Last year I invested in a new pre-launch list-building activity for Launch Mastery. I’d observed a lot of people running a live challenge over the last few years and I decided to give it a go and created the Launch Like A Pro challenge. The challenge was a huge success and I came away from the experience super excited to grow and improve it (I talk more about the challenge here and here).
So when I launched Launch Mastery at the start of this year, I looked at the lessons and results from the first round of the Launch Like A Pro challenge and asked myself: how could we make this live challenge better?
While we made a few smaller changes, the biggest change we made was emphasising the ‘live’ part of the challenge and running a pop-up Facebook Group community for the duration of the challenge and launch.
So let’s dive straight into the good stuff and share the results of the challenge!
- 3.3% of people who joined the challenge signed up to Launch Mastery
- 6% of people who actually joined the Facebook Community signed up to Launch Mastery
- 67% of enrollments to Launch Mastery were people who went through the challenge
- One third of enrollments upgraded to our Inner Circle Launch Incubator (double the revenue per customer)
Today, I want to share the insights and improvements that we made and gained from running this (very) live challenge and how that contributed to the results.
What is a live challenge?
When I say live challenge, I mean that participants go through the content on the same day, at the same time, and it’s only available for a particular amount of time. For example, the last round of the Launch Like A Pro challenge was delivered between Monday 15th January and Friday 19th January and the challenge closed after the last day of content on Friday 19th January (meaning no-one else could sign up and join the challenge). This differs from an evergreen challenge that you can opt-in to and go through the content at any time.
When we ran the Launch Like A Pro challenge the first time around, we delivered it in a live format with Facebook Live videos that were streamed to my Facebook page each day. We also had a comments section of the membership site where people could enter their questions and have them answered by me. But this time around, we decided to take the challenge one step further and create a pop-up Facebook Group community which we used as both a platform to do Facebook Live videos, answer any questions or comment and facilitate engagement and connection.
Why create a pop-up Facebook Group community?
The main reason for adding a Facebook Group to the live challenge was to facilitate engagement and connection with the participants of the challenge. This was also the place where I streamed live videos covering content from each day of challenge. These videos performed so much better in the Facebook Group than they did on my Facebook Page in the last round and I believe this was the case because the people who were watching the videos in the Facebook Group were actually interested and invested in the content. First of all, they’d signed up for the challenge and second of all, they took the action to click the link and join in on the Facebook Group.
Apart from the Facebook Live videos, here are some other ways we encouraged engagement in the Launch Like A Pro Challenge Facebook Group:
Launch Mastery scholarship competition
To encourage engagement in the Launch Like A Pro Challenge Facebook Group, we ran a competition where we gave a Launch Mastery scholarship to the most engaged participant. Participants were notified of the competition as soon as they got access to the Facebook Group and Facebook Group insights (only available to groups with 50 members or more) made it really simple and straightforward when awarding a winner.
Scheduling engaging posts
During the live challenge, we posted in the Facebook Group a lot (including lots of pre-prepared and scheduled posts to help encourage engagement). Scheduled posts included an overview of the day’s content, the action required for that day of the challenge, the supporting mantra and essential oil for that day of the challenge, a questions thread and so much more. As well as scheduling posts, I made sure to pop in regularly and share quotes, insights, tools and articles that were relevant. While it might feel like you’re ‘overdoing it’, the posts ended up being very popular with lots and lots of engagement.
Here is an example of the posts that we included in the Facebook Group:
Work with a community manager
Another way that I encouraged engagement in the Facebook Group was to work with my community manager. Together we were able to offer so much more support and no answer or comment went unanswered for the duration of the challenge. It’s also great to have someone different pop up and offer their opinions, advice and energy to the group. It also lets the challenge participants know that they are well looked after and that the community is both safe and supportive.
In terms of creating a pop-up Facebook Group instead of a permanent Facebook Group, this came down to personal preference. Ultimately, my team and I decided that we didn’t have the capacity to facilitate a permanent Facebook Group while the challenge wasn’t running. So creating a pop-up Facebook Group meant that we could be really helpful and visible for the duration of the challenge and then archive it after the challenge ended. We were clear from the start that the Facebook Group was a ‘pop-up’ group and would be closed down on a particular date. Participants were more than okay with this because the terms of the group were clear.
Improvements from the first round of the live challenge
Apart from the pop-up Facebook Community, the only other improvement that we made to this live round of Launch Like A Pro challenge was to include a few new discounts and bonuses.
These included two main ones:
We offered all Launch Like A Pro challenge participants an additional 72 hour discount when the cart opened to Launch Mastery. This was intended to be a quick-action, no-brainer bonus and it worked – over 50% of sales came during this time.
On the day after the cart closed to Launch Mastery, we sent emails to the Launch Like A Pro challenge participants and offered a flash sale on four of my other programs. This was implemented as a ‘downsell’ strategy. Downsells can be a great strategy but for us they only resulted in an additional 14% of sales and as they were lower ticket items not a large additional revenue. However the upside is meeting people where they are and offering my other products to continue to engage them.
Insights from this live round of the challenge
We were really happy with this round of the Launch Like A Pro challenge but we do have some insights and improvements we’d love to make for the next round:
Block out more time in calendar
Live challenges are A LOT of work and coming away from it, I definitely felt like I should have blocked more time out of my calendar to dedicate to the challenge so that I didn’t feel stretched across too many responsibilities.
More email reminders to join the Facebook Group
While we had amazing engagement from the people in the Facebook Group, 44% of people who signed up for the challenge but didn’t join the Facebook Group. I know how valuable the Facebook Group was for those people in the group (and most of our sales came from people in this group) so I definitely want to include more email reminders for next time.
Schedule your engagement
Similarly to blocking out time in my calendar, I think it’s really important to schedule engagement in the Facebook Group so that you can do it in a sustainable way. The engagement and comments can be overwhelming and I find the best way to approach it is to have scheduled and allocated time to pop in and engage with the comments.
Keep all communications to the Facebook Group
In the first round of the Launch Like A Pro challenge, we had a comments thread available in the membership site. For the second round of the challenge, we kept the comments thread in the membership site and had the Facebook Group. This meant that we were checking comments in two different places. Next round, we will remove the comments section from the members site and keep all communications and comments to the Facebook Group.
Over all, creating a live five-day challenge has been a very successful strategy and I look forward to improving it even more next time!