Plan a summit and grow your referrals list now.
Free Book Preview Ultimate Guide to Social Media Marketing
This book takes readers through a 360-degree perspective of social media marketing in businesses.
October 26, 2020 3 min read
Opinions expressed by Entrepreneur contributors are their own.
It’s weird, and I’m not sure why our brain does this. We see someone else’s success and think, “I can’t do that because I haven’t started yet.” I mean, logically, this makes no sense. Everyone has a moment when they “start.”
The good news is, when it comes to your course launch, it truly doesn’t matter how small your list is right now. We’ve had students go from zero people on their list to a six-figure launch in less than a year using a key strategy that is waiting for your business right now.
Start with a summit launch
You’ve probably seen these in your newsfeed before. A bunch of speakers coming together for one online event. But perhaps you didn’t realize that online summits are an ideal way to launch your online business. Why? Because you are able to grow your list and make online sales without having to spend money on ads or having a course yet.Online summits are so powerful because you leverage the influence, authority and lists of others to serve your market and grow your own list. Simply make a list of the individuals you know who serve the same market as you but are not direct competitors to join you in an online event. And if you haven’t done this before, you will be surprised by how many of them will say yes. Being in your summit gives them a chance to be exposed to a larger audience, just like you are.
Related: Be Firm In Your Zone of Genius
Your speakers will help grow your own list with warm referrals
Provide these influencers with sample emails and social media posts, making it easy for them to promote your event. My company is holding an upcoming Launch Secrets Livecast, providing each speaker with an individual post and a group post they can share with their following.
Your sales will come from selling the summit recordings on the thank you page of your summit registration and during your event. To increase the value of your recordings package, you can add in bonuses from the speakers that gives them another chance to get exposure and another reason for your attendees to purchase.
During your summit, you can also use the platform to garner one-on-one clients by offering a bonus strategy session with each recording purchase. During these strategy calls, get to know the needs of your prospects, what they would consider a win and if they are a good match for the services you offer. This is also a powerful way to uncover exactly what content you should have in your course to meet the needs of your niche.
The secret to getting the most out of your new list is not letting the list run cold
Plan ahead of to stay in touch with your summit list, offering valuable content at least once a week until you are ready to officially launch your own course. This way, when you do launch, you have a list of right-fit customers who already know, like and trust you and are eager to engage in your offering.
Related: The Treat Method
So when do you start growing your list and launching if you don’t have a list and don’t have a course? You start right now.
October 22, 2020 5 min read
Opinions expressed by Entrepreneur contributors are their own.
Social media. Short sentence, long conversation. Gen Z is the next generation that digital marketers need to start homing in on, and the only effective way to do that is through social media.
The era of the banner ad is dying out, slowly but surely. It might have worked for older, less tech-savvy demographics, but it’s not going to be nearly as effective in the future.
That’s not just hearsay, either. Banner ads were most effective the first day that one went online, and the popularity of them has been declining ever since. On average, 0.8 percent of people actually click on display ads, and 50 percent of those clicks are accidental.
That’s a terrifying number, especially when you consider how much money you might be putting into those display ad marketing campaigns. What is even more terrifying, though, is the fact that banner ads are actively harming your brand. Reports are stating that display ads actually leave a negative impression with potential customers, either of the product or the brand itself.
The reason for this is ambiguous. It could be that banner ads are now synonymous with viruses or that people don’t want to have their browsing interrupted. Either way, using them should be out of the picture. This is particularly relevant for Generation Z, as it is the most technologically proficient generation to date. In fact, Gen Z may be the first digitally native group in history.
The generations preceding it are digital immigrants. Most can remember a time when the internet didn’t even exist, meaning that old-school marketing techniques worked on them. If those conventions are thrown out of the window when we’re dealing with people for whom the internet is a way of life, then what are we left to use?
Related: 41 Percent of Gen Z-ers Plan to Become Entrepreneurs (Infographic)
Social Media Marketing
The easiest case to point towards is Wendy’s. Its approach isn’t typical of a social media campaign on account of the brand’s already massive awareness, but it can be helpful to study all the same. Wendy’s hired a social media manager to run its online presence, namely Twitter. This manager, while not strictly Gen Z, understood the internet, understood the language and the culture. She used her already established personality to excel Wendy’s online presence into the stratosphere, making it one of the most recognized and respected accounts on the internet.
Her success with the company was so great that it prompted many of Wendy’s competitors to start employing the same strategy, to horrible effect. The feedback was so poor that it inspired its own genre of meme, mocking brands for trying to appear less corporate than they are.
So, why was there such a difference in success? It all comes down to how natural the execution is. The corporate brands trying to replicate Wendy’s success were doomed to failure simply because of their duplicative efforts. Wendy’s, on the other hand, happened relatively naturally. Sure, the social media manager has a job to do, but she didn’t try to force any results. She injected a little bit of personality into the posts, and it worked marvelously. Specifically, it worked marvelously with younger demographics that appreciated that level of sincerity and could recognize when it lacked in the attempts of other corporations.
If we were to dive down this rabbit hole deeper, it would lead us to a discussion about the shift in politics between generations and how younger generations lead towards a more “eat the rich” philosophy, but that’s a topic for a whole other day.
The main takeaway for you, as an entrepreneur, is to value individuality and sincerity — if for nothing else than to make your brand more appealing to younger demographics. There’s a difficult line you need to walk between sincere and effective and forced. If your audience feels that you’re trying too hard, then they’re going to turn on you very quickly.
Generation Z and the Future
Learning how to adapt your marketing for the future is going to be the deciding factor when it comes to the long-term success or failure of your business endeavors. That adaptation is primarily going to be in the form of effective social media marketing. Luckily for you, the landscape is still very much uncharted territory. Sure, there are examples that we can bring up, like Wendy’s, that can teach us a lot about how to do social media right, but there is a lot of room for experimentation.
Related: Gen Z Teams Are Magic for Startup Leaders Who Overcome This Challenge
Start shifting your digital marketing efforts away from display ads and start pumping that cash into your social media campaigns instead. That’s not to say you should start promoting all of your posts, but focus foremost on the content. Be sincere and unique. Younger audiences appreciate a sense of individuality that doesn’t put the “corporate line” above all else, even if you do.
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