As a marketer or business owner, how many times did you hear the word “funnel” or “launch” this year?
Our answer is a lot. Like…a lot, a lot.
And there’s a reason we hear these terms so often–they’re the 2 major ways of selling products.
Either businesses are running product launchings that produce thousands to millions of dollars in a few cases weeks or they have funnels that are constantly selling.
At DigitalMarketer, we’re very familiar with both of these strategies. We’ve lived through the pros of launchings and funnels, and we’ve emphatically suffered the cons.
Product Launchings vs. Funnels
Product launchings run for 14 -2 1 days and are broken up into 3 duties. The first part is the pre-launch, a.k.a building excitement and prospect about the product for 7 days( presuming you’re extending a 21 -day product launch ). All of the attention you’re creating is driven to 3 pieces of pre-launch content.
On day 7, you changed into opening day. This is the open go-cart stage and your goal becomes to get as many people to close as possible. You’ll be in opening day mode for another week until period 14 hits, and you start to create urgency and scarcity.
This is the official closing part of a product launch, when you’re telling your prospects that the product is only available at this cost for a week longer and/ or there are only so many benches/ divisions left.
While product launchings only last for a maximum of 3 weeks, funnels are always extending. Expectations find their way into funnels by clicking on an ad, going to a landing page, and opting-in for a conduct magnet or to make a low-tier purchase.
Since funnels are always live, they’re like evergreen content–they can keep going( and travelling, and proceeding ). A well-executed funnel can easily drive continuous sales for a business, unlike a product launch. You can send back-to-back funnel emails, but you can’t push product launch after product launch.
You’ll exhaust your clients … and your team.
We love launchings because you can sell a lot of products really fast, but we hate how high risk and difficult to test and optimize they are.
We also adoration funnels because they tend to work for a long period of time, but we’re extremely aware that every funnel will always perform a little worse over day. Each occasion someone purchases, that’s one less patron interested in your product and able to convert in your funnel.
What if there was a marketing strategy that gave us the benefits of launchings and funnels, without the cons?
Let’s talk about the Blitz Launch.
A blitz launch is a 7-day multi-channel awareness campaign that focuses all traffic into a single, “Big idea, ” content piece, which then drives to a relevant and urgent special offer.
The blitz launch is the ideal balance that sits in the midst of a launching and funnel. It has the pros of being high-pitched reward, high-pitched awareness, and brand-building without being high risk, difficult to optimize, and only able to happen 1-2 times per year. It doesn’t have diminishing returns because it’s only launched formerly and it’s easy to use your past answers to optimize your next onslaught launch.
Pretty cool, right?
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Here’s how to run a offensive launch and sell products online.
To run your onslaught launching, you’re going to follow this frame 😛 TAGEND
Flagship “Big Idea” content piece3-part email promo series1-minute video describing your “big idea”1- 3 Instagram storiesVideo carousel ads( 3-5 15 -second text-based videos) Long-form social post( Written version of 1-minute video) Anticipation builder social postsOptional: Primer Content( blog posts priming the overarching question and build anticipation)
A big idea content is a stand-alone piece of high-value content( blog post, video, clause, manifesto, etc .) that causes your audience to acknowledge and accept a new reality/ paradigm, and then take a recommended action based on this new belief.
The authorities have 3 types of big idea content:
Major changeNew discoveryMassive failure
Remember: Big idea content is not a direct advertisement, gated content, or third-party hosted( it must go on your own channel ).
Your big idea is going to cover the following 3 basis 😛 TAGEND
Big, Relevant Change Core DesireCall To Action
For instance, here’s Apple’s “major change” big idea:
“A completely new type of mobile phone has been invented…”( Big, Relevant Change)
“So you can finally have one device that does everything telephone calls, camera, music player, and computer can do, and fits in the palm of your hand…”( Core Desire)
“And, hence, you must line up for periods in advance so you can buy one when it comes out…”( Call To Action)
Here’s the Keto Diet’s’ brand-new discovery’ big idea:
“Doctors have discovered that fat doesn’t actually establish you fat…”( Big, Relevant Change)
“So now you can eat all the cheeseburgers and bacon you crave( kind of) and get super skinny…”( Core Desire)
“And, hence, you must adopt this new diet…”( Call To Action)
And here’s Salesforce’s’ massive failure’ big idea:
“With the rise of cheap, reliable, high- quickened internet, software as we know it has fundamentally changed…”( Big, Relevant Change)
“You no longer have to invest hundreds of thousands of dollars in expensive on- propositions hardware and long-term maintenance contracts for enterprise- quality business software…”( Core Desire)
“Take a free experiment to our’ cloud-based’ subscription software and see how it operates …”( Call To Action)
During your onslaught launching all traffic is going to go into a single piece of big idea content. This is the only thing that anyone associated with your label should be seeing for 7-days.
In 2018, Nike launched’ major change’ big idea content by launching their Colin Kaepernick campaign, which won them outstanding commercial at the Creative Arts Emmys.
Dollar Shave Club had a’ new discovery’ big idea in “a great shave for a few bucks a month” that sent all traffic to their website, featuring their comedic circular.
And DigitalMarketer launched our very own’ massive failure’ content big idea in 2018 when we messed up our email roll, pointing traffic to this video of me clarifying our mistake.
Once you have your big idea, then we’re going to build a movement around it by using 3 marketing techniques you’re probably already used only to 😛 TAGEND
High Frequency 😛 TAGEND
Your blitz launch is going to involve a high frequency of ads, emails, social posts, etc. during the course of its 7-day interval it’s live. To reach the ferocity that you need for success, you need to choose frequency over reach–a smaller audience determines a lot of content about your big idea.
Multi-Channel 😛 TAGEND
You likewise need to be multi-channel, posting about your big idea and linking to your big idea content on every channel you have available.
Ultra-Focused Offer 😛 TAGEND
The focus of your blitz launching isn’t across 3 fragments of pre-launch content like it is in compliance with a regular launch. In this strategy, everything is going into a single landing page hosted on your website.
Look at this photo and tell me–what do you notice first?
Is it the yellow duck in the second row from the bottom all the way to the right? No, you noticed the purple duck.
You need to be as novel in your offensive launching as that purple duck.
You want to be known as the label that brings that purple duck to the party. If that’s you, it’s impossible to be ignored because you’re ever doing something new and novel.
“Customers don’t refresh because of what you did…they renew because of what’s next. What you did only causes them to believe in the story of what is coming next, but if you don’t have something’ next’, it won’t matter what you did…” -Greg Daines, CEO Client Velocity
Do you have a CTA that leverages some shape of scarcity?
Unlike other launches, your importance isn’t solely tied to the price of a product increasing after this launch or the product being taken off the market. The necessity comes from the big idea itself and the motivation that if your expectation doesn’t hop on board now, they’ll get left behind.
Normally, when “youre trying to” do two things( like integrate a launching and a funnel ): you to be provided with a spork. And sporks suck.
The way to ensure you aren’t turning this blitz launch into a spork was to ensure that you’re dealing with a genuinely great notion and delivering great content.
( NOTE: Need a right hand with your digital marketing struggles? Or maybe you merely want proven, actionable marketing tools, tactics, and templates to implement in your business? Check out the latest deal from DigitalMarketer, and you will be on your lane to helping your business grow .)
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