312: The Organic Strategy Behind A Successful Launch

Melissa Henault [: 00:00:00

Hey, hey, hey, I hope you guys enjoy these what I'm calling podcast shorts for my burnout to all out community. This is just a little peek behind the curtain of the coaching that goes on inside of my programs, we're bringing to you some of the best nuggets and coaching I'm giving within hot seats of all of our different programs, whether it's our LinkedIn Method Academy, our mini mastermind business basics all the way up to our higher level mastermind. If you're hearing some of these questions, and you're like, Man, I wish I could get my burning question answered by Melissa. Hey, guess what, you could be featured on my podcast. If you've got a question that you want answered and you submit it to my team and we pick it, we will bring you here to the podcast for our podcast shorts and do a hot seat with you. Where can you submit your questions? Send them to teamburnout2allout dot co. We'll make sure we drop that in the show notes for our podcast shorts. And I hope that you guys find as much value in these shorts as our clients do inside the program.

Melissa Henault [: 00:01:13

Need some effective tactical advice that actually helps you get results and makes a real difference in your life and business? You've come to the right place. If you're finding yourself here today, it means you're getting ready to gain serious traction in your business, rapidly multiply your income and impact, and you're ready to make it happen while living all out. Guys, I'm Melissa Henault, your trustworthy corporate dropout turned 6 figure business burnout turned happy and healthy CEO of a multimillion dollar online business, and you're listening to the Burnout to All Out podcast. On this show, we're serving up innovative growth strategies, simple implementation methods to put them into practice, and action stimulating inspiration tailored specifically for the modern entrepreneur. Let's dive in. Hi, friend. How are you?

Sandra Gonzalez [: 00:02:14

Hi, Melissa. Good afternoon, ladies and gents. I'm doing amazing. So happy to be here.

Melissa Henault [: 00:02:19

Yeah. So how can I help you today?

Sandra Gonzalez [: 00:02:23

Yes, Melissa. So my name's Sandra Gonzalez. I'm a retired marine officer turned executive coach speaker. I had the honor of serving twenty years of honorable service as a US Marine. Now I help ambitious women in business rise to top leadership positions in male dominated fields. I help them become bold, beautiful, and bulletproof. Having said that, what is the best way I can really start promoting my eight week boot camp that kicks off January 14?

Melissa Henault [: 00:02:59

Oh, okay. I love this. I'm gonna go straight to promoting because that's what you asked, but then I'm also gonna work backwards if we have time with some other stuff. So we run a five week marketing campaign for organic. And if you go into the lead gen academy modules and you go into the content mapping, I actually talk about this. We do a top super surface level of it in the master class, but the module in the academy goes really deep and talks about sales strategy too. When it comes to organic marketing, we like to start five weeks out. Now when I say start five weeks out, we're not selling five weeks out for the boot camp.

Melissa Henault [: 00:03:40

We're just starting to tell a really compelling story. So the first two weeks are really heavy out of those five with, like, massive value. So you're really wanting to create value as the subject matter expert when it comes to women in male dominated industries, really bringing content to them that's gonna stop their scroll and really catch their attention for you as the thought leader. One of the things we love to do, and this is, like, a, maybe a little bit of a two point o version you're not ready for yet. Maybe you are, maybe you aren't. I don't know a whole lot about your business, but we love to leverage LinkedIn to grow email lists and then market to the email list. So what we've learned is our conversion rate into registering for our master classes is actually much higher when we don't directly invite them into it, but we do it in a backwards way. So what I mean by that is we have downloadable resources that create a lot of value.

Melissa Henault [: 00:04:39

So for instance, download this five point checklist on how to crush the male dominated industry for blah blah blah blah blah. And I'll give, like, the cliff notes to it in the content, but then the call to action is if you want the full checklist or whatnot, go to this link and download it. And what happens is they download it, and then we invite them to the master class. It can even be on a thank you page. And, again, you don't have to do all of this. I'm gonna talk about some other strategies as well. But what we find is it people are four times more likely to register for our master class and a thank you page than they are for me directly inviting them in my feed. And it has something to do with the psychology of not feeling like they were sold to, but that it was, like, just a matter of fact, thank you after opting into something that was very relevant to what you're the subject matter expert in in the first place.

Melissa Henault [: 00:05:36

So, again, that's kinda two point o. What you can do that we do a lot, so let's back it up, is do little mini workshops leading up to the big one that generates a lot of interest. So what I mean by that is what we map out in our marketing calendar is the five weeks leading up to the big master class. I'll do and some of you, let me know if you've participated. I'll do a ten to fifteen minute sound bite workshop that I market on LinkedIn, where I'm gonna do a fifteen minute profile overview, how to maximize your profile, or I'm gonna do a workshop, the six top steps to scale to your next six figures. For me, there's many things that we do that we have in our back pocket. What happens is we're drawing an audience in, and on the LinkedIn platform, we're creating value through giving value.

Sandra Gonzalez [: 00:06:28

And then

Melissa Henault [: 00:06:28

in the midst of it, we're saying, if you're really enjoying this and you wanna go deeper, come join my boot camp on this day. Here's the registration key. So those are a couple of marketing strategies that what I meant by, like, bringing value before the direct sale into the boot, the boot camp itself. So what we wanna do from a if you wanna call it an equation, in those five weeks, the early weeks are heavier on awareness and expertise with a little bit of selling in the sense of like and I don't know if you're selling into the boot camp or are you registering into a free boot camp where you're gonna convert them in the boot camp? Which one is it?

Sandra Gonzalez [: 00:07:10

Yes. Selling my boot camp.

Melissa Henault [: 00:07:12

You're selling it. Okay. So then in that case, you're gonna be thought leadership heavy value with a sprinkle of selling in the first two to five weeks. And then in that week three, moving into like week two countdown, you're gonna be a little bit heavier into the selling. And then by the final week, this is where you have full permission to be obnoxious with the cart closing, the door shutting. You only wanna do that for a week or you're gonna annoy the shit out of your audience, and they're just gonna scroll past you. And so if you have an email list, you wanna pair your marketing in email along with the social, with the countdown and all the things. But that's how we run that's our runway on LinkedIn for marketing our master classes is like thought leadership with value and a soft invite and then leading and ramping up to just a hard sell by the end.

Melissa Henault [: 00:08:10

When it's all said and done and the cart closes, you gotta go back to, like, an overabundance of value really quickly and do that for quite some time before you wanna go back to selling. Does that make sense?

Sandra Gonzalez [: 00:08:23

It does, Melissa. Thank you. And I think the only question that comes up is where in the program are there emails that I can entice my readers in my part of my VIP list, so to speak, my email subscribers to opt in to the master class? Because I I've had success with that before. So do you have any examples of emails that I can send out that convert emails that convert so they can opt in to my master class?

Melissa Henault [: 00:08:55

And, again, I wanna be clear. The master class is free or the master class is something they're paying for?

Sandra Gonzalez [: 00:09:00

So now that you've given me this idea again, I do love that idea about the masterclass that gives them so much value from the masterclass. Now, hey, if you love this, you're gonna love my oh, kind.

Melissa Henault [: 00:09:14

Yeah. And that's what I was thinking is if you do these mini master classes, like, you could literally do one a week for five weeks leading up to the countdown and the door closed. And that leaves you room each week to even be available for consults to close them into the the class. As far as proof of concept emails that sell people into the master class, we don't have anything like that in Lead Gen Academy. In our build, grow, scale business mentorship outside of LinkedIn, when it comes to big email campaigns. That may be something that Jackie mentors on and we have templates for, but it's not really our focus here in the lead gen academy. But I think that it's a simple invite. I think that when people opt in to a mini masterclass, just like they opt in to our freebie, it's a simple follow-up email that you can structure that's just like, hey.

Melissa Henault [: 00:10:09

Because this is what we do with our thank you page and registering into the masterclass is just, hey. Because you liked this, we thought you might really enjoy this kind of thing and, like, the value add of what they're gonna get out of that experience. I think it's as simple as that. Does that make sense?

Sandra Gonzalez [: 00:10:25

It it does, Melissa. Thank you so much.

Melissa Henault [: 00:10:28

You are so welcome. Keep us posted. I'm excited to hear how it goes. Thanks guys so much for listening in on today's podcast episode. And I can't wait for you to see my upcoming guest in the next episode. You are going to love this keynote speaker. Hey, here's the deal. If you like this, please subscribe and leave a review.

Melissa Henault [: 00:10:50

And you want the latest online business growth strategies and exclusive LinkedIn pro tips sent straight to your phone? Text the word update to (704) 318-2285. That is text the word update to (704) 318-2285. Can't wait to see you guys. Come find me over on Instagram, LinkedIn, Facebook, wherever you like to hang. Cannot wait to hear how you are enjoying and applying what you're learning. You guys reach out to me over on social because I love hearing what's resonating with you. When you reach out to me and you send me those personal DMs, they really do impact the content I continue to bring forward to you. So again, come find me, melissa underscore hinault over on Instagram, melissa hinault over on LinkedIn and Facebook.

Melissa Henault [: 00:11:45

Can't wait to see you guys over there.