Our Second Challenge Breakdown: 4 Days to Sexy Systems
Episode 114: Show Notes
We are here for our very first evening recording of the podcast. Tonight on the show we are breaking down our second free challenge that we recently hosted. Inside this episode we are giving you all the data and all the numbers of the results we got from the challenge. Plus, we want you to know that the biggest takeaway from all of this is that challenges are awesome sauce and we don’t know why you haven't run one!
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Challenges are still kind of new and hot, so we are walking you through our 4 Days To Sexy Systems challenge and giving you the lowdown, including all the things you need to know about running a challenge and the results that we saw because of it. Keep listening to hear more babes!
Why Only 4 Days?
We started promoting the challenge about eight to nine days before and we decided to do a 4-day challenge instead of a 5-day challenge. The only reason why that ended up happening was because we were so set on doing it this one week in September and one of the days was Labour Day. We knew people weren’t going to be ready to commit to a strategy lesson and learning on a holiday. In the time we started promoting to somewhere in the middle, we ended up with over 5000 people participating in the challenge. The really cool part is that within seven days we increased our list by over 2000 people.
Why 4 Days to Sexy Systems?
The background for why the challenge was created and why it was 4 Days to Sexy Systems is that we’ve launched Rock Your Biz a few times now here at TCC and we used to walk people through Trello and the way we do Trello for Business. We realized that people, if they didn’t feel confident about Trello and their setup, and if they didn't feel like they had a foundation laid and their project systems were nailed down, were overwhelmed by the content in the program. The solution to that was to work people through Trello for Business on a more hand-holding basis. We want to make sure people are really seeing the life-changing effects that Trello for Business can have on their business and their lives, and their productivity. We geared a challenge around concepts that we teach inside Trello for Business with hopes that people will then be set up and established. We knew a side effect of this would be that more people would buy Trello for Business. We weren’t trying to actively sell Trello.
Money Spent On Ads
In order for us to make money, yes, we had to spend some too, on none other than Facebook ads to promote the challenge and get people involved. We disclosed all of this to you guys and we’ll break down what type of ads we ran and how much we spent, our reach and conversion, so you can get an understanding of the type of results you could see running similar campaigns.
We spent $7600 dollars on one ad - it sounds insane right? Well, it was working! We reached over 337 000 people doing that. That’s a ridiculous amount of people. We converted 4200 people from ads. That tells us that people who were on our own email list, who we sent emails to, signed up from an ad. We’re doing a cost per lead of $1.82 and we had basically said that if it costs us less than $2 to convert someone to a lead, pour money at it. In the same timespan we spent money on ads, we essentially broke even with our Trello sales. So that means that our leads were essentially free. We served 12 audiences, two of which were new or “cold” audiences. we did try two new cold audiences. Small business owners were costing us $6 a lead, so they didn't run long at all. That was a video ad we ran for people to sign up to our challenge.
Facebook Ads
We talk more about Facebook ads in other episodes so if you feel like this is all going over your head, be sure to listen to the others. If you post a video to your Facebook page, you can then turn that video into an ad for engagement. Ideally the strategy is to post a video to your Facebook page, tell everyone to go like and share so you build up that free organic engagement then turn that bitch into an ad and make money. You can technically track links or clicks but that’s still up for debate. It’s super cheap. We took our video ad that we had been throwing money at to build engagement and we turned that particular post into a conversion ad. What would happen before, Facebook would make an individual ad for those cold audiences. One post that had a shit ton of engagement on it also got turned into 11 different ads, so so many more eyeballs were seeing the exact same post. We ended up with hundreds of comments, a crap ton of shares and an insane amount of likes.
Getting People To Engage
After we got people super excited about signing up for this free challenge we then wanted them to engage on the ads. We had an engagement ad and a conversion ad. So, conversion was $7623, meaning we’re able to actually see how many people clicked it and how many converted. On our engagement ad we only spent $132 and that was just to get the social proof. We reached about 22 000 people and got about 9000 engagements, and that’s counting likes, all the reactions, comments, shares and video views. Cost per engagement on that was 1cent, which is typical. For us, it’s really 1c to 3c.
The Challenge
As we mentioned, the challenge was over four days and one thing we did differently during this challenge was that we wanted to automate and set up systems as much as we could. We decided to pre-record the actual lessons, so instead of writing it all out in an email, we could tell people to go and watch the video. Then at noon we would go live for 30 minutes and answer all the questions people had about the video lessons and what was taught. Two things we learned from that was a), we will always pre-record the lessons. People learned more, we delivered better content and we just convert better over video. And, b) we got the most feedback backlash and frustrations over taking the lessons down. This doesn’t mean we’re necessarily going to change anything about it, we might be more clear about it coming down but it was just poor timing with Mother Nature. This challenge went amazing, so we’re doing it basically as is next time!
Results From The Challenge
We were very proud to not only duplicate very similar results, but exceed them. What we also love about this challenge is that the feedback could not have been more amazing. So many people just have such amazing moments of clarity. It doesn’t matter how much you prepare for anything, there’s still something that’s going to hit the fan. We just want to give you all some grace. Challenges are messy, there are a lot of moving pieces, our challenges have not been perfect but they have been super beneficial to the people who have been through them and the overall results that we got from them means that they are definitely things we would repeat again.
Quote This
It doesn’t matter how much you prepare, for anything, there’s still something that’s going to hit the fan.
Highlights
We’re telling you why we ended up making the challenge only four days and how many participants we had. [0:03:18.0]
The background to why the challenge was created and why it was 4 Days to Sexy Systems. [0:05:45.0]
In order for us to make money, yes, we had to spend some too, on none other than ads to promote the challenge and get people involved. [0:09:15.0]
We’re giving you an insight to what kind of Facebook ads we ran for the challenge. [0:16:47.0]
People that actually engaged with us on social media. [0:20:05.0]
More about the 4 Days to Sexy Systems challenge and lessons we learned throughout the challenge. [0:21:30.0]
What results were saw from the challenge. [0:32:20.0]
ON TODAY’S SHOW
Abagail & Emylee
The Strategy Hour Podcast
We help overwhelmed and creative entrepreneurs break down their Oprah-sized dreams to create a functioning command center to tame the chaos of their business. Basically, we think you’re totally bomb diggity, we’re about to uplevel the shiz out of your business.
KEY TOPICS
Why only four days, Sexy Systems, Money spent on ads, Facebook ads, Getting people to engage, The challenge, Results from the challenge
