Evergreen Launch Strategy for a Brand Strategist
PROJECT: 60-MINUTE MARKETING SESSION
OVERVIEW:
Jenelle is in the middle of a really exciting transition in her business from photographer to brand strategist and I was so excited to help her develop some of the pieces for her launch. In this transition, she is developing an evergreen course so we needed to come up with strategies to help get people into her funnel and ultimately, sign up for her course.
At the time we talked, Jenelle was in her pre-pre-launch phase which is, in my opinion, the most important timeframe for a launch. This is typically 2-3 months prior to launch and this is when people really should be setting themselves up as an expert providing educational information and growing their communities so once they launch people are already warmed up and ready to purchase. No selling is involved in this timeframe. It’s literally just highlighting your knowledge and expertise. We touched on each phases of launch and how to utilize each one — the type of content to share, how to connect with others and grow her community as well as her email list which will play a pivotal role in her overall marketing and sales strategy.
HERE ARE SOME OF THE HIGHLIGHTS OF WHAT STRATEGIES WE STARTED TO MAP OUT DURING THE SESSION:
Structuring her lead magnet and the email/sales funnel to go with it: Jenelle already had an amazing idea for a lead magnet but needed some help mapping out how to get people from lead magnet to paying customer. I helped her understand the typical structure of an email/sales funnel and how she could use it leading up to her launch. We also discussed how she can use it as she grows by incorporating a downsell option in the future as well.
Launch strategy for an evergreen course: While her course is launching in April and we want to kick things off strong with a more traditional launch, the other piece we needed to consider is that the course will be open enrollment. With courses and programs that are open enrollment, it can often be tricky to maintain consistent enrollment because there’s not usually a deadline or another incentive to create a sense of urgency. To combat this, we mapped out how to do what I like to call “faux” launches. This uses a typical launch structure but in an evergreen way. This will allow Jenelle to consistently market her course in a way that feels really genuine to her but also converts really well too.
I am so excited to watch Jenelle’s new venture grow and flourish during her launch and beyond. I know with these strategies at her disposal she’ll be able to set herself up for success and have more flexibility in her schedule like she’s striving for!