The Success of a Million Failures: Entry #1
Last week was particularly hard for me.
I knew I would have to do a lot of work that wouldn’t affect directly our main KPI: Sales.
As expected, our first sales for the course, came form owned media (two email lists) and they performed amazingly; a fairly small amount of traffic with a very high conversion rate.
Since this project is still small, we don’t have the luxury to invest in paid advertising (ew!). We need to build a solid community.
We will play the long game.
So, last week was full of setups, creative templates, video animation, copywriting, photography, videography.
And since my partners were off on a business trip, I had to become everyone and execute everything on my own. 😂
The Action
We thought that it’s would be better to get Messenger subscribers than trying to gather emails, because it’s easier to reach people and it’s less saturated as a channel.
We needed a lead magnet and I had something suitable for the occasion; a list of some amazing Facebook groups about Growth Hacking & Marketing.
So first, I created and uploaded a video for our Facebook page.
Then, I created a chatbot using Manychat to send the list with the Facebook groups, to whoever commented ‘GIMME’ under the video.
Here’s how I did it:
I’ve also put a banner for Growth Hacking University on Growthrocks’ blog, to drive traffic. It’s planned to put more banners and pop-ups (and all that nice and spammy things) around the rest of the website.
A week prior, I created a full Content Marketing Strategy, which consists of:
- This weekly journal — 1/week
- Technical Marketing Articles — 1/week
- Cultural Posts on LinkedIn — 1/week(x4)
- Summaries of curated content — 5/week
- Exclusive Gated Content — unknown
- Youtube & Facebook Videos — 2/month
I’ve also created a template for the images of the curated content. This is the first one:
We strongly believe that branding will play a huge role in our growth, so we’re trying our best to keep our branding on a very high level.
Basically, branding is the thing that defines 2 products that fall into the same category. I mean, there a reason that some people prefer Adidas from Nike and vice versa.
The Results
Although our main KPI didn’t grow, some very important things were settled and we started growing our community.
The messenger bot was a game changer. One week later, we have a smallo group of people that are willing to read and watch our content, which is cool.
This week, we are going a bit more aggressive and we’ll try to bring some sales along with expanding our community.
