audience on 1-2 primary channels first

Now the social channels can be the easiest to get started and you can certainly see results quickly, building a blog, YouTube, or Podcast audience can take much longer.

No matter what you choose, your key focus should be to convert your audience into email subscribers.

Email provides the single highest ROI of any marketing channel and when it comes to making sales there is no dispute as to the crowned champion.

Whatever 1-2 channels you choose go all in. Learn everything about how they work and what gets the best results on that platform. Play by that platform’s rules and customize your messaging and approach to suit the platform. Sometimes to stand out you have to fit in.

And most importantly building an audience on any platform can take time. And I am talking months and years as opposed to days and weeks.

You have to look at it as a long-term play. You are investing in your future success.

This is especially important in the early days when you are not picking up the followers or engagement that you would like or that you feel you deserve based on the effort you are putting in.

The best bit of advice I can give you is to fall in love with the process, not the outcome. Fall in love with getting your message into the world.

If you take consistent action over long time frames you will get the rewards even if it doesn’t feel like it initially.

10 Questions Every Online Business Owner Should Ask Themselves

Now at the start of the post, I promised you 10 questions every online business owner should ask themselves on a regular basis to ensure that they are on track and on purpose.

And I’m going to get to that in one second, however, before I do let’s recap on what we have spoken about today.

There has never been a better time to launch or scale an online business and I believe it is the best business model for helping the most people achieve the greatest results while working toward building your own freedom: Monetary, Time, and Lifestyle

If you are starting or scaling your online business the 3 fundamental elements you must get right are:

Build a proven, repeatable process that gets people results

Craft a knockout offer that people would feel stupid to pass on

Take a long term view on building an audience for today and tomorrow

 

Now for the bonus session.

When it comes to launching and scaling an online business it is essential that there is complete alignment between your business and personal goal.

I am a firm believer in strategy first and I have seen the repercussions when your business is going in one direction but personally, you want to go in another direction.

One of the key ways that I help my coaching clients is on the development of their overall personal and business strategy.

The following ten questions are a tiny extracts from my Self-Facilitated Strategic Planning process.

So here we go

  1. .What are your personal goals and dreams?
  2. What are your non-negotiables?
  3. What are the most important things to you about being in business?
  4. What dreams and ambitions do you hold for those who you serve?
  5. What makes you angry about the niche you operate in?
  6. What makes you excited about the niche you operate in?
  7. What are your greatest fears?
  8. What makes you feel successful as a person?
  9. What makes you feel successful as a business owner?
  10. If you could only help one specific type of person get one specific result for the rest of your life…Who would they be and what would you help them do

Let me know here where I should send them and we will get right on that.

And now that you know the steps that you need to take to start your online business you are probably going to want to take a deeper dive into Lead Generation which is the lifeblood of every online business.

So make sure you check out my other posts lots more on how to get started with lead generation and how to design landing pages that convert.

 

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Monthly Recurring Revenue For Online Business Owners

Micheal O'Neill

Monthly Recurring Revenue For Online Business Owners

One of the biggest gifts you can give your online business is monthly recurring revenue. It provides you with reliable, predictable cash flows, avoids the feast and famine cycles, and most importantly gives you the freedom to focus on developing a sustainable business rather than rushing from one launch to another.

The best part of all when you follow what we cover in this post you will trigger one of the most powerful forces in business and investing which is the compounding effect.

Where each promotion builds on the previous increasing both your Monthly and Annual Recurring revenue. And when you have the compounding effect working for you scaling your business is so much easier

Table of Contents

3 Primary Business Models and Key Differences Between Each

In this post, I will show you the 3 primary models for building recurring revenue in an online knowledge business, including the critical success factors that you absolutely must get right for long-term success.

Now if you miss any one of these three factors are almost guaranteed to struggle in your business

I will also share the specific models that you can use to build a highly profitable, low-stress, enjoyable online business that gets massive results for your clients and produces a stable, reliable Monthly Recurring Revenue stream for you.

Oh and if you hang around to the very end I will share the 1 Thing, if you get right, will guarantee your online business success and unlock the key to building recurring revenue.

Now creating monthly recurring revenue streams is one of the biggest gifts you can give yourself and your business.

And while there are plenty of ways that you can do this in a physical product business or as a SAAS business through subscriptions today I am going to focus entirely on the online knowledge niche.

So if you are a coach, consultant, expert or you have a repeatable process that people can use to get a desirable result then this post is for you.

Now before I get into the critical success factors, I first want to talk about the 3 primary business models that you can use to start building recurring revenue and some of the key differences between each

You see no matter what type of business you have today, I believe you can add on some to these elements to supplement your existing revenue or build an online knowledge business with low overheads, predictable revenue, and most importantly provides you with the time, money and lifestyle freedom that you want.

And I believe the best method to do this is with a membership. Now memberships can take many different forms but loosely speaking I group them into three categories:

Now before I dive into the 3 models you might be asking yourself what is a membership.

For me, a membership is a support system that assists people to make lasting change in any area of business or life and helps them progress from where ever they are today to their ultimate desired state.

Now how does this differ from an online course? Well, an online course delivers a defined body of knowledge over a defined time period. The vast majority of courses have 5-7 modules delivered over a similar number of weeks.

Now I am a huge fan of courses and I think they form an essential part of a modern online business but knowledge only gets people so far.

In my experience what really gets people results is the support and guidance around the implementation of the knowledge over time.

This is why even within the course model people are seeing far better results with a cohort coaching-based approach.

So let’s look at the 3 different models

A Front End membership is one that you promote directly. This may be a standalone membership or it could be the starting or entry point to bring a perfect-fit client into your world with the intent of elevating them to higher-level memberships, courses, or even products and services.

A front-end membership doesn’t always have to be a pathway to somewhere. It could be a standalone membership but I really do feel you are leaving money on the table if you don’t have a logical next step for people to take.

But more on that later in this post.

Recurring Revenue Model 2 is a back-end membership.

This is a membership that has a pre-requisite. In other words, something that people need to have completed before getting into the membership.

Now the pre-requisite could be a course. In my mind courses and memberships form the perfect partnership. You deliver the knowledge during the course and then help people form the habits and implement the knowledge through membership.

But the pre-requisite doesn’t have to be an online course. It could be for clients who have purchased products or services and to help them further you support them through your membership

Recurring Revenue Model 3 could be a small group coaching program or a mastermind.

The big distinction between this level and the previous two is the level of access members have to you, the exclusivity of the relationship, and the time you spend with them.

Whereas a membership may have 1-4 deliverables per month as in calls or content released and is accessed by all your members a small group coaching model tends to be more intimate where you have 50-60 people per coach.

A mastermind on the other hand is where you meet with a small group of no more than 50 people 3-4 times a year normally for 2 days per meeting

Now obviously the higher the contact and level of access the higher the price.

There really are no rules around these but from my experience most front-end membership range from $27 to – $97 dollars.

Back-end memberships can range from $47-$497 dollars per month

Small group coaching packages from $197 – $997 per month

And Masterminds are normally $997 and up averaging out at around the $2,000 per month mark but some are multiples of this

My advice to you is to start out with something small and manageable from a delivery perspective and once you have found your grove then you can build over time and release new levels

Success Factor 1: Growth – Attracting New Members

OK so now that we know the different models, lets look at the 3 Critical Success Factors for a Recurring Revenue Model

These are:

  1. Growth – Attracting New Members
  2. Retention – Keeping Existing Members
  3. Revenue Maximisation – Increasing Existing Member Spend

 

So first up let’s look at growth or attracting new members

The number one way that you can attract new members to your membership is through a Product Launch.

Now, this model was developed by my friend and mentor Jeff Walker and the chances are even if you are not familiar with the name Product Launch you have been through the process at some stage.

The basis of a launch is that you create huge volumes of anticipation, excitement, and desire through the release of highly valuable, free but very intentionally structured content in advance of making an offer for your membership.

And having delivered just under 60 of my own Product Launches and helped countless others with theirs trust me, this process works.

There are 3 phases to the launch

  • The awareness phase
  • The pre-launch phase
  • The offer, or open cart phase

 

When I’m coaching or working on the delivery of a client launch I like kicking the launch off with a two to three-week awareness phase.

During the awareness phase, you are not talking about your membership. The awareness is of the problem you solve and the results that your members have gotten or how they have overcome these problems.

In fact, I would go as far as saying that you shouldn’t speak about your membership or your upcoming offer at all but instead you should share the success stories of your members.

The most important thing is that the success stories are positioned in such a way that they demonstrate the key problems that you help people solve and what is possible for people once these problems have been solved.

It’s important to start increasing your email frequency during this phase to at least 2 emails a week to start building visibility.

This is also a perfect time to up your live stream frequency and social presence so that when it comes time for your Pre-launch phase you have warmed up your audience.

Now if you have ever taken part in a 3 part online Masterclass or Workshop the chances are that you have experienced a launch.

And that is exactly what we deliver in the Pre-Launch phase.

During Pre-Launch we offer people the opportunity to register for a free online workshop. This can be 3/4 individual training sessions or you can combine the core principles into one single session.

In the first session, we are going to share the opportunity. That is, what is possible for people if there were to implement your methodology. People need to understand why they should pay attention and what is in it if they were to follow your process.

In the second session, you position the transformation. And this is how their lives would change if they got the results that you are offering. In this section, you go deep delivering huge value, demonstrating your ability to get people results, and sharing some key components of your overall approach

In the third part of the workshop or masterclass, you are going to really hone in on ownership. Now, this is not necessarily ownership of your membership but individual ownership of one’s own situation.

In other words, you want to demonstrate to your audience that no matter what is going on in their life they have the ability to get the results that you promise.

One of the key ways that you do this is through case studies and success stories. People love seeing people like them getting results and it helps instill a sense of belief that your process works and most importantly that it can work for them.

At the very end of this third part, you can foreshadow the fact that you will be giving people who are interested in continuing their journey and going deeper with their learning an opportunity to join your membership in the coming days

This then brings us to the offer, or open cart phase.

Throughout Pre-launch you haven’t mentioned the fact that you are going to make an offer until the very last section of the final module, you are entirely focused on delivering value and creating an exceptional experience for people.

But this changes in the offer phase. Directly after the final module, you open cart, preferably with a video sales letter and supporting email.

The open cart period can last for anywhere from 3 days for a quick launch to a more standard 5 day or long 6-day open cart.

The key for the open cart is to have a single focus. Every communication drives people to your offer page.

You should email every day of open cart and each email focuses on a key element of your offer

The transformation

Your process for helping people achieve the transformation

The results others have achieved in your membership

Your bonuses

Your guarantee

Frequently Asked Questions

When it comes to Open Cart having a defined deadline and sticking to it is one element that will possibly drive the most sales. Having a deadline forces people to get off the fence and make a decision.

And it is not uncommon to see 30 – 60% of your total sales come on on the final day of Open cart

Success Factor 2: Retention – Keeping Existing Members

Ok so that covers the first Critical Success Factor for building a Recurring Revenue Model in your business and that is Growth or Attracting new members.

The second critical success factor is Retention

Now, this model I am sharing from another friend and mentor Stu McLaren that is the Success Path.

One of the keys to keeping your members is having a defined path for them to follow towards the ultimate transformation which they want to achieve.

You see when someone has a path to follow they can see where they are starting from and most importantly they can see the progress that they make over time

Having a defined success path clearly describes the 3-to 7 levels that someone will go through from joining your membership to achieving that ultimate transformation.

Your success path should describe the characteristics of a person at each level and it should also give them the milestones they need to hit to attain that level and the actions they should be taking in your membership to help them hit their milestones.

For an example of stage characteristics are as follows:

Stage 1 They are just starting out, they have identified their niche they understand the current pain points of their perfect-fit clients and they are working on their lead magnet and their opt-in page

Stage 2 could be someone who has set up Facebook Business Manager and their Ad Account and has launched their first ads. They are learning how to optimize their ads and their landing page. They are working toward their first 1,000 leads

Stage 3 they have a steady flow of leads. Are comfortable managing and scaling their ad campaigns they have launched a Mini-Front End product and getting their first upsell from opt-in.

Stage 4 Sales from their Mini-Front end product are covering the cost of their paid advertising and lead generation activities and they have launched additional upsells and revenue maximizers.

Stage 5 They have a reliable and stable funnel that is generating perfect-fit clients at scale and have now started working on a second funnel

Once we have the characteristic we can then develop milestones for each stage and link them to specific actions and activities in our membership.

This clarity and visibility around the ultimate goal you help people achieve, the path they need to take, and most importantly, the milestones that help them measure their progress, will keep your members engaged, excited, and coming back for more which will dive your retention rates through the roof

Success Factor 3: Revenue Maximization – Increasing Existing Members’ Spend

The third Critical Success Factor for building a Recurring Revenue Model in your business is Revenue Maximisation or Increasing Existing Member Spend

And this is where my Value Ascension Roadmap comes in. Now you can find a more detailed description of my Value Ascension Roadmap here, but for now, know that your Value Ascension Roadmap is the journey that a Perfect-Fit Client takes through your business.

You need to make sure that you always have the next step for your Perfect-Fit Client to take.

For every group of paying client, you will have 20% who will be willing to pay you 5 times more if the right offer was placed in front of them

Your Value Ascension Roadmap gives the 20% of people who want to spend more money, in exchange for even greater results of course, the opportunity to do so.

Now if you look at how I laid out the 3 Categories of Recurring Revenue Models that you can apply, they were laid out in an ascending manner.

That is the lowest cost, lowest interaction, and lowest levels of access first. This could be a front-end membership or indeed your front-end course.

Then we had your backend memberships which provide an even deeper level of transformation for your perfect-fit client all the way to your small group coaching programs and eventually to your high-end mastermind.

By lining up each level in your business as the logical next step for someone once they have gotten the result they desire on their existing level you are making it easy for them to ascend through your business and in doing so paying you more money and maximizing your revenue all while getting them massive results.

Unlock the Key to Recurring Revenue Stream

So we looked at the 3 primary models for building recurring revenue. Front-end memberships, back-end memberships, and group coaching and masterminds.

We then looked at the 3 Critical success factors for building Recurring Revenue

  • Growth – Attracting New Members
  • Retention – Keeping Existing Members
  • Revenue Maximisation – Increasing Existing Member Spend

And I shared the key models to maximize your results for each of the critical success factors.

So what is this one thing that will guarantee your online business success and unlock the key to building recurring revenue?

You see there is a major issue in the online business world. There is an impression that anyone can start an online business and I don’t agree with that.

Now I don’t for a second believe that you need to have a major qualification or need to be a recognized thought leader to have a successful online business.

In fact, some of the people who have the biggest impact in the online world have no qualifications and were initially looked down on by their profession or by the big gurus

So how did their businesses grow and what do you need to do to make your business a success.

Well, it is all about the results that you can help people achieve.

If you have a proven process that works

A proven process that gets people the results that they want

It isn’t about if you will be successful it is just about when

So the starting point in all of this no matter what kind of course, membership group coaching or mastermind you want to launch focus first on building a repeatable process that will ensure people can get the result that you promise

So now that you know how to start building recurring revenue you are probably going to want to take a deeper dive into Generating leads for your online business.

 

What To Put On Your Landing Page - Best Landing Page Design

Best Landing Page Design – 5 Key Conversion Elements

Micheal O'Neill

Best Landing Page Design – 5 Key Conversion Elements

In this post, I’m going to walk you through the 5 key elements of a high converting landing page as well as the most common mistakes that online businesses make that kill their conversion and opt-in rates.

We will look at how these 5 key elements should be laid out on the landing page and I’ll give you some top tips for how you can optimize each component to maximize your on-page conversion rate.

Whether you are just starting out or you already have an opt-in page up and running you will be able to apply everything we cover today and start seeing instant results and watch your email list

Table of Contents

Landing Page Fundamentals

Hey, its Mícheál O’Neill here from Lead2Launch where we help you attract profitable perfect-fit leads at scale to fuel your online course and membership launches.

So if you are a course creator or membership site owner who wants to build predictable and profitable lead generation processes which take your launches to the next level then this video is for you.

Being able to attract leads and build your email list is one of the most important elements of building a profitable online business.

The fact is that you can build a massively successful business on the back of 2-3 high converting landing pages so for me, really getting to grips with this is absolutely essential.

However, so many people struggle with what exactly they should put on their landing page, and then even if they figure that out then they are unsure how to lay it all out.

And trust me this is one part of your business where you want to follow a proven blueprint because it will cut out lots of wasted time effort, energy, and most importantly your hard-earned cash.

And, if you hang around until the end I will share 5 tips to help you get your opt-in rate to above 60% from cold traffic

Ok so first up let’s start with the foundations because if we understand purpose everything else will make far more sense.

Now in this post, I am going to be talking specifically about a landing page for a lead magnet opt-in.

A lead magnet is anything of value that we can offer a potential perfect-fit client in exchange for their email address.

As online business owners if we want to build our email list a lead magnet is one of the primary mechanisms we can use.

A landing page or opt-in page is a web page built specifically to offer the lead magnet to potential clients.

It is a highly focused page and is designed for one purpose and one purpose only.

To drive visitors to opt-in for our lead magnet and give us their email address.

Now, this may seem basic to some but it is amazing how many, even experienced marketers break this core fundamental principle when designing their landing pages.

And I will show you how they do that and more importantly how you can avoid this costly mistake in this video.

So now that we understand the purpose let’s jump in and look at the key elements

When you boil it all down there are only 5 things you should have on your landing page

Element 1 – Your Headline

The goal of your headline is to capture people’s attention and drive them to consume the rest of the content on the page. You only have a second or two for someone to decide if they should remain on the page or leave.

In fact, with a really good headline, a visitor may well skip all the rest of the content on the page and jump straight to exchanging their email address

In order for a headline to be effective, it must contain a number of factors:

Satisfy self-interest – Your headline must instantly answer the question – what’s in it for me. They have to feel like they have just discovered a solution to a big problem they face.

In order for our landing page and headline to be effective, the copy we use must be based upon an understanding of the challenges our prospects face.

For instance, in my world a good headline could be – Get Your First (Or Next), 1,000 Email Subscribers in 30 Days

because I know that the number one thing that people struggle with, in the online course and membership world initially is growing their email list. And who wouldn’t want an additional 1,000 email subscribers in 30 days?

It should help them avoid pain or gain pleasure. The reality is that avoidance of pain tends to be a stronger motivator than the attainment of pleasure but you should try out both. An example of a pain avoidant headline would be – The 3 Biggest Mistakes Online Business Owners Make (and how to avoid them)

It has to be specific. You will notice in the previous examples that I used 1000 email subscribers, 30 days, 3 Biggest mistakes. These are all very specific terms that people can relate to and it will strengthen the impact of your headline. Broad general terms like getting started or Beginners Guide tend to be a bit generic and while you might use them to qualify your prospective leads later in the copy they will weaken your headline

Describe the desired transformation. Don’t tell them what you are going to give them. Describe what will be possible for them once they have implemented what you are about to give them. Paint the possibilities. That is exactly what the first headline did. I didn’t describe it as – A Beginners Guide To Lead Generation. It was to get your first or next 1000 email subscribers in 30 days. I described what would be possible for them once they got their hands on my lead magnet

Element 2 – Your Subhead

The sub-head is another key section of your landing page.

A sub-headline is 1-2 lines of text, maybe 10 – 30 words max, that sits below your primary headline. This is normally presented in a slightly smaller font than the primary headline but is larger than the body copy font.

It is rare that you can pack everything you want to say into a headline. Remember that shorter snappier headlines will be more likely to grab people’s attention so the sub-head gives you an opportunity to elaborate on the headline and reel people into your concept and the body copy.

If you like the headline grabs their attention, the sub-head draws them in deeper and propels them to the Call to action where you tell them what to do.

The subhead also gives you an opportunity to qualify your lead and let your specific audience know that they are in the right place. For instance, in this post I am specifically talking about landing pages for course creators and membership site owners and by getting specific I can better connect with them and show them that I understand their challenges.

As with all of your copy your sub-head should talk about the benefits and the transformation that someone can achieve once they have implemented the lead magnet rather than just listing what it contains.

Picture your perfect-fit client, imagine if they took your lead magnet and implemented it, how would their life change, what would they see hear and do differently now that they have gotten the results that you know are possible for them.

This new world is what you want to describe in your headline and sub-headline.

Element 3 – Your Image

After the headline and subhead, the next most important element of your landing page is your image.

Like all elements, landing page testing is absolutely essential when it comes to your image.

The purpose of your image is to capture attention and amplify your message in a nonverbal manner.

There are no absolutes when landing page conversion rates but the first type of image I always test is one of a person.

In the info product and membership niche, especially when businesses tend to be personality-based my go-to option is an image of the business owner but obviously, the quality and personality of the image is going to have a massive impact on the conversion rates.

Whatever the image you choose it is important that it is congruent with the message and moves the visitor towards opt-in whether that be through displaying authority, building a connection, or demonstrating what you are offering

It also helps if the image draws attention to the headline. This may be that the person is looking or pointing toward the headline.

Now another very common approach for the image is to use a visual of what the person will get on opt-in whether that be the checklist, blueprint or guide.

It could be the pages of the lead magnet fanned out behind the cover page or even the pages displayed on multiple devices, anything that gives the prospect an idea of what they will receive.

You can have these mock-ups designed on Fiverr for a couple of dollars or there are lots of free templates on Canva.

Element 4 – Your Body Copy

When you are starting out either with a new landing page or trying to optimize an existing opt-in page you want to keep this as simple as possible

Don’t feel compelled to fill the page with words. You want to make it easy for people to scan and comprehend the message you are conveying quickly and easily.

I am a huge fan of pairing a single line of copy with 3-4 fascination bullet points

The purpose of the copy is to link from the headline and the subhead into the fascination bullet points

So what are fascination bullet points?

They are a copy technique that captures readers’ imagination, builds curiosity and intrigue, and creates desire.

When you simply describe what is included in your lead magnet people lose interest but when you say things like:

3 Ways To Create a high converting Lead Magnet

How to tell if a landing page will convert – before it is even built

Why landing pages fail to convert (and how you can avoid it)

3 Ways to improve your landing page conversions (and one huge mistake that most online business owners make)

The purpose of the body copy is to build on the momentum you have created through the headline and subhead and visitors to the Call To Action.

Element 5 – Your CTA

And the 5th essential Element of a Landing page is your call to action.

This is normally in the form of a button which opens the form for people to enter their contact details or sometimes you may have the fields visible on the page and the CTA is the button to submit their details.

Your Call To Action needs to be the most prominent element on the page.

This is definitely a time when you want to breach brand colors. I like really really bright colors like oranges and yellows.

You want your CTA to really stand out from everything else on the page and testing different colors can make a huge difference in conversion rates,

however, don’t fall into the trap of taking the data from someone else’s tests and assuming you will get the same results. There is no such thing as the CTA color that best converts you need to test it for yourself.

In addition to the color and prominence, another key part of the CTA is the language that is used.

Register, subscribe, sign up are all very weak

The approach that I have found converts best is when you include an element of the transformation in the call to action. For example

Get Higher Conversion Rates

Attract More Leads Today

Discover 3 Optimization Secrets

Reduce Your Cost Per Lead

You will notice in each of the examples above I have started with a verb. This is also a copy tactic that will significantly increase your conversion rates.

BONUS – How to: Landing Page That Converts At 60% and Above From Cold Traffic

Ok so there are the 5 key elements that you need to have on your landing page and how you should lay them out.

Now as you refine and optimize your page you can start adding additional elements but until you have your opt-in page converting over 50% of cold traffic stick to this model. It will make your life so much easier

Now at the start of the post, I promised you 4 tips that will skyrocket your landing page conversion rates and if you hang with me for a minute I am going to get straight to that but first up let’s recap what we looked at today

So the 5 key elements of your landing page are:

Headline

Subhead

Image

Body Copy

And CTA

And if I was to pick one overarching theme for what we have discussed it would be how essential it is to capture your audience’s attention. And one of the key ways you can do that is through self-interest, by being specific and paining a picture for them about how their lives will be better once they have implemented what you are offering.

Ok so now for the bonus section. Here are 5 tips for designing a killer landing page that converts at 60% or above from cold traffic.

  • One option and one option only

The only thing people should be able to do on your landing page is opt-in or leave. Make sure that you remove all other links apart from privacy policy, terms and conditions, and earning disclaimer if required. There should be no menu links like a home page, about us page, or contact page. People either opt-in or leave. This includes social sharing buttons.

  • All information above the fold

Above the fold is an old newspaper term that literally means the content that was visible at the top of the newspaper when it was folded over. In modern terms above the fold means everything that can be seen on the initial screen when someone opens the landing page. When you are starting out you want your entire landing page to appear above the fold

  • Less is more

Every word counts. If you are not sure that a word is driving someone towards opt-in then the chances are, it is blocking them from opting in. This is why until you have had a chance to test and optimize your copy the fewer words the better

  • Use the language of your audience

Speak in the same language and use the same words that your avatar uses. Your unique voice is secondary to the voice of those that David Ogilvy one of the masters of direct response copywriting said “If you’re trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think. We try to write in the vernacular.” stick to this principle and you won’t go too far wrong

  • Test, test, test

The chances of you hitting a home run straight off the bat are slim. In order to get your conversion rates up, you continuously have to be in a state of testing. Test the headline, test the subhead, test the image, test the body copy test the call to action. Only test one element at a time and make sure you keep a diary of the elements you have tested so you don’t end up repeating the same tests twice

So now that you know what to put on your landing page and how all the elements sit together you will probably want to start driving traffic to it.

So make sure you check out the videos linked on screen for lots more information on how to plan your next Facebook Ad campaign and some key tips on what’s working right now when it comes to Facebook Ads.

If you haven’t already done so make sure to click that subscribe button and give me a thumbs up.

See you in the next video 

Grow Your Online Business in 2022 - How To Get Started With Lead Generation v2

Lead Generation Strategies for Course Creators

Micheal O'Neill

Lead Generation Strategies for Course Creators

If you want to consistently grow your online business it is essential to have a proven model that produces profitable perfect-fit leads at scale.

Because there is no problem that can’t be solved with more leads.

More leads give you the opportunity to refine funnels, optimize existing offers, test new offers, and even improve the quality of the leads you are generating.

And guess what, if you are putting killer optimized offers in front of the right people who are pumped primed, and excited for what you offer at the right cost your revenue and profitability will go through the roof.

And guess what you can solve with higher profits. Well, just about every business problem you can imagine.

Table of Contents

How to Start With Lead Generation

In this video, you’ll discover a step-by-step process for mapping out a logical and clear roadmap to bring the most suitable people all the way from indifferent strangers to passionate, profitable, perfect-fit clients.

You will then learn an approach for identifying assets, that you already have in your business, which you can use as incentives to attract your perfect-fit clients and take that first step and opt-in to your email list.

From there I will show you a crazy simple strategy that will guarantee you will never have to worry about what content to create again, and turns every piece of content into a lead generation machine

And if you hang around to the very end I have a special bonus session where I will show you how you can leverage the content you create to build the most powerful audiences imaginable on Facebook which will slash your cost per lead and are complete iOS 14.5 proof

But before we get to that if you find this video useful please subscribe to the channel give me a thumbs up and share this with your friends because the bigger the community gets the more time effort and energy I can put into producing and sharing free content like this which you can use to grow your business, get your message into the world and create the life you want.

How to Structure Your Online Business To Get Your Clients the Best Results

When it comes to lead generation so many people are doomed before they ever start.

They have a course or membership that they know can get people massive results but the biggest problem they have is getting their message in front of the right people, in the right way, at the right time.

Now, I am a huge fan of building audiences and followings on social networks. Hey I am here doing that right now, however, when it comes to sales the medium that gets you the best results and return on investment is email.

So it is absolutely essential that you are continuously attracting email subscribers to your list.

The primary method for doing this is through a Lead Magnet.

A lead magnet anything of value which you can send someone in exchange for their email address.

A Lead Magnet should solve one very specific problem for a prospect the benefit from which they can gain within 15 minutes.

Why most people are doomed before they start is that they have no strategy for linking their content to their lead magnet, through to their courses and memberships

And that is where my Value Ascension Roadmap comes into play.

The Value Ascension Road charts your perfect-fit clients journey all the way from their very fist interaction with your free front end content all the way to the ultimate transformation that you can help them achieve, which is normally done through your highest value offering.

Each subsequent level of the Roadmap is the logical next step from the one below it and each level represents an increase in value first of all from your perfect-fit client’s perspective. That is value in terms of the level of transformation and results that they get.

Secondly, and as importantly, an increase in value to you the business owner in terms of how much they pay.

So let’s take a look at the Value Ascension Roadmap

On level 1 we have your free front end content. This is your blog, video, email and social media content that you publish in order to attract and engage those that you can serve the best.

And this is important because the success of your online business will be directly proportional to the results you can help your clients achieve.

As a result ensuring that you are attracting potential Perfect-Fit Client leads is essential. And this process all starts with your messaging and the content you share

It is essential that each level of the value ascension roadmap delivers real value and gets results for those who interact with that level. And even though this is ungated free content you still want it to move people further along their journey.

One of the best ways to think about your free front end content is what question if answered would help my perfect-fit client move forward and take action. Or in other words what is holding your perfect fit client back.

You see momentum is one of the most important things we can help people achieve. Our goal on each level of the Value Ascension Roadmap is to help people take action, move forward and to prepare them to step up to their next level.

In this case their next level are the lead magnets. Now if we are following the process. On the first level we have provided some level of solution to the very first thing that is preventing a perfect fit client from moving forward

But guess what. Once you have answered that question they are going to have a brand new problem. And this is the problem that your lead magnet should solve.

As I mentioned earlier your lead magnet should solve one very specific problem and someone should be able to consume your lead magnet and gain benefit from it within 15 minutes of downloading it.

And this is one of the biggest mistakes that I see people make with their lead magnets. It’s a trap we all fall into. We want our Lead Magnet to be really valuable, so that people will want to sign up for it.

But when it comes to value people appreciate quality over quantity and in this case quality actually means the shortest and easiest root to a defined outcome that people want.

People are lazy they don’t want to and wont wade through pages and pages of info. Give them the checklist, give them the cheat sheet, give them the 3-7 steps they need to take. Make it easy for them.

Give them what they need to move to the next level. Now in the Lead2Launch model when I am working with my members and clients this level is what I call your mini-front end products.

A mini-front end product is an offer which people receive immediately after opting in for your lead magnet, normally in the price range of $9 – $49. The purpose of the mini product is to cover the costs of your paid advertising.

If you get this right you can create an unlimited budget for your Facebook Ads and other advertising channels effectively enabling you to get free leads or in some cases cash flow positive from your lead generation campaigns

The key to success with your mini-front end offer is that it is the logical next step for your perfect-fit client to take once they have opted in for your lead magnet.

Now there are two ways to think about this.

The mini product could help people to get an even greater result than the lead magnet

or

The mini product helps people get the same result as the lead magnet only faster and easier.

The purpose of this level, aside from liquidating the cost of our ads is to prime people so that they are ready to step to the next level of the Value Ascension Roadmap which in this example is your signature course or program

Now as we are just dealing with lead generation in this video I am not going to talk in detail about the upper levels of the value ascension roadmap but we take a similar approach to the offer at each level.

The goal of each level is to get a result for those on that level but also to prime them for their ascension to the next level.

As the cost of lead generation increases it is essential to always have a next step for our perfect-fit client to ascend to which maximises customer lifetime value. We are also increasing loyalty and retention as people know there is somewhere for them to go within your business model.

But in today’s example we may have the next step after our signature program as membership which leads to a small group coaching model and then a mastermind at the top of the value ascension roadmap.

The fact is if you don’t have at least some of these levels in your business you are leaving money on the table. Money that people would love to spend with you but have no avenue to pay you.

And this isn’t just my opinion. It’s a mathematical fact. Using the maths behind the 80/20 rule we can predict that for any group of client there will be 20% of them who would be willing to pay 5 times more than they have. And we can apply this maths when figuring out our pricing and also forecasting our revenue

How to Pick A Lead Magnet That Will Attract and Convert Leads

So then the next question you may have is. That’s great Mícheál but how do I pick a lead magnet that will attract leads and also prime them to register for my signature product.

Well hang with me for a minute and not alone will I show you how to pick your lead magnet but I will show you how you probably have already created it and it may just be a matter of repurposing it from content you already have.

So let’s zoom in on your signature product or membership. The majority of courses or programs have between 5-7 modules. Funnily enough I have found the sweet spot to be 6.

If you have a membership the chances are that you have between 5-7 core topics that you help people with.

Now each module in your course or membership will have a number of sections.

Step one is to decide on the topic that you want to produce you first lead magnet.

Step two is to identify the module within your course or membership that deals with that topic.

Step three is to analyse the module and pick out the hot topic that really gets people excited and helps people move forward.

Step four is to pick out any checklist, step plan, cheat sheet or guidance document associated with that section

And hey if you don’t have these created already review your content and based on that create something simple straight forward that makes it easy for people to implement your teachings.

It will be hugely valuable for your members too.

This is now the perfect lead magnet because it is something that you know people love, it gets them results and it is perfectly aligned with and into the ultimate destination you want them to arrive.

If you are worried that it is devaluing your product or membership. The fact is, it’s only in the region of 1/36 (if you have 6 modules and each module has 6 sections) but more importantly, it is only one piece of the puzzle. For people to get the full transformation they will need all the other bits.

In my mind far from devaluing your product or membership it is actually demonstrating its strength and creating desire and demand.

How to Build Your Lead Generation Traffic Strategy

So now that we have picked your lead magnet we have to start building our traffic. Now despite running a Facebook Ad agency I am a massive believer in generating organic leads. Yes, driving organic leads is a slower process and it is definitely a long term play but with the right strategy and approach not alone will increase your visibility, drive engagement, prepare your audience to take action and drive sales but you will also set your paid advertising up for massive success.

When it comes to content creation one of the biggest mistakes that people make is that they go off on tangents talking about things that may be interesting and may help people but if they aren’t leading people strategically along your Value Ascension Roadmap then they are leading people away from your offers.

Ok so in the last section of this video I broke down how to select your lead magnet and we uncovered that most courses and memberships have between 5-7 core topics.

Well you content strategy should centre around these 5-7 key areas. So again lets settle on the magic number of 6.

With six core topic areas you can either choose to cycle through the areas one after another or deep dive into one area for a multi part series of blog posts, videos, social posts or emails.

The key to creating high quality front end content that leads to conversions is to stick to a strategic level. If you like, your free content is delivering on the why. Now this is still hugely valuable for people but what you sell in your course, program or membership is the how and also the support and guidance to implementing that how.

There is very little question that video is now the majority preferred medium for people to consume content. This is also why the social platforms now all favour and push video. But there is another reason why I think video will best serve your lead generation strategies which I will share with you in a minute

So let’s look again at how this breaks down in our Value Ascension Roadmap.

Starting from our free front end content we can now see that we have 6 core topics which we talk about.

If these are fixed now we can start to develop content funnels which link our free front end content to specific lead magnets.

What this means is that for every piece of content you create you will automatically have a lead magnet which will be the logical next step for people who are consuming your content to take.

Over time we can build our lead magnet library up, it may not be advantageous to have 6 lead magnets but there certainly is room in every business for 3-4 high quality lead magnets

And once we have identified our lead magnets now we can start creating and releasing mini products which will sit as up-sells from the lead magnet.

When we have these content funnels in place we can now invest in the development of pillar posts which almost serve as definitive guides to each topic, answering your perfect-fit clietns key questions and serving as a beacon to attract people to you.

And when you put it all together you have a perfectly aligned, logical, streamlined path for people to move from their first interaction with your free front end content all the way to your signature program or membership.

Having this alignment will ensure that you will maximise your returns on both your paid and organic campaigns while massively serving the needs of your Perfect-fit client and helping them achieve the transformation they desire.

And that is the perfect recipe for rapid online business growth and kick starting your lead generation activities

BONUS! How to Turn Your Content Into a Lead Generation Machine

Now remember I promised you a bonus session on how you can leverage your organic content to super charge your Facebook Ads to massively reduce your cost per lead. And not just that, but it was completely iOS 14 proof.

Well stay tuned because if you are interested in Lead Generation, and even if you have never run a Facebook ad before you are going to want to stay tuned for this

So what we have looked at to this point is:

Creating your value ascension roadmap which maps out your perfect fit clients path all the way from their first interaction with you to the ultimate transformation that you can help them achieve.

And how each level on the value ascension road map is the logical next step for someone to take once they have reached their desired milestone on the the previous level

We then looked at how to choose a lead magnet that primes people to sign up for your signature program or membership but why you have probably already created it and where you can find it.

And finally we looked at how you can develop a content strategy which funnels people into your key topic areas and gets them to take their first steps on their Value Ascension Roadmap

All exciting stuff and now for the bonus session I promised.

Since the release of iOS 14.5 launching and scaling Facebook ad campaigns have become more challenging.

Apples release of iOS 14.5 allowed mobile users to blocked reporting of actions they took on 3rd party websites. And by third party websites I mean your website.

This cut off the feedback and information supply from your pixel which was one of the key ways that Facebook knew who to show your ads to and who not to show your ads to.

This has had a significant knock on effect for advertisers and yes there are work arounds and things that you can do but the fact is this trend is only going one way and the blocking of trackers will only increase in the future. Your ability to retarget facebook users based on their actions on your website will never be a powerful as it once was

And these retargeting audiences were often the ones with the lowest costs and highest ROI

But here is a strategy that completely eliminates the impact of iOS 14.5.

If you are creating video content. And this is just one of the reasons I love video

You can take short clips from your video or record 30 – 60 second clips based on your video content

This has had a significant knock on effect for advertisers and yes there are work arounds and things that you can do but the fact is this trend is only going one way and the blocking of trackers will only increase in the future. Your ability to retarget facebook users based on their actions on your website will never be a powerful as it once was

And these retargeting audiences were often the ones with the lowest costs and highest ROI

But here is a strategy that completely eliminates the impact of iOS 14.5.

If you are creating video content. And this is just one of the reasons I love video

You can take short clips from your video or record 30 – 60 second clips based on your video content

And run video view ads on Facebook. Now you can get video view for between 1c and 3c per view.

But here is the genius part of this strategy. On Facebook you can create audiences based on not just of who viewed your video but also the length of time they have viewed it, 3 seconds, 10 seconds, 15 seconds, 50% of video 75% of video and so on.

Now when it comes to running ads for your lead magnet you can target this these custom audiences

And in doing so you know you are showing your ads to people who know who you know are, have interacted with you, are interested in the problem you solve and are most likely to opt-in for your lead magnet

In doing so you are almost guaranteed to get lower cost leads than cold interest based audiences

So now that you know how to choose and create your lead magnet you probably want to take a deeper dive into Facebook ads.

So make sure you check out the videos linked on screen for lots more information on how to plan your next Facebook Ad campaign and some key tips on what’s working right now when it comes to Facebook Ads

If you haven’t already done so make sure to click that subscribe button and give me a thumbs up.

See you in the next video