PERFORMANCE ONLINE MARKETING
Marketing | Sales Copy | Conversion Boosts | Sales Funnels | Marketing Videos | Product Launches
Squeeze Optin: Report: “Profiting from Local Online Marketing.”
Product: Marketing Local Business – online training through membership site.
1st Launch: October 2009.
Buyers as of August 2009 = 69 via launch, SEO, and Adwords.
Clients contacted me in August 2010 with the goal of “doing a lot better” via a joint venture launch.
- Managing partner saw the value in a $10,000 fee + 10% rate of commission
- Both partners understood launch process but not exactly the time required to prepare one
- On board with the idea that joint venture relationships start and end with them.
(I just manage JVs …I don’t create the relationship)
- Scott (product creator) truly an expert in his field with his own local marketing agency for five years.
- Scott and Ryan very easy to work with; trusting
Challenge: Sales at a trickle.
Solution: Shut down the shopping cart to boost anticipation of the JV launch. Did a “closing offer” launch to the house list.
Results: Sold 12 more spots at $799.00 …so I guess that covered my up front fee nicely
C: Need new leads and needed to get a higher optin rate onto the house list.
S: Redesigned optin-forms and added copy on Local Marketing Source.com and scott-gallagher.net
S: New video to increase optin rate.
S: Created dedicated squeeze page for Facebook advertising.
S: Created mini-site for Adwords.
S: Created animation video people could share …they would receive some premium content if they shared it.
R: Optins per day doubled from 6 to 12.
C: Scant testimonials. Nothing very convincing.
S: Used my testimonial cruncher strategy.
R: Generated these text, audio, and video testimonials.
C: Nobody knows Scott. Nobody knows he owns and runs his own local marketing agency. Nobody knows he’s truly a local marketing expert.
S: Added copy to optin video script to tell people who Scott is and why they should listen to him – proof that he is “the local marketing guy.”
R: Open rates on email sequence during launch were extremely high. Personally, I had never heard of an open rate above 30%.
|Date||Time||Days To Launch||Open Rate||Email Click-Thru Rate||Phase||List||Subject|
|Saturday, November 27, 2010||7:07 PM||-11||35%||55%||Pre-Launch||LMS House||Local Marketing Source Launch – early release|
|Friday, December 03, 2010||12:46 PM||-5||59%||60%||Pre-Launch||LMS House||Local Marketing Video 2 + 2 Downloads|
|Sunday, December 05, 2010||9:43 AM||-3||49%||45%||Pre-Launch||LMS House||Brace for Impact|
|Wednesday, December 08, 2010||1:03 AM||0||108%||67%||Launch||Early List||Time To Rock|
|Wednesday, December 08, 2010||1:46 PM||0||39%||44%||Launch||LMS House||Today is The Day|
|Friday, December 10, 2010||4:34 PM||2||31%||38%||Launch||LMS House||Registration Closing|
|Sunday, December 12, 2010||12:07 PM||4||43%||58%||Launch||LMS House||IMPORTANT + New Download + $30K Strategy|
|Sunday, December 12, 2010||8:06 PM||4||34%||38%||Launch||LMS House||Great News!|
So far the program had been sold to people who knew about local marketing, searched for it online, found Local Marketing Source, and bought. They knew about the opportunity and the program clearly fit their needs.
For the launch we needed to bring the opportunity into focus for people who didn’t know about it. That, along with establishing credibility for Scott and his program, was the goal of video 1.
Then, in video 2, we wanted to give them something they could use right away so as to trigger reciprocity, likeability and deepen credibility for Scott’s expertise. We gave away a Google Places Cheatsheet and a report that they could rebrand for their own use which would serve as way to position their prospects to hire them.
Finally, in video 3 we made the offer.
In the days that followed the opening of the cart, we gave away more content and reminded them of the benefits, the value, the guarantee, and the reason to buy now.
Our conversion rate was a smokin 5% which is a sweet return on investment. Going forward, we will launch Version 2 of the program.
|List Size Pre-Launch||2289|
|List Growth during launch||862|
|List Size Post-Launch||3151|
|Launch Page Views||17256|
|Launch Page Unique Views||14878|
|Sales minus projected refunds and breakage (25%)||$ 70,575.00|
|Total Sales||$ 130,575.00|
|Launch Visitor Value||$4.74|
|Total Optin Value||$41.44|
|Average / Day Optins||8.6|
|Per Day Revenue last 12 months||$356.38|
Mailing List: 800
Relationship: Warm. Client had given away free report for the opt-in and then posted a number of free articles to help them run a more profitable business.
Twitter followers: 1000
Client’s previous launch experience: Ed had done one launch himself to his list for the coaching program and converted at 1.5%. He felt he could convert better if he hired a PLM (and he was right!)
- understands launch process
- expert in his field
- Adwords expert
- outside the box thinker
- very easy to work with; trusting
Product: Six module business coaching program for Hypnotherapists.
Conversion rate off house list of 800 for this launch: 3% (Very satisfying considering the price point of $997 was the key objection…and the list was built on an opt-in for a free report)
Squeeze page opt-in rate: 70% +
Part of the reason for the high opt-in rate is that most of the traffic comes from a banner on a targeted website. Previous opt-in rate on client’s site with different banner ad and freebie was less than 10%. He had built most of the list using Adwords.
We began pre-launch content with a live case study. This is a “results in advance” strategy. This consisted of three videos showing a “before and after” scenario about how the client was able to generate bookings by using just one of his strategies.
Email open rates during launch: 15 to 25%
Email click-through rate: 45% was lowest.
Blog comments: 13% of house list left comments.
Revenue bump from previous launch: 300% ($6360 to $18,943)
TECH AND CONTENT CREATION
(all work by Oliver Olsen unless noted otherwise)
Prelaunch Content- Design and intallation
1. 3 Case study screen caputer videos
2. Banner on Hypnothoughts website
3. Hypnotherapy FAQ audio podcast
1. Wrote 15 emails during pre-launch and launch to house list
1. blog installation and configuration
2. Wishlist membership site configuration + video content using EzS3
3. Application process / payment processing / membership signup
Product Bonus Creation
1. Copywriting mini-course
2. Keyword lists for buyers
3. DIY Website Videos
Mailing List: 3500
Relationship: Cold; only sent promotions / no free content.
Client’s previous launch experience: none
- Jujumama rated in top five of Redbook’s love bloggers.
- law of attraction online coaching business
Product: Year-long Law of Attraction coaching program
Number of buyers last year: 5
Number of buyers for this launch: 15
Launch squeeze page opt-in rate: 38%
List size on launch day: 87
Conversion rate: 17%
Launch teleseminar: 35 attended
Questions asked on blog after teleseminar: 11
Revenue bump from previous year: $14,970 (300%)
Total Sales: $22,455
TECH AND CONTENT CREATION (notables)
(all work by Oliver Olsen unless noted otherwise)
Teleseminar Info Page:
1. custom design
2. custom header
1. Wrote 22 emails during pre-launch to list
1. Aweber set-up
2. Powerpay / 1Shopping cart / configuration (outsourced)
3. domain names and email addresses added
Product Bonus Creation
1. Membership site (WordPress Wishlist Member) (outsourced)
2. Private Online Workspace