Case №4. Promoting an investment expert and his course
Case №6. Promoting an investment expert and his course
About the project: Finance expert with more than 25 years of experience and author of investment books
Task: selling a course on investing from scratch
We have developed a strategy in two directions:
1)Working with a warm blog audience;
2) Attracting a cold audience.
The client already had a story maker and a content planner, so we just organized a team call where we discussed the content strategy. It was important to make sure that the content in the blog at the time of advertising was consistent with the pains /interests of our target audience.
The essence of the general strategy was thus:
THIS WAS THE FIRST VERSION OF THE STRATEGY
The first part of the strategy is to attract subscribers...They attracted people with the help of the checklist "How to learn to save money". There, the expert told how to set money aside and not get into credits with expensive purchases.
To get the checklist, we used the Instateleport service. This service checks whether a person has subscribed to an account or not and only after that gives a checklist. By the way, the expert had useful channel in Telegrams. We decided that we would attract subscribers immediately to both Instagram and Telegram. How? The checklist could only be picked up in the Telegram channel. That is, the way was like this: a person sees an advertisement-> clicks on a link->gets to the mini Instateleport landing page, there subscribes to an account to get a checklist-> after subscribing, we gave the button "Get a checklist"-> person presses the button and gets into the channel, where the checklist is in the clip.
According to the results of advertising, 229,600 rubles were spent on this direction. We got a little more than 3200 Instagram followers specifically through Instateleport.
Subscriber through Instateleport
BUT not all people go to the link, they can go to the account directly. Here we looked at the increase in the number of clicks (all). We looked at how many people on average come to the account without advertising and how many unsubscribe. The result was 24500 clicks and a little over 7000 subscribers with an average cost of 32 rubles
We used the webinar "Investments for Dummies" as a freebie. We made a webpage, there we wrote down the main pains of the audience, who it would help, information about the expert and feedback. After leaving a request (name, phone number, mail), the person was redirected to the "Thank you" page, where we asked to subscribe to the Telegram bot. Made it mandatory and said that the link to the webinar can be obtained only there + we gave a bonus for registration, which can also be picked up only in the bot).
IMPORTANT: On the same "Thank You" page, we offered to buy a tripwire, a 3-day marathon about basic investing knowledge. We made a special offer with a crossed out price, set a timer for 15 minutes and the condition: "If you leave this page you will lose this offer. So the goal was to get people to buy here and now.
This was done to try to recover the cost of the advertising budget by registering for the webinar.
As a result, we got 3,676 registrations on the web for 136 rubles and 194 sales of tripwire. The costs in the budget of course could not be recovered, but the sales of the tripwire earned almost 200,000 rubles.
On the cold traffic was earned 2.5 million rubles with a payback of 508% ( not including sales tripwire).
Warming up and sales to the blog's audience was engaged by another team, so this data will not be inserted in the case, but there were also decent results.