How To Grow Your Audience For Your Digital Product - Victoria Hockaday
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How To Grow Your Audience For Your Digital Product


Victoria-hockaday-how-to-grow-an-audience-for-your-digital-product

Hey friend! Welcome to the second part of the 4 part series #digitalproduct, where I share with you valuable strategies on how to create, market and sell your online course or digital product. In today’s post, I’m going to be sharing with you actionable strategies to grow an audience before you launch your digital product. Because, before you start promoting your digital product, you’ve got to have a warm audience so that people are ready to buy from you.

Basically, you need to have a list of people who regularly hear from you and know your value. Otherwise, if you launch your digital product without a primed audience, your launch will flop. It would be the worst thing to happen, if you’ve put all that time and energy you into creating a digital product that doesn’t sell! So, see this article as a comprehensive guide to prime and grow your audience. Ready to roll?

If you’re just tuning in I recommend that you read the first blog post in the series below.

How To Grow Your Audience For Your Digital Product

No matter what, you want to grow a warm and targeted audience of people before you launch your digital product. It will make your launch process a lot more effective because people will be familiar with you, they’ll trust you and know your value. In fact, growing an audience ahead of your launch allows you to prime your audience. Basically, you can connect with your audience and demonstrate your value so that they’re ready to absorb information related to your digital product.

Say for example, you’re launching a course on finding lasting love. In this case, you can start growing a targeted list of people who want to find lasting love. Once you’ve grown a list of subscribers, you can add value through newsletters, blog posts and ebooks. The key here is that you’re creating content that fulfils their challenges and this will naturally feed into telling them about your digital course. Can you see how that works?

How Do You Prime Your Audience?

There are a number of ways you can prime your audience and today I’m going to be sharing with you a number of strategies. The key is creating content that naturally flows into selling your product. So, you want to think about what questions your audience has on the topic.

For example, let’s say that your online course is “10x Your Blog Growth”. Your goal is to put yourself in your audience’s shoes and think about what types of questions they might have around growing a blog. For example, they might have questions like:

  • How can I increase my blog traffic?
  • Why is it difficult to grow blog traffic?
  • What does it take to promote my blog?
  • How do I get a blog following?
  • What tools do I need to grow a blog?

Now, based on these questions think about what value you could offer them to answer their questions. So, perhaps you might create a cheat sheet on the top tools you can use to grow a blog. Does that make sense?

Step 1. Grow Your Email List

Before you launch your course, you want to grow a targeted audience of people who are already looking for the solution that you’re offering. The best way to grow an audience is with an email list, so instead of focusing on growing your social media followers, focus on growing a list of people’s email addresses.

Why do you need an email list?

1) Get your message seen

Compared to social media your audience is 10X more likely to see your message in email. If you think about it, social media can be really distracting because there’s an overload of information in one place. So, it makes it difficult for your ideal client to know which information is the most important for them. In addition, algorithms make it really difficult for people to see your message.

2) They’re more personal

Emails are more personal and they allow you to build a deeper connection with your audience. Even if you have an email list of 20,000 people it can still feel like you’re the only person talking to them. So, emails allow you to build a more personal connection with people who trust you, which is an essential element you need to fulfil before before people buy from you.

3) You can sell an auto-pilot

Having an email list allows you to attract a consistent stream of the right people who are ready to buy from you. After you’ve shared your story, delivered value and built trust you can create email sequences that puts your digital product offer on auto-pilot, so you can sell your offers every single day. Sounds pretty good doesn’t it?

Feel overwhelmed about growing an email list? Don’t sweat! I know what it’s like to feel overwhelmed when it comes to growing a list, I’ve been there! It’s a fear that many business owners face and we can sabotage ourselves because we’re worried about being “spammy”. Beyond that, we’re avoiding feeling like a failure so we put our email list on the back burner. Can you relate?

Here’s my secret to overcoming that fear…

When you’re feeling afraid of anything in your business, instead of asking questions like “am I good enough?” or “who am I to talk about this?”, reframe it.

Lead with “how can I serve?”.

“How can I lead with love and service?”

This works like a miracle for shifting your mindset. It will help you switch from a space of fear to service.  

Alright…

Now that you’re operating from a place of service, you’re ready to start growing your list. I believe in you and I’m rootin’ for ya!

How do you start growing your email list?

Good question! There are a number of ways to grow your email list. The key is that you want to grow one audience who is looking for a solution to fix one problem. So, instead of trying to grow different audiences, keep it simple to begin with and focus on that one audience you want to help.

For example, if you want to help people grow their blog traffic, create an email list targeted for beginner and advanced bloggers who want to grow their traffic. See, it isn’t as daunting now is it? Fab! Now, I’m going to share with you a few strategies to help you grow your email list.

1. Webinars

Webinars are really powerful tools for growing an audience. Plus, they’re a great opportunity to teach and educate your audience on your topic. They’re amazing for building trust and positioning yourself as the go-to expert.

To get started with webinars, you have two options. You can teach a webinar where you don’t sell anything at the end, or if you’ve already got an engaged list you can pre-sell your digital product at the end of the webinar.

To do this, you can set up a webinar using Zoom or Google Hangouts. However the downside of this is that you can’t send email communications based on your registrant’s behaviour.

Alternatively, you can go more advanced and use a webinar tool such as Easy Webinar, Webinar Jam or Ever webinar. The advantage of this is that you can send tailored communications to your registrants based on whether they:

  • left early
  • joined late
  • purchased offer
  • didn’t purchase offer

Bottom, line webinars are amazing for growing an audience and demonstrating that you’re the go-to person in your niche.

Remember, before you set up the webinar, you’ll need to create a landing page so that people can register for the webinar. This will allow you to collect people’s email addresses so that you can keep in contact with them.

2. Blogs and Content upgrades

Blogging is an amazing tool to organically grow an your audience before you launch your digital product. Basically, blog posts act as pieces of content that can be mapped to content upgrades. Say for example, you’re creating an online course to help people “Find Lasting Love”. Well…you might write a blog post on “5 ways to find love” or “4 qualities of a loving relationship”.

After you’ve written your blog posts you can create content upgrades. Content upgrades refer to materials that are an upgrade of your blog post. So, they might be ebooks, checklists or swipe files. So, going back to the example above, you might create a checklist on ‘The 5 Ways to Build Confidence”.

Remember, when you create a content upgrade it needs to naturally flow from your blog post. This is important because you want to focus on building the right audience of people.

Basically, people are searching for solutions to their problems until they find something that has the “Omg, yesss, that’s me” bell ringing off in their head. So, it’s important that you create content that is relevant to your audience.

Let’s say for example, you created a blog post on “How To Grow Your Blog Traffic”. Naturally, you’ll attract an audience of people who want to grow their blog traffic. However, if you created a content upgrade on “how to automate your design business” it wouldn’t be relevant to your audience and so they wouldn’t sign up to your list.

On the other hand, if you created a content upgrade on the “5 step Road Map to Grow Your Traffic”, your audience will think “yes, I need this” and they’ll sign up to your list. Can you see how this content upgrade is hyper-relevant to this audience?

Bottom line. Blogs and content upgrades are fantastic tools for growing an audience. Just make sure that your content upgrades naturally flow from your blog post so that you grow an audience of the right people.

3. Promote Your Lead Magnet

Your lead magnets are crucial for growing your audience. Lead magnets are free pieces of content that you share with your audience in exchange for an email address. Basically, they send people directly to your email list so that you can stay in contact and keep them engaged.

As a rule of thumb, make sure that you place your lead magnet in several areas. The more areas you place your lead magnet, the more people are going to see it. Meaning, you’ll increase the amount of people who sign up to your list.  

Here’s a few places to promote your lead magnet:

  • Link on blog pages

To do this, share your lead magnet on your blog header, menu navigation, sidebar below your blog post, embedded a few times throughout your blog post. If you’ve created content upgrades, you can share this within your blog post. See how this increases the chances of people signing up to your list?

If you’re mapping content to drive traffic to your email list, make sure that you share your lead magnet several times on your blog post. Whaaat? 7 times? Yes! I’m not exaggerating.

Remember, people needs to see something 7 times before they take action. So, don’t be afraid to blitz that lead magnet on your blog.

  • Link on social media pages

Instead of sending your audience to your social media profile, you can send them to your email list. To do this, you can place the link of your lead magnet in your social media profiles. Here’s an example of my lead magnet placed in my Pinterest bio.

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  • Share on guest post or guest podcast

Did you know that leveraging other people’s community is amazing for building your audience? That’s right! Collaborating with other influencers in your niche through podcasts or guest posts works like a treat for building your audience.

To do this, create a separate landing page created especially for your guest post or podcast. Create a bio with 20-30 words and include a link to your lead magnet.

Remember, your lead magnet needs to naturally flow into your lead magnet. So, only share a freebie that is relevant to your guest post or podcast.

  • Schedule Your Posts on Social Media

After you’ve created your lead magnet, you want to think about which social platform you’re going to focus on. I’d recommend that you focus on one platform where your audience is so that you can double down on your efforts.

Once you’ve chosen your social platform, you want to think about how often you’re going to share your lead magnet. To do this, you can use scheduling tools such as Hootsuite or Buffer to make sure that you’re regularly sharing your lead magnet.

Step 2. Create Weekly Newsletters

Once you’ve got a system for capturing people’s email addresses, you want to keep your audience engaged.

Basically, you want your audience to think “Vic’s emailed me again and I know it’s gonna be packed with so much value!”.

To get started with newsletters, brainstorm a list of questions and challenges that your audience has. Now, in Google Docs, write a few mini blog posts that help your audience with their key problem.

How long do my newsletters need to be?

Good question! They don’t need to be super long. They need to be mini blog posts that include advice, tips and action points.

Ultimately, your newsletters need to answer their questions and solve their problems so that they can see from face value that you can help them. This will prove your value and allow your audience to build trust with you.

If you’re not sure what questions your audience has you can use Quora and Facebook groups to find out what questions people are asking.

Simply go to Quora and in the search bar type the keywords related to the problem your’re trying to solve. For example, here I typed “grow blog traffic”. Quora then presented to me a list of questions that people are asking in relation to those keywords.

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Step 3. Engage on Social Media

Now that you’ve put time in writing blog posts and newsletters to grow your community, you’re ready to leverage social media. Social media is a great tool for getting more personal with your audience.

To start with social media, think about where your audience spends time online. Next, start creating personal connections with them and start delivering value. Some of the best places for connecting with your audience is through Facebook groups and Live streams. Here’s how to make the most out of them below:

  • Facebook groups

Facebook groups are awesome for connecting with your target audience people. So, how do you engage with your audience? Great question! Simply, add value. Enable notifications from this group and if there’s questions that people are asking, make yourself seen by answering their questions.

The beautiful thing about Facebook groups is they allow you to do market research and find out what problems people are struggling with. Ultimately, when you become a familiar in Facebook groups, people will start to see your value and want to get more from you. Maybe they’ll go to your website to view your content and sign up to your email list? Yep, this is totally possible!

Still struggling with finding your audience in these groups? Simply go to the group’s search bar and type in words such as “help”, “struggle”, “stuck”, “question” and “challenge”. Facebook will highlight a number of questions or challenges that people are asking in that group.

  • Live streams

Live streams are amazing tools to talk about your topic and create intimate connections with your audience. The powerful thing about live video is that it humanises your brand.

It allows people to get to know your mission and personality, which are all deciding factors as to whether they’re going to buy from you in the future. They’re also effective for getting your audience engaged because they can like, comment and ask questions on the live stream.

As a rule of thumb, you want to do live streams regularly in the run up to your digital product launch so that people see you as the go-to-person in your niche.

Remember that after you’ve done your live stream, you want to share your lead magnet, so that people can sign up to your list. So, be clear on where they can go to sign up to your list to receive your freebie.

Final Thoughts

So there you have it my friend, I hope you’ve found this post really helpful and you’re got a clear action plan to grow your audience before you launch your digital product.

All of the strategies I shared with you today are fab ideas to help you grow a targeted audience who are ready to find out more about your digital product. If you implement these strategies, you’ll be able to create a stronger connection with your audience. They’ll trust you and your brand and see you as the expert in your niche.  

Get ready for the next post, where I’ll be sharing with you tips on how to create a staggeringly good sales page. This will be crucial for bagging the sales during your digital product launch, so you don’t want to miss!

As always, hit me up and leave a comment below. Tell me one of your favourite things you learned today and what you’re going to take action on. I love hearing from ya!


Victoria Hockaday helps business owners grow an audience and create and sell online courses with ease.

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