Online Marketing 101 (Your Value Ladder)
Welcome to the Marketing 101 module. This module will focus on how to build a profitable online business using the Value Ladder framework, which is a series of products or services that are offered at different price points. The goal of the Value Ladder is to start with a low-priced or free offer and gradually introduce more expensive offers as you build trust and credibility with your audience. By the end of this module, you will have a clear understanding of how to develop a Value Ladder and leverage it to grow your online business.
When creating your marketing content, it’s essential to grab your audience’s attention right from the start. One of the best ways to do this is by using a Hook, Story, and Call-to-Action (CTA) framework.
First, your Hook should be a question that your target audience is already asking themselves. It should be something that makes them curious and eager to learn more. For example, if you’re targeting people who want to lose weight, your hook could be “Are you tired of trying every diet under the sun and not seeing results?”
Next, you want to tell a Story that provides context and information that speaks to your audience’s desires and needs. The story should be brief and to the point, but it should be engaging and relatable. For example, you could share a personal story of how you struggled with weight loss until you discovered a specific method that worked for you.
Finally, your Call-to-Action (CTA) should be a clear and compelling invitation for your audience to act on your material. It could be something like “Sign up for our free 7-day weight loss challenge to start seeing results today!” or “Download our free guide to learn the secrets of successful weight loss.”
By using the Hook, Story, and CTA framework, you can create marketing content that captures your audience’s attention, provides valuable information, and encourages them to take action. This approach is especially effective when combined with other marketing strategies, such as building an email list and using Facebook advertising to drive traffic to your website or offer.
Now when you get their attention, what are you offering?
This is best structured through the value ladder.
A value ladder is a series of products or services that are offered at different price points. The idea is to start with a low-priced or free offer, and then gradually introduce more expensive offers as you build trust and credibility with your audience. The value ladder should be designed to help your audience achieve their goals, and it should provide them with the support and resources they need to succeed.
When developing your value ladder, it’s essential to consider the specific needs and desires of your target audience. You should start with a low-priced or free offer that provides a significant amount of value and addresses a specific problem or pain point that your audience is facing. For example, you could offer a free guide, eBook, or webinar that teaches your audience how to overcome a particular challenge.
Next, you should introduce a mid-priced offer that provides even more value and helps your audience achieve their goals more quickly or efficiently. This could be a digital course, coaching program, or membership site that provides ongoing support and guidance.
Finally, you should offer a high-priced product or service that provides the ultimate solution to your audience’s problem. This could be a high-end coaching program, consulting service, or done-for-you solution that delivers guaranteed results. We also suggest offering free strategy calls that can help you develop a comprehensive understanding of your prospects. During these calls, we’ll go through your Situation, Problem, Implication, and Need (SPIN) questions to help you identify the pain points and needs of your prospects.
By developing a value ladder that meets the specific needs and desires of your audience, you can build trust and credibility with them over time. This can help you establish a loyal customer base and increase your revenue and profits.
Once you have your value ladder in place, the next step is to get eyes on your content. There are several ways to do this, including building an email list and using email marketing to nurture leads and build relationships. You can also leverage Facebook advertising to target specific audiences and drive traffic to your website or offer.
It’s important to test and refine your approach to optimize results continually. This includes measuring the performance of your value ladder metrics, such as the cost per lead, cost per acquisition, and customer lifetime value. By doing this, you can identify what’s working and what’s not, and adjust to improve your results.
In addition to creating a value ladder, it’s important to get eyes on your content to drive traffic to your website or offer. This can be achieved through building an email list and using email marketing to nurture leads and build relationships. You can also leverage Facebook advertising to target specific audiences and drive traffic to your website or offer. This can include utilizing our evergreen content to create a value ladder that is tailored to your niche and target audience, and driving traffic to your website or offer through email marketing and Facebook advertising. Lastly, remember the content repurposing from interviews and masterminds, where the participants can also share the material with their audience to help drive traffic. More information is found on the link underneath me.
It’s important to test and refine your approach to optimize results, particularly the value ladder metrics, which will provide the opportunity for unlimited budget spend and scaling based on how much business you can handle.
As an example, the table below outlines a sales funnel with a $7 ebook offer, an order form bump for $27, a $97 per month subscription offer, and an initial block of one-on-one consulting services at $997. With a $1,000 Facebook ad spend and an estimated 581 clicks, the funnel converts 2.5% of visitors into ebook sales, resulting in 15 ebook sales and $105 in revenue. Of those ebook buyers, 15% purchase the order form bump, resulting in two sales and $54 in revenue. 10% of ebook buyers subscribe to the $97 per month offer, resulting in two sales and $194 in monthly revenue. Finally, one person purchases the consulting services at $997, resulting in $997 in revenue. Overall, the funnel generates $1,350 in revenue, which exceeds the $1,000 Facebook ad spend, resulting in a profitable campaign.
It’s important for you to note that the number of clicks you can get on $1,000 in ad spend on Facebook can vary depending on several factors, such as your target audience, ad placement, and bidding strategy. However, you can estimate the number of clicks using the average cost-per-click (CPC) for your industry. According to a study by WordStream, the average CPC on Facebook across all industries is $1.72. Based on this average, you can expect to get around 581 clicks on $1,000 in ad spend. However, this is just an estimate, and the actual number of clicks you get may be higher or lower depending on the factors mentioned above.
By partnering with the Future You program and UPG, you can leverage our proven content and results. You can also evolve into a leadership position to create a customized marketing strategy that resonates with your local community. This can include utilizing our evergreen content to create a value ladder that is tailored to your niche and target audience. The value ladder should be designed to help your audience achieve their goals, and it should provide them with the support and resources they need to succeed.
You can also start as an affiliate partner where we pay 33% on subscription revenue meaning that when you have three active subscribers your Future You subscription is covered through your own affiliate revenue.
By now, you should have a clear understanding of how to build a profitable online business using the Value Ladder framework, create evergreen content, and drive traffic to your website or offer. Remember to focus on providing value at every step of the ladder, and test and refine your approach to optimize your results. We will go deeper into these topics in any bonus content you see within this module, or on the group coaching calls if you have specific questions.