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Going All-In, How to Find Funding & A/B Testing To Grow Your Email List | #002

Hosted by: Colin Gray

Colin has been teaching people how to podcast since 2007. He's worked with Universities, businesses and hobbyists alike. He started The Podcast Host to share his experience and to help as many people as possible get into Podcasting. He runs Podcraft, to spread the art of podcasting, and does the Mountain Bikes Apart podcast whenever he can. Who doesn't like to talk bikes, after all!

This is Episode 2 of The Numbers Game. We're still on the back-story, going now from the start of 2015 to the start of 2016. That was the period where everything got a little serious!

[powerpress]

Story: Turning Full-Time, Finding Funding and Doubling Down on Content

First of all this is really when I (Colin) went all-in on the business. I jumped in full-time during 2015, and took on Matthew in August, our first full-time member of staff.

On top of that, I go through the funding that I managed to source during that year, all of which was the best type of money you can get: no-strings-attached grant funding.

Finally, we have a chat about how our approach to content changed during this time. I credit this year with the 4x growth in traffic we've seen since 2015.

Lessons: How to Find Funding For Your Business

In the lessons section, I bring out everything I learned about applying for funding during that time.

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Obviously, I was applying for funds within the UK, so there are some specific suggestions if that's where you're based. But, I think this translates really well, wherever you are. The organisations that offer these types of funds are pretty similar, around the globe, so I've got a few ideas for you. At least I can point you in the direction of where you might start looking.

For reference, the funding and support that we won during this time came from:

  • Enterprise Campus (~£3000)
  • The Royal Society of Edinburgh Enterprise Fellowship (~£50k)
  • Converge Challenge (mentoring & prize money)
  • Engage Invest Exploit (training, networking & investment exposure)
  • Scottish SMART (~100k)

Experiment: Split Testing Headlines for Email Growth with SumoMe

In the experiment segment this week, we're bashing on with our email optin work. I mentioned last week that we're testing a range of custom leadmagnets right now. The main two we're testing is a Skype Interview Checklist and a ‘Ultimate Kit Bag' PDF.

I revealed this week that the Skype checklist wasn't doing brilliantly so far. On the show I mention a 0.5% conversion rate, but that was actually for the general site-wide pages, not Skype specific. On skype-specific pages, it's converting at a respectable, but not amazing, 1.8%, so it's doing a little better than we thought. It needs a little more time for a good test, though.

Your Homework: Create an A/B Test of Your Own

Last week, you created a custom leadmagnet for your latest post. Now, it's time to get it up on the site. We use SumoMe to run our sitewide opt-ins. It allows for click-triggered, exit-intent, scroll-based or time-based popups, so you can use it in any way you like.

We run site-wide exit-intent popups. Controversial with some people, I know, but I think exit-intent style isn't too annoying, Thanks to testing, I know they convert way better than any of the less obtrusive types.

This week's tasks:

  1. Set up SumoMe on your website
  2. Use the list builder tool to set up a popup to promote your new leadmagnet
  3. Create a campaign to display the popup on a category that's relevant to the custom leadmagnet
  4. Optional: Create another campaign to display the popup on other, less relevant categories.
  5. Optional: Duplicate the popup from #3, alter the headline, and set up an A/B test between the 2.

Enjoy!

 

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Written by:

Colin Gray

Colin has been teaching people how to podcast since 2007. He's worked with Universities, businesses and hobbyists alike. He started The Podcast Host to share his experience and to help as many people as possible get into Podcasting. He runs Podcraft, to spread the art of podcasting, and does the Mountain Bikes Apart podcast whenever he can. Who doesn't like to talk bikes, after all!

March 20th 2017