In this episode, Ruby shares 3 key things she learned from doing a full out launch, and how she’d do it differently next time.
If you’ve been following me on any of my social media platforms, you’ll have noticed that I recently did a launch for my Rock Your Visibility Bootcamp. I did what I always do and pulled together a plan. I got my Moleskine notebook out and started brainstorming some ideas.
With a full launch plan in the form of a mind map I knew what I needed to do.
I decided that this time I should call in the heavies, and get myself some additional support, so I started working with my Online Project Manager to help with the overall project, a marketing expert to help with the Facebook ads, and some addition al VA support to deal with other admin tasks while I focused on the big launch.
My plan started to go a bit wonky pretty early on, as my Facebook ad wasn’t converting as well as I’d have liked (I do have a bit of a pet hate for Facebook ads) so there was an awful lot of tweaking going on, from changing blog post content to adding different pictures, to changing audiences, to adding new interests, to redirecting to my Visibility Quiz sign up page and more. If you’ve not done Facebook ads before then some of what I’ve just said will be jargon to you. It was to me and some of it still confuses me but I’m slowly learning. It’s not my strength, hence the outsourcing bit.
I worked really hard focusing on lots of different ways to promote my Bootcamp, through adding additional social media posts, setting up an affiliate programme, and more. All the things you think you should do for a launch were done.
Now, here’s the big thing and my #1 learning;
I talk all the time about building relationships and how important it is to engage with your ideal clients, and to build that know, like, trust factor over time. In my usual style I reached out to previous clients and some connections, explained that I was launching my new programme, and asked them if they’d be willing to spread the word, and said that if they were interested, they could jump on a call with me to find out more.
What happened was quite interesting, those people that I talked to, that I already had a connection with, were far more engaged and wanted to either sign up now or later. Whereas what I was doing with the FB ad was trying to take them from a blog post to sign up to my list to then get them to join my programme. It was destined to fail really. It didn’t fail, as I got some people signing up but not the e dream number I’d hoped for.
So, as I already knew instinctively, relationship building was what mattered. I was trying to skip out way too many steps and expecting people to sign up without even having got to know anything about me first. Now, yes occasionally this can work, and actually has with one of my older bootcamps but it’s not the best way to go about things. It’s much better to build a relationship over time. I kinda proved my own theory of what I teach. Says she as she slaps her forehead!
Key Takeaway: Build relationships. Connecting with people consistently is so important, it truly is your lifeblood of your business. As I do with my clients, I encourage you to be constantly connecting with people and not in a pushy sales way, but to build a connection that over time may lead to future business, or perhaps referrals. If nothing else, it makes running your business way more fun as you learn lots of new things and you also get some feedback on what your ideal clients need – it’s a bit of market research.
So, what was my next big learning?
People do a lot of reading from their mobile phones
So, the next big thing that I learned is that a high proportion of your audience, about 75-80% (of my audience at least) are working from a mobile phone, so my wordy text blog post looked awful on a mobile device, it was just a wall of text.
I went back into my initial blog post that I was sending people to, and added a few images to break up the text, something I need to remember for future blog posts.
Key Takeaway: Think about how your posts will be viewed on a mobile device. Adapt your content accordingly.
#3 learning – I started way too late
I started way too late. If I was doing it again, I would have a longer-term campaign, about 3-6 months where I’m doing lots of little strategies to lead into the big launch and I’d create a slow burning buzz around it. I would do some mini list building strategies, do more joint venture work perhaps. I’d outsource more of the work – especially the FB ads so I could be completely hands off on that. I’d also do more webinars as I love them and it’s a way to share your expertise without hassling!
Right now, I’ve sworn not to do any more full launches, it’s just way too exhausting being in all out promo mode. I may do some soft launches, but I don’t like running my business in a high hustle way – it’s not me. I’m an introvert, and I’m sure some of you can identify with that. I much prefer connecting with people, and that’s the way ideal clients mostly come my way.
Key Takeaway: Start early. Build a slow buzz and take your time. That way you can enjoy the journey, not push yourself to burnout and you’ll get better results.
So, to recap, build relationships, think mobile devices and start early.
Your call to action this week is to consider how you can best build your business without the hustle. I know I love my business way more when I do this, so hope my learnings will help you