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Six Secrets to Six-Figure Product Launches with Jeff Goins

goins11NOTE: We are running a free webinar with Jeff over at ProBlogger.com in two days (November 19), where he will talk about the Four Keys to Building a Powerful Audience Online. Normally the full webinars are only available to paid members of the site, but there will be a few big names in the next few months sharing their knowledge in our free sessions. You will need to create a free account.

Please head to the webinar page, and and click “Sign up here” to register for a free account and to register for the webinar. You will receive an email confirming your registration, and another reminder email as the webinar approaches.

Please note that our last public webinar was very popular and we can only take 1000 on the live call. We do record them though and send all who register a link to the recording.

Without further ado, here’s Jeff to explain how to totally nail any product launch with his six secrets. Thanks, Jeff

Six secrets to Six-Figure Product Launches with Jeff Goins

A few years ago, when I was just getting started with trying to monetize my blog, I met a successful online entrepreneur. When I asked her how I could start making money off my blog, she asked how big my email list was. I told her, and she said that was a six-figure business.

I laughed and explained to her that it was more like a three-figure business. I had run a couple of ads that had made me a total of about $400 in the past six months. I did not have a business.

“No,” she said. “You’ve got at least six figures there. You just need to leverage your influence and get your audience to buy from you.”

It turns out she was right. In fact, that advice didn’t just help me build a six-figure business in a year. It taught me how to start doing $100,000 product launches — not only for my own business but for other people’s businesses, as well.

I stumbled on to some secrets, thanks to the advice of that online entrepreneur and a handful of other mentors over the years, and I want to share them with you.

Secret #1: You Have to Want It

Okay, so I want to acknowledge the elephant in the room. I know this might sound out of reach to you. Pie in the sky sort of stuff. And I totally get that.

I remember reading Darren Rowse talk about his first year of blogging and how he “only made $30,000.” When I read that, I was working a job that was paying me a salary of that same amount, and making 30K online sounded like a dream.

So trust me when I tell you that nobody is more surprised to hear me talk about things like “six-figure product launches” than me.

But after doing this for a couple years now, I’ve realized an important truth about business: more income means more impact. Or as Walt Disney once said, “We don’t make movies to make money. We make money to make more movies.”

If you are like I was and tend to think of business and income-generating strategies as greedy or “evil,” I want you to reconsider your stance.

First, consider the income. What would $100,000 mean to you and your loved ones? Could it be a means to more freedom or a chance to travel the world or see your kids go to college? Maybe it would be a way for you give to all the charities and nonprofits you’d love to contribute to.

Then, consider the impact. If you sell a $100 product, $100,000 in revenue means you’ve just made an impact on 1000 people’s lives. I don’t know about you, but personally impacting 1000 people sounds like a lot of work. But a scalable product, especially an information product, allows you to do that.

It might sound hypey to talk about $100,000 launches, but I promise you: what I’m about to share with you is a series of practical principles I’ve seen proven over and over again. And they’ve allowed my friends and clients to not only live their dreams but to help a lot of people in the process.

The same could be true for you, but you’ve got to reconcile your relationship with revenue and get focused on the goal. This isn’t about just making more money. It’s about making a difference.

So let’s look now at what it takes to pull off a six-figure launch.

Secret #2: Having a Great Product Is Not Enough (But It’s a Start)

We can’t overlook this step as it is so important to creating a brand with integrity and building a loyal customer base. You’ve got to create what Michael Hyatt calls “wow” products and experiences.

Why? Because frankly, your customers deserve the best work you can possibly do. And because this is the kind of work that people talk about.

Apple is one of the the biggest brands and most successful companies in the world not because of their marketing (they spend a fraction of what their competitors do on advertising), but because of the experiences users have with their products. If ask a Mac fanatic why they love all their iGear, they will tell you, “It just works.”

That’s what wow looks like.

But having a great product is not enough. In fact, it is the basic requirement to even enter the market. Once you have something you are proud of, something the world needs, you have only just begun.

Secret #3: It’s Not About Having a Big List

A lot of people mistakenly believe having a big email list is necessary to monetizing your audience. They think they need something like 20,000 subscribers just to make a living.

Try telling that to Carol Tice, who launched her quarter of a million dollar business with only 1000 subscribers. Or Tim Grahl who has already started replacing his income running a successful book marketing company with digital products that he launches to his list of less than 10,000 people.

It doesn’t take a big list. It takes a willingness to sell.

My friend Stu McLaren, cofounder of Wishlist Member and Rhino Support, once told me that if you want to make more money, do one of the following:

  1. Increase your market size. If you have a smaller email list (less than 10,000 people), then you will want to either: a) rapidly grow the list, or b) partner with affiliates who can help you reach more people now (as opposed to spending the months or years it would take to organically grow your own audience. Firepole Marketing founder Danny Iny told me, “The key to the big launches is the groundwork that goes into building the relationships that make it happen.”
  2. Increase your price. This is often the easiest tweak to make and frankly the most common error I see bloggers and online entrepreneurs make. We are notoriously bad at valuing our own services and offerings and therefore tend to price ourselves lower than we should. The market will always sustain more than you think it can. Remember that, and when in doubt, raise the price. You’re worth more than you realize.
  3. Increase your sales frequency. Another problem people face is being unwilling to sell too hard. They don’t want to appear pushy or salesy, and end up unintentionally sabotaging their business. Look. You don’t have to be pushy or slimy or do anything unethical to sell. Selling is serving; it’s helping your audience connect with an offering that will truly help them (remember: you’re starting with a great product). So when it’s time to sell, sell hard. Make a case for why this is the very best thing out there, and let people know. And when you aren’t sure what to do, send another email.

A big email list is great, but having a lot of subscribers in and of itself won’t guarantee you a ton of sales. You need to understand the finer points of business: how to identify what a market wants, what they’re willing to pay, and how to get them to buy.

Which is what we’re going to cover in the next section.

Secret #4: Sell Like You Mean It

When you’re doing all of the above and people still aren’t buying, then you don’t have a strategy problem. You have a selling problem.

If you’re doing all the right things, and people still aren’t buying, it’s probably how you’re selling. You’re probably missing three important triggers, which author and entrepreneur Carrie Wilkerson talks about:

  • Scarcity.
  • Urgency.
  • Awareness.

If people aren’t buying, it’s often because they feel like they can buy at any time, or that there will always be enough, or they simply aren’t aware something is for sale.

So when you feel stuck, try the following:

  1. Only sell a certain number of units per launch. This feels scary, because you could be limiting your potential revenue, but really what you’re doing is creating a sense of exclusivity (which equals value in the customer’s mind). Warning: if you use this strategy, don’t create false scarcity. If you say you are only going to sell 200 seats to your online workshop, then close registration when you meet your quota. Otherwise, people will find you out for the snake oil sales person you are.
  2. Offer a time-sensitive deal. (i.e. “Save $100 when you buy this week!” of “Don’t miss these three bonuses — buy today!”).
  3. Talk about your launch — a lot. Send more than one email (best practice is to do one on launch day and two on the final day).

Secret #5: Give People Options

When Chris Guillebeau gave Nathan Barry (who incidentally doesn’t have a huge list and is killing it with online product launches) a simple piece of advice, it literally made him hundreds of thousands of dollars.

What was this simple piece of advice?

“Selling in multiple packages has worked really well for me.”

He said it in typical Guillebeau, off-handed humility. But in that statement was a ton of value that made Nathan more money than any other piece of advice he’s ever received.

Nathan estimates that having multiple price points for each product has allowed him to make two to three times as much money as he would have made, launching at just one price point.

Putting It All Together

The other day I was chatting with a friend who recently started an online business. He was telling me all about his next project, which was another online course he hoped to create, launch, and sell by the end of the year.

“Dude,” I said. “What are you doing?! How much money have you made off your course so far?” He admitted it wasn’t much. He thought, as many do, that the solution was to create the next thing. But he was wrong.

I then proceeded to walk my friend through the process I’ve shared with you, encouraging him to keep selling what he had already built. He planned his next launch and it ended up being bigger than any other launch he’s ever had.

He was made a believer. And I hope you are, too. The secret to a successful product launch isn’t just about the product. That’s a given. But good products, as Guy Kawasaki once told me, don’t sell themselves. You’ve got to launch them well.

When I was struggling to monetize my blog and figure out how to make a living off my email list, I decided to start listening to what all these smart people were telling me:

  • I reached out to people who could help my reach more people. Some became affiliates while others just helped spread the word.
  • I raised my prices, basically every time I did a new launch.
  • I leaned in and boldly promoted a product I was proud of.

And it all worked like a charm. Each launch, more people bought than the last time, and I made more money. But it wasn’t just the income (sure, it was nice to be making 10 times what I was making at my day job), but the satisfaction of knowing I was helping thousands of people was amazing.

It’s about the impact.

Taking the Next Step

So what does this look like for you? Here’s a recap of all of the above:

  1. Decide you want this.
  2. Commit to a plan and set a launch date.
  3. Build something awesome that you are proud to promote.
  4. Connect with people who will help extend your reach.
  5. Launch with scarcity, urgency, and awareness in mind, all the while building trust and delivering value along the way.

And watch the magic happen.

For more secrets to successful product launches, check out this page I put together just for Problogger readers.

Jeff Goins is an author, blogger, and entrepreneur who lives in Nashville. He loves helping writers and bloggers get the attention their messages deserve. Tweet at him @JeffGoins and get a free product launch resource here.

Stop Reading, Start Doing. Now.

Stop Reading, Start Doing - time to put that knowledge into practice / problogger.net

I’m going to hazard a guess that you are here at ProBlogger.net because you want to know how to make a blog a success. With a successful blog, you can make some money, right? With the knowledge you glean from here and other places, you’re hoping to take your blog to the next level.

But I think that’s where a lot of us get stuck. With the knowledge.

We may in theory know what it takes to create great content, find readers, nail social media, and run a much-loved blog. But we may also stop short of actually putting that knowledge into practice. And what is the point of having all that knowledge, if you’re not going to use it to help your dreams come true?

I think we’re all guilty of it to some degree. There have been tons of things I knew I should do, but thought I lacked the time or the skills to do so. One day, I forced myself to sit down and make those small changes on my blog, one at a time. And you know what? They weren’t so hard, and they didn’t take much time. Things like installing a sticky top bar messenger for newsletter signups, revamping my About page so it more accurately reflected what my blog is about, actually testing some Pinterest strategies… my list was seemingly endless. And seemingly endless lists can be overwhelming – so much so that we don’t even get started on them.

What I want you to do (today, if you can!) and pick one thing you’ve learned recently and actually do it.

You know what those things are that are floating around in the back of your mind. That you’ll get to one day. Well, today is your day! Go! Do!

Which one do you think you will try? I’d love to hear in the comments what’s on your list, or what you’ve done recently that has really worked.

 

Stacey Roberts is the Managing Editor of ProBlogger.net, and the gal behind Veggie Mama. A writer, blogger, and full-time word nerd, she can be found making play-dough, reading The Cat in the Hat for the eleventh time, and avoiding the laundry. See evidence on Instagram here, on Facebook here, and twitter @veggie_mama.

Be a Better Blogger by Doing as Little as Possible

problogger.netWhen you make the decision to grow your blog and hopefully create an income from it, it can be so easy to fall into the trap of doing everything all at once in the name of getting as much exposure as you can. You’re blogging every day, you’re promoting those posts to your Facebook, Twitter, Google+, you’re ensuring all posts have a Pinnable image, and you’re Instagramming the behind-the-scenes for your followers. You’re working hard, commenting on other blogs, finding interesting things to retweet, staying up half the night with your editorial calendar, reading sites like this one about how to make money, and signing up with the next big thing in case it can help grow your blog (Vine, anyone?!).

It’s pretty easy to get to a stage where your blog is running you instead of you running your blog. You’re drowning in emails, you can keyword posts in your sleep, you’re a slave to your stats, and you will scream if Facebook changes its algorithm one more time.

But that’s not all. You’ve had ideas for a Blog Series, several eBooks, a podcast and an eCourse. You’re keen to get started – in fact, when you see how successful others are, you wish you started years ago.

But what if you’re stretched so thin that you’re doing everything, and none of it as well as you could? What would convince you to cut back to only a few things, and putting your heart and soul into making them great?

A while ago I was listening to the How they Blog Podcast with Kat Lee. Kat is a blogger, a podcaster, and a stay-at-home mom of three. She has two blogs (each with their own podcast), the usual number of social media sites, eBooks, a small blogging course, coaching sessions, and seemingly a huge number of things that need her attention on a daily basis.

But one thing she said in conversation with another blogger really caught my attention: her motto is “do as little as possible as well as possible”.

Each year, each season, she has different things she focuses on, and is happy to let the others take a back seat. I decided to ask her more about it, in the hopes that the way she came to streamline her online presence might be inspiring to those of you who are a little bit overwhelmed and over it.

First things first: How did Kat adopt the mantra?

“I’m an ideas person,” she says. “I love being creative and starting things, but while this can be a definite advantage, it can also be a huge disadvantage – I realized that every time I started working a new idea, I was actually also giving up on something else. And if I kept moving on to new things, I’d never develop anything excellent.

“We all have a finite amount of time in the day. I’d rather be excellent at one or two things than dabble and be average in twenty things.”

For the people I know who have turned their backs on “having it all” and have shifted gears to hone their talents in one or two areas at a time, it was usually because of burnout. Trying to be all things to all people at all times had forced them to make a change. Kat says it wasn’t quite like that for her, but she still needed to make that change.

“Honestly, I think I hit “plateau” stage rather than “burnout” stage,” she says. “I wondered why things weren’t taking off like they used to. I finally realized that greater levels of success require greater levels of sacrifice. That’s why you don’t see Olympic athletes at McDonald’s or Disneyland the day before their gold medal event. We all have a limited capacity for…everything. So the only way to increase our capacity for one thing is to reduce our capacity in another area – hence “Do as little as possible, as well as possible.”

“This past year, I’ve focused a lot more on podcasting (and less on writing) and as a result, my podcast [Inspired to Action] is consistently on the Top of the Kids and Family charts on iTunes. The beauty of this is that I’m not eternally confining myself to anything. Just because I’m currently focusing on podcasting, doesn’t mean I’ll never write another epic blog post. It just means not right now. “This season is for learning how to consistently create excellent podcasts and building systems and skills that will make it all relatively habitual. As I build habits, podcasting requires less effort. Eventually, much of it will become second nature…which then increases my capacity to add something else back in – like writing.

Gary Keller says, “Success comes sequentially, not simultaneously.” Ronald Reagan was a famous actor and President of the United States of America, but not at the same time. We just don’t have the capacity for simultaneous excellence, but we can build on our knowledge and skills so that we can have sequential success. I want to do things with excellence and excellence can only be achieved with focus on one thing at a time.”

When you’re new or you’ve just made the decision to turn your blog into a business, the internet is a world of possibility. It can take time to get to a point (whether burnout or plateau or otherwise) to really narrow down your focus. You might not want to do less, you’re happy to just be on the playing field. Kat explains the situation well:

“I think the biggest reason [for that] is because newer bloggers aren’t sure what they want,” she says.

“That’s not a bad thing, but until they figure out what they want, it’s hard to find the motivation to say no to other things. Just like kids participate in 24,976 different activities – their job as a child is to figure out where their talents and passions collide. Once they find that sweet spot they can then arrange their effort around pursuing it with excellence.

“It’s the same with a new blogger. Until they know their audience, their message and their voice, it’s hard to say no to all the opportunities that are out there.”

In fact – Kat thinks it might be worth newer bloggers shifting priorities at the start to ensure that when they do focus, they’ve got a solid foundation from which to grow.

“I think that a new blogger needs to focus on writing and connecting with their audience,” she says. “Increasing traffic and building a platform and refining their message should come AFTER they actually know what they want to say. Otherwise, they spent all that energy possibly building their platform in the wrong location.

“However, I do think they can follow the motto by applying it to the process of finding their message, audience and voice. Be focused about writing and honest about what resonates with you and your readers. Instead of spending energy on increasing your page views, focus your energy on understanding what you want to say and who needs to hear it.”

So how does the motto manifest itself in Kat’s reality?

“I’ve narrowed down what I do online,” she says. “Ironically, I blog less and podcast more. I’d rather have a Top 10 podcast and an average blog and social media presence, than an average everything. Of course, as I mentioned before this is temporary. Once I have a system for podcasting with excellence, I want to return to writing and learn to do it with excellence.

And as someone who has spent a lot of time being intentional about how she divides her attention, she has some advice:

What’s the best tip you’ve found to help you pare back?

To use physical folders. It’s easy to expand digitally, but if I have physical folders for projects I’m working on and limit those to 6 at any given time, I have a concrete reminder when I over commit.

Did you read any books or resources that helped you refine your schedule?

Simplfy by Bill Hybels, The Best Yes by Lysa Terkeurst and Tell Your Time by Amy Lynn Andrews

 

What would be something you’d like to pass onto bloggers who are feeling overwhelmed?

Why are you blogging? What message burns within you that you know will help others? Who are you blogging for? Once you know the answers to those questions, it’s so much easier to separate the blogging wheat from the blogging chaff. Just like a hunter might have a super powerful gun that can down any deer from a mile away, if he isn’t locked in on the target, that powerful gun doesn’t do him a bit of good. Find your target, then scale down your vision to focus on it – success comes easily once you do that.

So what do you think – is simplifying but excelling something for you? What would you focus on? I’d love to hear your thoughts.

Stacey Roberts is the Managing Editor of ProBlogger.net, and the gal behind Veggie Mama. A writer, blogger, and full-time word nerd, she can be found making play-dough, reading The Cat in the Hat for the eleventh time, and avoiding the laundry. See evidence on Instagram here, on Facebook here, and twitter @veggie_mama.

Rebranding Your Blog: The Resources

REBRANDING YOUR BLOG-

Last week we had Jodi from Practising Simplicity talk us through the decision behind rebranding her six-year-old established blog.

Many of you had questions about the technical details of moving a blog, so I’ve rounded up some resources to help. You will find everything from changing social media handles to 301 redirects. Feel free to ask any questions in the comments and we will try to assist!

Before you even start, get clear on WHY you want to rebrand: Nuts and Bolts Media // Things to Consider Before Rebranding Your Blog.

The Lotus Creative // How to Rebrand Your Blog Has a step-by-step guide right from the very beginning – choosing a name and getting a .com. Kate also discusses traffic loss due to the switch, and what you can do about it.

This post also goes into moving a blog from an SEO perspective to keep your traffic high : Search Engine Land // How to Rebrand Without Losing Your Hard-Earned Rankings.

Freeing Imperfections // How I Rebranded My Blog goes into more design issues – how to find a customisable theme and how to make your blog visually reflect you the blogger.

Tico and Tina has an entire series on Rebranding Your Blog which should have you brainstorming taglines and making decisions about navigation in no time.

There are step-by-step images and screenshots on exactly how to switch to a new domain here at Elizabeth Loves // Rebranding Your Blog 101: The Technical Stuff.

And for seriously in-depth discussion (with a little bit of humour!) about the nitty-gritty of seamlessly rebranding your social media accounts, Moz has got you covered with How to Rebrand Your Social Media Accounts. They include just about every social account you can think of. More than I could think of, actually!

What kind of hiccups have you encountered when rebranding your blog? Is it even making the decision to do it?

Stacey Roberts is the Managing Editor of ProBlogger.net, and the gal behind Veggie Mama. A writer, blogger, and full-time word nerd, she can be found making play-dough, reading The Cat in the Hat for the eleventh time, and avoiding the laundry. See evidence on Instagram here, on Facebook here, and twitter @veggie_mama.

Thinking of Rebranding Your Blog? Read This.

course

Rebranding an established and successful business? Why would you do that?

For some, the risk of changing the name of something people have grown to know and love is too big. For others, the risk of being boxed into something they no longer feel much affinity for is even bigger.

No doubt it’s a scary leap to rebrand a blog – would people still read? Would a slight shift in direction upset the established audience? Would the to-do list of technical issues be too overwhelming? Would you lose all that Google love you’ve built up over the years?

At some point, if you’ve felt the rumbling undercurrent of wanting to make a change, you’ll decide those reasons are no longer enough to hold you back. And so you research new domain names, you design new logos, you test the waters. And you make the switch – your blog (and your online identity) is something new. Something more you.

Jodi Wilson did that on New Year’s Eve 2013. She took a blog she had lovingly nurtured for six years from online journal to a much larger online place of community and inspiration, and gave it a complete overhaul. Once a place to share the milestones and sleepless nights as a new parent, the blog had evolved into a new space of a woman finding joy in a simple, humble life. And Jodi felt it required a new look and name to reflect that.

One of the biggest factors in the name change was the fact that my blog was originally named after my son and his teddy – Che & Fidel,” she says.

“Che had started school in 2013 and all of a sudden his world was much bigger and I had less control. I didn’t feel like his stories were mine to share anymore and it only felt right to stop blogging about him, hence the blog name just didn’t resonate. As I wrote in my first post as PS: ‘Che & Fidel no longer resonated with me, I didn’t feel like it represented my blog or my intention. My days of sharing notable milestones and tales of sleepless nights were over. Instead I was using my blog as a means of exploring ideas and seeking inspiration. It was more about my experience as a woman than just my experience as a mother’.

“It wasn’t a decision I made lightly, either. To tell you the truth, my energy and enthusiasm for blogging was waning and I needed a boost, as a creative and a writer. I wanted to keep doing it, to keep enjoying it, but there were times when it was a hard slog – it was work.”

The hardest part, she says, was finding a new name that would encompass all the blog had come to be about. A name that would resonate with people, but most importantly, herself.

“I spent months exploring different names and, of course, checking whether the domain was available (it was really important for me to move to a .com). Funnily enough, the name was quite literally staring me in the face the entire time,” she says.

“In June 2013 I started a series called Practising Simplicity where I explored simple living. The series was as much about me exploring new ways of being as it was about sharing information with my readers. I loved writing it because it inspired me; it made me more mindful of my creative process, my parenting, my wellbeing. It wasn’t until mid-November, when I was reading through past posts in the hope of “finding” a name, that the idea came to me. Of course, it was perfect (and yes, the .com was available).”

Often a change in name can mean a change in blog direction, but mostly always means a change in logo and branding. Jodi says a new design for Practising Simplicity was “essential”, launching her blog in the new year with not only a new name, but a new web address, and a clean, simple, refined design that reflected her aesthetic and intention.

Screen Shot 2014-09-29 at 1.52.17 pm

It also comes with a not-so-small checklist of to-dos to ensure your readers are redirected with a minimum of fuss, your social media accounts are changed, and all the boxes are ticked (you can check out the one Tsh Oxenreider used when she made a similar change from her hugely successful blog Simple Mom into The Art of Simple).

Jodi saved a lot of time and heartache by getting it right the first time around: “I handed much of the technical work over to my tech guy Graeme - I knew it was beyond me and it felt only right to employ someone who knew exactly what they were doing,” she says.

“Graeme managed to redirect my Che & Fidel address to PS with ease – basically, if you go to my old address you automatically end up at practisingsimplicity.com - don’t ask me how he did it, I’m just glad he managed to work it out!  When it came to changing my IG profile – that was done with a simple name change in my profile. I contacted Facebook and requested they change the name of my page; which they did within 48 hours. I did the same for bloglovin’.”

But while the technical side of things can easily be taken care of, and you’re excited about a new change, new branding, and new direction – that doesn’t mean everything will go smoothly. Jodi said there was certainly some small fears on her part, but received wonderful support from her readers.

“I was realistic about the fact that there may be readers that wouldn’t appreciate the change. But at the end of the day I was making the change for me more than anyone else,” she says.

“I knew that I couldn’t keep blogging with heart unless I was proud of the space I was creating – it needed to be authentic, no ifs or buts.

“When I pressed “publish” on that first post I remember sitting back and marvelling at the fact that my humble online journal had become a website – one that earned me an income. It was a bit overwhelming to tell you the truth. Who would have thought? After I got over that I received a few very encouraging comments from long time readers. I exhaled.”

And the biggest fear of all for some – how will the readers react?

“With an incredible amount of positivity!,” Jodi says of her experience.

“They felt like the change was a perfect fit for my current content – the ultimate feedback. There was, of course, a few comments regarding readers’ dislike of sidebar sponsors but every comment was expressed with kindness which I’m incredibly grateful for. Each to their own!”

If you’re thinking of making the switch, Jodi has some words of advice for you:

“When you launch a new space there are always going to be hiccups. Be patient – they won’t take long to fix.

Also, if you’re considering making a change – do it! It’s the best thing I’ve ever done for my career. Within weeks of launching my new space I had numerous new sponsors who appreciated the fact that my blog was more “lifestyle” as opposed to “mumsy” and I continue to work with all of them. The new look also caught the attention of publishing company, Blurb, who offered me a book deal (six weeks after my launch!).”

You can find Jodi at her blog, Facebook, and Instagram.

Stacey Roberts is the Managing Editor of ProBlogger.net, and the gal behind Veggie Mama. A writer, blogger, and full-time word nerd, she can be found making play-dough, reading The Cat in the Hat for the eleventh time, and avoiding the laundry. See evidence on Instagram here, on Facebook here, and twitter @veggie_mama.

Q&A: Your Social Media Strategy

There’s not much Darren hasn’t tried in the way of social media, and using it as a complement to his blog.

In this webinar (available in full to ProBlogger.com members), he outlines his method for success, as well as answering your questions about how to make the best use of this media.

Darren covers:

  • Where social media fits in your blogging journey
  • What hierarchy of importance social media should go in (because you can’t be across everything!)
  • How to find readers
  • How to build a presence
  • How often you should update your social media channels
  • Hints for scheduling your content
  • How much time you should invest in it
  • What your status updates should say
  • Case studies of status updates that really worked

And questions sourced from the ProBlogger.com forums as well as your inquiries on Facebook and Twitter. One not to be missed!

Creating and Selling Ebooks Webinar

This webinar (available in full for ProBlogger.com members) features ProBlogger Marketing Ninja Shayne Tilley outlining the strategy for getting the best return on your efforts creating and selling eBooks.

It covers:

  • Sell Sheets: Do you need one? What is it? How to make a good one.
  • What content to have in your book – what shouldn’t you miss?
  • An effective book outline
  • Thinking about your audience
  • Your review process
  • Writing tips – not only to get content written, but also tips about format, consistency and even mindframe mid-book
  • The editing process
  • Adding visual elements
  • What your final draft should look like
  • The design – DIY or outsource? How to do it thriftily
  • Which format is best – PDF, ePub, Mobi, audio?
  • Sales pages – what should they contain
  • Gearing up for your launch, and what you should do to prepare
  • How to plan your launch month
  • How to manage the book and sales once it is out there.

ProBlogger.com is home to to the ProBlogger Community, featuring regular webinars on all kinds of content, forums to connect with other bloggers, along with discounts, and free plugin downloads. You can join here. See you there!

Facebook Week: Putting it All Together

Screen Shot 2014-08-04 at 3.33.11 pmIt has been an action-packed Theme Week here at ProBlogger as we delved into making Facebook work for you. We’ve been hearing for a long time now that bloggers and small business owners are both confused and frustrated with the platform – where they once enjoyed using it to interact with their audience, they now faced algorithms that meant they needed to work harder to be seen by everyone who had signed up to receive their updates. It has left a lot of people dissatisfied.

Organic Vs Paid

But all is not lost. As Darren mentioned at the start of the week, he has seen both organic and paid reach still holding strong with his Facebook pages, with a little behind-the-scenes strategy. He shared some of the things he was trying (and had seen success with) and came to the conclusion that his winning formula was: be useful, be visual, be interactive, be inspriational, and experiment to see what works. He also mentioned the decision to wade into the world of paid Facebook advertising, and that their return on investment well exceeded what was expected.

Popular Pages Successful Strategies

Tuesday saw a rundown of five popular pages on Facebook, and an overview of their interactions. We saw what got the most traction was visual content – both video and images – but also a focus on what people as humans can relate to. Their interests, heartwarming stories, educational content, and things that inspired seemed to be the most useful types of interaction for best engagement.

Which Posts get Higher Organic Reach?

After sifting through hundreds of Facebook pages, it became clear: whatever works on your Facebook page depends upon your own audience. While we discussed each type of post and how popular they are for inspiring engagement, (video and images again appear to be the most useful), it really does come down to monitoring your own Insights page to see when your audience is online, and what kinds of posts they’ve been interacting with the most. While images come up trumps for most bloggers, my own Facebook page ranked them last. So it’s definitely important to tailor your output to what your audience has been enjoying the most, not just taking blind advice.

So Tell Me About Facebook Advertising

Jon Loomer stopped by to give us his insights on Facebook advertising and marketing, and making it work for you. The ability to ailor the audience of your ads is incredibly specific, and he helpfully explains that while also breaks down the Boost Post myth, and the debate about which is more useful – that or Power Editor? (hot tip: it’s Power Editor). He also discusses what makes a great ad, and how to decide what needs to be seen in the newsfeed. The full webinar is packed with easy-to-understand information (but you do need to be a member of problogger.com to see it).

Darren’s Facebook Advertising Success

Our marketing guru Shayne Tilley gave us a detailed rundown on the experiments he’s been running with paid content on Facebook, outlining how to create the ads, what kinds of ads he’s been running (and which ones work the best), how much he’s spending, and what he needs to explore more. It shouldn’t be missed by anyone who is doubtful about giving Facebook their money, or are utterly confused about where to start.

We’d love to hear, though – what advice has been more useful to you? What else would you like to know?

Thanks for being around, we’ve had a lot of fun this week.

Theme Week: Tips and Tricks to Nail Facebook Advertising, a Webinar with Jon Loomer

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Jon Loomer, the King of advanced Facebook marketing, recently stopped by ProBlogger.com to share his insight and specialist tips on all things Facebook advertising. Not just for business with big budgets, targeted Facebook ads and a little forethought can be useful for any kind of blogger wanting to reach out to readers. The full webinar is available for ProBlogger.com members (you can sign up here).

So what are the benefits of Facebook advertising for bloggers?

Jon says it’s really for anyone looking to drive traffic to a website. When you build an audience on Facebook, you’re sharing that website with people who have shown an interest in wanting to read it. As a bonus, many people who pay for advertising on Facebook also report an increase in organic reach.

Why should you pay for advertising when you can use Facebook for free?

  • It breaks through traffic plateau – go beyond the reach you’re getting now
  • If you have been working hard and not getting far, then it might be worth a try to see if you can catch a break
  • With regular sharing, you’re limited with the amount of people who will engage with your post – paying will reach people who still want to read your work – people who have been to your blog but don’t currently like your Facebook page, perhaps. It also assists in finding people with similar interests who might like your blog, but just haven’t heard of you yet
  • Helps to speed up the growth of your page
  • You’re being proactive rather than crossing your fingers and hoping to go viral

Boost Post versus Power Editor – Is one really more useful than the other?

  • The nuggets of gold in Facebook advertising and targeting are mainly found within Power Editor. but it doesn’t guarantee you success. You could still be targeting badly
  • The issue with Boost Post it is an easy button, often for real success you need to think a bit beyond doing that
  • At the end of the day, you want sales and subscribers, not just be seen in the newsfeed, so you need to use Boost Post a little bit more strategically. This is where you can use Power Editor to select a pre-chosen group to boost your post to
  • You can create and save target group lookalikes and custom audiences in Power Editor, which can then be used across Facebook advertising in all its guises
  • Learn Power Editor first, and it makes everything else easier

What about more sophisticated campaigns?

Website custom audiences are Jon’s favourite feature – it’s not just a matter of targeting anyone who visits your website, but also narrowing it down to specific pages they’ve seen, or articles they’ve read on your site.

So how does Facebook know what your readers are looking at?

Facebook provides conversion pixels, which uses cookie information from your blog. When they return to Facebook after your site, they will then see a targeted ad. Only one code is needed, but you can create many different rules that depend on visitor information. Even better, when you promote your new blog post, you can tell Facebook to exclude the readers who have already read it – effectively saving you money.

To take advantage of this, create a Website Custom Audience for every sales line you have, every landing page, every success page, every important blog post. Think about the categories of content you have that would appeal to different people, and tailor your ads to suit.

What makes a good ad?

  • Imagery, things that stand out, or that people can relate to. Faces, people their own age, professional images, proper image dimensions
  • Copy – what do you want from your ad? If you’re not selling, then you’re still being casual, useful, and wanting to get people to click on your link. Think of providing a call to action
  • Keep it short. You want to keep under character limits so Facebook doesn’t truncate your post, forcing users to click over to read the whole thing.
  • Ensuring the targeting is as relevant as possible

What else is on the webinar?

  • Jon goes into how to create a great Facebook advertising campaign and gives you steps to narrow down your needs so you can better strategise and target your audience.
  • Building a highly-relevant audience, and gaining their trust so you can market your products or services to them successfully
  • Targeting people depending on what page they’ve landed on your blog
  • Specific tips for Power Editor: how to create custom audiences, using tracking pixels
  • Links to articles that explain the complexities of Power Editor and how to harness it for your particular needs
  • How much to budget for Facebook campaigns
  • The difference between an ad set and a campaign
  • The lowdown on ad reports and how to track efficacy
  • Understanding lookalike audiences and how to target them effectively
  • Targeting fans, email lists, and anybody who has visited your website – highly-relevant people who already know who you are, but might not be following you on Facebook.
  • A discussion about the appearance of ads on Facebook in the first place. If they’re not going to go away, how best to work with them so you’re delivering useful advertising to its users, rather than irrelevant information
  • More detail on what makes a great ad.

Tune in tomorrow for our marketing ninja Shayne Tilley, who will take you through a list of Digital Photography School Facebook advertising that has seen real returns – and also the ones that didn’t do so well.

Have you tried Facebook marketing? Has it been useful for you?