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Welcome to L.A.U.N.C.H., the newsletter you look forward to seeing just like your favorite cousin at a family party. Well, we have lots of catching up and plenty of gossip, so buckle up, buttercup. Let’s dive in….
- How to drive more high-quality leads with Google Ads
- Are you buying the Facebook Ad dip?
- Find out what TikTok thinks you’re interested in?
- Instagram v TikTok – The battle rages
- Quiz funnel to launch – Amy Porterfield quiz opt-in page
- A Facebook ad to quiz opt-in – Amy Porterfield ad copy
- Digital Course Academy waitlist page – Avatar call out
- Finally, the news we have all been waiting for….
- What’s trending on TikTok?
- The highest form of wealth
L – Latest News
How To Drive More High-Quality Leads With Google Ads
Remember, Facebook Ads aren’t the only option for Lead Generation. Yes, Google Ads may be more expensive. But as the leads have shown proactive intent by searching for the keyword you target very often, the leads are of higher quality. Here is a guide showing you how to drive more high-quality leads with Google Ads.
Are you buying the Facebook Ad dip?
Facebook ad costs have dipped from late June to early July. This is on top of the already favorable conditions experienced in June. So let’s make hay while the sun shines!
- CPMs -11.38%
- CPCs: -8.52%
- Cost Per Purchase: -7.76%
Find out what TikTok thinks you’re interested in?
Want to see what TikTok thinks you are interested in? Ever wonder why you see the ads you do? Well, now you can see (and control) the categories for which TikTok serves you ads. Open the app and go Profile > Settings and Privacy > Privacy > Ads Personalisation > How your ads are personalized.
Instagram v TikTok – The battle rages
Instagram has more “power users” logging in daily, but TikTok users spend longer per day. A study by Sensor Tower shows that 39% of Instagram users log in daily (that blows my mind). TikTok falls behind, with just 29% of its users logging in daily. However, in “time spent on the app,” TikTok users spend on average 1.5 hours per day, almost double that of Facebook and Instagram.
A – Awesome Swipe
Quiz funnel to launch – Amy Porterfield quiz opt-in page
The countdown is on to one of the big launches in the Online Course world. Amy Porterfield is limbering up for her Digial Course Academy Launch. What a great time to be a launch voyeur!
Closer to the launch, Amy will likely use a traditional pre-launch opt-in. But, for now, her list-building efforts are focused on her “Discover Your Ambition Archetype” quiz.
Archetype or Type is one of the 3 (and possibly most common) quiz types.
- Type
- Killer
- Score
Amy has followed the Ask Method to the tee with this quiz and uses Bucket.io as her quiz builder.
Some key takeaways:
- Immediately your eyes are drawn to “Free Quiz” across the top. As quizzes are still a relative novelty for front-end users, the combination of Free and Quiz is strong.
- One of the strongest trigger lines on the page is “Discover Your Ambition Archetype” – Discover is one of my favorite opt-in page words. It builds curiosity and intrigue. Most entrepreneurs are “ambition” and competitive-focused, which will pique their interest. We love finding out how we fit into the world, which is why Archetypes are so powerful.
- Ready to get clear on exactly how you can make more cash, impact, and space to do what you love, your way? Amy touches directly on the 2 of the 3 freedoms here with Financial and Time. Impact is also closely related to the 3rd freedom, which is lifestyle.
- An interesting question to ask is do we really want impact for what it does for others or do we want “impact” for how it makes us feel about our own significance. (Could be a good one to journal on!)
U – Uplevel Ads
A Facebook ad to quiz opt-in – Amy Porterfield quiz ad copy
If you launch a Quiz you will need traffic at scale.
Before I dive into one of Amy’s ads, jump over to the Facebook Ad Library and look at the scale of the campaign that Amy has launched.
Amy has 17 Ad variations running for her Quiz. Some of these ads appear 35 times across different campaigns and ad sets.
There is a mix of medium and long-form ad copy centered around 2-3 key themes.
These are matched with static and video creatives.
If you study the copy and creative, you realize you don’t need lots of ideas.
You just need 2-3 strong ideas and then iterate to produce many ad variations.
This is especially important if you are running a time condensed campaign for something like a launch where you have a large budget being spent over a relatively short period of time.
Some key takeaways:
- Amy grabs attention with “New Quiz!” Emojis are a great way to catch people’s eyes in ads.
- Straight away Amy calls out her primary avatar, which is a corporate professional looking to start an online business. “allergic to a “typical” career path”.
- After grabbing their attention Amy connects with their fears and the internal nagging voice that exists within the head of her avatar. “Moving up in WHOSE world”
- Then she moves into connecting with their dreams – “creating a business and life that aligns with your values”
- She then links the outcome people want to the quiz.
- Take a few minutes to answer this 7-question quiz and get to know which of the 4 Ambition Archetypes you are. Few minutes – 7-questions – 4 Ambition Archetypes. Gets specific, makes it feel quick, and makes it feel easy. Remember the value formula – Accentuate the primary promise, guarantee the outcome, reduce the time to attainment and reduce the effort required.
- Study the fascination bullet points. In fact take 5 minutes now, grab a note pad and write these out. Often we feel compelled to tell people what they need to do or what they will get. Notice the way Amy creates real curiosity and teases the outcome without giving any real detail.
✅ How your natural strengths nudge you towards the business style you’ll be most successful at
✅ One potential setback based on your archetype that might nip at your Achilles heel on the journey to business and lifestyle freedom
✅ Other leaders, makers, and status-quo-shakers that share your archetype and prove that a business outside the status quo is not only possible, it’s worth getting uncomfortable for
✅ What to do next to leverage all of the above, lean into your archetype, and take a flying leap towards the specific lifestyle you’re dreaming of
N – Now Launching
Digital Course Academy waitlist page – Avatar call out
Well will you look at that… It’s an Amy Porterfield clean sweep…
I love following a launch from start to finish. So much happens before that first bit of pre-launch content is released. Here we see the waitlist for the Digital Course Academy page.
Amy has more detail than is commonly seen on a waitlist page. Remember that Amy has lots of launch reps and conversion data to work with. If you are starting out recommend keeping it simple.
One feature of the waitlist page that I want to focus on is the Avatar call out.
Every online business owner should have a well developed and accurate Avatar call out.
Most online businesses will have 3-4 specific segments within their target market. These are the people who will gain the most from working with you or which you help most frequently.
The model Amy uses is simple but effective.
- If you are a specific person
- Who has this specific problem
- And your dream is
- Then this is for you
Why not take 5 minutes for the following exercise:
- Identify the 3-4 key avatar segments within your business
- Idenitfy the biggest pain point for each segment
- Identify the common dream for each segment
Your online business is the answer to the question:
- How do you help each segment eliminate their biggest pain and make their dreams come true?
C – Creator Central
Finally the news we have all been waiting for….
Just ahead of World Emoji Day (17 July) the draft list for Emoji 15.0 has been published. Due for release in September 2022, Emoji Version 15.0, will bring a host of new emojis to spice up our online marketing material.
Proposed emojis (finally) include a Donkey, Ginger Root, Pink Heart and (the I can’t believe we have been waiting this long for) Hyacinth.
All joking aside. Don’t underestimate the power of emojis, especially in Facebook Ads.
Go back up to Amy’s Ad above. Count how many emojis are in just that one ad. That isn’t by accident. If emojis didn’t increase ad conversion rates they wouldn’t be included.
In a game of marginal gains, the novelty and potential for attention grabbing of new emojis will provide some opportunity for advertisers.
But let’s not kid ourselves. No number of emojis will turn losing copy and creative into a winner.
What’s trending on TikTok?
Want to create viral content on TikTok but don’t want to spend hours scrolling to identify what’s popular now? Well check out the TikTok’s Trend Discovery. You can sort country, Hashtag, Songs, and Creator.
H – Hot Take
What you do matters.
Keep going.
The world needs you.
Micheal
P.S. If you like this newsletter and want to support it, you can:
1) Join the waitlist for Lead2Launch next enrollment date here: https://dev.michealoneill.com/join-the-waitlist
2) Forward this newsletter to a friend with an invitation to subscribe right here: https://dev.michealoneill.com/launch
Welcome to L.A.U.N.C.H., the newsletter you look forward to seeing just like your favorite cousin at a family party. Well, we have lots of catching up and plenty of gossip, so buckle up, buttercup. Let’s dive in….
- How to drive more high-quality leads with Google Ads
- Are you buying the Facebook Ad dip?
- Find out what TikTok thinks you’re interested in?
- Instagram v TikTok – The battle rages
- Quiz funnel to launch – Amy Porterfield quiz opt-in page
- A Facebook ad to quiz opt-in – Amy Porterfield ad copy
- Digital Course Academy waitlist page – Avatar call out
- Finally, the news we have all been waiting for….
- What’s trending on TikTok?
- The highest form of wealth
Welcome to L.A.U.N.C.H., the newsletter you look forward to seeing just like your favorite cousin at a family party. Well, we have lots of catching up and plenty of gossip, so buckle up, buttercup. Let’s dive in….
- How to drive more high-quality leads with Google Ads
- Are you buying the Facebook Ad dip?
- Find out what TikTok thinks you’re interested in?
- Instagram v TikTok – The battle rages
- Quiz funnel to launch – Amy Porterfield quiz opt-in page
- A Facebook ad to quiz opt-in – Amy Porterfield ad copy
- Digital Course Academy waitlist page – Avatar call out
- Finally, the news we have all been waiting for….
- What’s trending on TikTok?
- The highest form of wealth
A – Awesome Swipe
Frank Kern Proves Less Is More
You don’t need more words to convince people to take action. You need the right words.
This is one of the most economical opt-in pages we have seen here at L.A.U.N.C.H. HQ.
Yes, Frank Kern is a big name. Being a big name means you don’t have to work as hard to build trust and authority. But Frank didn’t back off on the persuasion with this opt-in page.
Some key takeaways:
- The white space funnels our attention into the copy. There are no distractions. We don’t have to think about where to look next.
- Frank Kern Live – Without a logo or branding, it was necessary to tell people who was behind this. This is also backed up with a small profile photo in the footer.
- Getting to see Frank Live and possibly ask questions is a big deal in a world where pre-recorded, and evergreen content is common.
- For your audience, you have to decide if live is positive or negative. Some people like being able to watch things in their own time. Others like being on live with the presenter. Whichever way you go, commit to it, and sell the benefit of that approach.
- The specificity of the headline is compelling – $574K. When it is that specific, it adds an element of authenticity and believability.
- “Last Month”, it wasn’t 6 months ago, it wasn’t one-month last year. It was last month. This tells you that it is a current trend. It makes you feel like you are going to get a jump on your competitors. This is fresh off the press. Maybe it is the silver bullet you have been searching for.
- The qualifier of “Email” makes this feel accessible. Everyone feels like they could send a few emails. Maybe I don’t need a complex funnel. Most people will know that they don’t have an email list as big as Frank’s, but what if, with my small email list, I could generate $20k?
- “the opposite of what the Experts Say” Counterintuitive approaches are compelling. Going against the grain makes people feel smart. It is one of the reasons why conspiracy theories take off. People want to feel like they are more intelligent than their peers. Counterintuitive logic draws people in.
- Then Frank stresses the LIVE component. As it is live, Frank gives the time and date.
- Interesting to note California time rather than the traditional (PST). I have no idea why Frank did this. Do people find California specifically interesting? With the tech and start-up scene centered in California, could that be seen as a plus? Maybe, but if you live somewhere cool, you could test this out. I’ll ask Frank the next time I see him!
U – Uplevel Ads
A Simple Hero V Villan Video Ad Format
Continuing on our theme of simplicity. Look at how organic and amateur this TikTok ad appears.
This ad is for MagicSpoon, a healthy breakfast cereal for adults who haven’t grown up!
What’s one of the big objections to eating our favorite childhood cereals?
…..All the added sugar.
One of MagicSpoon’s key selling points is that it has 0g of sugar.
To tell is one thing. To show is infinitely more powerful.
Some key takeaways:
- The split-screen approach seems crude but is extremely effective.
- The sugar pouring into the bowl on the right instantly conveys the message the ad is trying to land.
- Simple text overlay that we could all do in an app like CapCut in less than 5 minutes with some additional triggers: Features: High Protein, Low Carb, 0g Sugar. Benefits: Great tasting Transformation: just like your childhood favorites… but healthier
- Great ads don’t need to be complex. The more an ad looks “not like” an ad, the better it will do.
N – Now Launching
Clean Webinar Registration Page (With Secondary Bribe)
Mark Lack is launching his ShortenTheGap Program.
The screenshot is an above-the-fold view of the registration page for the launch webinar.
In the second half of the page (not shown above) Mark has gone for simple testimonials and a bio section.
I always encourage people to start with a simple single-screen opt-in.
Everything people need to register should be contained on a single screen.
Once you have optimized the above-the-fold section to a conversion rate above 50%, you can start testing testimonials and bio below the fold.
Some key takeaways:
- I love the top banner – $100 CASH giveaway on this training. $100 hardly seems worth my while, but I appreciate that you don’t want the incentive to be the only reason why someone registers and shows up. For Mark, I think that $1,000 is worth testing. For us, mere mortals, maybe a 1-on-1 strategy session or something of value that people can’t get free elsewhere.
- In a trend that we see over and over Mark stresses the FREE training twice on the page. Many people shy away from this as they don’t want to attract people who are only interested in free stuff but I think the evidence is clear that it increases conversion rates.
- It is interesting that Mark makes the headline about him and doesn’t flip it to “how you can”
- Impact millions is a little vague. This is definitely an area that could be strengthened. Yes, people want to believe that they are impact-driven. This is a powerful alternative to filling your pockets with cash.
- 30-50 clients per month is specific. However, I would also test a single number. One way to arrive at this number could be to add up all the clients attracted in a year and divide that number by 12 ((504/12) = 42). Saying how I attracted 42 clients per month is a stronger and more compelling proposition.
- Timers work a treat the closer it gets to the deadline. If you are 7 days away from a deadline a countdown time may work against you as people think, “oh I have plenty of time. I’ll come back and make that decision later”. Countdown timers are most effective from 72 hours to the deadline.
- Below the image, you will notice a section with the Facebook follow and share button. This is a simple piece of code that you can generate in the Meta for Developers portal and add to any page. There are a few reasons why I love this. First, if you have a large page, it is a great way of demonstrating social proof. Second, it makes it very easy for people to share. And thirdly, if you are friends with anyone who likes the page, their name will display in the widget. Seeing your friend’s name on an opt-in page will massively increase your likelihood of signing up.
C – Creator Central
Top Ranked Video Marketing Metrics
Psssst……. don’t tell anyone else…… but video marketing is kinda a big deal.
If you don’t have (or plan to have) video in your marketing mix, you are missing out.
Hubspot has released its 2022 Video Marketing Report. Hubspot surveyed over 500 video marketers to identify the latest trends and their future plans.
This Report is a must-read if you are utilizing video in your marketing.
One of the key sections of the report was the prioritization of video marketing metrics. Or, put another way, what are professional marketers optimizing their video marketing for?
- Engagement
60% of video marketers agreed that this was their most important metric.
Often we can get captivated by the number of views a video gets, but that only tells a fraction of the story.
Of far greater importance is how much of your video people consume.
And this is true whether it is long-form, short-form or even video ads.
Produce video content that grabs and holds people’s attention.
The 20% that will get you the 80% of your results is the very start of your video. (2-3 seconds short form and 5-10 seconds long form)
Hit them between the eyes and get the meat of what you have to say onto the table early in play.
That way, they will be far more likely to stick around.
- Conversion
Every video should have a Call To Action.
Top-of-funnel videos will have a soft call to action (like, subscribe, share).
Middle-of-funnel videos may ask people to opt-in or initiate contact.
Bottom of funnel videos will ask people to make a purchase.
Whatever your objective, you should have a success metric defined in advance.
Your conversion rate is the total number of people who viewed the video divided by the number of people who completed the CTA.
- CTR
Before someone makes it to your CTA, they must first be compelled to engage.
Your thumbnail and title/caption are essential in driving this initial engagement.
Think of this as the opt-in copy for your lead magnet.
You could have the best lead magnet in the world, but if you can’t make a compelling case as to why people should opt-in, no one will ever see it.
On YouTube, you want to target a 4-5% CTR.
- Follower and Subscriber Growth
These may be described as vanity metrics, but they are important nonetheless.
Pay special attention to the content that leads to follower and subscriber growth.
Analyze your video content. Double down on the content that is bringing engagement, consumption, and driving follower and subscriber growth.
- Average View Time
The goal of every platform is
- To get users to visit the platform as often as possible
- To get users to stay as long as possible every time they visit
Why you may ask?
Well, simply put, these are the two metrics that enable the platform to show the highest volume of ads, which is how they make money.
As a result, creators who have a high average view time will be rewarded with increased visibility and higher organic reach.
Give the platforms what they want, and they will give you what you want.
8 Pillar Page Examples to Get Inspired By
Pillar Pages are staples for organic SEO growth.
A well-implemented Pillar Page strategy can be a lead generation, and even an evergreen sales funnel gold mine.
Think of a Pillar Page as an extensive high-level signpost page.
It attracts people to your site and gives them a high-level introduction to a topic.
The Pillar page then points them to more detailed content on your site that answers specific questions they have.
Here are 8 Pillar Page examples to inspire you.
H – Hot Take
I don’t think I need to say anymore.
JUST DO IT!
What you do matters. The world needs you.
Micheal
P.S. If you like this newsletter and want to support it, you can:
1) Join the waitlist for Lead2Launch next enrollment date here: https://dev.michealoneill.com/join-the-waitlist
2) Forward this newsletter to a friend with an invitation to subscribe right here: https://dev.michealoneill.com/launch
Welcome to L.A.U.N.C.H. The newsletter that cracks the Piñata so you can eat that sweet, sweet online business growth candy.
We’ve got a lot to cover today so let’s drop the chit-chat and get down to business.
- Meta Continues Serenading Of The Creator Community
- 10 Psychology Principles That Will Make You a Better Marketer
- All Instagram Videos To Now Appear As Reels
- Frank Kern Proves Less Is More
- A Simple Hero V Villan Video Ad Format
- Clean Webinar Registration Page (With Secondary Bribe)
- Top Ranked Video Marketing Metrics
- 8 Pillar Page Examples to Get Inspired By
L – Latest News
Meta Continues Serenading Of The Creator Community
Meta has partnered with Memberpress, a subscription management plugin for WordPress. Members who sign up through the plugin can now seamlessly be added to Facebook Groups. This also opens the door to Facebook-only membership sites with robust payment and subscription management.
10 Psychology Principles That Will Make You a Better Marketer
Our job as marketers is to understand and push the psychological buttons that will influence people to take the actions we know will get them the best results. This thread gives you a 1 minute summary of key psychological mechanisms behind Robert Cialdini’s book Influence.
All Instagram Videos To Now Appear As Reels
Instagram released an update (for a limited number of accounts) that will see all videos posted to the platform appear as Reels. Instagram is in a battle royale with TikTok. It is clear they are betting their future on Reels. Hate them or love them, you better get used to Reels. They are here to stay.
A – Awesome Swipe
Frank Kern Proves Less Is More
You don’t need more words to convince people to take action. You need the right words.
This is one of the most economical opt-in pages we have seen here at L.A.U.N.C.H. HQ.
Yes, Frank Kern is a big name. Being a big name means you don’t have to work as hard to build trust and authority. But Frank didn’t back off on the persuasion with this opt-in page.
Some key takeaways:
- The white space funnels our attention into the copy. There are no distractions. We don’t have to think about where to look next.
- Frank Kern Live – Without a logo or branding, it was necessary to tell people who was behind this. This is also backed up with a small profile photo in the footer.
- Getting to see Frank Live and possibly ask questions is a big deal in a world where pre-recorded, and evergreen content is common.
- For your audience, you have to decide if live is positive or negative. Some people like being able to watch things in their own time. Others like being on live with the presenter. Whichever way you go, commit to it, and sell the benefit of that approach.
- The specificity of the headline is compelling – $574K. When it is that specific, it adds an element of authenticity and believability.
- “Last Month”, it wasn’t 6 months ago, it wasn’t one-month last year. It was last month. This tells you that it is a current trend. It makes you feel like you are going to get a jump on your competitors. This is fresh off the press. Maybe it is the silver bullet you have been searching for.
- The qualifier of “Email” makes this feel accessible. Everyone feels like they could send a few emails. Maybe I don’t need a complex funnel. Most people will know that they don’t have an email list as big as Frank’s, but what if, with my small email list, I could generate $20k?
- “the opposite of what the Experts Say” Counterintuitive approaches are compelling. Going against the grain makes people feel smart. It is one of the reasons why conspiracy theories take off. People want to feel like they are more intelligent than their peers. Counterintuitive logic draws people in.
- Then Frank stresses the LIVE component. As it is live, Frank gives the time and date.
- Interesting to note California time rather than the traditional (PST). I have no idea why Frank did this. Do people find California specifically interesting? With the tech and start-up scene centered in California, could that be seen as a plus? Maybe, but if you live somewhere cool, you could test this out. I’ll ask Frank the next time I see him!
U – Uplevel Ads
A Simple Hero V Villan Video Ad Format
Continuing on our theme of simplicity. Look at how organic and amateur this TikTok ad appears.
This ad is for MagicSpoon, a healthy breakfast cereal for adults who haven’t grown up!
What’s one of the big objections to eating our favorite childhood cereals?
…..All the added sugar.
One of MagicSpoon’s key selling points is that it has 0g of sugar.
To tell is one thing. To show is infinitely more powerful.
Some key takeaways:
- The split-screen approach seems crude but is extremely effective.
- The sugar pouring into the bowl on the right instantly conveys the message the ad is trying to land.
- Simple text overlay that we could all do in an app like CapCut in less than 5 minutes with some additional triggers: Features: High Protein, Low Carb, 0g Sugar. Benefits: Great tasting Transformation: just like your childhood favorites… but healthier
- Great ads don’t need to be complex. The more an ad looks “not like” an ad, the better it will do.
N – Now Launching
Clean Webinar Registration Page (With Secondary Bribe)
Mark Lack is launching his ShortenTheGap Program.
The screenshot is an above-the-fold view of the registration page for the launch webinar.
In the second half of the page (not shown above) Mark has gone for simple testimonials and a bio section.
I always encourage people to start with a simple single-screen opt-in.
Everything people need to register should be contained on a single screen.
Once you have optimized the above-the-fold section to a conversion rate above 50%, you can start testing testimonials and bio below the fold.
Some key takeaways:
- I love the top banner – $100 CASH giveaway on this training. $100 hardly seems worth my while, but I appreciate that you don’t want the incentive to be the only reason why someone registers and shows up. For Mark, I think that $1,000 is worth testing. For us, mere mortals, maybe a 1-on-1 strategy session or something of value that people can’t get free elsewhere.
- In a trend that we see over and over Mark stresses the FREE training twice on the page. Many people shy away from this as they don’t want to attract people who are only interested in free stuff but I think the evidence is clear that it increases conversion rates.
- It is interesting that Mark makes the headline about him and doesn’t flip it to “how you can”
- Impact millions is a little vague. This is definitely an area that could be strengthened. Yes, people want to believe that they are impact-driven. This is a powerful alternative to filling your pockets with cash.
- 30-50 clients per month is specific. However, I would also test a single number. One way to arrive at this number could be to add up all the clients attracted in a year and divide that number by 12 ((504/12) = 42). Saying how I attracted 42 clients per month is a stronger and more compelling proposition.
- Timers work a treat the closer it gets to the deadline. If you are 7 days away from a deadline a countdown time may work against you as people think, “oh I have plenty of time. I’ll come back and make that decision later”. Countdown timers are most effective from 72 hours to the deadline.
- Below the image, you will notice a section with the Facebook follow and share button. This is a simple piece of code that you can generate in the Meta for Developers portal and add to any page. There are a few reasons why I love this. First, if you have a large page, it is a great way of demonstrating social proof. Second, it makes it very easy for people to share. And thirdly, if you are friends with anyone who likes the page, their name will display in the widget. Seeing your friend’s name on an opt-in page will massively increase your likelihood of signing up.
C – Creator Central
Top Ranked Video Marketing Metrics
Psssst……. don’t tell anyone else…… but video marketing is kinda a big deal.
If you don’t have (or plan to have) video in your marketing mix, you are missing out.
Hubspot has released its 2022 Video Marketing Report. Hubspot surveyed over 500 video marketers to identify the latest trends and their future plans.
This Report is a must-read if you are utilizing video in your marketing.
One of the key sections of the report was the prioritization of video marketing metrics. Or, put another way, what are professional marketers optimizing their video marketing for?
- Engagement
60% of video marketers agreed that this was their most important metric.
Often we can get captivated by the number of views a video gets, but that only tells a fraction of the story.
Of far greater importance is how much of your video people consume.
And this is true whether it is long-form, short-form or even video ads.
Produce video content that grabs and holds people’s attention.
The 20% that will get you the 80% of your results is the very start of your video. (2-3 seconds short form and 5-10 seconds long form)
Hit them between the eyes and get the meat of what you have to say onto the table early in play.
That way, they will be far more likely to stick around.
- Conversion
Every video should have a Call To Action.
Top-of-funnel videos will have a soft call to action (like, subscribe, share).
Middle-of-funnel videos may ask people to opt-in or initiate contact.
Bottom of funnel videos will ask people to make a purchase.
Whatever your objective, you should have a success metric defined in advance.
Your conversion rate is the total number of people who viewed the video divided by the number of people who completed the CTA.
- CTR
Before someone makes it to your CTA, they must first be compelled to engage.
Your thumbnail and title/caption are essential in driving this initial engagement.
Think of this as the opt-in copy for your lead magnet.
You could have the best lead magnet in the world, but if you can’t make a compelling case as to why people should opt-in, no one will ever see it.
On YouTube, you want to target a 4-5% CTR.
- Follower and Subscriber Growth
These may be described as vanity metrics, but they are important nonetheless.
Pay special attention to the content that leads to follower and subscriber growth.
Analyze your video content. Double down on the content that is bringing engagement, consumption, and driving follower and subscriber growth.
- Average View Time
The goal of every platform is
- To get users to visit the platform as often as possible
- To get users to stay as long as possible every time they visit
Why you may ask?
Well, simply put, these are the two metrics that enable the platform to show the highest volume of ads, which is how they make money.
As a result, creators who have a high average view time will be rewarded with increased visibility and higher organic reach.
Give the platforms what they want, and they will give you what you want.
8 Pillar Page Examples to Get Inspired By
Pillar Pages are staples for organic SEO growth.
A well-implemented Pillar Page strategy can be a lead generation, and even an evergreen sales funnel gold mine.
Think of a Pillar Page as an extensive high-level signpost page.
It attracts people to your site and gives them a high-level introduction to a topic.
The Pillar page then points them to more detailed content on your site that answers specific questions they have.
Here are 8 Pillar Page examples to inspire you.
H – Hot Take
I don’t think I need to say anymore.
JUST DO IT!
What you do matters. The world needs you.
Micheal
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