I am sure you have seen all the “ads” in your Facebook Newsfeed that sell “information” on particular subjects such as “make money” and they always ask you to enter in your email to get something for “free”. They rarely ask you right off the bat for your credit card.
In essence, in most cases these info-marketers are selling you the exact strategy on how to create profitable “information products” and the product that you the consumer are actually buying is specifically the strategy and insight that they are currently using to sell their info product.
The information world in my opinion is growing at a rapid rate, people are starting to finally realize that there is a audience of people who would be more than willing to pay for their thoughts, experiences, and know-how that they have gained in their past career.
This has led to an influx of new “business owners” cashing in on their passion, whatever that passion may be i.e. drones, dancing, ice skating, scuba diving etc.
In this post, I am going to lay out the step by step formula for setting up and growth hacking your own info product.
This example pertains to people who know the product that they want to sell and are at the stage, where they need to build the marketing funnel and get the product off the ground.
Step 1 Landing Page and Lead Capture
The landing page is the page that users reach after they click on an ad from Facebook or from any other paid traffic source. It’s either the first step in the “getting to know you process” or the first step in the “I am going to sell you a new product process” in the case of the latter, the user most likely has already heard of you.
You have two main options here to start and these two options lead to different buying paths.
(A) Build your list by giving away something for free (landing page) : What this means is you most likely don’t have the social proof in the market to get a user to buy your product off the first impression or first click from an ad so in an effort to gain the users trust you give away a free info product in hopes that they will pay for a product at a later date.
The product should be similar or an abbreviated version of the information product that you are going to up-sell them on.
*You can easily develop a landing page without any prior tech experience here
(B) Direct to sales funnel: Similar to Brenden Borchard‘s sales funnel, you have the option of building an all out sales funnel to start. I don’t recommend doing this on your first product launch as most people have not heard of you and you need to develop a repoire with your audience before you try to sell them.
As you can see in Brendan’s funnel, he sells through the Robert Cialdini methodologies of both “social proof” and “scarcity” and both of these tools are available to him because of his prior product launch’s.
For this post, I am going to focus on the option #1 trek.
Step 2 Email Integration
Once you set up your landing page, you will need to connect your lead capture page to your email marketing service provider. Usually this is one-step integration. The reason for this, is you want to automatically send specific email to people once they opt in to any of your lists.
It is important to setup two different types of transactional emails that go out once a user inputs their email on your landing pages.
These two email types are:
(A) Auto Responder’s: The auto-responder will shoot off once a user sign’s up to receive the free product through email. It will only send email’s to these new users.
(B) Email Drips: The email drip’s hit two different audiences, they hit both the people who have bought your product and the people who haven’t bought your product but signed up for the freebie.
Haven’t bought yet
You want to create specific sequence drip email campaigns to users who haven’t bought your product. These drip emails should be insightful value on the particular topic of product that these users showed interest in.
They could include:
(A) Product Discounts
(B) Free Workshops
(C) Blog Interviews
(D) Blog post
and more. The goal here is to stay top of funnel in the person’s mind and stay relevant. The thought process is that they will eventually buy a product from you as long as you keep brining value to them.
These users have already bought your product but you still need to stay in constant communication with them as they might have questions, comments, or concerns but the most important thing is you want these users to get value out of the high-ticket product that you sold them. So what you might offer in this drip could be
(A) Consulting Packages
(B) More free information that wasn’t released in the first product
(C) Early peak access to the next product that you are working on.
(D) Current event or updates on what you are working on and how they could be a part of it.
In the beginning, you will have to manually move people between lists so these users who bought your product, don’t continually get the sales emails from you but that process is later down the line.
The email systems that i recommend to start are either
When you get more advanced you could stay setting up email marketing automation which means you could have specific messages sent out to people who are in different places in your buying process. Some of the best tools for this are
(B) Infusion Soft
Step 3 : Setup Your Sales Page
The sales page is the page that user hits right before the order page. This is usually a very sales heavy page and usually shows all the benefits of purchasing your product, in a more literal sense this is your last and first chance to get a user to give you money for your product. This is the super bowl of selling.
You have 3 main types of sales pages that you can setup.
(A) Webinar Sales Page
1. You can create a webinar sales funnel where a user will be directed into a free webinar, where you then sell your product through the webinar.
The webinar should obviously not be called ” I am going to sell you product” webinar, it should be a high value information webinar whereas you up-sell them your info product at the end of the webinar.
There is three main webinar software’s that you can choose from
(1) Stealth Seminar
If you decide to go with the webinar route in creating your product, I highly recommend you watch my friend Lewis Howe’s webinar marketing course as he does a great job of training you how to communicate your product’s value through a webinar.
(B) Video Sales Pages
The difference between a video sales page and a webinar is mainly the user experience, as some people don’t have time to sit through the long webinar they just want to learn more about your product quickly through a video and then make a buying decision.
Remember when a user buys your product, they are investing in you more than anything else as such it is very important to be personable, clear, and most important real.
In your video sales page, people should be able to emphasize with your story and your product. They are purchasing you and your insight, so it is very important to touch people in a very personable way.
LeadPages has some awesome templates to create video sales pages.
(C) Long Form Sales Page
It should be organized and read like a story, it’s almost like that you are taking people into different stanza’s of the selling process, such as step 1 maybe value, step 2 why it works, step 3 social proof, and step 4 scarcity.
You can mess around and split test the stanza’s and the exact copy of your sales page, the main goal is to optimize for click through’s from your sales page to the add to cart page.
Step 4 Shopping Cart Integration
The next step is you have to setup your merchant processing or the means by which you process payment from your customers. You want to have flexibility on your “Order Page” to customize it for different pricing models such as one click up-sells.
A one-click up-sell is the processing by which you can offer a user the ability to purchase multiple products from you with one click instead of having to enter their credit card multiple times.
Some shopping carts, I have worked with in the past include
If your creating the order page from scratch, I would recommend though looking into 1shoppingcart or samcart as both have really cool order page templates and both are rather cheap.
Step 5 Content Delivery
Depending on how your billing structure is setup, i.e. membership site, one-time fee etc, you should figure out how you want your content delivered to your customers.
You have a plethora of options, if you have a membership site that you bill people every month to be a part of then I recommend looking into either Kajabi or Digital Access Pass. Both of these products handle end to end solutions for membership sites and information products.
If your product is a one-time sale product and is formatted in a PDF then I would recommend leveraging whatever MailChimp or aWeber to deliver your product in PDF form very simply once someone has completed the order.
If your product is a series of PDF’s or a series of emails about a specific niche like drones, then I would setup a new list in whatever email service that you are using and build out one-month of product fulfillment before you launch the product.
Step 5 Analytics Setup
You don’t have to be an analytics guru to setup your own google analytics, the key is to understand which metrics in your funnel are the important to track.
I recommend to start by integrating Google Analytics, as always you want to put your Google Analytics pixel on every page in your funnel including your unbounce or lead collection page, your shopping cart page, and all your sales pages.
The next thing i recommend is setting up a Google Analytics conversion goal around the following
(A) Lead form submissions or people signing up to receive your free product
(B) People who reach your shopping cart page
(C) People who purchase your product
I also recommend that every time you send out an email, you tag all your links with simple Google Analytics UTM parameters so you can attribute each sale you make back to a specific campaign that you setup.
The reason for that is you want to understand on a deep level all your success metrics, and understand which copy, images, etc are driving your sales
Step 6 Ads Setup
After you dropped your Google Analytics pixel on every page of your funnel, I then recommend setting up all your ad tracking.
(A). The first pixel that you want to drop is your Facebook Ad Conversion pixel, so you can track all conversions from Facebook ads.
Since you are going to be optimizing around email collection, I would drop a pixel on the page after you collect someone’s email. I would also drop a conversion pixel on the page that someone checks out at, just so that you can attribute the sale back to a specific ad on Facebook.
(B) Setup your Facebook fan page: You need a fan page so that you are able to advertise on the newsfeed, so I recommend if you haven’t already to setup a facebook fan page for the you or the product that you are selling
(C) Setup Facebook Remarketing Pixels: The best converting ads on facebook are re-marketing ads or ads that you are targetting people who have already been on your web site. You want to create a custom audience for all users who have been on your web site and then drop the re-marketing pixel on every page of your web site then watch like magic as your re-marketing audience starts to build.
(D) Adwords Re-marketing Pixel: Just like on Facebook, Adwords has a re-marketing pixel, once you place this pixel you can then target all users who have visited your site on both Google search, google display, and with youtube ads.
Step 7 Launch
Once you have all the pixels, setup you are now all set to launch.
The goal is to gather data in the beginning, don’t be scared to lose a little bit of money as that is normal.
Your list is your most valuable asset, you should aim for a conversion rate of 15%+ of higher of people who have clicked on your Facebook ad and entered in their email.