Video Series Launch

Before diving in, it's crucial to begin with the 5-Step Planning Process so you have a clear picture of the entire map!  Remember! There are just 5 easy steps: Dream it, Map it, Book it, Chunk it & Do it!

In this first step, we'll set your GOALS for your your Video Series Launch! Traditionally, we see about 3% of the subscribers who register for the video series invest in the offer.  That conversion rate is based on a premium-price point for your market. I think it's absolutely possible to increase that conversion rate, especially with a lower price point AND warmer audience.

Once you identify your sales goals, you'll need to identify a few "Metrics That Matter."

#1. Your Sales Goals (x3): $_________________________

#2. Total Registrants for Your Video Series: _____________________

#3. Total Facebook Ad Spend: __________________

View Your Video Series CALCULATOR here

The 3-Part Video Series Process Map

The above map is the EXACT map we used in one of our Video Series Launches for Business By Design. This is the "flow" a prospect experiences through the launch.  The process starts at the upper left hand corner.

Important Note: the above map shows Ryan Leveque's ASK METHOD in play.  At the opt in page level, there is a 2-step opt-in process that asked visitors to select which of the four options best describes them, then they are sent to a specific thank you page with a small "welcome" video.  This is an ADVANCED strategy, and not recommended for your first launch.  

The calendar above shows a basic timeline of your launch.  The Most important dates are as follows:

Video #1: Goes Live on Thursday

Start FB Ads: One Week BEFORE Video #1 Goes Live

Video #2: Goes Live on the very next Tuesday 

Video #3: Goes Live on the very next Thursday

The Cart Opens (Video #4): on the very next Tuesday

The Cart Close/Deadline: 5-7 days after cart opens

It's time to get working! Follow the process below!

The majority of our pre-launch planning is exactly what we do with the 5-Step Planning Process.  But it's also in this section where we plan out and clarify our offer, price point and target audience (which is all covered inside the Business By Design training portal). 

In this step, you'll create a SIMPLE "Opt-in Page" System to capture leads for your upcoming video series!)

In 2.1, you're actually going to CREATE your Video Series Opt-In Page using LeadPages. We have included some basic steps here, but please refer to LeadPages' for any updates and changes to their software.

Example of Completed Opt-In Page:
Business By Design Video Series Opt-In Page

Your Opt-In Page will need the following ingredients:

1.Log in to LeadPages

LeadPages

2. Sort Templates by Highest-Converting Opt-In Pages

Follow the 4 Steps in the graphic below to sort by the BEST Templates for Opt-In Pages inside LeadPages.

3. Select an Appropriate Template for the Webinar Registration Page

Select an appropriate template... I've pointed out one we have used.

4. Edit and Customize the Copy/Text/Images

Do your best to customize and edit the copy:

1. Make sure any spelling/formatting is correct.
2. Add any relevant images/video if needed.
...and anything else that you think needs editing/adjusting
3. Save your work.

5. Insert Your Privacy Policy LINK in the Footer

Make sure your Privacy Policy has been added as a Clickable Link in the Footer.

6. Click the "Link Options" Button from the GEAR WHEEL on the Call To Action Button

Every page will have a big Call To Action button. Hover your mouse over the button to display the small gear wheel in the upper right hand corner.

Click the gear wheel to display a dropdown menu and select the "Link Options" button.

7. Edit the Opt-In Form Integration Settings

From the Lightbox...

1.  Make sure "Show Opt-In Form" is selected

2.  Click on the link: "Advanced Settings"

3.  Click on "View/Edit"

8. Integrate Your Page with Infusionsoft & Your Web Form

1. Select Infusionsoft from the first dropdown menu.

2.  Select the name of the WEB FORM you created inside Infusionsoft's Campaign Builder
Note: If you can't find the Webform, click the "reload" button first!

3.  Click the GREEN "Customize This Form" button.

9. Select a New Lead Box IMAGE

Follow the steps to select the image for the Lead Box.

Make sure to SAVE your changes!

10. Replace the Lead Box Headline Copy

Use the EXACT copy used in the image below and SAVE.

11. Replace the Button Copy

Use the EXACT copy as given in the image below.

12. Save All Changes to the Page and PUBLISH

Click the "SAVE" button to save changes...

Note: The Page Name should labeled something clear and simple...

Example: The Title of Your Video Series

13. PUBLISH!

14. Connect Your Opt-In Page to your "Thank You" Page

1. Click on the Call to Action Button

2. Select "Thank you page"

3. Enter Your Video Series Page URL

4. Press Okay

Note: Your "Thank You" Page is your Video Series Page.

15. Save All Changes to the Page and PUBLISH again.

Keep your opt-in copy simple - with a bolded headline that states the value and highlight of the video series, with a sub-caption outlining results.

Next, ensure there is a very clear call-to-action button "Get INSTANT Access NOW!"

In 2.4 you'll see examples of the split test we ran for opt-in pages.

We used two different videos as the background: 1. A Flixel (Cinemagraph) Image and looped drone footage.

NOTE: You do not have to use video.

You can either split test the graphics or the copy.

Here are the two opt-in pages we ran as a split test using two separate backgrounds:

Double check the spelling and formatting for errors. 

In 2.6, you'll need to INTEGRATE your Opt-In Page with your Email Marketing Software. Unfortunately, because there are several different services, you'll have to create your own process here. We've included our own personal process for using Infusionsoft in the steps below.

Here are the "Essentials" You'll need to make sure this step is completed properly:

1. Log in to Infusionsoft

Infusionsoft

2. From the Main NAV Dropdown, Select "Campaign Builder"

Open up Campaign Builder.

1. Select the Infusionsoft Logo in the upper left corner
2. Visit the "Marketing" Column
3. Select "Campaign Builder"

3. Find & Select Campaign 

Select and Open Campaign 

4. Connect the Form to a New Sequence

Drag the arrow to connect

5. Build Your Email Sequence

1. Add a tag to keep track of all the registrants of the video series

2. Automate your email(s)

3. Proofread/Test

4. Publish when complete

Here is an example of an Infusionsoft Sequence:

Quadruple check that your links to your opt-in are functioning!

Your URL to your opt-in page, your call-to-action button, thank you page, and also ensure your email integration is working properly.

With LeadPages & Instapage, your opt-in page will create a unique "messy" URL. It is highly recommended to create a re-direct for this URL to be masked with your website or unique product URL.

Until your video series is actually LIVE, you can direct your interested prospects to a waitlist.  To do this, you can follow the Waitlist Process HERE.  

The "thank you" email is the first email your audience will receive AFTER they "opt in" for your video series.

This is the email we sent to the registrants of the video series.

You will need to create one unique Landing Page for every video in your Video Series. 

Essential Elements of your Video Series Pages:

Here is an example of our Video Series Page:

In this step you will come up with the attention grabbing headlines for your Video Series Pages that accurately describes the promise of your video and add a call-to-action or any other copy needed for your pages.

You will notice in our Video Series Page example in 3.1 we have thumbnails for all of the videos. This is not a necessary step, but it adds a nice design element and gives the viewers a preview of what's to come in the next video. We took it one step further and made Giphys out of clips from each video. 

Because the videos are not released all at once, you will need to let visitors to the page who click on the links to the other videos know that they are coming soon. You can either add "Coming Soon" under each video link, or you can add pop-ups to each link. 

Another optional step is to add a coming soon banner across your Video Thumbnail for your Sales Video.

Once the cart is open, you should add a link to watch your Sales Video on your Sales Page. 

In the footer you can add a link to an opt-in page for those who are interested in becoming affiliates for your product in the future.

If you are planning on adding an Affiliate Opt-In, than you will need a Thank You Page for that Opt-In.

Provide a direct link to testimonies for those who are visiting your sales page. Download our testimonials page here: 

Review your all Video Series Pages for typos or formatting issues (also proofread connecting pages).

If you are using a Facebook Group during your launch, link to the group on your Video Series Pages.

We included prompts and content upgrades in the video series that were posted in the Facebook Community.

Refer to section 18 to learn more about how we used this social community.

One of your content upgrades could be a follow-along workbook that enhances learning during your videos. Create that workbook or any other content upgrade in this step.

Make sure all the videos are appropriately linked on every page.

Create links for your content upgrade download, if necessary.

For the following steps, please reference the Video Series Creation Process found HERE.

To create a sales page, follow our sales page process HERE.

In addition to your Video Series Launch Sequence, you can simultaneously run a Webinar (or Multiple Webinars) during your cart-open period to get your offer in front of more people, answer questions, and boost sales. 

You can use the Webinar Launch Process to complete this step. 

Click the link below to view our entire launch email promotion schedule: 

https://docs.google.com/spreadsheets/d/e/2PACX-1vRq8W_VqNKNjssov8TN1FrPDuLnGMOE5jxA8yCH7V2bl7Ck5uYvWEXB3u_kJ3WrHnBTz0oE0RHaMTJo/pubhtml#

Determine your Pre-Launch Email Schedule. These emails should be focused on inviting/reminding your house list and launch list to watch your Video Series. We send approximately 5-10 total emails during the Pre-Launch Period. 

Write the Pre-Launch emails, or send your email outline to a copywriter. Here are the emails we sent during the Pre-Launch period of the most recent Business By Design Launch.

Pre-Launch Emails Swipe Files

Add/Schedule the emails inside Infusionsoft (or your email marketing software) to correspond with your dates.

Click the link below to access ALL of our Cart-Open Follow-Up Emails (from Day 1 of Cart open to Cart Close [Day 5]).

Cart-Open Follow-Up Email Swipes

When it comes to Facebook Advertising, you can make your strategy EXTREMELY dynamic and detailed, but it's best to begin with a simple and straightforward approach.

Which is: 

Send Facebook Ads DIRECTLY to Your Opt-In Page

A few things to keep in mind when it comes to your strategy...

1. TARGETING is 90% of this! Find the RIGHT audiences first!
2. Campaign Objectives for this strategy: WEBSITE CONVERSIONS
3. Make sure to always have a Conversion Pixel on Your VIDEO or THANK YOU PAGE
4. The #1 METRIC to Track is "Cost Per Conversion"

To dive even DEEPER into FB Ads, check out our Ads by Design Course!

In 9.2, you'll write your Facebook Ad Copy. Below, I have given you both a simple outline to follow AND two screenshots of a successful ads I've used in the past.

Facebook Ad Copy Template:

Facebook Ad Copy Example:

In 9.3, you'll create your Facebook Ad Image (or video)! You can outsource this to a Graphic Designer (Upwork.com or 99Designs.com) or do it yourself with software such as Canva! Below are both essential ingredients AND an example of images to model.

Essential Image Ingredients:

FB Image Ad Example:

Step 9.4 is absolutely crucial. You MUST set up a Custom Conversion Pixel AND install it correctly on your Webinar Confirmation Page. Creating your Custom Conversion Pixel is easy.  

Setting Up Your Conversion Pixel:

In 9.5, you'll navigate Facebook's POWER EDITOR to set up your ads. If you're not familiar with P.E. or FB Ads, you'll need a course or guide to help you through these steps. Below is a high-level checklist of WHAT to focus on for this Campaign.

Launching Your Facebook Ads:

After "Publishing" your first Ad, you can go back into Power Editor to create NEW AdSets for new targeting groups. Want to target 20 different "interests?" Create 20 AdSets!  

I've included "Instagram Ads" as a separate step so you can rinse and repeat the same strategies (9.1 - 9.5) using Instagram Images and Creatives. Don't ignore Instagram Ads! When done correctly, they can be extremely powerful!

To dive even DEEPER into FB Ads, check out our Ads By Design course!

Based on the audiences you have created in 4.9 and 9. for Facebook Advertising, you can utilize these groups to retarget your content. The following sections of 10. Retargeting are ways that you can drive your existing traffic to see more of your content.

Following the Facebook ads process, you can segment those who have viewed your video series and direct them to your webinar.

You can learn more about the Webinar Launch Process HERE.

If you are not hosting a webinar (and are only doing a Video Series Launch), you can direct your leads directly to your cart open sequence and sales page. This can also be done via your sales video (fourth video in your series).

Once you have determined your audience for your webinar and followed the Webinar Launch Process, you can retarget to your cart open sequence and sales page.

You can retarget those who stayed on for the offer portion of your webinar, those who registered and attended a portion, and even retarget those who did not attend, if they have viewed your video series.

Another option for retargeting your audience is to build a campaign for those who have viewed your video series, but have not opted in. You can send this audience your cart open sequence.

Create a document to give to your Customer Support Team (or for your convenience) that includes the elements listed below. This will be an efficient way to keep all support related information in one place. It is also a document you can share with your team to keep them informed of changes in your launches. 

We also recommend having all the links you are using in one place. Preferably you would have this link guide with your project list (DaPulse, etc.), so that if you need to grab a link for one of your projects you can access it quickly. 

Here is an example of a Calendar of Events. We keep this visible at all times during a launch.

Prepare a list of prepared responses to frequently asked customer support questions. This will allow you to be more efficient in your support inbox. 

We included a phone number at the bottom of our sales page to reach our support team directly. You can obtain a phone number from Google Voice for your support team to use during your launch.

Live Chat is a recommended feature to add to your sales page (and checkout page). We have used Zopim (also known as ZenDesk) and Intercom.

To create a checkout page, follow our sales page process HERE. 

Having a place for those who watch your video to continue the conversation, has proved to be very beneficial for us. In fact, 75% of our Business By Design Members have been Members of our free online Facebook community during our launches. This is a space where you can follow-up on the call-to-action(s) in your videos, encourage their progress, connect with prospects, allow community to form between the Members, and most importantly build relationships.  

A Facebook Group is an easy way to organize this community. I recommend having a clear start and end date for this group.

Create a Facebook Group header that allows people to clearly identify the group name and purpose (and also resonate with it being a Community).

Post a video inside the FB Group welcoming, congratulating, and thanking them. This is a great opportunity to announce the group rules and set the expectations of the Community. You can also give them an additional call-to-action (ex: introduce yourself). This may also me done as a Live Broadcast.

It's important to clearly state your group rules/boundaries in the group. Here are our top 3:

1. Be cool. Be nice.

2. No self-promotion.

3. Do not be a fly-on-the-wall.

If you have a team, make sure you know who is responsible for adding/removing members from the group. They need to be made "Admins" inside the group.

A Community Manager can be hired to monitor the activity in the group, answer comments, provide encouragement, etc. 

Bonuses are a great way to add MORE value to your offer. You'll want to include your Bonuses on your Sales Page, so after viewing the video series, potential customers have a chance to see the details of what else they will be receiving.

When planning your Bonus Offers you should be paying attention to the objections your potential customers might have. Objection busting bonuses can give the customer the extra reason to buy.

Other bonuses to consider in your launch: Fast-Acting, Pay-In Full, Final Day, etc.

Below is our Sales Page with the Bonuses we offered during our BBD Launch. Notice, we also include a dollar value with the bonuses.

If you are creating any additional landing pages for your bonuses, create those redirect links in this step.

Once you have deployed your video series launch (including sales video) and opened your cart, you then must begin on-boarding your members.

The on-boarding portion is critical, as it will give you an opportunity to create a first-impression with your members and acknowledge them for investing in their development.

You'll want to create a follow-up outline and a drip-feed plan, meaning you will want to determine when you release your follow-up sequence based on the customer's date of purchase. See the next step for our email outline sequence, email copy, and Infusionsoft Campaign.

Here are the emails we send to members after enrolling in Business By Design.

Welcome Email:

The messages you are sending to your new members are very important to set the tone, pace, and enthusiasm for your members as they begin taking your course.

Be sure you are proofreading all follow-up emails AND sending test emails to ensure your links are working, dates are accurate, and all information is consistent with your most up-to-date material.

Based on your outline and drip-feed plan, you can create a campaign in Infusionsoft (or adopt your outline to your email management system, if different). Here is our email campaign for member on-boarding, welcome email campaign, and sequence within the on-boarding event.

Your post-launch debrief is an extremely valuable component of any launch to analyze what went right, what you learned, what you would do differently, and the results & metrics your launch yielded.

In 16.1, we review the process for deploying your post-launch debrief.

Unpack your launch by following the debrief process found HERE.