My client's e-book hit $250k in lifetime sales in just over a year.
His goal was $100k.
And we've spent less than $20k on ads.
Here's exactly how we did it π§΅
His goal was $100k.
And we've spent less than $20k on ads.
Here's exactly how we did it π§΅
1. Product
He was releasing a fitness product in the middle of the pandemic which sounds like a recipe for disaster.
So creating something relevant was a must.
With that, we decided on a program that would only need 3 pieces of equipment.
Time to test the waters
He was releasing a fitness product in the middle of the pandemic which sounds like a recipe for disaster.
So creating something relevant was a must.
With that, we decided on a program that would only need 3 pieces of equipment.
Time to test the waters
2. Testing
We wanted to see if the demand was there.
So I quickly spun up a quick funnel and pushed an early-bird deal to his social following.
Our goal was to hit 50 pre-order purchases that first day.
We hit over 70.
We knew we had something.
Time to scale.
We wanted to see if the demand was there.
So I quickly spun up a quick funnel and pushed an early-bird deal to his social following.
Our goal was to hit 50 pre-order purchases that first day.
We hit over 70.
We knew we had something.
Time to scale.
3. Email List
We spun up 2 lead magnets.
One was a kettlebell giveaway.
The second was an ebook with 10 workouts that only need a KB.
He pushed through social and we ran ads re-targeting his social audience.
In 2 weeks we had over 2k people on the email list. A good start.
We spun up 2 lead magnets.
One was a kettlebell giveaway.
The second was an ebook with 10 workouts that only need a KB.
He pushed through social and we ran ads re-targeting his social audience.
In 2 weeks we had over 2k people on the email list. A good start.
4. A/B Test for Sales Page
When someone signed up for the ebook or the KB giveaway they were redirected to an exclusive thank-you/sales page with a pre-order discount.
We a/b tested two different sales pages.
Whichever had the highest conversion rate we would later use for ads
When someone signed up for the ebook or the KB giveaway they were redirected to an exclusive thank-you/sales page with a pre-order discount.
We a/b tested two different sales pages.
Whichever had the highest conversion rate we would later use for ads
5. Exclusive Launch
Our email list got first dibs on the ebook.
So, we set up a drip campaign consisting of 5 emails and the 5th being the launch.
Drip:
1. Founder Story w/ Before & After
2. Problems it solved
3. Sneak Peak
4. Social Proof
5. Launch with exclusive pricing
Our email list got first dibs on the ebook.
So, we set up a drip campaign consisting of 5 emails and the 5th being the launch.
Drip:
1. Founder Story w/ Before & After
2. Problems it solved
3. Sneak Peak
4. Social Proof
5. Launch with exclusive pricing
6. Exclusive Pricing
We wanted to create urgency and scarcity.
So, we did:
First 50 people $30
Next 50 people $35
The following 50 people $40
This went on until we hit the regular price of $60.
We wanted to create urgency and scarcity.
So, we did:
First 50 people $30
Next 50 people $35
The following 50 people $40
This went on until we hit the regular price of $60.
7. Ad testing
Now, time to go public.
I created roughly 10 different IG story posts to drive traffic to the sales page.
Since he has over 10k followers, it was easy to track which worked best.
We took the top 3 and used them for our ad campaigns.
Now, time to go public.
I created roughly 10 different IG story posts to drive traffic to the sales page.
Since he has over 10k followers, it was easy to track which worked best.
We took the top 3 and used them for our ad campaigns.
8. Re-Targeting
We used primarily IG for our ad campaign.
We used the winning creative from our IG story test.
We used the winning sales page from our A/B test.
We re-targeted the pool of people with the highest intent.
The whole month we averaged under $10 per purchase.
We used primarily IG for our ad campaign.
We used the winning creative from our IG story test.
We used the winning sales page from our A/B test.
We re-targeted the pool of people with the highest intent.
The whole month we averaged under $10 per purchase.
9. Facebook Group
We later started a FB group.
The goal was to build loyal customers who wanted to be a part of a fitness community.
Plus, it would provide an array of UGC and social proof for future ads, landing pages, emails, and social content.
We later started a FB group.
The goal was to build loyal customers who wanted to be a part of a fitness community.
Plus, it would provide an array of UGC and social proof for future ads, landing pages, emails, and social content.
10. Social Proof
As stated, the FB group served as a support system that encouraged ppl to share their workouts and progress.
From this, we pulled hundreds of progress pics and workout vids based on the product.
Perfect for our future retargeting ads.
As stated, the FB group served as a support system that encouraged ppl to share their workouts and progress.
From this, we pulled hundreds of progress pics and workout vids based on the product.
Perfect for our future retargeting ads.
11. Newsletter
We later launched a newsletter too.
The basis was he would share exclusive workouts 2x week.
The newsletter acted as lead gen, an affinity play, and a bridge for subscribers who wanted more...and did great at converting subs to customers.
And grew to 10k+ subs.
We later launched a newsletter too.
The basis was he would share exclusive workouts 2x week.
The newsletter acted as lead gen, an affinity play, and a bridge for subscribers who wanted more...and did great at converting subs to customers.
And grew to 10k+ subs.
12. Growing The Email List
We grew the email list mostly through organic efforts via social:
1. Exclusive content
2. Fitness Equipment Giveaways
3. Supplement Giveaways
4. Ebooks
We grew the email list mostly through organic efforts via social:
1. Exclusive content
2. Fitness Equipment Giveaways
3. Supplement Giveaways
4. Ebooks
13. Contest Time
Our largest revenue-driving day came from launching a 12-week transformation contest.
To compete, you had to purchase the product and submit your before pics before a certain day.
Winners won:
1. $1000
2. Kettlebell Stack
3. Supplement Giveaways
Our largest revenue-driving day came from launching a 12-week transformation contest.
To compete, you had to purchase the product and submit your before pics before a certain day.
Winners won:
1. $1000
2. Kettlebell Stack
3. Supplement Giveaways
14. Optimizing Landing Pages
Now that we garnered hundreds of testimonials, progress pics, UGC clips we duplicated our landing pages and optimized them for three diff customer stages:
1. Problem Aware
2. Solution Aware
3. Product Aware
Now that we garnered hundreds of testimonials, progress pics, UGC clips we duplicated our landing pages and optimized them for three diff customer stages:
1. Problem Aware
2. Solution Aware
3. Product Aware
15. Social Media
Lastly, outside of the data we collect, we use social as the testing grounds for 99% of what we do.
We'll use it to test lead magnets before putting $ behind them.
We'll test landing pages before using them for ads, emails etc
This is where the magic happens
Lastly, outside of the data we collect, we use social as the testing grounds for 99% of what we do.
We'll use it to test lead magnets before putting $ behind them.
We'll test landing pages before using them for ads, emails etc
This is where the magic happens
If you love growth marketing (like I do) and want more growth marketing content like this on your feed then follow @alexgarcia_atx :)
Today is day eight of my "10 days of growth" thread series.
Today is day eight of my "10 days of growth" thread series.
And in 2 days I'm launching Growth Marketing Examined.
Which is a paid newsletter where I take my member's top questions and write case studies with strategies to tackle their problems.
You can get first access by joining 13.7k+ of my friends here ππ½
bit.ly/31mrYzt
Which is a paid newsletter where I take my member's top questions and write case studies with strategies to tackle their problems.
You can get first access by joining 13.7k+ of my friends here ππ½
bit.ly/31mrYzt
If this helped you, then check out this thread where I breakdown my favorite tips to optimize your landing pages
https://twitter.com/alexgarcia_atx/status/1456061839297720321
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