This morning I came across a Facebook ad that said ‘How to create a 60 second blog content plan’ with a sign up button. Obviously I signed up, I want that! Who wouldn’t want to know? When I got to the sign up page and added my email address it said ‘watch this video before reading your 60 second blog content plan’ so I did.
It was an 8 minute long video trying to sell to me how to write amazing blogs. Yeah it seemed useful and ‘was only $7’ but all I could think was ‘I got no value from this video.’ I say give value THEN ask for business in the blogosphere.
I wasted 8 minutes of my time and didn’t learn anything. I just learn that this marketer supposedly has knowledge in blogging and wants to sell me his stuff.
I go check my email to get my 60 second content plan, but no, it’s not there. First thing I receive is a ‘thank you for subscribing’ and how I’m going to be emailed all his content bi-weekly. 15-20 minutes later I finally receive the 60 second blog plan. It’s a great plan I have to say, but his execution process from Facebook to the landing page to my email was so shaky.
I felt more annoyed than satisfied.
The thing that annoyed me the most was the video. Why should I pay $7 when I haven’t been given any value yet? Hundreds of marketing companies give FREE valuable content daily through their blogs. If you want to know a really great resource for digital marketing content and tips I recommend Social Media Examiner.
So the first time I stumble upon your page you try and TAKE value from me? Seems unfair because nowadays you need to give people free content FIRST so they trust you.
As you can see from the image above first you must build your network. You do this by communicating with others, sharing blog content, commenting on other blogs. Also you should find out about your potential audience. You can do this using Facebook formulas and I talk about Facebook formulas here.
Next you prove you’re an expert. This is done by giving away stuff for FREE! Create a series, give away some tips – show you know what you’re talking about.
People need to know why you’re different from the competition, make it clear to yourself and others.
Lastly create doorway content. I think what they mean is to create little snippets of content that links to other content in a series so your followers can’t stop clicking on your links!
What can we take away from this?
1. Don’t sell to a follower on the landing page if you’re giving them free content! Let them sign up and get their free goodies and then later down the track once they trust you, they may become a customer. You look money hungry otherwise.
2. Don’t give too many call to actions. Humans can only process so much information, if you give us too many CTAs we’re going to exit out because we don’t have that much time in the day! Make it easy for us 🙂
3. Don’t have the free content come AFTER the first email. What’s best is the free content and the ‘thank you for subscribing’ is in the SAME email. I didn’t sign up to subscribe to your content, I know that’s a by-product of getting something for free, but don’t make it obvious. I’m here for what I signed up for – the content plan.
Have you ever come across an annoying sign up process for a blog or free content? Has a brand ever tried hard-selling to you in inappropriate places?