7 steps to creating your first online challenge
Have you seen someone run an online challenge and used your marketing brain to see they are strategically growing their audience and attracting customers?
That happened to us a few months ago so we set our own challenge to see what it was about. Let's just say things went really well. Our challenge brought 8 sales numbers and we realized you need to use them too.
Online challenges work because they coincide with the reason digital marketing exists in the first place.
With digital marketing, you can acquire new customers, create lists and position your brand. It also helps your customer avatars consume your content and actually get results (before they even hire you or buy your products!). We love digital marketing because it produces very engaged and very loyal customers who keep buying from you.
And online challenges are a great addition to the world of digital marketing.
With online challenges, you can achieve all of these marketing goals at once. But ONLY if the challenge is well designed and executed.
Benefits of online challenges
What is a well-designed challenge?
As the founder of 100X Academy and expert challenge creator, Pedro has found Adao A well-designed challenge serves as:
- A free lead magnet
- An entry-level offer
- A resource to perfectly position a webinar
- Part of an email sequence
- Or a way to send the hottest traffic to your sales page
“Two and a half years ago I was unknown in the marketing world, but here I can share this with you today. You have no idea what's on the other side of this framework. "explains Pedro, who is now helping companies like us to overcome extremely successful challenges.
He has observed various industries and guided them through challenges where everyone gets the same results. More engagement, more leads and more customers.
We know digital marketing is effective, but why do challenges work so well?
Why are challenges so effective?
Last year, Pedro decided to give out his $ 3,000 challenge for free. He realized that while he was helping his Challenge takers with free content, he was providing him with free data. It was a win-win situation where anyone could get out of the challenge with something they didn't have before.
With 19,000 participants, he was able to collect data that told him what he needed to know about his audience and how he could use it to create future challenges, offers and campaigns. "With that information, I generated gross sales of $ 111,855."
Sometimes challenges are all about making money upfront, but as Pedro noted, sometimes they can be used as an investment opportunity. He invested his time in the free challenge and in return was able to get to know his customer avatar better than before.
Pedro's tip for running free challenges is to give your attendees a small upsell and then use some of that money on paid ads for future challenges. It was with this model that Pedro made $ 2 million on his last challenge.
A well-designed and executed challenge shows your customer avatar 2 very important things:
- How much you care
- How much you know
Here's exactly how to do it.
How to create your first online challenge
We'll show you Pedro's 7 key points for creating an online challenge based on questions you ask about your challenge. But before we dive into these questions, let's make sure you have the foundation for a great online challenge.
A challenge requires all 5 of these parts to be successful:
- Timed Event (5-90 days)
- Focuses on ONE primary outcome
- The interested parties agree and undertake to take action at the beginning
- Offer live, actionable training every day
- Spend daily winnings that will give you momentum
The goal of your challenge is to turn a cold audience into a dedicated customer. To do this, you need to know why you are doing your challenge in the first place.
The 7 Essential Design Choices For Challenges
Every challenge starts with these 7 choices. Each decision essentially builds your challenge. So if you answer the last question, all that's left is to implement it. Let's start with the first question: why are you doing this challenge in the first place?
# 1: why are you doing this challenge?
There can be various incentives to overcome a challenge. As mentioned earlier, Pedro was able to take on a challenge just to gather data on his audience. With this data, he was able to create another challenge that generated six-figure sales. However, Pedro has also created challenges and assisted companies in their challenges that were all about making money.
There is no right or wrong answer when it comes to why you are doing your challenge. It's all about what makes the most sense for your business goals. Align your challenge with these goals and use them to improve your score.
Here are a few reasons you might be challenged:
- Learn more about your market with surveys and data
- Gather social evidence showing that your services / products are producing results
- Create testimonials from happy challenge takers
- Make money by jumping into your high-ticket offer
Once you've figured out why you're doing your challenge, the next thing to do is figure out what you're going to be selling.
# 2: What are you selling in light of the challenge?
Even if you are only collecting data for this challenge, you can still notify your attendees via a series of emails directing them to your high-ticket (or entry-level) offer. The key to selling your challenge is having only ONE offer. Just like with a sales page, you don't want to confuse your audience.
As Pedro puts it, you want to create an offer that will be of such benefit to your attendees that they feel they may not miss the opportunity.
Depending on how much this listing costs, you will present it in different ways:
- If your offer is $ 2,995 or less, use a sell page
- If your offer is more than $ 3,000, you have an application that leads to a sales pitch
Through Pedro's experience, he found that $ 995 seems like a hot price for deals (but this can vary by niche, of course). Now that you know why you are going to take your challenge and what you are going to offer, it is time to figure out your big idea.
# 3: what's the big idea?
DigitalMarketer CEO Ryan Deiss talks a lot about big ideas. Creating great ideas Movements and movements are exactly what your company should be known for. At that moment, you have built such a deep relationship with your audience that their identity is tied to your company.
The key to creating your big idea is figuring out what problem you are solving. Based on the problem, compose your great promise. What happens after someone accepts your challenge?
Here are the great idea tips from Pedro:
- Make it cool and something they want
- Overcome the biggest obstacle or problem your customers think they have
- The goal has to be believable
- Aim for a measurable result
Big ideas help with messaging. You show your audience how well you know them and what they need right now. Then we can go to the customer avatar worksheet.
# 4: who is the challenge for?
If you want to find out who your challenge is for, we have the perfect resource for you. The Customer Avatar Worksheet is a DigitalMarketer signature method that helps you learn the right details about your customer avatar. As you compose your challenge, use the customer avatar worksheet for your messages and to find out what weaknesses you can solve for your attendees.
The Goals, Challenges, and Painting Points section of this worksheet will be * extremely * helpful in figuring out how to complete a challenge that will grab the attention of your client avatar. When you start writing the copy for your challenge, be sure to read the Potential Objections section so you can ease the hesitation of your potential attendees to sign up.
Now it's time for the logistics like duration, free or paid model, and of course a name.
# 5: How long does your challenge have to be to keep the promise?
Pedro suggests doing a challenge for 5-90 days. What you are looking for is the time it will take for your attendees to meet the great promise you promised. That's why you want your goal to be believable. If you tell your audience that you can help them build an 8 digit business in 5 days, it will be quite difficult to get them to believe.
However, if you let your audience know that in 90 days they will help them get a lower CPA on Facebook, then that's believable. Take into account how long your customer avatar will want to take part in a challenge.
# 6: is your challenge free or is it paid for?
Pedro has learned from his experience with challenges: "Free and paid challenges have advantages and disadvantages." Both work well and everything comes back to your original challenge goal. Why do you even let it go?
If, like Pedro, you want to collect data about your audience, you can run a free challenge to get as many attendees as possible. The more participants, the more data you can get.
If you want to take advantage of the challenge to make money on your latest service offering, using the challenge as an entry-level offer can help increase subscriber conversions.
# 7: what's the name of the challenge?
Finally, it's time to name your challenge. As much as you want to be super creative with your challenge name, the reality of sticking to what is clear and smart in marketing also applies here. Fortunately, Pedro has some tips for name and slogan professionals.
Use these answers to put together a challenge name that explains:
- How long does the challenge last?
- How big is the challenge?
- What pays off for the challenge?
- Who is the challenge for?
Below we've highlighted some examples of online challenges that you can use as inspiration.
Examples of online challenges
Roland Frasier ran a challenge called "Ethical Profits in Crisis: Laser Target 5" Zero Cash Down "purchases in 5 days or less. This title describes how long the challenge will last, how the challenge will pay off, and for whom the challenge is determined. Without reading any further on the landing page, you already have a pretty good idea of whether or not you are interested in this challenge.
The EPIC Challenge was $ 55 and lasted 5 days with 75-minute live and highly interactive online workshops that explained how to find 5 potential M & # 39; s anywhere in the world.
Here is a free challenge that Pedro ran last year: "The Seven Day 2020 Convergence Challenge". The big idea? "Discover How to Unlock and Unleash the Redemptive Power of Convergence in Your Life in 7 Days or Less."
As with Roland's EPIC Challenge, Pedro specifies in his title and subtitle who this challenge is for. Anyone interested in convergence will get on this train – while anyone who is not their customer avatar knows that they are not for them.
In November 2020, DigitalMarketer hosted the 21 for 21 'Challenge, a challenge designed to help our audience create a 21-step stimulus plan for 2021 with 21 growth levers. The challenge lasted 12 days and included some of DigitalMarketer's most popular executives. It was a free tagline challenge to help you make 201 your best year ever.
These online challenges have generated thousands of leads and customers. We're not writing about online challenges for fun here (although we LOVE talking about marketing strategies). We write about them because you have to try.
Online challenges are a great way to connect with your audience and give them a taste of what it's like to work with you or buy your high-ticket offers. When it comes to the customer value journey, they are great for this initial conversion phase. They cause a lot of excitement in the excite phase and get these leads straight to promotion.
Use these 7 steps to create your first online challenge – and let us know how to do it.