Brandmerry Blog Archives
List building 101: What you need to start building a community
List building 101: What you need to start building a community
11/29/18
List building is the #1 thing I see entrepreneurs missing out on. So today, I want to share with you exactly what you need to start building your lists and some of the mistakes I see entrepreneurs make when it comes to list building.
I’ve found that it doesn't really matter what stage you’re in, list building is key. I teach it in my membership site, my signature program Roadmap to Freedom and even my high-level mastermind.
If you are relying on a social media platform to build your community, you could be in trouble. You don’t own your social media platforms, but you do own your list.
Even if you’re product based, or you mostly do in person, you still need a list. It doesn’t matter what type of business you have, you need to have a list. What I’m talking about today is an evergreen webinar strategy. A strategy that keeps growing your list even when you’re not actively promoting.
What is Needed to Start Building Your List
1. You have to know your audience
You can’t create anything if you do not know your audience but it’s extra important when it comes to list building because you are tying to attract people that will ultimately buy from you.
2. A free offer
You need to create a free offer that will pull in your ideal audience. You need to have some sort of gift to get people on your list. They’re not going to sign up for no reason at all. This could be an e-book, a video series, a discount code, a checklist, etc.
3. A landing page
This is the place where they opt-in for your free offer. This is where you get the actual email address for your list. There are so many options for landing pages right now. I use Leadpages in my own business, but another option is built-in landing pages on your email marketing platform or custom landing pages on your own website. There are paid and free options, which mean there’s no excuse!
Related post: 4 Must-Haves for a High-Converting Landing Page
4. Email platform
You need an email marketing platform to actually send emails to your list. My favorite is ConvertKit. A free option is MailChimp, which again, there’s no excuse for not doing this!
5. Automation
This is the sequence, funnel or email series that will go out to your new leads. A really simple funnel to start with is:
The Welcome Email - Introduce your business and give them the free gift they opted in to
24 hours later - Introduce yourself
Share your super power - give them value, share tips about what you know
This funnel is warming up your leads, starting the relationship with them.
6. Promotion
Talk about your freebie all the time! Put the link everywhere you can. You don’t have to put ad money behind it, and I actually encourage you to test it organically for at least 2 weeks before even considering ads. I recommend promoting your freebie at least 3 times per week. Actively put it out into the world. You absolutely do not need ads, but you can if you want after you’ve tested your offer.
The #1 mistake entrepreneurs make is assuming that everyone is just going to give them their email address. We need to treat the promotions of our free offers the same as the promotions for our paid offers.
Head over to my Facebook Page and be sure to like and comment on the video while you are over there to help more people see this information ↠ https://www.facebook.com/brandmerrycoaching/videos/268720923993543/
And as always please share and comment on this blog post, I love connecting with you!
Why I Created a Membership Site
Why I Created a Membership Site
July 26, 2018
Membership style services have my heart. I'm a big fan of Netflix, which has taken over the subscription service game, I mean where would I be without Stranger Things? Or HBO Now, I mean come on Game of Thrones?!
I've even fully embraced the subscription style when it comes to family dinner. I've become a big fan of Sun Basket a weekly meal delivery service that gives me the motivation I need to step away from the computer and into the kitchen.
**If you want to try Sun Basket for yourself here's a special link to grab $40 off your first order.
But, I digress.
The point is I'm obsessed with the subscription model and so is everyone else, so it only seemed fitting I embrace the same model in my business.
To be honest it's always been a mission of mine to help as many women as possible. Sure I absolutely LOVE my private clients and ladies in my high-level group program Roadmap to Freedom, but there was still a large group of my community needing support and I was missing the mark.
When my private community Authentic Brand Builders was born I wanted it to be a safe space for women to come and share their story and ask questions, but over the past year, I've wanted more. I've wanted to support women in customizing their business to their personality and life. I wanted to back up my core belief that there is not a one-size-fits-all approach to running a business and in order to do that I need to step into the role of mentor and coach.
Sure, I could offer another course, but that's only going to support them with one simple thing and leave them hanging, I wanted something more meaningful and impactful that would support them at every level of their business.
Enter my membership community - Free To Be U.
Free To Be U is my mission to support as many women pursue what seriously lights them up and create a business that allows them to be fully free. It's so much more than just a membership site, it's a chance for women to get the support needed to have time, financial and location freedom.
It's the constant reminder that you're free to be anyone, anywhere, anytime, with a community of women desiring the same thing.
I truly believe that in my soul, but unfortunately I've watched so many women put their business on the back burner or throw in the towel because it gets to be too overwhelming. Free To Be U is the answer to the overwhelm with a simple and straightforward strategy that is super approachable.
When I started my business I wanted this very thing, but I couldn't find it.
Sure there have always been membership sites for entrepreneurs, but I wanted something that was focused on community first (it's lonely out there) and gave me more in-depth explanations on what I should focus on and when. I wasn't just looking for a workbook, that could pass as a freebie.
In the beginning, I spent months searching for answers online rather than implementing because I didn't have this level of consistent support and I know so many women can relate.
I've spent the last 2 years researching and designing this concept to bring the most high-touch and on-demand community to life.
It is my goal to support women in moving the needle forward in their business, that's why Free To Be U provides monthly mini-courses, an active FB community, monthly live Q&A, quarterly workshops and gives members the opportunity to vote on the following month's content (I'm most excited about this).
It's been a dedicated work of love to get to this place and I'm so excited we are finally here. Just 2 years after launching my coaching business to the world I'm ready for this next step and to support as many women as possible in Free To Be U.
P.S. Enrollment is currently open, but closing soon. If you're ready for this level of support without the price tag and to save yourself the headache that comes from guessing in your biz, then join us as a Founding Member for just $47 ↠
How to Host an Online Challenge to Grow Your Community With Ease {Video Inside}
I've been hosting live challenges for seven years, and with conversion rates averaging between 5% to 7%, and the average 1% to 3%, it's clear they are impactful.
I’ve honed a process that consistently drives results with my live challenge, and with everyone talking about webinars, I want to offer a different perspective.
Live challenges allow you to give massive value to your community during a designated time frame, but give you the space to go deeper, something a 60-90 minute webinar can not.
Plus, in a short time, your audience can follow your challenge and instantly see results, which builds connection and trust quickly.
It's an amazing strategy and tool to not only grow your community, but also nurture and develop your community so they are ready to invest in your offer.
So whether you're launching a new program, live launching an existing one, or wanting to fill your 1:1 program, a well-executed challenge can be a game-changer.
Today, I am excited to share with you not only why these challenges work so well but also walk you through the step-by-step process for setting up your online challenge.
Inside today’s episode of the Authentic Brand Builders podcast, we’ll dive into:
The exact process you need to get your online challenge ready and deliver insane value to your audience.
My top tips for structuring your videos for higher conversions, and how to increase show-up rates.
A little insider secret I use to support my challenge participants in feeling great about joining my offer.
**I’ve included the main points below, but I encourage you to dive into the full episode via audio or video!
For the full content, and all the insider tips, listen to Episode 123 here or watch it here.
Why Online Challenges Convert Better Than Webinars
Many entrepreneurs prioritize webinars as the core of their launching or promotional efforts.
Yet, for me, live challenges have occupied this sweet spot. Why? They offer more flexibility and a deeper connection with my audience.
A webinar often limits you to 60-90 minutes where you need to cover the why, what, how, build authority, and promote your offer. I don’t know about you but I struggle with not only the timeframe but also like I’m cheating my audience out of value.
A live challenge, however, gives me up to two hours of interaction over several days. This longer format allows me to fully unpack the why, what, and how of my topics, leading to higher engagement and ultimately, better conversion rates.
If you’re like me and have never found your groove with webinars it might be time to try this completely underutilized launching technique.
How to Host Your Online Challenge {step-by-step}
I’ve broken down all of these steps in a bonus training, which you can watch for free on my YouTube channel.
STEP ONE: Define Your End Goal and Topic
Before diving into the logistics of your challenge, the crucial first step is defining what you're ultimately selling.
The end product or service influences the topic of your challenge significantly. Specific topics aligned with your offerings tend to convert better. For instance, in the past, I’ve used a challenge to promote my branding course, so I used a challenge to help them identify their brand story. This not only aligns perfectly with my topic but paves the way for participants to confidently join the course as the next step.
Think about pre-work or a first step someone might need to join your offer as the starting place for your challenge topic.
When it comes to choosing your topic, the more specific you can be with the outcome of the challenge, the easier it will be for someone to take time out of their busy schedule to participate.
The more specific you are with the title, benefits and outcome for your audience the better.
Here are 3 things to be super specific about:
The problem you solve with the challenge. This will help you title your challenge and promote it.
The title. This needs to be clear. Many people will decide if your challenge is for them or not based on your title. Remember you’re solving a problem, tell them the problem and what they will get from the challenge in a single sentence.
List out the benefits. Each of the days of the challenge you should be focusing on one small thing. The more specific you are with the lessons each day, the faster your audience will get results. Get clear on the benefit each day to help you plan your content.
Example titles from some of my past challenges include: The Specify Your Niche Challenge, The Brand Story Challenge, and The Content Gamechanger Challenge.
STEP 2: Design Your Challenge Structure
After choosing your specific topic, map out what you’ll deliver, the intended outcomes, and the timeframe.
I've experimented with multiple challenge durations and found that a four-day structure hits the sweet spot. It’s long enough to deliver meaningful content without overwhelming participants or losing their engagement.
Once you’ve determined your schedule you can map out the specific talking points and structure of your challenge topics. This will be helpful when we create all of your promotional materials.
Below, is a sample structure for a four-day live challenge that yields me the best results.
Structuring Your Live Online Challenge for Success
Day One: Setting the Foundation
The first day of a challenge is crucial. It's dedicated to laying a solid foundation and getting participants invested in what you are sharing. This is where the 'why' comes in.
I recently conducted a challenge focusing on the customer journey, vital for successful marketing. This setup not only sets the stage for the following days but also builds excitement and aligns with my upcoming offers.
Day Two: Diving Into Content
By the second day, I transition into the 'what'. What do they need to do to get results?
For my recent challenge, I guided participants in mapping out where they would show up and what content they would share. This practical focus helps participants see immediate results from their efforts.
Day Three and Beyond: Engagement and Depth
On the third day, we want to start to give specifics around the how. Don’t be afraid to give specifics here, even if it’s something you offer inside of your course. This provides value and trust with your audience.
This approach ensures participants are informed and prepared to join your offer when you present it.
Step 3: Delivery Method and Support
Your challenge content can be live or prerecorded. I personally favor live challenges due to their higher conversion rates. I host my challenges in either a Facebook Group or a community forum like Kajabi.
You’ll want to deliver either a live or pre-recorded video, typically live videos will be around 30 minutes in length and offer Q&A. If you’re going the pre-recorded route, then you’ll want to include a bonus Q&A call to support this element.
As I’ve said, I love live challenges and the key advantage of live challenges is showcasing the support aspect inherent in my programs. Whether it's one-on-one guidance or group support, the live format lets potential clients experience firsthand what it means to be part of my community.
I also include a replay page for those unable to join live or aren’t able to join the group. This ensures they don't miss out on the value and move into my paid offer. Coupling live sessions with accessible replays have consistently driven success in my business, including conversion rates of up to 10%.
Step 4: Set Up Your Challenge Collateral
Before promoting your challenge, you want to create all of your collateral materials.
This includes crafting a lead capture page to collect email addresses, a thank-you page, and a confirmation email with all the event details. If utilizing social media platforms like Facebook, create a group for participants to engage and ask questions.
Here’s a cheat sheet of what you need before getting started:
Lead Capture Page: Start with a landing page to collect participants' names and email addresses. This is crucial for creating a targeted email list for your challenge and growing your community overall. I like to host my landing pages on Convertkit or LeadPages.
Thank You Page: After users sign up, redirect them to a thank you page. This could guide them to check their email for further instructions or offer a simple upsell, like a discounted course related to the challenge or a VIP option for the challenge (which could include lifetime access to the videos).
Confirmation Email: Immediately send a confirmation email that includes details about the challenge, the schedule, and how to join the group where the challenge will take place.
Step 5: Promotion and Communication for the Online Challenge
Promotion should start at least two weeks before the challenge begins.
You’ll want to plan on sending a series of emails inviting your existing audience to the challenge, plus reminder emails for those who sign up.
INVITATION EMAILS
Craft at least five emails leading up to the challenge, sent over two weeks. These should entice participants with stories, benefits, and any previous success stories related to your challenge or offerings.
A last-minute email on the day before or the day the challenge starts, reminding those who haven’t signed up yet ALWAYS results in last-minute signups. Seriously, don’t skip this email even if you feel like you’ve sent a bunch!
In addition to your emails, if you’re on social media, you can repurpose these emails into social media content like posts, carousels, stories, or reels. If you have a YouTube channel, weekly podcast, or blog don’t forget to promote your challenge there as well.
CHALLENGE-SPECIFIC EMAILS
You want to make sure participants remember and attend the challenge by sending timely reminders:
Weekly and Daily Reminders: A week before the challenge begins, send a reminder email about the challenge. Then make sure you send a 48 and 24-hour reminder email as well. Remember, people will be signing up at different points over the two weeks so you don’t want them to miss the crucial information.
Tips and Tricks: Between reminders, offer valuable tips and insights on how to prepare for the challenge, enhancing participants’ readiness and excitement. I love to share a YouTube video that might give them a taste of my teaching style and provide them with helpful information. You could do the same with an existing piece of content.
Daily Updates: Send a daily email summarizing what participants will learn that day and providing links to join or view replays. We typically send this out 2-4 hours before the live video is released which helps with improving show-up rates.
PROMOTIONAL EMAILS
During the challenge, around day two or three, you’ll start promoting your paid offer. While you’ll be talking about this in the group, you’ll also want to send promotion-specific emails to participants.
Opening Sales Email: Announce the official opening of course or program enrollment early during the challenge.
Benefit-Focused Emails: Over the next few days, send multiple emails highlighting different benefits and features of your offering, including testimonials or case studies.
Final Urgency Email: As the challenge nears its end, use urgency-driven language to encourage program signups, reminding participants that doors are closing, or bonuses are expiring. I also pair this with the reminder that the challenge group will be closing and all videos will be coming down.
Step 6: Execute and Engage
This is the easy part. You’ve already done all of the ground work and now you get to show up and support your audience.
Ensure your content delivery is as energetic as your preparation.
Whether your sessions are live or not, make them interactive and value-packed. Encourage questions and provide as much support as possible. This interaction is crucial, as it builds rapport and allows participants to experience the benefits of your product firsthand.
Increase Your Online Challenge Conversion Rate
In addition to the value you’ll be providing during the week, there are a few ways you can enhance the experience for your audience.
SUPPORTIVE DOCUMENTS: Create bonus workbooks, questions, or prompts that your audience can participate in to get better results. Recently, I created a simple Google Doc that gave them exercises to complete after the live video and it was incredibly easy and useful to my audience.
ADD BONUS TRAININGS OR LIVE Q&A: If you’re using pre-recorded video, then you’ll definitely want to add live Q&A at some point via Zoom or another group meeting platform. You can also add bonus workshops or webinars at the end of the challenge to cover the next steps and go deeper into what your offer provides.
INCLUDE SPECIAL BONUSES: Since, you’re promoting you want this enrollment period to feel exclusive, so I always love to offer a bonus 1:1 session, a bonus bundle, and/or a discounted price on my offer.
CREATE URGENCY: You want to make sure people go through your challenge, so I really encourage you to limit your video replays and support to seven days. This will get more people to show up and engage, checkout the replay page, and pay attention while you’re promoting the offer.
PERSONAL OUTREACH: Personal touches, like individual outreach via video, can make a huge difference in your conversion rate. I use this strategy to reach out to any who actively participates in the challenge and I think would be a great fit for my offer. I send them a one-minute video where I say their name, thank them, and ask if they have any questions about the offer.
CONCLUSION
Hosting a live challenge is not just about sharing information and selling your offers; it's about creating connections and presenting your value in a magnetic and authentic way.
By taking the time to plan your challenge thoughtfully and prioritize interaction, you can achieve impressive conversion rates for your offer.
If you're looking to enhance launch strategies or grow your audience, hosting a live challenge could be the next big step for your business growth.
Don’t forget you can dive into the step-by-step process inside this video.
And, you can hear some of my takeaways and tips from my recent challenge in this video.
P.S. Ready to build a revenue-generating brand? One that not only stands out online but also makes it easier than ever to create high-value content? Tune in to my free brand class and learn my Build a Better Brand Method. Watch now at brandmerry.com/class.
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Meet Michelle
Hey there, I'm Michelle Knight and I an online branding and marketing consultant for female entrepreneurs.
I believe in the power of storytelling and using that superpower to brand and market yourself online...oh and to set yourself free.
I'm obsessed with living a life of freedom, so much so, that my family and I now travel full-time while running my business from the road.
This blog serves as a home base for all things branding, marketing, content creation and more.
Why Pinterest is a Must For Your Business Marketing Plan
WHY PINTEREST IS A MUST FOR YOUR BUSINESS MARKETING PLAN
I'm so excited to have my Pinterest Strategist, Jena Liat, on the blog today to talk about my new favorite platform - Pinterest. Now, I know Pinterest isn't NEW, I mean I've been pinning recipes, cute kids clothes and home decor for years, but in terms of using it to grow my coaching business it has been new territory. In just the past few months, I've seen my organic reach expand and as a result my community and list grow organically (hello saving money) through the power of Pinterest.
**PLEASE NOTE: This post contains affiliate links, but only because I use and love the product myself. If you click on the link I may receive a small commission.
Pinterest is the fastest-growing social media platform in member growth. There are now over 175 million active monthly users. Which means no matter who your ideal audience is, it's a safe bet they are on Pinterest.
Since Pinterest is a search engine that means that your ideal audience is searching for YOU. This is very different than other social media platforms, but it gets better!
Your post on Facebook gets buried under selfies and political posts in less than an hour.
Your Youtube video peaks within the first 24-48 hours of posting.
Your Tweet lasts about 20 minutes.
But your pin, it gets more visibility over time. In fact, it takes an average of 7 months for a pin to really take off! You will keep getting traffic from your pins for YEARS after you first add them to your account!
So how do you use this powerful marketing tool for your business?
create a business account
Start by creating or converting your current account to a business account. Then optimize your account by adding keywords to your board descriptions and pin descriptions. This allows those searching for what you have to offer to find YOU.
Branded images
Make sure your pin images SHOW and TELL viewers what they can expect to get when they click to your website. Stick to your brand colors and fonts, but make sure the text is easy to read since most users are on their mobile device when using Pinterest.
Utilize a SCHEDULER LIKE Tailwind
To gain even more visibility, participate in group boards and TailWind tribes.
Speaking of TailWind, this scheduler gives you advanced analytics and allows you to automate your Pinterest account while pinning at the times when your audience is most engaged. It is a must have!
These tips are a great place to start when using Pinterest to increase your visibility and drive traffic to your website - the home base of your business!
ABOUT THE AUTHOR
Jena, a former educator turned Pinterest Strategist, helps female entrepreneurs gain confidence in using Pinterest to increase their visibility and drive traffic to their website. She and her husband raise their daughters on the beach and riverbanks of Georgia and love to travel.
Learn more at JenaLiat.com
Repurposing Your Content to Reach More People in Less Time
REPURPOSING YOUR CONTENT TO REACH MORE PEOPLE IN LESS TIME
As entrepreneurs it is essential to master the art of time management. How else do you expect to juggle home life, work life and not lose your sh*t in the process.
When I was launching my business a little over a year ago I was constantly trying to come up with new and exciting content. I drove myself crazy trying to think of something NEW for my community on a regular basis, because I felt like I had to.
The truth is you're better off repurposing your content for multiple reasons.
1) Drive the Message Home
How many times have you opened an email, skimmed it and then deleted it. Then, an hour later you see a message pop up on your Facebook feed about the same topic so you investigate a little more just to see what it's about. Then, while scrolling through Pinterest you see a blog post about that EXACT same topic and of course you click and possibly buy. Well, that's the whole point of repurposing content, to send your message out loud and clear and get in front of your ideal client multiple times in a short amount of time.
2) Actually Reaching Your People
The reality is not everyone is going to read every email you send them or see every single message you post on Facebook (cause algorithms and all) so the more times you can get the same message out into your community the better. This goes for groups too - imagine someone seeing your post multiple times on different platforms, talk about free marketing.
3) It's a Freaking Time Saver
I always suggest my clients map out their content for the whole month at one time, and people often ask me how I'm able to do it in 30 minutes, well it's because of repurposing. Repurposing my content allows me to schedule stuff in less time, create stuff in less time and saves me the time and energy to focus on more money making tasks.
Repurposing has been a life-saver for my business and will be for yours as well - promise.
Happy Repurposing!
Michelle Knight is a Branding and Business coach for female entrepreneurs who are struggling to gain visibility and traction to take their business to the next level. She works with her clients to dive deep into their story so they can create a brand and message that positions them as an expert and allows them to create their desired income to free up time in their schedule for what matters most. Learn more >>