Leveraging the Profitability of Your Site With Digital Products (presented by Andrea Oh) Today's Growth Consultant Digital Footprint 2014 November 14-16, 2014 - Day One Concourse LAX (Los Angeles, CA)

2. LEVERAGING THE PROFITABILITY OF YOUR
SITE
WITH DIGITAL PRODUCTS

3. THE NEXT 60 MINUTES
 Making Money on the Internet
 What is Digital Content?
 Identifying the “Right” Digital Product to Sell on Your Website
 Considerations When Selling Online
 NO Strategy = NO Sales
 Launch (by: Jeff Walker)
 Case Study: FITNESS 911

4. HAVE YOU PURCHASED ANYTHING
ONLINE IN THE LAST 30 DAYS?

5. YOU’RE NOT THE ONLY ONE!

6. THE FACTS …
 Online shopping retail sales are predicted to grow steadily to
$370 billion in 2017 (up from $231 billion in 2012)
 195.3 million online shoppers in the U.S. (2014)
 80% of the online population has purchased something using
the internet, 50% of the online population have purchased
more than once
 98.9 million online buyers have purchased at least once via
mobile device
 Adults over the age of 50 represent one-third of online
shoppers in the U.S.
Source: 15 Mind-Blowing Stats About Online Shopping (www.cmo.com)
40 Amazing Online Shopping and eCommerce Statistics (www.selz.com)

7. THE FACTS …
 In 2012, more than three-quarters of online adults surveyed by
Forrester Research ordered products or services online
(57,499 U.S. adults)
 Two-thirds of Americans over 50 years buy from retailers
online
 Gen Xers spend an average of $561 - about 15% more online
than Gen Yers ($489) and roughly 25% more than the average
online adult ($449)
 36% of consumers spend 30+ minutes comparison shopping
before making a decision on purchasing a product (65% spend
16+ minutes)
 Only 28% of U.S. smaSolul rbceu: 1s5 iMnineds-Bsloewisng aStartes Asboeult lOinnligne pShrooppdinug c (wtsww o.cnmoli.cnoem)
40 Amazing Online Shopping and eCommerce Statistics (www.selz.com)

8. THE FACTS …
$20+ billion
$55+ billion

9. WHAT IS DIGITAL CONTENT?

10. WHAT IS DIGITAL CONTENT?
 Is any type of content that exists in the form of digital data
(also known as digital media)
 Examples include:
 Audio
 Video
 Images
 Software
 eBooks
 Mobile applications

11. SELLING DIGITAL GOODS
CONSUMER GOODS DIGITAL GOODS
 Manufacturing costs are high
 Warehousing cost
 Shipping cost
 Retail location required
 Low profit margin (<50%)
 Staff required
 Limited hours
 NO manufacturing
 NO warehousing
 NO shipping
 NO retail location
 HIGH profit margin (>75%)
 NO staff required
 OPEN 24 hours/day
 Instant delivery
 Environmentally friendly

12. CHOOSING THE “RIGHT”
DIGITAL PRODUCT TO SELL

13. WHAT YOU WANT TO SELL …
THE RIGHT
CHOICE
MAY NOT BE

14. ASK YOURSELF …
 WHO is your target audience?
 Website visitors (based on demographics)
 Opt-in lists (subscribers, past/current customers, etc.)
 WHAT digital content do you already have at your disposal?
 Written content
 Audio (music, podcasts, etc.)
 Video (YouTube, Vimeo, etc.)
 Online presentations (Slideshare, PDFs, etc.)
 eBooks (Kindle, iBook, etc.)

15. ASK YOURSELF …
 WHAT digital product alleviates a particular “pain point” for
your target audience?
 WHO are your competitors?
 HOW are you different/unique from your competitors?
 WHERE will customers purchase the digital product?
 WHEN is the optimal time to launch the digital product?
 HOW will you get the “right” message to the “right” customer at
the “right” time?

16. THE CHALLENGE OF
SELLING PRODUCTS ONLINE

17. THE COMPETITION IS FIERCE

18. THE COMPETITION IS FIERCE
 On the Internet you CAN’T:
 Choose the visitors to your website
 Minimize the threat of competitors (direct or indirect)
 Be judged “fairly” in direct comparison with competitors
 Perception is reality
 It is especially hard for small businesses to break into a bigger
market right away

19. NO FACE-TO-FACE INTERACTION

20. NO FACE-TO-FACE INTERACTION
 CAN’T build trust or a relationship with the customer
 CAN’T tailor product benefits to a specific buyer type
 CAN’T tailor a presentation to a specific buyer type
 CAN’T view non-verbal communications of the buyer
 CAN’T provide instant answers to the buyer’s questions/concerns
 CAN’T negotiate on the spot or proactively “close the deal”

21. NO STRATEGY = NO SALES

22. WHAT IS A STRATEGY?
 Strategy combines the
resources, skills and
competencies of an organization
(or business) to create a
competitive advantage
 It involves:
 Setting goals
 Determining actions to achieve the
goals
 Mobilizing resources to execute
the actions

23. LAUNCH (BY: JEFF WALKER)
 List Building
 List-building is THE strategy
 The easiest way to increase
the responsiveness of your
list is to increase the
connection and relationship
you have with your list
 Squeeze Page and Opt-In
Offer
 Prospect List vs. Customer
List

24. LAUNCH (BY: JEFF WALKER)
 Product Launch Formula
 Pre-prelaunch
 Sideways Sales Letter
 Mental Triggers
 Authority
 Reciprocity
 Trust
 Anticipation
 Likeability
 Events and Ritual
 Community
 Scarcity
 Social Proof

25. LAUNCH (BY: JEFF WALKER)
 Reasons why people don’t
buy:
 They are not interested in
what you’re selling
 They don’t have the money
 They don’t believe you
 They don’t believe the
product will work for them

26. Case Study
FITNESS 911

27. WHAT IS FITNESS 911?
 A support package for
anyone working out and
exercising on their own
(regardless of the workout
program they may be on)
who needs motivation,
support and useful tools to
improve their chances at
reaching their fitness goal
 An “insurance policy” on their
workout program

28. WHAT INCLUDED IN FITNESS 911?
 GET MOTIVATED! eBook
 FITNESS 911 Tip of the Week
 FITNESS 911 Worksheets,
Tools & Resources
 FITNESS 911 Podcast Library
 EXCLUSIVE one week
programs from
WorkoutBOX.com
 DietBOX nutrition
recommendation and tracking
 25% DISCOUNT on select
WorkoutBOX subscriptions

29. THE LIST
 10,000 opt-in email
addresses from
WorkoutBOX.com
 Included both males and
females who registered for a
FREE WorkoutBOX account
 Collected between January
1 and March 31, 2013

30. PRE-PRELAUNCH
 Email to the list announcing
FITNESS 911 and a request
for them to participate in a
short “two question survey”
 20 people responded with
40 total questions (within 48
hours)

31. PRELAUNCH – EMAIL #1
 Subject: Your Early
Christmas Gift from
WorkoutBOX is on its Way
 The Catch: They will
receive free tools in the next
email
 Location: FITNESS 911
Facebook page (160+ Likes)
 Feature Video & Slideshare:
Workout Failure is NOT
(Necessarily) Your Fault
(Slideshare viewed 2100+
times; 42 social actions in
72 hours)

32. PRELAUNCH – EMAIL #2
 Subject: RE: Your FREE
Tools Are Ready for
Download
 Location: Page on
TodaysFitnessTrainer.com
(page was visited 389 times)
 Download: FITNESS 911
Planning for Success
Worksheets

33. PRELAUNCH – EMAIL #3
 Subject: Your Exclusive
FITNESS 911 Discount
Code
 The Offer: 33% discount on
the 12 month subscription
($8.25 vs. $12.50 per
month)
 Open Cart in 24 hours

34. OPEN CART – EMAIL #1
 Subject: FITNESS 911 Q&A
 Objective: Answer common
questions to alleviate the
buyer’s concern
 Direct them back to
FITNESS 911 Sales Page
and Facebook page

35. OPEN CART – EMAIL #2
 Subject: Sneak Peek at a
Sample Week
 Objective: Give them a
chance to see what is
included in FITNESS 911
(and ease of use)
 Direct them to Week #5 of
the FITNESS 911 program
 Direct them to the FITNESS
911 Sales page and
Facebook page

36. OPEN CART – EMAIL #3
 Subject: Your FITNESS 911
Discount Expires Today
 Objective: Create a sense
of urgency to purchase
FITNESS 911 (scarcity)
 Direct them to Week #5 of
the FITNESS 911 program
 Direct them to the FITNESS
911 Sales page and
Facebook page

37. POST LAUNCH – EMAIL #1
 Subject: WorkoutBOX
FITNESS 911 Test Group -
Volunteers Needed
 Objective: Take away
obstacle to purchase to
determine if buyers “want”
FITNESS 911 (see value)
 Direct them to the FITNESS
911 Sales page and
Facebook page

38. THE RESULTS …
(as of November 12, 2014)
FITNESS 911 Intro Page 394 views (3.9%)
FITNESS 911 Membership Page 228 views (2.3%)
FITNESS 911 Survey Page 184 views (1.8%)
FITNESS 911 Facebook Page 166 Likes (1.7%)
FITNESS 911 Slideshare 2092 views
1 download
43 social actions
FITNESS 911 Sales 1 subscription
FITNESS 911 Test Group
46 people
Participants

39. MAKING “LEMONADE”

40. WAS THIS CAMPAIGN
SUCCESSFUL?
absolutely
!

41. NEXT STEPS
 Focus on “social proof” using beta test
group participants
 Facebook
 Twitter
 Google+
 Instagram
 iTunes (podcast)
 Run FITNESS 911 Launch campaign in
90 days

42. Any
Questions?

43. Thank you!