Publish Content. Measure. Improve. Repeat.
It’s OK to make mistakes. It’s OK to waste $1k on Facebook ads or 8 work hours on something that didn’t really make much sense BUT it’s certainly NOT OK to not take a lesson out of this.
My philosophy, as well as the philosophy that we’re nourishing in Tribal Mastermind, is that you should:
- Set a goal and try doing something to achieve it
- Measure everything you do to later analyze and understand what could’ve been done better
- Post it as a question in the group, along with the data gathered
- Receive feedback
- Repeat the process with discovered improvements applied
One of the new members of Tribal Mastermind does it for living. She builds massive dashboards for CEOs of tech companies to measure and visualize everything that is happening in their business. How cool is that? Pretty cool. It makes you feel like your business dashboard is a dashboard in your favorite video game – and games are fun. So is the business (as long as you have a cool dashboard).
Inspired by her (but also by my life philosophy to measure everything and the two of our core tribal value pillars: efficiency and control), I’ve started drawing the complete eco-system of the funnel that Tribal Mastermind has.
I used my favorite tool – draw.io to first visualize our funnels but it turned out that they are too complex to visualize them on a 2D surface. So I visualized them on a 3D surface. It did help my neural network to alter the understanding of our funnels. Perhaps because they indeed look like a neural network:
But the next thing I did is I looked into raw data. It’s a groundwork yet it’s most important. The general aim is simple: You want to maximize the X number of visits on your pages and the conversion rate (by your target audience). You can do it by maximizing the quality of your content, targetting the right people and of course by maximizing the frequency of showing your content.
Maximizing the frequency of showing your content
You start with understanding the lifestyle of your customer avatar. What time do they wake up, and what up to they open first right after they open their eyes? Do they poop at work or at home? What app do they use as they are enjoying their time in a toilet? Wait…what? Yes. It sounds like a joke but common sense is a serious part of your customer avatar analysis. 42% of smartphone users use their phones while in a toilet. Ok… I made that number up, but it kind of makes sense, right? Here is what a day of my customer avatar (the subject) looks like:
- Wake up and check their Facebook messenger
- Breakfast while checking their Facebook feed
- iTunes Podcasts/ Spotify/ SoundCloud while on the way to their work/university
- Check E-Mail as a first thing at work
- Check Linkedin messages and feed to procrastinate and avoid working
- Go to the toilet and take their smartphone with them, answer Whatsapp messages and check Instagram
- Go home and go to sleep while watching YouTube on their iPad before they fall asleep
We’ve now discovered locations where we can establish report (create touchpoints) with the subject. This means that every day I should
- Post on Facebook
- Post a podcast on iTunes, SoundCloud, and Spotify
- Send an e-mail to the list
- Post on LinkedIn
- Post on Instagram
- Publish a YouTube video
There are two ways to do it. One is to constantly create new content – it helps to stay relevant and on the cutting edge. The second one is to automate content marketing.
- Post on Facebook → Run Facebook Ads using the most converting posts. Therefore you no longer need to create new videos to attract the audience to your posts. However, you will still need to write posts to keep your content relevant.
- Post a podcast on iTunes, SoundCloud, and Spotify → Convert all your videos into podcasts
- Send an e-mail to the list → Create E-Mail automation that every new subscriber is signed up for. Create a daily e-mail that sends them value. Never create a new e-mail without adding it to the automation. Therefore you’re building an infinite stream of content ♾
- Post on LinkedIn → Copy all YouTube and Facebook content to LinkedIn. Use bots to constantly add new audience (check if it’s still allowed, however).
- Post on Instagram → Repurpose your content to Instagram by chopping off the best part of your video (posts). You can try what people enjoyed by using YouTube analytics, tools like HotJar or simply by reading comments and understanding what do people resonate with the most.
- Publish a YouTube video → Run YouTube Ads using the most converting videos. Therefore you no longer need to create new videos to attract the audience to your channel. However, you will still need to make videos to keep your content relevant.
So let’s start with the most common problem:
“I don’t have enough equipment to record content”.
Not a problem. Here is the solution: