How To Effectively Run Digital Marketing Campaigns For Any Product

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The value ladder graphic.


Having a product is not enough.

You also need to market it effectively.

That’s why today we are going to discuss:

  • Why you should embrace agile marketing.
  • Why you need to create a sales funnel.
  • How to create an effective digital marketing strategy.

Ready to start making sales?

Continue reading…

Embrace Agile Marketing!

It’s important to understand the difference between traditional marketing and agile marketing:

  • The traditional approach to marketing involves creating a marketing campaign in isolation, then launching it and hoping for the best. This type of campaign is sometimes called the “Big Bang” campaign because you go all out with one big launch.
  • The agile approach to marketing involves coming up with a marketing idea, creating a minimum viable campaign, and then observing how your ideal customers react. Did it resonate with them?

    Once the data comes in, you either drop the campaign if it was a flop or adjust it based on market feedback and scale it if it was a success.
     
    These are iterative campaigns that don’t have that “Big Bang” launch and instead rely on a continuous feedback loop.

We encourage you to embrace agile marketing because this approach makes the most sense now that you have the technology to easily, quickly, and affordably test various marketing ideas to see what works best for your business.

There’s simply no need to invest a ton of money into an unproven marketing campaign and then hope that it’s going to work.

It’s much better to test your idea, see if it works, then only scale it if it does.

And what if it flops?

Simple:

Go back to the drawing board.

Create a Sales Funnel for Your Product

Before you think about how to market your product, you need to create a sales funnel for it. Why?

Because sales funnels are the most effective way to sell online.

What’s the Biggest Mistake People Make When Selling Online?

The biggest mistake people make when selling online is going for the sale immediately.

That’s way too much to ask from someone who has just heard about your product for the first time.

They might be your ideal customer who would have eventually bought everything that you have to offer…

But if your marketing strategy is the digital equivalent of walking up to a stranger and saying “Yo, here’s my product, now buy it!”, aka driving cold traffic to your sales page, you will likely lose them for good.

And sure, you might get some sales here and there, but it will be an uphill struggle. You will never realize your entrepreneurial potential that way.

So STOP driving cold traffic to your sales page. IT DOESN’T WORK. 

Here’s what you should do instead…

The Value Ladder Sales Funnel

The Value Ladder sales funnel was created by our co-founder Russell Brunson who used it to take ClickFunnels from zero to $10M+ in annual revenue in just one year (it’s at $100M+ now). Talk about explosive growth!

It has four stages:

  1. Bait. You offer the potential customer a lead magnet in exchange for their email address.
  2. Frontend. You offer the potential customer your least expensive and least valuable product.
  3. Middle. You offer the customer a more expensive and more valuable product.
  4. Backend. You offer the customer your most expensive and most valuable product.

The reason why this sales funnel works so well is that it allows you to:

  1. Start the relationship with the potential customer by providing free value.
  2. Nurture that relationship by continuing to provide free value.
  3. Build trust by providing progressively more paid value.

Here’s how Russell explains it:

You Don’t Need an Entire Product Line To Build a Value Ladder Sales Funnel!

Okay, so you might be thinking:

“But what if I only have one product?”

No worries!

You can start with just:

  1. Bait.
  2. Frontend offer.

…and then build out the rest of the funnel later on.

So make sure that you have a basic sales funnel before you start promoting your product. This is the #1 way to increase sales. Don’t skip this step!

By the way, if the idea of building a sales funnel from scratch feels overwhelming, Russell can walk you through the entire process. More info at the end of the article.

Use Facebook Ads to Drive Traffic to Your Lead Magnet Landing Page

Once you have your sales funnel ready, you should test it with Facebook ads.

Remember, you might feel that you know that it’s going to work, but you can’t actually know if it works until you start driving traffic to it.

This goes back to the agile marketing mindset: you want to test your sales funnel before you invest more resources into it.

To create a Facebook ads campaign, set up a small daily budget, and start driving traffic to your lead magnet landing page.

Is your campaign profitable?

  • Yes? Then start scaling it. Just make sure to do it gradually!
  • No? Analyze the data to see what the issue is and then figure out how to fix it.

Also, you want to start optimizing your sales funnel, meaning analyzing and tweaking pages for maximum conversion rates.

That’s how you can 2x, 5x, or even 10x your profits!

Tap Into Other People’s Audiences

Okay, so you have figured out how to run Facebook ads profitably, which means that now you have a reliable way to make sales. But why stop there?

You want to diversify your traffic sources. Never keep all your eggs in one basket!

You can start by tapping into other people’s audiences:

Instagram Influencers

The influencer marketing industry is projected to grow to $13.8 billion in 2021.

And when Influencer Marketing Hub conducted a survey for their benchmark report, 90% of respondents said that they believed influencer marketing to be an effective form of marketing.

Instagram Influencers, The vast majority of respondents, percentages graphic.

Instagram remains the most popular platform for it, so you might want to consider striking up partnerships with influencers in your niche.

Start with a one-off deal (e.g. a shoutout), see what happens, then scale the campaign if it works.

You want to eventually build mutually beneficial, long-term partnerships with influencers that have proven to be effective.

By the way, free product samples remain the most popular form of payment, so you might not even need to dip into your marketing budget to test this.

Of course, you can’t expect influencers to continue promoting your products in exchange for free stuff forever, so if influencer marketing proves to be effective, you should allocate money to it.

Just be careful who you get involved with. When you team up with an influencer, you create a connection between your brand and theirs, which might prove to be disastrous if the person in question is unstable.

So do your homework and avoid people who seem unreliable, are addicted to drama, or have a tendency to share controversial opinions.

YouTubers

YouTube is the largest video hosting platform in the world that has more than 2.2 billion users worldwide.

It’s quite telling that on this site a channel with 1,000 subscribers is considered tiny, one with 10,000 subscribers is considered small, and one with 100,000 subscribers is considered medium-sized at best.

You might want to consider getting the feel for your niche on YouTube, reaching out to the prominent players, and striking up partnerships with them.

Again, start with a one-off deal, then take it from there.

Podcasters

In 2018, the number of podcast listeners in the United States has reached 75 million. It’s estimated to hit 164 million in 2024. That’s a growth of 218% in just 6 years!

Podcast advertising can be a great way to get your lead magnet in front of your ideal customers.

Just make sure that you create a special lead magnet landing page for each podcast you promote it on so that you would know where people are coming from.

Also, since this booming medium is likely to continue growing in popularity in the foreseeable future, you might want to keep an eye for up-and-coming podcasters in your niche.

Building relationships with them now might pay off in the future once they get big.

Build Traffic-Generating Assets

All the stuff that we have discussed so far is great but you don’t want to be reliant on it in the long run.

Your long-term marketing strategy should revolve around building your own traffic-generating assets that you can then use to drive traffic to your lead magnet landing page.

Social Media

The easiest type of traffic-generating asset to build is a social media following on a particular platform (e.g. Facebook, Instagram, Twitter, etc.).

Whichever platform you choose, you should follow these key principles:

  1. Have a link to your lead magnet in your bio.
  2. Make sure that each post provides value to your followers.
  3. Post a mix of educational, entertainment, and promotional content. Note that “promotional” means promoting your lead magnet!
  4. Be as responsive as you can. Try to answer every single comment when you are just starting out. Obviously, you won’t be able to keep it up forever, but you should continue engaging with your followers no matter how popular you become.

You might also want to use tools like Buffer and MeetEdgar to schedule your posts in advance and set aside time every day to respond to comments.

Otherwise, if you just post content and engage with people whenever you feel like it, you might end up with a social media addiction masquerading as “marketing your business”. 

Don’t let those dopamine hits wreck your productivity!

YouTube

Why not tap into YouTube’s massive user base by building your own channel?

Here’s what you should do:

  1. Type a generic search term related to your industry into the search box, see what search suggestions come up. These are the popular keywords that you should be targeting.
  2. Make sure that every video that you make is better than the top three videos that are already ranking for that keyword.
  3. Promote your lead magnet at the end of each video. You can even create several different lead magnets so that you could plug the most relevant one. Remember, the more relevant the lead magnet, the more likely the viewer will be to check it out!

Also, keep in mind that the goal here isn’t to become a YouTube star, it’s to attract ideal customers to your channel so that you could then direct them to your lead magnet landing page.

That’s why you should focus on content that has less general appeal but is more relevant to your ideal customers.

Say, if you sell a product for software engineers, don’t make videos on learning how to code because this topic is not relevant to your target audience despite its wide appeal.

SEO

You can also build a niche website that generates organic search traffic from Google.

It boils down to:

  1. Creating SEO content.
  2. Building backlinks to that content.

Keep in mind that your content has to be better than everything that is currently ranking on the first page of Google for that keyword.

Also, if you want to get your website off the ground, you need to be super aggressive about link building.

You should spend at least as much time on it as you do on your content. You might even want to eventually move to an 80/20 time allocation in favor of link building.

Of course, the content still has to be amazing, otherwise, this strategy won’t work!

Be Patient!

Building traffic-generating assets take time.

You need to be prepared to invest at least 12 months into an asset before you expect to see results.

And we don’t mean sporadic posts here and there. We mean strategic, consistent, focused effort over a span of at least a year.

A great way to stay focused is to follow the Law of 100 and set a process-based goal such as:

  • Publishing content on social media every day for 100 days in a row.
  • Publishing 100 YouTube videos.
  • Publishing 100 blog posts.

…etc.

This will help you keep going when it’s month 2 and you are tempted to give up because you are stuck at 53 YouTube subscribers.

Here’s a great video where Noah Kagan explains this idea:

Never Stop Optimizing!

Your marketing strategy should never be a “set-it-and-forget-it” type of thing. There’s always space for improvement.

What’s working? What’s not working? What could be better?

Keep asking yourself these questions, analyzing data, and making adjustments accordingly.

Never stop optimizing!

Want Russell To Show You How To Build a Sales Funnel That Converts?

Let’s keep it real:

Building a sales funnel from scratch can seem like a daunting task.

That’s why we created our 5 Day Challenge where Russell walks you through it step-by-step.

You will learn how to:

  • Generate unlimited leads.
  • Create your first lead magnet.
  • Build your first sales funnel.
  • Create a simple 6-email follow-up sequence.
  • And launch your funnel!

…in just five days.

So don’t hesitate.

Join our 5 Day Challenge today. It’s completely free!



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