This last weekend marked the end of my first ever real marketing campaign. I’m currently full of lessons learned, so it’s time to share some reflections.
My only metric for success this time around was my own consistency.
- Did I give it my all?
- Did I give up when things weren’t going well?
- Did I stay consistent with publishing content to market the offer?
I did no paid advertising, only organic content marketing.
There’s almost 200 people on this newsletter, and I’ve got almost 2000 followers on X.
(I refrained from marketing on Instagram because I don't feel like it's the right place for what I'm offering.)
The Goal
Like anyone, sure I wanted to make some money. But unlike previous offers I’ve put out, this time around I didn’t have that feeling of financial desperation creating an emotional attachment to the outcome.
My real goal was following through, because I’d never done it before.
I’ve learned a LOT about marketing and experienced quite a bit of success with my clients and Sovereignty Studios this year, so I felt driven to get back in the game and try it out for my own wares.
So that said, let's start out with the results based on my goal:
The Results
According to my consistency metric, you'll see in that screenshot that 8 e-mails gone out in the course of 11 days.
As most of you know, that is an incredibly high rate of e-mail output for me.
All but 2-3 of them were actually legitimate pieces of writing that I was able to loop back around to the offer.
Meanwhile, on X, the analytics from those 2 weeks tell a story of higher engagement:
Less views on the content (the period before featured all my viral El Salvador content),
but much more activity across the board than the period preceding, it to be sure.
I posted about 8 videos in that time to market the Bootcamp, including a video thread on transforming your camera presence.
Next time, I'll be doing more X video threads. They seem to really demonstrate strong authority.
Now let's talk about what I've learned from the offer.
The Offer Itself
My primary intention was to get a few people onboard so I could refine my little ecosystem of Authentic AF Video and make it better from their feedback, hopefully collect some testimonials, etc.
That part, I succeeded in. But when it comes to marketing, I learned that I have a lot to do on the packaging side of things.
Cue a lesson from Content Vines:
Communication is key. Who should I be talking to and how can I speak their language?
I’ve consciously cursed myself with trying to sell something to too many different kinds of people because I still haven't decided who the target market is within my audience.
What this campaign has taught me is that I need to split and separate the offer for the various demographics I’m trying to serve:
- Coaches & creators struggling with video content
- Aspiring creators/folks stuck in their 9-5s who dream of a more authentic future
Can you guess which market is more ready to invest money into a program for making consistent content?
The Targeting
I knew this would be my issue early on, so I tried something fun.
I made different "advertisements" targeted towards different people:
- coaches
- non-creators
- Bitcoiners
... but I don't think it really worked. I did get interest from all 3 demographics eventually, however not due to any particular video. The product spoke for itself.
See, I feel passionate about empowering non-creators to start building their realities with an intentional brand and content,
yet I know this is a unique window of time where established creators would pay good money to enhance their onscreen skills.
So for the future, I’m simply going to re-package the offer for the 2 different markets and price it accordingly.
The Routine
For the 2 weeks or so that the offer was live, I kept focused.
Every day I created content—most days video, but a few days just text.
And despite a lack of the results I would have preferred, I didn’t stop.
This was my main MISSION ACCOMPLISHED... I’ve never done that before. I’d always given up when the going got tough and things weren’t going according to my expectations.
Ironically, I suppose, was the fact that the Bootcamp is meant to support the creator in getting more consistent and building a video creation routine.
So in a way, you could say that I was testing out the energy of the product on myself… and that part worked.
Final Thoughts & What’s Next
This campaign was a good indicator of where my brand is at with its communication. I’ve got enough people in my audience to sell something, however without an exact demographic to sell to, I won’t experience lucrative results.
I’ve got a handful of people in the Bootcamp now (yes, this is a success story), so in 4 weeks I'll re-evaluate, revise, and start packaging the next phase of the offer...
and then you'll get to be part of marketing campaign #2! Haha.
Until next time! I appreciate you being here.
-Jordan
