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How to Use “Coming Soon” to Test Content Upgrades

by Christina Hooper.
Last Updated on July 24, 2020

Are content upgrades and lead magnets too time-consuming to produce for clients? Do budget restrictions often leave you trying to find a "one size fits all" offer you can use everywhere? 

You need a way to test content upgrades that allows you to stay within budget.

Because if you don't, you might get the client to agree, then you publish it, and it flops — no leads. And it can be hard to get them to try a different offer.

We're going to show you an effective trick to producing content offers faster and much cheaper, while at the same time, reducing the risk they won't work.

What are Content Upgrades

Content upgrades are a form of lead generator. They are more specific than your standard lead magnet.

Your prospects are already on your page — already engaged in your content, but you want to make sure that they will turn into buyers. So, you offer them bonus content, or a bribe, if you will. 

In exchange for their email address, you give them a free download. Now, not only do your prospects remember you, but they are getting your sales funnels sent to their inbox. 

A content upgrade is a piece of content that you offer as a bonus to your readers in exchange for their email addresses. In that way, it’s a lot like a lead magnet. It’s just far more specific.

What is a “Coming Soon” Strategy?

In simple terms, a "Coming Soon" strategy is when you ask for your prospect's email before your offer launches. Before you finish your conversion offer, you outline the offer and publish a landing page to promote it. Potential buyers visit the landing page and sign up to be notified as soon as your product releases. 

Let’s check out this example from Tapster. If you signed up during their coming soon campaign, you received early access to their app— and a chance to win $100!  

Pros of “Coming Soon”

It's no secret that more time goes into conversion offers than any other part of content marketing. So much goes into creating the offer — even it’s just an ebook or whitepaper.

Then, after the offer is created, you design your landing page, thank-you page, upsell offers, calls-to-action to embed in blog posts.

And, oh yea, don't forget you have to follow up with an email, too! 

This process leaves your clients frustrated and anxious, and dealing with their anxieties doesn't help your profit margins. 

Plus, how do you even know if your idea for the conversion offer is a good one? You don't — not until you launch it. You have to wait for people to click on the CTA and convert the form. 

Coming Soon Solves These Problems

  1. You don't have to build the offer before you can launch, you just need to have the concept for the offer so you can build the CTA's and landing pages.
  2. You can launch the offers much faster since you're just building the assets and not the actual offer.
  3. You can track the clicks and conversions on the coming soon opt-in to see if there's interest in the offer before you create it.
  4. You can test different CTAs, offer types, and offer titles before investing time and budget into creating the offer.
  5. You can build out your funnels and publish your articles without going back and adding the CTAs retroactively when the offer publishes.

Cons of “Coming Soon”

Now, I’m not saying there isn't plenty of work when using a coming soon strategy.

It's still a time-consuming process — you still have to do that upfront strategizing. If you don't, you might end up with a lot of wasted time on an idea that just wasn't going to work.

And, there are some drawbacks...

  1. You need to be able to get the client bought in on launching the offer quickly if it's showing interest.
  2. You need to be able to monitor clicks on the CTAs, Landing Page visits, and conversions so you know when it's time to either change the offer or release it.
  3. You need to use it sparingly. It will leave a bad impression on the visitor if every offer they try to opt-in on is coming soon.
  4. I also recommend that you be upfront with your visitor on the landing page — let them know that the offer is in progress and that they are opting-in to be notified when released.

How to Use “Coming Soon”

When you consider using a coming soon campaign, there are several steps you must follow in order to be successful. We've outlined those for you, here:

  1. Think about the type of offer you want to create. You have options like a whitepaper, ebook, workbook, checklist, etc.
  2. Determine if there is value in the offer you plan to create for the reader.
  3. Figure out what you're going to say by outlining your chapters and headings.
  4. Find the tools you plan on using to track your metrics. Some important metrics to track are views, clicks, and conversions. They will help you prioritize, which offers to launch based on interest.
  5. Prepare for a quick launch, especially if there's significant interest. People might get antsy — creating a negative experience — if they have to wait a long time for something you promised. 

Plan Your Content Funnel with Confidence

Content upgrades and lead magnets are time-consuming. And you don't always know before you launch if it's a good idea. If it fails, you've wasted a lot of time. 

And of course money! Everyone has a budget, and it's crucial that you find a way to work within yours. 

You don't want to keep losing valuable time and money on content that no one wants. You need to test content upgrades — and "coming soon" strategies may be your best bet. 

That's why at Content Ninjas, we've created a workbook to help you plan out successful content upgrades. 

Our Silo Planning Workbook teaches you how to quickly start planning articles, content upgrades, and sales offers for clients that are perfectly aligned and build an easy-to-follow path for readers. 

Download our Silo Planning Workbook – Content Ninjas and get started today!
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