Digital Marketing

Ep. 59 Three Must Haves For Your Next Launch

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Full Transcript:

If you are listening to this podcast right after it was released, you know that I am in the middle of a very large joint venture launch. If you’re listening to this after the fact, that’s okay because what I am about to share with you today works, no matter what.



Alright so 21 successful launch ingredients, I sent an email out to my list a couple of days ago, talking about launches. And the reason is because Cathy and I from Funnel Gorgeous, are releasing a Launch Gorgeous coaching program. This is basically a step by step done with you program where we’re going to help people launch their next offer. And we’re offering this for free for anyone who purchases Pete Vargas’ Stage to Scale. If you follow me on Instagram or Facebook, you’ve probably seen me talk about it.

So I was thinking about what goes into a successful launch, and I’m not sure that I’m going to be able to get through all 21 in just one episode. You can see on my blog over at Juliechenell.com, you can see the 21 successful launch ingredients blog post. And I go through these features that I think are incredibly important.

A lot of people, I asked, if I were to go deep into one of these topics, one of these ingredients, “Which one would you want me to go into?” and I got tons of responses from you guys, so I really appreciate that. And a lot of you had the same answer. And a lot of you wanted to know a day by day breakdown. And it’s funny because for Launch Gorgeous, for this bonus that we’re giving away, we are going to do a day by day breakdown. So anybody who joins Pete’s Stage to Scale program will get Launch Gorgeous and we will walk you through the steps of a launch.

And it’s funny to me because while I love day by day breakdowns of like, “Okay, on this day this is the email you send, this is the Facebook post you write, this is the Instagram story you put up.” The truth of the matter is you don’t really need a day by day breakdown if you understand the art of launching. So I want to kind of talk about that a little bit today on this podcast because I think is something that gets missed.

Launching is about telling a story. There needs to be a story line and sometimes I think when the risk when you just rely on a day by day breakdown, is that it can sound really stilted. Imagine for a minute that you have, my son Evan is 16, he really wants a girlfriend. And I sit down with Evan and I say, “I’m going to give you a day by day breakdown of what you need to do in the next 30 days to win over some girl” that he likes. So I do that, I say, “Okay, day one you’re going to go up to her and you’re going to hand her a little note. Day two you’re going to buy her lunch at school. Day three you’re going to ask for her phone number.” Whatever it happens to be, and it works sort of. But I think what happens is you sort of strip, if I were to do that I would strip Evan of his ability to tap into his own creativity, his own ideas, his own intuition and reading the room, and reading the girl he’s interested in. He would be stripped of that because he would be following this sort of letter of the law breakdown.

And I understand why a breakdown is helpful, but when you understand that a launch is a storyline, then there’s literally unlimited amounts of creativity and intuition you can use to create incredible launches. That’s not to say that there aren’t rules and formulas to follow, because honestly in my mastermind I have been testing a lot of my ideas on the insiders, and the last several launches that have come out of Digital Insiders have been insane, like insane conversion rates.

In fact, I have a client in there Larry, he sold his first $2000 course, now mind you, he did have an audience, and sold 423 units in 7 days, which is something like $846,000. Ridiculous. So there are methods, but in a launch here are the key pieces of a storyline.

The first is that there is always anticipation. I like to call this pressure, but a sense of something coming. If you do a launch and you don’t create anticipation it will fall flat. So when you think about a song, when you listen to a song on the radio, you have a verse, and you have the chorus, and then you have the second verse and then you have the chorus, and then usually there’s a bridge, that’s what they call it, a bridge where it sort of builds an intensity and then back to the chorus. That third chorus is the climax of the song, that’s the point of the song where you usually feel the most emotion. And if you watch songs like, I’m just going to give an example, Frozen, there’s a verse, first verse, and then “Let it go, let it go, let it go.” That part, then there’s a second verse, and then “Let it go, let it go.” And then if you’ve seen the movie 8 million times like I have the part where she’s talking about the frozen fractals all around and she’s building the ice castle, and it’s the bridge, it’s the part of the song that doesn’t really match the verse, and it doesn’t really match the chorus, but it’s sort of this intensity building, like “Oh my gosh.” And then it’s the third chorus, “Let it go, let it go.” And it’s the most dramatic of all the choruses.

Your third chorus is your cart opening, it is that sort of like, “Oh my gosh.” I think part of the problem with launching for people is that they don’t realize, they think that, in a song, the third chorus is the end of the song. There’s the verse and the chorus, and the verse and the chorus, and the bridge. So there’s essentially four sections of the song before we get to that third chorus. So there’s a lot of buildup, and I feel like people don’t understand anticipation, buildup and pressure well. And they think that what they do every day during an open cart launch is what makes the difference, and it’s not. It’s everything that comes before it.

If I turned on Let it Go right now and I literally just turned on the bridge and you’d never heard the song before, it would do nothing for you. If I turn on the whole song and you hear the whole song, and then you get to the bridge, now it’s a whole different ball game. And if I then add on top of it the animation, well now you’re weeping. Well, maybe not, but you get my story, you get my drift.

So that is so key, anticipation, pressure, all that kind of stuff. So that’s one thing. The second thing is people want to know that they are a part of something exciting. And when you have a very wrote day by day breakdown, it can feel like you’re removed from the actual playing out of the launch. This is why I love it when people write their email copy and write their posts live, because there is an energy in words that are live, that is different than automated.

I can’t prove this except that all of my experience shows me that if I sit down and I write something live and in the moment, it is going to sound more real and more alive than if I write something ahead of time, and just schedule it out. It doesn’t mean you can’t schedule things out, it doesn’t mean you can’t prepare, doesn’t mean you can’t brainstorm hooks and storylines and all that kind of stuff, because I actually think that you can and should.

In fact, one of the things that I’m going to be doing in Launch Gorgeous, with the people is helping them come up with just unending amounts of hooks and angles to take the story from. That way when you’re in the live moment, when you’re writing the emails, writing the posts, the cart is open, you’re getting the feedback from customers, you can go to your bank of hooks and be like, “You know what, this is the hook that they need right now. This is what’s going to happen.” And there’s no way to anticipate that ahead of time, so you prepare, and then you act as live as possible.

So that’s the second piece. You know in addition to pressure and anticipation, people want to feel like they’re a part of something exciting. And that usually means unpredictability, a little bit of variety right. Tony Robbins says that’s one of our human needs, variety. Where something switches or changes in the middle of it. Or there’s something unexpected that happens and they want that sense of live energy.

And then the third most critical component of a launch in addition to anticipation and excitement in the moment, is scarcity and urgency, and the fact that things are ending, that there is a time limit. When you put, when you really understand anticipation, unpredictability and scarcity and urgency, when you understand those components, most launches, assuming of course that you have taken the time to have a great offer and good design and good copy and you have an audience, most launches will be above average in their success if you get those three components really dialed in.

So I do this all the time, I talk about pressure building, I talk about plot twists, plot twists are that variety, that excitement, that unpredictability, that sense of it is happening in real time. Think about any sort of big news event, right now as we are, the time of this recording, we are watching as our congress does an impeachment inquiry. Whether you are for it or wildly against it, doesn’t matter. Everybody’s dialed in. Everybody’s checking Twitter. Everybody’s turning on the news and seeing what is the next, it’s live, it’s happening in real time. There’s that sense of like, “Anything could happen.”

And then the third thing is that scarcity and urgency, and that is the thing that forces people to take action, because they’re sitting on the fence or they’re procrastinating, and they know that if they don’t take action it will, you know, it will be gone and they will miss out.

So those three components are absolutely critical in any launch. And if you are going to purchase Pete Vargas’ Stage to Scale Method, you will be getting our Launch Gorgeous bonus, which is more than just a course, it is an entire program done with you where, yes of course I will give out the checklists and the breakdowns, but more importantly I’m going to teach the art and the science of these three unbelievably critical pieces. The anticipation, the unpredictability, and the scarcity and urgency. And then of course, we’ll talk about creating great offers and nurturing your audience, building your list.

But I know that if I get those three pieces right, that somebody really understands them, every launch they do will be successful because they understand how to tell the story in a way that gets people excited for the ride. So I hope that was helpful and I’ll talk to you guys soon.

A photo of Julie Chenell

21 Successful Launch Ingredients (A Checklist You Can Use!)

If you’re looking for a checklist you can use – one that will help ensure you have the key ingredients you need for a successful launch – here they are. The first 17 items are necessary. The remaining 4 are not necessary but are super helpful! Cathy and I are using this checklist to build out the Launch Gorgeous program that will be released on Sunday in anticipation of Pete Vargas’s Stage to Scale Launch.

1. An Audience – You need one. It doesn’t have to be big. It can be just 100 people (which doesn’t take long to build), but you need an audience. Which means, you also need…

2. A Platform – Whether it’s Facebook, YouTube, podcasting, email, Instagram, or some combination of those, your platform is where you communicate who you are, what you believe, what you stand for, and the problem you solve.

3. A List – When you put your audience and platform together, you begin to grow your customer list. A list is the primary mechanism you use to sell during a launch, though it’s supported by a social media presence as well.

4. An Offer – One of the reasons Cathy and I put out Offer Cure at such an insane price, is that we know it’s the foundational component to making it in the online space. Rather than wrestle with procrastination and analysis paralysis, we thought, how can we solve this problem once and for all…quickly? A great launch hinges on an irresistible offer.

5. Bonuses – But not just arbitrary ones. There are specific types of bonuses that work well in a launch, released at specific times. You want scarce bonuses (limited in quantity) and urgent bonuses (ones that run out after a certain time).

6. A Plan – I love it when people come to me and say, “I want to launch this next week,” and I’m like…. yeahhhh. Do you have a plan for that? If you don’t prepare the runway, the plane will never leave the airport. Launching is all about preparing the runway. When you do that right, selling is virtually effortless.

7. A ‘MVF’ – I call this a “Minimum Viable Funnel”. A launch doesn’t require you to have some crazy automated funnel. Quite the opposite in fact. Lots of people are relieved when I tell them you simply need a sales page and an order form. That’s it.

8. A Storyline – Launches without the story fall flat and feel awkward. When you have a narrative and storyline you’re following, your prospects can easily understand and follow along with what you’re doing. You have taken the time to carefully curate the right content they need, at the right time, and that reassurance builds trust.

9. Pressure – Ahhhh. One of my favorite marketing tools. Building pressure and anticipation is key. How well you do that determines how fast the sales come in when the cart opens. For the last three people that did this launch, the sales came in SO FAST, they hit their target goal within 24 hours.

10. Expectations – No one thinks they need to protect their mindset in a launch. No, they are focused on ads and funnels and copy and all of the hard tangibles that have to be created. But THIS one right here? Is one of the MOST important ingredients. It’s what makes the difference between feeling momentum and accomplishment, and feeling frantic, anxious, and defeated. You can take the same person, same product, same launch results, and have two entirely different outcomes if you mismanage expectations.

11. A Day By Day Breakdown – You’d be amazed at how many people run out of stuff to say about their product…OR…even more often…they run out of ways to say it. This is why it’s vitally important that you have a day by day breakdown of the hook and idea and theme you’ll be using every day, to tell your story. People respond to different ideas. If you hammer the same message the same way – over and over – people will tune it out.

12. Scarcity + Urgency – These are POWERFUL marketing tools, but they must be used ethically. People need both urgency and scarcity to take action, and you can include it in your launch to combat procrastination!

13. Logical + Emotional Closes – You can always tell what kind of buyer the seller is, because they focus on that way to sell! Ever notice how I tend to use a lot of logic when it comes to selling my products, whereas someone like Russell uses more story and emotion? That’s because the way WE buy – is very different. You need both closes because your audience will be filled with emotional and logical buyers.

14. Fulfillment Plan – When the cart opens, there’s a lot going on. People have questions. Merchant accounts want verification. Payment issues. Refunds. New customers needing to find their stuff. Are you ready when the doors open and your first buyers come in? This is incredibly important because what happens RIGHT after the person buys, helps cement in their head they made a great choice in investing with you.

15. KPI’s – This stands for Key Performance Indicators, and follows along closely with #9 – expectations. When you have KPI’s dialed in, you can actually adjust your strategy IN THE MOMENT, to react to how the buyers are behaving. For example, in the middle of one of my client’s launch, we noticed one KPI – the unique # of people viewing the sales page – was off based on what we’d anticipated. We could calculate based on average views a day, we wouldn’t hit our target. So we came up with an advertising plan that would help boost that number.

16. Accountability – Leave the lone ranger routine for the Wild West movies. Going it alone ensures anxiety, burn out, and reacting to hiccups rather than taking decisive action.

17. Protection – Even with a flawless launch, you will have grouchy customers who want refunds. You’ll want a solid terms and conditions contract and refund policy, as well as sample responses to people who are on the fence about a refund and need a little reassurance from a customer service agent.

There are a few other ingredients that are not necessary, but can enhance a launch. They are…

18. A Live Webinar – A sales presentation where you deliver content and then pitch your offer
19. Paid Ads – These are used both BEFORE the launch (to build a list) and then DURING the launch (to remind people of your offer)
20. JV/Affiliates – If you don’t have a big following but some key relationships, you can create a JV offer where you sell to someone else’s audience
21. Pre-Launch Series/Content – This is an expanded method to building pressure, where you plan to lead with free value in a series of videos or workshops that help people get ready to buy.

Here’s a PDF version of the checklist you can print out and use!

Of course, there are more details inside each one of these pieces, and I’d love to know – if I were to give away some free content that dives deeper into one of them, which one would you like to know more about?

Ep. 57. 7 Steps To Building An Amazing JV Offer!

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so I want to talk today about creating awesome JV offers. So this is a topic that is top of mind for me right now because I am getting ready to participate in a really big launch. In fact, I haven’t done an affiliate launch since 2017, the great Expert Secrets debacle, when I was an affiliate for Russell Brunson’s book.



I entered a contest definitely a little scarred for life on that. Just kidding, it was awesome. It was also incredibly stressful, but I learned a lot.

So I haven’t done a lot of affiliate launches since then, but I met this amazing business owner and entrepreneur and friend in Kenya last summer actually. His name is Pete Vargas, I had been sort of creeping around his profile and his funnels and things because I knew that he was the guy that you go to when you want to learn how to get on stage.

And this is something that was really top of mind, in fact, in 2018 somewhere at the beginning of 2018 I decided that I really wanted to speak onstage more. So I spoke this into the universe and then proceeded to start positioning myself and learning about it, and so Pete Vargas was top of mind. Anyway, I met him in person, became really good friends with him. It’s amazing how fast you bond when you’re on a safari being chased by a lion. And it was awesome.

So he asked me a couple of months ago, he said, “You know, I’m about to do my big launch Stage To Scale, and I would love for you to be a JV.” I was like, “Absolutely. Not only do I like you, not only do I like your stuff, not only do I think you deliver high quality, I’ve learned from you, but I think my audience would really like this too.”

So today I’m going to go behind the scenes on how to create an incredible JV offer inside my process. And I am developing my JV offer and partnership with Pete Vargas’ launch in November. So even if you are not part of a huge affiliate launch, any time you want to sell someone else’s product, I would recommend you follow these steps.

So step one, plan a killer bonus. So there are plenty of affiliates out there on planet internet that will just drop links and pray. But the drop and pray method is just a terrible idea. And if you want to add any kind of affiliate or JV marketing as a revenue stream in your business, you really need to create a killer bonus to go with the offer, because that’s the incentive people need to purchase under your link. Otherwise, why not just go through the original creator. So step one is plan a killer bonus offer.

Step two is to know the product that you’re selling so well, that you don’t accidentally create the wrong bonuses. And I see this happen all the time. You have an amazing product you’re affiliating for and then you accidentally offer just more of the same stuff in your bonus. Pete’s Stage To Scale program is going to cover three core concepts, crafting your story, landing a stage, and creating an offer to sell from stage. So that meant that as I sat down as a partner, I have to provide a bonus that doesn’t cover those three things, since they’re already included. So it would make no sense for me to do a crafting your story extra workshop or creating an offer that will sell. None of that stuff I need to provide, because he’s providing it.

So step three, create something brand new that your people don’t have yet. It’s always hilarious to me when amateur affiliates will be like, it’s so easy to become an affiliate because you just don’t have to create anything. But the reality is when you enter a launch like this, you have to create something new because you’re selling to your audience. So it doesn’t really make sense for me to just tack on something that you guys have already purchased in the past, that’s a no go. Because it’s like, oh I already got that. So I don’t get any advantage to buying this product because I already have the bonus. You don’t want customers to have a bad taste in their mouth or be like, I shouldn’t have bought it then because I can buy it now.

So when you agree to a JV partnership launch, you’re agreeing to create something new because you are selling right to your audience, and a lot of your audience is already going to have the products that you already have in your store or shop or whatever.

So step four, plan an affiliate sales page. An affiliate sales page is different than other types of sales pages because you won’t actually be transacting any money. But you do need a way to get customer information, especially for people who are interested. So my favorite model is this, you write a full sales page all about your bonus offer. At the end of the page you tell people that they can get all of it for free when they purchase the affiliate offer. So in my case it’s you’re going to get all this cool stuff for free when you purchase Pete’s Stage To Scale. And then when they click the button at the bottom, it will open up a pop up that will take their name and email and then redirect them to the affiliate offer to my link.

This way I have the contact information of the super hot leads that are opting in, but maybe haven’t purchased. And so I know a lot of people have asked me, “Does your affiliate sales page sell the affiliate offer?” And I always say no, because most of those offers, if you’re affiliating for them, they’re already going to have a great sales page, they’re going to have follow up ads, and all that kind of stuff. And Pete has an amazing launch planned, a sales page, video content, all this kind of stuff. So your affiliate sales page needs to focus on your piece of the offer. And instead of selling his offer, you sell the click. You sell the click to his offer through your bonus offer. With that said, it is always a good idea though, to have a video at the very top that acts as a bridge script.

So what’s a bridge script? Step five is to create a bridge script video, and bridge script emails. So the bridge script video is how you tie you and your offer to the person that you’re affiliating for. So that should go at the top of the sales page. It can be a short story, builds rapport, has a hook, and it connects you to the other seller. And the other way that you can build these sort of bridge scripts are through things like email. Even this podcast episode in a way, is a bridge script. Because if you’re listening to this, you’re hearing me talk about Pete and me and our relationship, so I’m sort of bridging the gap so when you see this launch happen out on social media, you’re not going to be surprised.

If you’re participating in a formal, like open/close cart launch, your email series will warm people up to the JV launch and offer. So you can create a pop up Cacebook group, a messenger list, you can go live on Facebook or Insta stories, you can run ads, but just remember you need to constantly be building those bridges so that they understand, “Oh, she’s affiliated with this person. Why? Why is he so cool? Why is he so awesome? And her offer goes really well with his because….why?” So that’s important.

And then step six, make sure that your offer is irresistible and insane. If it’s a big JV launch, kind of like the one I’m about to do, there’s going to be a lot of people creating incredible bonus offers, you can’t go small, you’ve got to go big. Think about your audience, what they want, what they need and keep in mind they will be purchasing, of course, through your link and will already have a lot of content to consume because they’re buying into their program. So don’t just vomit bonuses, think really strategically. How can you offer a more high touch experience, or delay the start of your bonuses until after they’ve gone through the original course? Make it a no brainer to say yes.

So this launch is going to be big. People like Mike Dillard, Stu McLaren, other big names are participating, so I am going to be bringing in my partner in crime, Cathy Olson, and the Funnel Gorgeous brand promise, and we’re going to be combining into an affiliate offer that is nothing we’ve sold before. And it will include me live in a coaching environment, nothing I’ve done like this in the last two years.

So that leads me to step seven of creating a great JV offer, and that is make sure you have a nice juicy hook. So hopefully that helps. The seven steps again are, step one, plan a killer bonus. Step two, know the product so well you don’t accidentally create the wrong bonuses. Step three, create something brand new that your people don’t have yet. Step four, make sure you plan an affiliate sales page. Step five, create bridge script videos and emails. Step six, make sure your offer is irresistible and insane. And step seven, make sure you have a nice juicy hook.

You might hear more from me on this whole big launch as it starts to unfold. In the meantime, thank you guys for listening, I appreciate you all, hopefully it was helpful, and I’ll talk to you soon.

The Theory Of Dead Webinars

I’m going to go on a rant.

Maybe it’s one too many of Sam Oven’s “webinars are dead” ads, but I need to say something about the theory of dead webinars.

It’s an easy thing to say (and believe). Especially when:

  1. Notable Internet Marketers are claiming it
  2. Show up rates for live webinars are at an all time low
  3. Facebook is denying webinar ads more frequently
  4. People can’t get their webinars to convert

The logical conclusion is…they don’t work anymore and it’s time to do something new.

Here’s why that’s a TERRIBLE conclusion.

It’s time to redefine a webinar, because we all are carrying ideas about what a webinar is (and isn’t).

There are a few things COMMON with webinars that absolutely should die…

  • 30 minute origin stories
  • 45 minutes of fluff before the meat
  • Bait & switch headlines
  • Unoriginal hacked secrets that are overused
  • Fake live webinars that are clearly not happening in real time
  • Staged testimonials
  • High pressure sales
  • Hype-y style personality transformations just to get in “state” to convince people to buy

That can all die and I would be just fine. And frankly, these are the reasons that Facebook is denying more webinar ads and people aren’t showing up. They are coming to EXPECT this sort of nonsense.

But really, if we redefine the word “webinar” as an online presentation, now it sounds awfully silly to say they are dead.

Why? Because…

  1. Video is the fastest growing medium on the Internet. Look at YouTube. It’s still gaining traction at a crazy pace. Then there’s IGTV, Facebook Watch, etc. Video is not going anywhere. ????
  2. The Internet is still the best and most lucrative place to advertise your business’ products and services. Anyone want to go back to billboards and direct mail? Yea, didn’t think so. ????
  3. Presentations are still a valid way to communicate information. I guess you could also mime or do some interpretative dance to communicate your point. ????

Online presentations are a FANTASTIC way to teach, define, and sell. Online presentations along with written versions of that presentation are doubly powerful.

So why would anyone write off the single most powerful way to communicate to 1, 10, 100, or 1000 people? Why would you write off video, the Internet, and the logical sequencing of information because maybe yours happens to not be converting, or some Internet Marketer is trying to throw rocks for his own gain?

If I flip this script for a second, I’m going to say this….

The people who become MASTERS at the online presentation, the people who go deep in understanding the psychology of a presentation, the sequencing of information, the way to build rapport with an audience…those are the people that are going to make as much money as they want while the rest of the masses go off in search of a new shiny object.

Here are some of the ways learning how to create and craft a great webinar helps you in the long run…

It helps you write sales copy.

Yup. You can turn a webinar into sales copy in a hot minute. In fact, in a bunch of our current webinars, we are turning the online presentation into a readable version for people who prefer to read. If you don’t want to write sales copy, write a webinar and turn it into a sales letter.

It helps you figure out how to create mini-series with several steps, secrets, or methods that you roll out on social media.

Whether you’re rolling out a new series on IGTV, a new podcast, or even just a bunch of Facebook posts, have you ever broken a webinar down into sections and used it for content strategy? Stephen Larsen did this with his podcast launch and called it a Sideways Webinar (each podcast episode was a piece of the webinar so that over six or so episodes, you got the whole webinar).

The same goes with the Product Launch Formula from Jeff Walker. He advises you release three videos prior to opening the cart to your offer. Video one is part one of your webinar. Video two is part two. Video three is part three.

It helps you figure out how your offer fits in the market.

I guarantee if you sit down to write a webinar BEFORE you create your next product, your product will be better after working on the online presentation than before. The actual act of creating a presentation puts you in the unique position of looking at your sales message from both the angle of the seller and the buyer right? You’re trying to create a presentation your prospects will love. That dual angle of looking at things gives you a 360 view that allows you to see your blindspots.

In fact, I just wrote a webinar the other day – even while the offer was still foggy. By the time I was done with the webinar, EVERYTHING I had questions about became clear.

Webinars aren’t even close to dead, but you may need the following…

  • It might be time to get creative with HOW you use tried and true formulas like The Perfect Webinar.
  • It also might be time to see that the master presenters learn how to create powerful webinars in the context of a formula, but NOT STUCK TO IT.
  • It might be time to learn new methodologies for drumming up buzz and anticipation, getting people to stay and watch, and ultimately, buy.
  • It might be time to lean into your natural personality and brand, instead of trying to “become” like someone, thinking that is the key to selling (it isn’t).

If your webinar is not converting, it’s an easy out to decide that webinars are dead and it’s time to go hunt for the next shiny object. Which is cool if you want to create an interpretative dance and put it on a digitally rendered billboard, but I would gently suggest to reframe the webinar as an online presentation and decide…

Maybe it’s time to study new ways to create compelling content that moves people to buy!

xx Julie

P.S. Webinar Gorgeous is launching June 10th, and this blog post is a pre-cursor to the training that will be coming when Webinar Gorgeous launches. I’m tired of watching people stay stuck in formulas that don’t fit them, and if we all just make better presentations, then the old crappy webinar we’re all tired of…will in fact die. Without a funeral. Good riddance.

Facebook Changes For 2019 & What It Means For Online Business Owners

In the last several weeks, massive shockwaves have reverberated all over the online business world about the changes coming to Facebook. It’s hard to tell the real news from the fake news, but after several hours of listening, reading, and researching, it can be summarized as follows:

  1. Facebook is HUGE. So big in fact that it’s becoming something like a monopoly. And because of this, there are massive eyeballs on Facebook – and the possibility of regulation from the government.
  2. It would seem that between the privacy debacle, the user data they’ve gathered about what users enjoy most on the app, and the negative social/psychological impact of social media newsfeeds on the human brain, Facebook is continuing to evolve in order to stay relevant.

This has led to rumors like… the newsfeed disappearing, one of the key components online business owners use to advertise and send traffic to their products and services. While no such official announcement has been made about the newsfeed, there is definitely a push in directions that eerily leave out any mention of the newsfeed.

There’s always a bit of a conundrum as marketers — because it’s easy to get swept up in rumors (Remember when people abandoned their facebook pages because organic reach fell?) and it’s hard to tell what will stick and what will evolve. No one wants to invest in something that will phase out or become irrelevant, so how do you maximize your efforts without knowing the future?

Without any official notice about how advertising and marketing on Facebook newsfeed may change in the coming years, here are the things I will be focusing on as Facebook undergoes one of the biggest evolutions we’ve seen to date.

Facebook Groups

I am SO glad I didn’t follow the herd when everyone and their mother were abandoning Facebook groups. They are central to the future of Facebook, and so if you’ve been on the fence about creating a group, today is the day to start focusing on it. There have been a ton of new features added to groups in the last 12 months, and more coming — including the possibility of sponsors and ads in the groups themselves.

When you open up Facebook on your phone, you’ll see the group button dead center in the menu bar, with the option to pin and rearrange your top 10 groups.

Your group algorithm matters. That means spend time creating organic content that makes it easy for your group members to respond. Keep the auto-posting to a minimum, reward active members, and give people a reason to login to their device and CHECK the group – not just wait for it to appear in the newsfeed.

Facebook Messenger

I won’t even pretend to be an expert in bots, because I haven’t used them a ton in my marketing yet, but there are lots of rumors that it will be a pay to play feature soon. You’ll have to pay per message for broadcasts out to your subscriber list, which sucks, but we all knew it was coming to that.

On the happy side, there will be more ways to interact on messenger – like group video calls and watch parties. They are also building out lead ad templates for messenger, which signal that they are actively improving how marketers can monetize messenger.

With the release of a new desktop app, merging WhatsApp and Insta with Messenger, and completely revamping the mobile app to load quickly, Messenger is trying to overtake texting it appears. It’ll be interesting to see how marketers can deliver personalized interactions via messenger during the lead and buying process.

Facebook Stories

If you haven’t become completely addicted to IG stories on Instagram, it’s time. Facebook is putting more and more emphasis on stories, design wise in the app (bigger than ever on mobile if you’ve noticed) but also because, people like content that doesn’t stick around forever.

Stories are powerful because they have built in urgency. The content disappears. Using stories to drive people to your podcast, blog, videos, is going to become one of the key ways to drive traffic (much like we do all the time with posts), as well as creating engaging content that people come back to watch again and again. A lot of marketers are having incredible conversions using story ads, and you can expect that to continue in force.

Facebook Events

I’m interested in this focus for Facebook, because it’s one I haven’t used a ton, but it’s a key feature getting an overhaul. How might marketers use the redesigned events app to remind people of livestreams, webinars, online classes, or in person events? This is worth looking into more in depth, as Facebook signals its importance in their redesign. Events have their own newsfeed area for posting, can be used in ads, and will be part of Facebook’s continued initiative to help people connect geographically.

Facebook Watch

Even though most small business owners can’t just get a Facebook Watch show, video will continue to be critical to engagement on Facebook. Facebook Watch is a big part of Facebook’s attempt to compete with YouTube, and video content in general, outranks other types of content. However you plan to roll out video – either through stories, livestreams, or pre-recorded content, video is key.

Facebook Timeline

Even though there wasn’t a focus on the timeline during the F8 conference, I will continue to think of my timeline as… my Facebook website. This means both my page and my profile. The point for me is that when people hear about me – wherever it comes from – I want to make sure my timeline is a curated delight of help, inspiration, and excellent content that highlights my brand and services.

What Matters Less

Once upon a time, it mattered how many likes were on your page. People obsessed over group size, number of friends and followers, etc. Let me say this plainly. It’s not worth your time to worry about vanity metrics. Zuckerberg clearly agrees because in a bold move over on Instagram, they’ve decided to remove how many likes are on each photo (except to the original poster).

If I were to set a theme for the next 12 months of my Facebook marketing, it would be: Meaningful engagement. Connecting with the people that clearly need/want my services, and not trying to be all things to all people.

Good content never goes out of style, and if you focus on that – you’ll be able to weather whatever changes come our way.

Let me know in the comments below…what changes you’re most looking forward to!

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