If you’re a content creator who wants to get exponentially more engagement, response, and “brand power” from your own content, then this article will show you how.
This is actually the story:
A few years ago, I had created a niche-based digital course created for a small section of my audience, that didn’t even come near my other courses’ sales. So after I sold it, I told my small band of customers where they could consume this content on my website, and went about my business as usual.
But right after that, something very odd started to happen.
My little “niche” product hardly anyone bought got well over 10 times more engagement than all my most popular courses combined.
Initially I thought I must have accidentally hit some kind of “nerve” with my list.
In the end, I was getting several times more people consuming & completing the course, engaging with me about any of it, asking questions, and giving feedback than I ever got from my a lot more popular products. So I decided to ask my customers what it was relating to this particular course that was so engagement-worthy. That way, I could do more of whatever it was next time. Much to my ego’s disappointment, it had nothing in connection with the quality of his course. Nor had I magically stumbled onto some type of secret demand in my list. It had been all due to an exceptionally embarrassing “rookie” tech mistake that was especially humiliating for a global renown software developer & former Navy nuclear engineer who prides myself on my attention to detail. You see, what happened was, I had setup my product in a WordPress site and foolishly forgot to create the security permissions to protect the content from being illegally downloaded & shared. This can be the very first thing any responsible web marketer or software developer does. Not doing Dennis-Herzog-Official.net was as negligent as an airline pilot not checking to be sure there’s fuel in the tank before removing. And it proved my customers – being tech developers, and much more software savvy compared to the norm – not merely started downloading my content (rather than consuming it through their desktop computers as I intended)… but they knew how to easily copy that content onto their phones. That was why I was getting so much engagement, more questions asked, and lots of feedback.
However, it had been not because of any “genius” on my part – but because the content was readily available on their cellular devices.
In other words:
That content was simply easier & far more convenient to consume.
Naturally, I took this marketing “intel” and started making my other courses, group coaching, and trainings better to access on a phone. Even though that certainly improved results, more engagement, new back-end sales, and more overall business… it wasn’t getting my content that same “feeding frenzy” sort of engagement my little niche product got. So following a little more experimenting & testing, and speaking with my customers, and digging into the research about optimal learning & how the human brain wants to engage with content… I came across another important little bit of the puzzle. And what I came across was, in order to get that elusive hyper-engagement I was chasing, it wasn’t enough to simply make that content easy to get at on my customers’ phones by making my sites “mobile-optimized” or “mobile responsive” or “mobile friendly.” No, to get those extreme degrees of engagement…
That content had to specifically be delivered inside a mobile app.
What had happened originally was this:
My customers were copying this content into iTunes, YouTube, along with other media player apps on their phones, and consuming this content through those apps, not their cellular phone web browsers. Which one, laughably simple change in the manner I was delivering content drastically overhauled my entire business, just how my customers & clients engaged with me, and my overall sales. From then on, I got obsessed with mobile learning & selling and did a “deep dive” into the subject. I began by examining research done by one of the most brilliant tech engineers at prestigious billion dollar software, hardware, & tech companies. In this research I then found out a myriad of interesting facts I’d never heard before – including during all my years as a developer, and while creating multi-million dollar marketing, SEO, and email & website automation campaigns using some probably the most sophisticated software systems on earth.
For example, I learned:
The average indivdual touches their phone nearly 3,000 times each day
Those same peoples’ phones are always within 3-feet of them – including when sleeping, eating, driving, traveling, flying, hiking, working, waiting for appointments, exercising, walking your dog, watching TV, using their kids, shopping, laying awake during the night plagued with insomnia, at parties, sitting in the bar, or even when in the bathroom
70%+ of most digital content is currently consumed on mobile phones
A whopping 92% of the time spent on a phone is in an app, NOT in a web browser
Less than 8% of individuals log into a website via a browser on their phone to consume
courses, entertainment, or other content (which explains why, for example, Facebook course completion rates are an abysmal 4% typically) – yet web-based browsers and desktop apps remain how the the greater part of businesses deliver their content
Well over 600,000 websites are manufactured each day, creating armies of competition available on the market, while only around 60,000 mobile apps are published in the Apple & Google Play stores monthly (and roughly 1/3 of these are simply updates, not completely new mobile apps) where there’s dramatically less competition
All of which means, hardly anyone in virtually any niche or in any industry is offering their content on the best mobile app… despite the fact that that is where all your clients & customers ‘re going, where they want to consume & build relationships content, and most importantly… where they clearly would rather buy your content.
What exactly does all this mean for you?
It means if you are one of the few businesses who delivers and sells your content in the best mobile app (and not simply a “mobile optimized” site or a cheaply made desktop app pretending to be always a mobile app)… where your clients & customers are already, and where they prefer to consume and purchase content… you automatically have an enormous, “built-in” advantage over all the businesses who don’t possess a mobile app. Similar to early website adopters had an enormous built-in advantage over businesses who didn’t have a website.
And that’s just for starters.
I also quickly realized the significance of a small business having your own app developed, rather than counting on & sending your visitors & clients to iTunes, YouTube, Facebook, Vimeo, or any other company’s mobile app platform to deliver your paid or free content. This way, you can stop sending your hard won customers to those companies and their “worlds” – with all the current distractions, third party ads, privacy breaches, de-platforming, and where your competitors are always battling it out with each other for attention. And instead, it is possible to send your visitors, clients, & leads to YOUR world, where there is no competition, and where you’re the only person they are paying any focus on while they are within your app.