Case №5. Promotion of an online school on sugar and waffle flowers
ABOUT THE PROJECT: Online school on sugar and waffle flowers
TASK:Development of a sales strategy for the school's products, attracting new clients.
RESOURCES:
Instagram account. Sales tunnel through BotHelp service.
The task was typical, so we chose from 3 main sales funnels:
1) Sales through the account and live broadcasts;
2) Sales through the account and sales tunnel in messengers;
3) Sales via lendings and webinar.
After discussing all the possibilities, the client and I came to the conclusion that we would use a sales tunnel through messengers with the help of BotHelp service.
We developed the structure of a selling content plan and the structure of the sales funnel in messengers. The BotHelp service allows the use of four types of messengers:
We used everything except FB, because it is possible to write only very short letters there. This format did not fit us.
The sales funnel lasted 11 days. The point of the funnel is to automate, so that clients would come in without much client involvement.
The target audience was divided according to the thematic interests of the sphere. In such audiences, we added 1-2 interests and excluded the intersection of audiences.
In addition, we used lokalike audiences from clients' emails and from the profile's active audience. We made audiences by percentage: 1%, 1-2%, 2-5%.
The diagram below shows the audience and the total number of clicks for each from 11.18 to 12.18.
The average price per click was 1.95 rubles (including the test advertising campaign)
Clicks on ads for the purpose of traffic for the entire period received 11704
Attracted 3,966 subscribers to the mailing list
Attracted 1857 subscribers to the account
Earned 108,850 rubles from 18.11 to 18.12 from cold traffic
In addition to the costs for the traffic goal, we spent 2,478 rubles on retargeting for the coverage goal for commercial posts in the profile.
As a result, we gained a large audience of potential clients in the BotHelp mailing list, with which it needed to continue working, warming up and selling new client's products (which we will do next month). In addition, we tested the initial version of the strategy, made some adjustments and now the task is to scale the result.