The Skinny on a PHAT Marketing Campaign
I know, I know, no one says “PHAT” anymore. Except me. But, when you are me, you can do what you want.
Yet, that’s not the reason I am here today. Today, I am here to give you the skinny on a very phat (pretty hot and tempting) marketing campaign that you can replicate for yourself and for your business.
So here we go.
Recently, for Valkeryie Consulting, I decided to try something a little different, something that no one else is doing, and something that proves why our company is set a cut above the rest.
I offered a free, no obligation coaching program to five people, completely free of charge.
Why did I do this?
Is it because I’m just such a nice guy? (Hell, I’m not even a guy, at least…not last time I checked).
That’s not why I did it. Not at all.
I did this for two reasons:
One: To show business owners how to establish a marketing plan correctly, and to show them how much work goes in on the back end of marketing.
Because, let me promise you, marketing is no picnic. Just because we make it look easy, doesn’t mean that it IS easy.
And two: So I could develop and refine coaching services we offer, programs we offer and solutions to business owners of all kinds, all while building a base of loyal, dedicated business owners and influential bloggers who know that Valkeryie Consulting is the bomb dot com.
Last month, part of this coaching program consisted of each of them developing a marketing plan similar to this one.
But why? The answer is simple: I have watched in literal agony as so many bloggers and business owners put out piecemeal content on an as-they-can or as-time-allows basis that just doesn’t work. They didn’t create a plan ahead of time, they didn’t set or define clear goals, they just said, “What the hell, I’m going to put content out there and see how it performs.”
Please don’t do this.
That is probably the worst move you can make in online marketing. Ever.
And if you do this, please don’t be surprised if one day soon I show up at your front door and punch you squarely in the mouth and then wrap you up in the blanket of wrong. Because. I might.
[tweetthis]In the realm of online marketing, consistency is the name of the game.[/tweetthis] Unless you push out consistently good content, you will never see consistent results — if any at all.
So, in the spirit of showcasing what is important and why it’s important, and how to do it I am going to give you the same coaching session I gave to my Dream Team for the exact same price. FREE.
Ready? Here we go.
The four essential elements of a successful marketing plan are as follows:
1. Have an overview
Mind Meister is a great way to create a hierarchical dichotomy that displays the entire lifecycle of your marketing plan, concept or idea. In the spirit of keeping things simple, I am going to coach only around a concept for ONE promotion for this blog. We set up specific objectives, listed out the tools we wanted to deploy in this campaign and then built a strategy from that allowing us to not only deploy one dollar generating opportunity, but several. (More on this later)
2. Clearly define goals
Let’s go a little deeper into the mind map, shall we? First, let’s take a look at the goals we laid out.
Here is how this works (and where math gets invovled):
The first goal we listed was to grow our email subscriber list by 300 people using ONLY this promotion to reach that objective.
Reason why we set this goal: Because the money is always in your email marketing list, even still to this date. It is the fastest and most efficient way to make sure that you stay top of mind with your customers, past, present and future. [tweetthis]Expect approximately $1 in monthly income ($12 annually) for each email address you have collected. [/tweetthis]If you grow your opt in list by 300 people per month, this is what it looks like mathmatically:
300 people x 12 months = 3,600 subscribers.
After one year, that ONE PROMOTIONAL list alone will net over $3,600 a month in passive income — providing you have an effectively monetized site. Need some help?
The next goal we set was creating opportunities for affiliate sales.
Each and every blog post, webinar, sales promotion, email and video needs to house an opportunity to create affiliate relationships that pay you per sign up, per sale or per click. We know this, so we make sure to set goals for this and shoot for at least three per promotion.
Next, we noted that we need to create upsell opportunities.
Why is this important? Because, quite simply, each and every promotion and opportunity should give you an option to upsell the customer (or potential customer) on some of the services you offer exclusively. Often, by listening on social media channels and by paying attention, you will create opportunities to think of new and improved upsells you can use and capitalize on. For this particular promotion, we saw opportunities to upsell clients on some of our packaged programs, our website administration packages and coaching packages.
We also decided that we wanted to create opportunities for more high paying clients. By running a promotion like this, we can build additional websites, and by creating opportunities for upsells, we are also creating opportunities for case studies — a fan favorite of most higher paying clientele. Since we know this, and since we like to keep fresh opportunities available, this goal made sense for this promotion.
Revenue projection. When creating a marketing campaign, the end result is the same, regardless of industry: increasing revenue. Since we crafted this particular campaign to run around our affiliate programs and upsells, we started here. Our goal for these campaigns alone was $4,000. However, the additional anticipated revenue goal for this promotion is over $20,000 — which would come from higher paying coaching and website development clients.
How did we come up with these numbers? We reverse engineered where we had success before, analyzed our numbers and used a projection based on that information.
Aside: If you don’t have this data, don’t make a projection. You’re new, you don’t have enough information to set this goal just yet.
3. Select the tools you are going to use for this promotion
Having the right tools in place for any promotion is crucial. We automate our business because we have learned that the majority of the start ups, overhauls and small businesses we work with need this level of automation as well. Automation of campaigns and your website is incredibly crucial. It cuts down on your personal management of campaigns, ideas and essentially turns your website and blog into a 24/7 cash generating machine. So, in order to automate this campaign, we used several tools in tandem. First, I will give you each piece of the puzzle, and then an overview of how each fits.
Lead Pages – Helps us craft and generate a one stop shop sales page designed to do nothing more than collect email addresses.
Get Response – That lead page then feeds the machine of our email marketing client, Get Response. We programmed this by integrating our unique API key into our campaign so that each email we collect goes directly into that campaign. We also set up an autoresponder campaign where each subscriber to that promotion receives a scheduled email for the next 30 days (7 emails total) that covers the spectrum of our affiliate marketing efforts in addition to our upsells and increased shares and engagement on social.
17 Hats – This is a fantastic program for freelancers and self-employed professionals to control leads, projects, to do lists and even integrates bookkeeping programs. We created a series of follow up emails and questionnaires for each potential project here as well. Again, automating everything.
And this is how it works: The lead page feeds into the email campaign which feeds into the affiliate marketing campaign (Blue Host, GoDaddy and Get Response) as well as giving us opportunities for for up selling our coaching programs, website development programs and encouraging interaction on social media as well.
4. Create a well thought out strategy
Whenever we create a marketing promotion, push or campaign, we like to be able to repurpose this into other venues. We made no exception with this particular push. Here is how we strategized and repurposed:
We decided on sections of the landing page, knowing that we could use the FAQ’s on the landing page elsewhere, and even create a blog and video around that (repurposed three ways, each integrating our affiliate marketing and upsells).
We chose our top performing affiliate campaigns to use this.
Blue Host: $65/per sign up
Get Response: $30/per sign up
Name Boy: $7/per sign up
This positions us to collect 102 per subscriber to our list, with approximately 6 minutes of work on our end. We figured out how to use those links in a campaign, a case study, the landing page, follow up emails, videos and (hello) even this blog.
We planned for contingencies. Knowing that some folks would already have a domain name and host, we planned for this. We would still offer them a free blog set up and premium theme for zero cost, IF they agreed to pay us $97. We came up with this number because we knew we needed to make the same amount of money without relying on our affiliate programs in this situation, in addition to this giving us an opportunity to upsell that particular sign up on additional services by making useful, relevant recommendations.
We created opportunities for upsells. In this blog, on the landing page and in the follow up campaign, we offered customers of this promotion (and ONLY this promotion) special one time value pricing on a variety of our other services.
We created a support email in our host. We did this because we don’t have time to deal with all of the support requests we got. So? We hired someone to handle all of the support requests for $5 per hour (virtual assistant). They are responsible for fielding issues and complaints or elevate each support request to the right entity. Small out of pocket cost for us, huge time saver. And we did this using a dedicated email address so that we could forward that email to whoever we hired, and take off the forward once the promotion was complete.
We integrated social. Well, of course we did. We are, after all, a social media management company. Duh! We came up with a strategy of posting organically using relevant hashtags and set a budget for Facebook ads of $30 and Twitter ads for an additional $30. We also crafted collateral to share on Google+, Instagram and PInterest — to make sure all of our bases were covered, each pointing back to the promotion, our affiliate links and upsells.
We already figured out how to repurpose the promotion. We did a video (attached to this blog), we did a blog, we created a case study and we didn’t lose a beat when programming our affiliate relationships and upsells in that either. We will also piecemeal pieces of this blog and promote it on social media to gain readership, more subscribers and sales.
The strategy is so simple, but it does require a lot of work upfront as well as planning. You can’t just set and forget. That isn’t a strategy. There is no secret sauce, no pill, it’s all about providing all of the information, being transparent and actively demonstrating actionable steps that people can take, knowing that even those who try will most likely end up hiring you to help them, because you are the subject matter expert they now trust, and because they will realize how challenging the entirety of whatever it is you are doing can be. This is relevant for any business, any model…anywhere. And you’re not losing anything by doing this, because you have provided great information (for free), used your affiliate links to compensate you in the event of a no sale and demonstrated your knowledge, expertise and ability by doing nothing more than showing what you can do.
You can write advice all day long and people will take it with a grain of salt. It isn’t until you provide fantastic, actionable information that people will actually pay attention to.
And now that you have gotten the skinny on one phat marketing campaign, what other questions do you have? Leave us a comment below, and we will answer it. And who knows, if it’s a great question, we might even feature it on our social media channels (which you should follow us on) or use it on our web show!