27 Nov The Content Framework We Used to Get 13,000 Messenger Subscribers in Three Months
1. Put the Right People in Your Network When producing content, you need an audience. It starts with optimizing your profile for a high add-back rate. You can find instructions on how to do so in our book, LinkedIn Influencer. Next, you want to skip over the pain of manually connecting to people who’d be interested in your content. Tools like Linked Helper and a custom Facebook auto adder will automate this for you. For Linked Helper, you can connect to a couple of hundred people a day on LinkedIn if you have a Sales Navigator account. You can get granular – searching by job title, company, or keywords in their profile. The next tool is a Facebook auto adder. You need to outsource it. The good news is it only costs a couple hundred dollars to do so via Upwork. You upload a list of Facebook profile URLs, then it sends out friend requests. I recommend sending 150 friend requests every day.To get Facebook URLs, there are three ways: 1. You can extract members from a Facebook Group 2. Extract friends from Facebook profiles 3. Export a custom list from Crunchbase For the first two, you can use my custom Facebook Group extractor. For the third, you need a Crunchbase account. I prefer this method because it provides the highest quality Facebook URLs of influencers, and there’s a lot less data to sort through. Once you have your LinkedIn and Facebook automation set up – you’re adding hundreds of relevant people to your audience every day. It’s time to nurture them with content.
2. Create an Audience with High-Value StatusesLet’s pretend you have zero subscribers. All you have are new connections. To build rapport with these new connections to turn them into subscribers, you need to write statuses that pull their attention. To help, I wrote an entire guide on how to stylize your statuses for engagement. This guide helped me get over 100 million views on my content. Here’s an example status: You should aim to write an engaging status a couple of times a day. Post it on your LinkedIn profile, personal Facebook, and your Facebook Group, too. This brings me to my next point: You need a Facebook Group. There are four ways to drive traffic to a Facebook Group.
- Emailing people after an in-person event
- Inviting your existing Facebook network
- Emailing your LinkedIn connections
- Cold emailing targeted people
3. Leverage Traffic into High-Value Weekly ContentYou finished the hard part. It’s time to leverage this engaged audience into your initial subscriber base. This will take a few posts – that’s it. Here’s an example LinkedIn post that leads to an optin to get notified of my book release. You can copy it – then do the same. Here’s another example post of me asking people to join my Messenger to get viral post templates. With several more posts, I hit a subscriber base of 1,000 people. This initial amount gave me the momentum I needed to leverage another 13,000. To keep the list the active, I distribute my weekly tutorials via Messenger every week. In particular, I link them straight to the blog posts on our website. You can see the weekly spikes in website traffic from the Messenger blasts: This is what a Messenger message looks like on mobile: It’s just like a normal text. The difference is I see over an eighty percent open rate – that’s insane. The average email open rate is 24.71%. And the average click-through rate is 4.19%. We’re seeing 4X those numbers. For a Messenger blast, keep the message short and sweet. People don’t like reading long texts. To that end, I send out my Messenger blast every week. I haven’t skipped one yet. Because consistency makes you memorable. It’s the one skill most people lack with content creation.
4. Leverage Your Audience for ViralityCongrats. When you post on social media, you get engagement. When you send out a Messenger blast, people respond. It’s time to leverage this base into more subscribers at scale. How? Viral platforms. In this example, we use Product Hunt. However, it could also be sites like Reddit. As long as the site promotes content with momentum, then you have an opportunity to shine. Not just any promotion, but if your content does well then thousands – or even hundreds of thousands – will see it. First, study the platform. What do they like that’s inexpensive? And what do they like enough to exchange an email for? For our industry (marketing and entrepreneurship), they want books about growth hacking. I went ahead and pieced together a 300+ page book about growth hacking. Submitted it to Product Hunt. Followed this Product Hunt launch formula. Then received over 8,000 new subscribers. Then I repeated it a month later with a new growth hacking book. And I received another 4,000 subscribers. By then, I’d also done more giveaways resulting in 14,000 subscribers. Whenever we release a tutorial, we’re no longer promoting it to the 1,000-person list. We’re hitting 14,000 people. That’s powerful. Because we include opt-ins on all our blog posts and around our site, this wave of direct traffic from Messenger will generate organic traffic via direct referrals, sharing, and better SEO. Direct referrals: People sending the blog post link to friends via Messenger and email Sharing: Sharing the post on Facebook, LinkedIn, or Twitter SEO: Increased backlinks, ranking on Google overtime Here’s an opt-in I use on my personal website. This led to over 3,000 new subscribers! You never know where they’re coming from. The next step is to do one viral release every month on the right platform. Even though I release books, it doesn’t mean you need to do the same. You can use physical products or services. It’s up to you to find out what your audience wants. Then innovating with a unique twist. Let’s add some fuel to your content machine.
5. Create Content FasterTo keep an audience excited, you need to realize one thing: You’re competing for attention. Not only against people who sell the same product. But the reason they should read your LinkedIn status over visiting their Facebook News Feed. If you want to create an audience, you’ll need to produce valuable content often. I’d set these numbers as your monthly metrics:
- 6 long-form tutorials
- 30 social media statuses
- 1 big product release on a viral platform