Converting Eyeballs to Dollars: The High-Impact Channel Method

Preparing for Black Friday success requires strategic planning that starts months before the holiday shopping season begins. The key lies in aligning your visibility efforts with your offers now, rather than scrambling at the last minute when November arrives.

This episode breaks down the critical customer journey from awareness to consideration to purchase, emphasizing how your September content strategy plays a pivotal role in this process. To convert effectively, you must create content that meets potential customers exactly where they are in their journey, showing them how your products or services solve their specific problems. By focusing on high-impact channels like YouTube, podcasts, and blogs (what I call "anchor content"), you create clearer pathways for audience members to join your email list – a crucial step in the sales process that's much more difficult to achieve through social media alone.

Consistency is non-negotiable when building toward Black Friday success. By organizing your content around three main pillars and demonstrating how these topics directly address customer pain points, you create a logical progression that transforms visibility into meaningful connection and ultimately into sales conversion. This strategic approach, implemented throughout September and October, warms your audience for the offers you'll present during the holiday season. Ready to put this strategy into action? Join my special four-day challenge in October where we'll work step-by-step to convert your visibility content into real sales, setting you up for Black Friday success without the last-minute stress.

Chapters

• 0:00 Planning for Black Friday Success
• 1:06 Creating High-Impact Anchor Content
• 2:38 Join the October Sales Challenge

Transcript

Speaker 1: 0:00

You're probably noticing that I'm talking quite a bit about sales, and there's a reason for that. As we go into the first week of September, many of us try to think Black Friday. We want to be able to push sales through, we want to be able to get our audience on board and have an influx of sales right before the holidays, right? Well, part of the problem is that well one we can't wait until Black Friday. We need to start thinking about this and planning it so that we actually are ready to launch in October, and in order to do that, you have to make sure that you are aligning your visibility with your offers in September. It is so important that you are making sure that people see how you are going to solve their problem based on where they are in their journey and I know you're hearing me talk a lot about this this week, in particular on these Unhinged episodes, because I think it's really important that we understand that we have to take them from awareness to consideration to purchase, and in order to do that, you have to first get them onto your list. Then we want to be able to show them that we have an offer that could solve their problem and then potentially, we want to be able to give them a bump offer. That might even be better, but in order to do that, you have to see where they are on their journey and you have to be creating content that's going to hit them at that place so that you can take them along that journey to then wanting to make sure that they want to purchase from you.

Speaker 1: 1:34

It's also important that what we are looking at is that we focus on those high impact channels. You've heard me talking about the anchor content, and when I'm talking about this, I'm specifically speaking to YouTube podcast and then turned into a blog or just starting with the blog, if that's what you can handle. Now, if, when you start with those pieces of content, we are thinking of those as high impact channels, because it gives them an opportunity to then find out all the things that you do, all of the offers that you have, all the services that you offer to make sure that they get onto your email list. It is much simpler for them to get onto your email list from your blog than from an Instagram post or a reel or a TikTok video to have to go to link and profile. So this is why we were talking about high impact anchor content when you were creating marketing for your products or services, and again, you have to make sure that it is in line.

Speaker 1: 2:32

That visibility has to then show how the next step is the product or service that you are offering. And it's also important that when you are doing this, you remain consistent. You don't jump all over the place in different topic ideas. You stay within your three content pillars, showing them how those pillars are related to the problems that they have, because you have the solution for it.

Speaker 1: 2:58

When you do this, you will take people along their journey so that they no longer just kind of sit unaware of what you are, but instead go from visibility to connection to conversion, and that is what we are ideally looking to do. We want them to convert into sales so that it makes a ton of sense for them. Now, if you want to take this further, join me for the special four day challenge in October, where we're going to go step by step to convert your visibility into real sales so that you are set up for Black Friday and are able to use the visibility content that you are creating throughout the months of September and October to then be able to convert into sales for your Black Friday sales.