[#039] My First Billion: My “Failed” Marketing Experiment
Last week was eventful, to put it lightly.
So this week was about calibrating.
If you read last week’s issue, you know we made some big team changes last week…
So this week, we had to tighten up any constraints that were created because of the changes.
This week I also ran a marketing experiment.
The Results of The Marketing Experiment
In June, I ran ads to our 2-day Strategic Scale Sprint.
They went well, however we had a huge constraint with show rates.
Not only that, the best convos (with the exception of 1 or 2) were with people who have been in our ecosystem for a while.
Time on brand is a critical metric to optimize for.
Which basically means getting your ideal avatar to consume as much content from you as possible.
So my hypothesis was, instead of running traffic directly to our Sprint Page…
What if I sent them to a weekly workshop instead.
Then we ran into some tech issues with our text messages in GHL (for the second week in a row).
Then I asked…
“Am I just introducing unnecessary complexity?”
So I sat down and put everything side by side.
I looked at all the moving pieces that we'd have to optimize to make the weekly workshop work.
And when I looked at it, from a simplicity standpoint…
It just made more sense to focus on the page that goes directly to the 2-day…
…and I made one adjustment to help increase consumption of the video on that page before someone books a call.
So that's what we're doubling down on.
I relaunched the ads this morning…
And we're rolling out our “Casting The Net” ad strategy (I'm gonna do a whole training on that one).
Everything is Moving to One Place
That 7 Big Marketing Mistakes workshop I ran? I'm not doing it live again.
I'm recording it as a long-form YouTube video instead.
Same content, minus the logistics, so you'll still be able to tap into it whenever you want it.
Speaking of YouTube
We've really doubled down there lately.
Added shorts back into the mix, and we're already seeing the benefit of that.
Plus at least one long-form drop per week.
This week's was a deep dive with me and Dr. Octavia Conner mapping out a plan to scale her CFO firm to $1.5M a year.
I want to do more of these deep dives with business owners who are serious about growth.
On A Personal Note
Had dinner with two of my guys the other night.
Well overdue for all three of us, and it did more for me than I thought it would.
And tonight, date night with my wife and my niece’s birthday party tomorrow.
Building and simplifying the business is one thing.
Protecting the stuff that matters is the whole point of building and simplifying it in the first place.
Tell those you love that you love them.
Marquel
P.S. Whenever you're ready, here are 2 ways we can help you grow your coaching or consulting business 2 or 3x this year:
1) Binge my best trainings... for free on YouTube.
2) For the fastest & simplest path to get consistent, qualified leads that convert into high-ticket clients, go here.
Start from the beginning → Issue 001
