Selling Your First Digital Product
THE CLIENT: Blake Consultants Ltd
Blake Consultants Ltd was set up by Julia Blake to help businesses grow theirs though using the many tools and systems already available to them.
For the small business, everything falls to them. From Finance to marketing, to supporting their clients. When all their time is spent on doing all these tasks, they have little or no time to grow their business. Julia helps business to find ways to increase productivity to free up time to do the things needed to grow the business.
THE PROBLEM: How to release a digital product
In 2015 the EU proposed to introduce stronger legislation to product consumers online data. This required businesses to tighten up their practices and procedures surrounding data they collected, stored and used as part of their business. The GDPR legislation!
Julia and her colleague created a product that supported businesses to help them through all the processes and policies needed to be compliant with GDPR.
This was their first digital product and they hadn’t promoted online these types before. The problem was how best to get this to market and provide a seamless process to sell and distribute the product.
The second problem was the legislation and requirements were being drip feed, so finalising the product went right up to the wire.
Finally, a few businesses who could meet some particular criteria, really needed to have a more detailed process carried out, rather than being able to directly make use of the product – how could these be identified to direct them to this side of the funnel?
THE SOLUTION: Timing and Options
Problem 1: When a client hasn’t previously seen or built sales funnels to deliver products online. To understand how to promote; deliver value; and offer options that maximises sales.
Solution 1: Initially, we go through a discovery program with them. We showed Julia what she could do to deliver digital products via automated sales funnels. We provided different options. Especially, problem 3 – how to filter these specific businesses who needed a specific process.
Problem 2: Because the final details of what was required either kept changing or was being delayed, the final product couldn’t be promoted right up to the implementation date.
Solution 2: Julia’s promotion of the product centred around awareness of what was coming. She spent time gathering leads into her systems. She could then promote the final product when the legislation/requirements were finalised.
Thus, she went on the radio, spoke at conferences and seminars, networked and promoted through Social Media, gathering momentum. Videos of what was needed to do and what the product would be including were released to build momentum.
In the meantime, we designed a sales funnel that gave bonuses to those who signed up early before the product could be released.
Once the product was ready, we released the funnel that offered the main product, with bonuses and a down-sell.
Problem 3: Filtering those businesses because of their services and product offerings, they should go through an additional process rather using the product directly.
Solution 3: Create a qualifying set of questions that help identify these specific businesses and direct into to another funnel. This funnel identified they were special and suggest they come and speak directly with Julia before they embark on the compliancy programme. If they weren’t interested, they returned back into the main product funnel.
THE RESULT: Adapting to shifting sands
There were 3 phases – early adopters, pre-25th May and post 25th May.
The campaign managed to meet these phases to provide Julia with different landing pages to drive traffic too. The early adopter page saw sign up rates of 50%, the pre and post product pages saw click throughs of 22%.
GDPR is such a dry subject and can result in a “head in the sand” behaviour by businesses. Through Julia’s persistent messages, saw her continuously drive traffic to her pages and have them convert into paying customers. We just delivered the mechanisms and strategies for her to deliver this.