Relaunching and Refining
We'll Look At ► The good and the bad side of being post initial launch with your program ► Relaunch strategy ► Refining and improving your program ► The marketing of your program
The Good & Bad of Relaunching Once you've created your content and run through your program once, it's not all a piece of cake
Don't Lose Enthusiasm ► Many people are excited by the creative process ● How to tackle this: inject something new with each re-opening • Live aspects ● Shiny program syndrome, clients will want to keep creating new programs • Hard to create real leverage • There's nothing wrong with creating new programs, but don't ignore ones already launched
Pricing & Your Relaunch ► An issue for a lot of people is assuming your offer, pricing and marketing can remain the same ● Market conditions change ● Competition changes ● Niches change & mature ● Marketing methods change
Your Role Changes ► When you enter relaunch mode, your role is going to change ● What you need to do to continue getting program participants will change
You Can Create True Leverage ► You'll spend less of your time on your program ► You can delegate more of the work that needs to be done ● Even all of it ► Your ROI will be higher ► You'll be able to test and refine more
What Will Your Relaunch Strategy Be? ► 3 basic options for launch ● Launch strategy, in which you set a calendar for the program ● Evergreen, where you make your program available at any point in time to new people ● Evergreen launch, where you put relaunching on autopilot
Strategy-Based Changes ► How content is dripped/delivered ► Email sequences for new sign-ups ► Funnels ► Calls/live components ► Community ► Affiliates/JV Partners
Refining & Improving Your Program ► Before you re-open, do an assessment of your program content and offer ► Collect and review feedback from participants
Reviewing Program Content ► Remove unnecessary sections of content ► Add necessary sections to content ► Improve sections of content ► You don't need to completely redo the program, just make small improvements
Review Your Program Offer ► Anything you gave to participants that wasn't listed ► Anything you should add based on experience ► Any components you should remove ► Bonuses that you plan to change ► Does your pricing structure make sense as is? ● Consider how much it costs you to support the program ► A change in your offer may necessitate a change in pricing
Refining & Improving Your Marketing ► You must do this to get your leverage ► This is time to massively test
New Traffic Sources ► YouTube pre-roll ads ► YouTube videos ► Podcasts ► Retargeting/retargeting on other networks ► Advertising on specific blogs ► Interviews on podcasts and blogs ► Affiliates/JV Partners
Test & Optimize Your Lead Magnet Decide to use a new lead magnet or change the content
Test & Optimize Your Ads ► Mix up your ads and test ● Headlines ● Copy ● Length of ads ● Images
Test & Optimize Your Opt-In Page ► Test your opt-in page ● Headline ● Subheadline ● Copy ● Call-to-action • Can have a dramatic impact
Test & Optimize Your Sales Page What elements can you test on your sales page and order forms?
Test & Optimize Your Email Sequence ► Look at how effective your emails are ● What subject lines get higher opens? ● What call to actions result in more clicks? ● What emails can you add or remove to improve consumption of your lead magnet and conversions?
Test & Optimize Your Videos ► Autoplay or not? ► Something so minor can dramatically boost conversions
A Tip for Testing & Optimization ► Test individual changes in isolation ► If you make several changes at one time, it becomes hard to know what helped and what hurt
Up Next The home stretch - the next segment is our final one for this program
Recommend
More recommend
