I’ve been pretty quiet for the last 6 weeks.
But…that doesn’t mean I haven’t been hustling my butt off. Quite the opposite, actually.
What have I been doing then, you might ask?
Well, about 6 weeks ago I was doing some thinking about the goals that I laid out for myself in my first progress update. My immediate goal is 200 email subscribers and my end goal to hit by May 2017 is 5,000 email subscribers.
And my strategy to reach that goal was publish posts, collaborate with influencers wherever possible, and rank those posts in Google to build up search traffic. Then, I’d need to have lead magnets and/or content upgrades in place to capture emails from that traffic.
That’s all well and good. And, that plan also is not going to change.
However…here’s what changed. I started doing some calculations about what I could reasonably expect from doing this strategy for a year.
(Remember, I’m starting from ZERO here. No audience, no existing domain authority, no backlinks, nothing.)
So I don’t think that the “write, promote, rank” approach is a bad strategy at all (otherwise I would change it) but I also realize that it’s going to take QUITE a while to execute. Also, not a bad thing (that’s just reality) but it also makes me wonder if I’ll be able to hit my goal of 5k subscribers…even assuming perfect execution.
I broke it down…
I put a spreadsheet together comparing this strategy with some other strategies that can generate NEW traffic (remember, I’m starting from zero traffic/subscribers, so I can only get new traffic). Then, I graded each strategy by two criteria:
- Estimated traffic & subscribers generated in 3 months
- Estimated traffic & subscribers generated in 2 years
This way, I could account for the fact that something like SEO would have little to no payoff in the short run, but a big payoff in the long run.
Here’s what I compared:
- SEO: This is the approach that I’m already taking that I detailed above. Write a great post, promote the heck out of it to get backlinks/shares, hope it ranks in Google, then get traffic.
- Partner Co-promotion: This is something like doing a joint webinar with an influencer together. The key here is having the partner invite their audience.
- Partner shares: This is having an influencer share out your content via social media.
- Guest posts: This is creating a blog post that will be published on an influencer’s blog, ideally with a call-to-action at the end linking to a content upgrade on my site.
- Paid ads: This would be things like Facebook ads promoting content that people have to opt-in to download, or promoting blog posts with content upgrades embedded.
Here’s how the spreadsheet looked:
|3 Month Est. Impact – Traffic||3 Month Est. Impact – Subscribers||2 Years Est. Impact – Traffic||2 Years Est. Impact – Subscribers||Final Score|
*Final score is the sum of Traffic * Subscribers for each period.
NOTE: In this example, I’m assuming only ONE partner co-promotion campaign. If I was comparing partner c0-promotion campaigns done regularly, the 2 years estimated impact would be MUCH higher (on par with SEO or even higher). Also, same for guest posts…I’m assuming ONE good guest post.
NOTE #2: These numbers are all estimates. Obviously, you never know until you launch something what the impact will be, but I think it’s roughly accurate.
As you can see, when you map out the numbers it becomes pretty clear that, in a 3 month timespan, doing a partner co-promotion campaign blows everything else out of the water.
So I changed my primary focus to doing a big, huge, awesome campaign that I could get partners onboard with to promote.
Sounds pretty sweet, right?
Well there’s only one problem….
Let’s break down what it takes to do a partner co-promotion campaign:
- Something worth promoting. Check — this isn’t too tough. Just come up with a topic that the partner’s audience would be interested in and make it into a webinar or something like that (the medium doesn’t matter quite as much as the topic).
- Relationships with influential partners. Uh-oh. No check. I don’t really know anyone…yet.
Obviously, out of the two things it takes, #2 is the more important one. And that’s the one that I’m lacking.
This means I’m going to need to figure out a way to get people I DON’T know yet to partner up with me for something.
Does that sound like a challenge to you? It sure does to me.
So THIS is what I’ve been up to…more coming soon. This is just a teaser for now…but, it’s gonna be BIG!
Now, let’s take a quick preview of the mindset related things I’ve been working on with this project:
- Limiting beliefs.
- Shift in focus.
- Maintaining a positive outlook
Again…more coming with this aspect as well. Stay tuned