I used to operate in a niche where I would gather their e-mail address with a very thin value prop; "give me your e-mail for future info." It worked great as it relates to conversions, a steady 40%. I didn't have to give anything "valuable" away for free, and got opt-ins.
From there, I'd follow up with "value" and ultimately an offer. Things were going ok...
Then, earlier this year I figured "I'm done with this niche so no reason to keep grinding on growing an e-mail list." I decided to simply upload content to YouTube and put a link to the offer page in the comments and description. I was doing it with the spirit of "I'm taking my ball and going home." I expected the residual sale here and there but the first video I uploaded where I did that BLEW UP and sales exploded. People were making fun of people for being too cheap to buy my stuff, it was great.
I decided to "keep the business open" to get another bag (slang for another pile of cash) and I did it on successive videos... it kept working... I filed this away in the back of my head... I figured I would make this approach useful later on.
Then I stumble into a big IM guy with the initials of FK and what he's doing. What he's doing makes total sense TO ME because I saw the method work with free traffic. So, naturally it should work with paid traffic.
What he's doing is simple; he's putting 3 VALUABLE videos in front of you on social (FB and IG). Then, he's retargeting you based on your retention (did you watch the videos), with an offer later.
In the process you're saving time and money. The process goes from:
- Push traffic to a free offer.
- Get the opt-in.
- Deliver value.
- Pray they consume the value.
- Then deliver offer.
- Put great content in front of a TARGETED audience.
- Retarget those who consumed the content with offers.
To me this makes so much sense that I'm not going to gather e-mails unless they've bought something. I do believe this to be the future of IM as todays' high schoolers don't use e-mail like I did in high school. I feel like this approach allows people to scale proper content companies because you are able to more rapidly get through testing products / approaches.
The "hard" part is making the 3 videos valuable while also "conditioning" them to want to buy from you later. Those who are charismatic and who possess the ability to make their 3 "bond building videos" excellent, will prosper.
Are any of you guys experimenting with this approach? Have you tested just pushing traffic directly from valuable content straight to a paid offer without asking for an e-mail first?