Александр

Как с помощью сквозной аналитики Roistat за год увеличить прибыль в 3 раза,ROI до 392%. Сократив расходы на рекламу.

2022-07-13T19:55:26.436Z

Привет! Меня зовут Виталий Кабышев. Я руководитель направления e-commerce в компании «Медицинские системы и технологии». В этом кейсе расскажу, как мы изменили подход к маркетингу компании и как теперь рассчитываем возврат инвестиций в рекламу ещё на старте работ.

О компании «Медицинские системы и технологии»

МСТ — официальный дистрибьютор медицинского и косметологического оборудования мировых производителей с глубокой экспертизой в реализации комплексных проектов на частном рынке. С 2007 года компания выполняет функции аудитора, генерального проектировщика, поставщика и сервисного координатора проектов в сфере здравоохранения.

Обычно компании медицинской тематики вкладывают рекламный бюджет в классический PR: выставки, публикации в отраслевых СМИ. МСТ сейчас продвигается с помощью digital-каналов: таргетированная и контекстная реклама, SEO.

Что было до апреля 2021

До апреля 2021 года доля рекламных сделок в компании была столь мала, что ею можно было пренебречь. По SEO работы не велись. Контекстную и таргетированную рекламу настраивал сторонний подрядчик. Он вёл трафик «по своему усмотрению» — не погружался в специфику бизнеса, не продвигал важные для компании услуги.

На тот момент были попытки внедрить разные сервисы сквозной аналитики, но удобство, скорость и актуальность получения данных оставляла желать лучшего. Все расчёты в итоге сводились к Excel. Вручную собирали данные из Яндекс.Метрики, рекламных кабинетов и сторонних сервисов, заносили в таблицу и пытались работать с этими данными. При этом были проблемы в аналитике: видели с одного перехода большое количество заявок, а также любой лид считался успешной сделкой, даже если он завершился отказом.

Остальная работа маркетинга была более классической: принимали участие в выставках, размещали публикации в журналах. Эффективность такой рекламы было сложно считать. При этом компании важен частный рынок (частные клиники, медучреждения) с точки зрения стратегии — было необходимо понимать, что компания получает от таких размещений, насколько рентабельны маркетинговые активности.

Сейчас ситуация совершенно изменилась. Компания чётко контролирует все рекламные кампании, расходы, выстраивает приоритеты, отслеживает конверсии на каждом этапе. О том, как это удалось, — ниже.

Что нужно было сделать

Распределить рекламный бюджет по приоритетам компании, запросу рынка.
Оптимизировать рекламные каналы.
Отделить прямые заявки — с прямых визитов на сайт и звонков на статичные номера — от заявок с рекламы.
Начать отслеживать все ключевые показатели рекламных кампаний.

Как решали задачи

Этап 1: расчёт экономики маркетинга и максимальных значений метрик

В апреле 2021 года я начал работать в МСТ. В первую очередь занялся самым важным — расчётами экономики маркетинга, сегментацией и формулирование основных сегментов целевой аудитории.

Собрали список должностей, которые принимают решения со стороны медицинских учреждений и/или участвуют в процессе выбора подрядчика. Получилось 9 основных сегментов: от медсестер до директоров клиник, финансистов и строителей. По каждому тезисно прописали, на что они обращают внимание при выборе подрядчика — что им важно при принятии решения?

Получилась вот такая подробная таблица:

Сегментация клиентов компании

После рассчитали предельные стоимостные показатели: стоимость перехода, стоимость заявки, стоимость привлечения клиента, прибыль и другие бизнес-метрики.

Рассчитывали на основе данных по маржинальности каждого продукта в портфеле компании, доли маркетингового бюджета, AOV в каждой категории и общий показатель по компании. Также учли показатели по конверсии в заявку из Яндекс.Метрики (данные на тот момент).

Предельные показатели по стоимости

Посчитали рентабельную ставку для каждой категории продукта, например:

Пример расчёта рентабельной ставки для каждой категории продукта

Раскидали цели и всю деятельность по каналам:

Тип канала «Привлечение» — Яндекс.Директ, SEO, партнёрский маркетинг, таргетинг в Facebook* и Instagram*, Google Ads
Тип канала «Удержание» — динамический ретаргетинг Facebook* и Instagram*, ретаргетинг в Яндекс.Директ, email-рассылки, СМС-рассылки, отдел продаж

Этап 2: работа с заявками

Далее подключили коллтрекинг, чтобы понимать, откуда приходят клиенты, и разделить прямые и рекламные заявки.

Что такое «прямые» и «рекламные» заявки в нашем случае?

Прямые — это те, кто напрямую обратился к нам. Например, позвонил по телефону, указанному на визитке (статичный номер). Скорее всего, они с нами уже общались.

Рекламные — это те, кто обратился к нам с рекламы. Это представители частных клиник и/или организации-посредники, которые торгуют медоборудованием, но у них нет своего склада. Вторые обращаются к нам с целью дальнейшей перепродажи.

Заявки с рекламы и прямые заявки требуют разного подхода. Решили распределить их по разным отделам уже «на входе». Те, что пришли с рекламы — уходят в отдел e-commerce, прямыми заявками занимаются территориальные отделы.

Этап 3: оптимизация рекламы и отслеживание ключевых показателей

До мая 2021 года пытались использовать разные системы коллтрекинга. Одни были неудобны, другие — считали все лиды по умолчанию успешной сделкой или показывали с одного перехода сразу несколько заявок.

Параллельно тестировали разные системы аналитики, чтобы отслеживать показатели РК. В итоге решили перейти на Roistat. Этот сервис удобный, понятный. Ранее уже работал с ним, поэтому перейти было легко.

Одной из задач было отслеживать ключевые показатели РК и не выбиваться из посчитанных значений максимальных стоимостей по каждому продукту. В этом нам помогли отчёты. В них мы смотрели данные по разным срезам, следили за следующими метриками:

конверсия в заявку;
конверсия из заявок в продажи;
средний чек;
средний цикл сделки.

Отслеживали, считали и продолжаем считать все метрики с точностью до ключевого слова:

Отчёт сквозной аналитики Roistat показал, реклама по каким ключевикам эффективна, а по каким — нет

С помощью подробных отчётов увидели, насколько эффективными были настройки контекстной рекламы

С помощью подробных отчётов увидели, насколько эффективными были настройки контекстной рекламы.

Roistat дал нам возможность глубже анализировать эффективность рекламы. Нужный отчёт можем построить в разных разрезах. А значит, компания может расти. Решили полностью отказаться от услуг сторонних подрядчиков и собрали свою инхаус-команду.

Когда были подключены нужные инструменты и появилась возможность для гибкого управления рекламными процессами на основе данных, мы пошли дальше.

Где отваливаются клиенты?

Отдельно хочется сказать про отчёт «Воронка статусов». Он показал, нам, где:

отваливаются клиенты;
некорректно работают менеджеры;
нужно дополнительно «прогревать клиента».

Отчёт «Воронка статусов» помог углубить данные аналитики

Конверсии на разных этапах оставляли желать лучшего, как и стоимость лида. На входе мы не превышали заданных значений и оставались в рамках допустимой стоимости привлечения клиента CAC (прим. от Roistat: ранее здесь рассказывали, как посчитать стоимость привлечения клиента). Но в целом из этапа в этап узкие места сразу было видно в отчётах сквозной аналитики.

Здесь, кроме создания индивидуальных рассылок и других активностей, мы начали работать над актуализаций сделок с помощью дополнительных прозвонов и встреч с клиентами.

Аналитика классических активностей

Ранее в компании делали упор на классическое продвижение в медицине — тематические выставки, публикации в отраслевых журналах. Несмотря на то, что мы начали работать с digital-рекламой, полностью отказаться от классических активностей не можем.

Сейчас мы также выступаем на мероприятиях, присутствуем на выставках, участвуем в конкурсах, но начали анализировать и эти активности. Расходы, например, на выставку, могут быть колоссальными и их нельзя не учитывать. Все траты вручную добавляем в Roistat. Дополнительно арендуем статичные подменные номера под оффлайн-активность. Это позволяет видеть усредненные значения CAC и ROI по этим каналам.

Кстати, по SEO мы также учитываем расходы. Например, добавляем, сколько денег потратили на закупку ссылок или на доработку сайта по запросам SEO-специалистов.

От Roistat: ввести расходы вручную можно во вкладке «Ввод расходов» в личном кабинете Roistat. Данные автоматически отобразятся в отчетах. Каналы и расходы на скриншоте не относятся к кейсу

Что изменилось с появлением сквозной аналитики?

Данные из аналитики помогли нам спрогнозировать, через сколько дней и месяцев нам вернутся эти инвестиции.

Даже больше: разработали формулу, которая буквально показывает, что нужно сделать для окупаемости вложений.

Формула подсчёта довольно проста. У нас составлен медиаплан минимум на год. По каждому каналу известны все ключевые точки. Расчёт начинаем с бюджета, далее — декомпозируем до CPL, конверсии (CR1) в лид, количество лидов, конверсии (CR2) в продажу + средний цикл сделки по выбранному для инвестиций каналу.

Сейчас мы вкладываем бюджет в легкопрогнозируемые каналы, например, в Яндекс.Директ. Мы знаем, что через определённое количество времени инвестиции в этот канал принесут нам прибыль и достигнем нужного ROI.

В марте 2022 года отключили важные для нас каналы. По нам очень сильно ударило отключение Facebook* и Instagram*.

Главный результат

Многие цифры и данные являются коммерческой тайной, показать в кейсе можно не всё. Самое главное, что удалось сделать с помощью Roistat — построить performance-маркетинг так, что мы не рискуем, инвестируя в рекламные каналы, знаем о каждом потраченном рубле и сколько этот самый рубль принесёт прибыли. Можем учитывать расходы с точностью до стоимости аренды рабочего места!

В 2021 году прибыльность вложений в маркетинг выросла в 3 раза, по сравнению с 2020 годом. Показатель ROI вырос до 392%, ROMI — до 2 796%.

Сравнение выручки с рекламных заявок 2020 и 2021 года

Ключевые метрики в 2021 году

Кроме этого, отдел маркетинга «МСТ» вырос численно: с трёх человек — меня, PPC-специалиста Марка Швецова и SEO-специалиста Владимира Буточникова — до 12 человек со своим отделом продаж, далеко идущими планами и прозрачной аналитикой на каждом этапе работы.

Отдел e-commerce получил от компании премию — Прорыв года 2021

TARGET: How Not To Lose Millions?

2022-06-19T18:41:20.911Z

Targeting is a platform for making mistakes and getting them right. Anyone who, after a couple of «failures», gives up, immediately loses the audience of famous messengers. What helps not to make mistakes?

1) Facebook and Instagram are different cabinets for advertising.

The first one is complicated and effective, and the second one is simple and «overconsumption». If you get 5 applications a day from Instagram, you can get 5 times as more from Facebook.

If you have 10 ads configured on Facebook, run one ad on Instagram and see the results! It will impress you.

2) «There are clicks for the fifth day in a row - it's time to increase the budget!»

This is a non-working strategy. Facebook, seeing a sharp increase in the budget, begins to "relax" and use more money to achieve a not-so-expected result. There will be growth, but not as much as there could be. Increase your budget little by little!

3) Don't lose your audience - gather contacts!

A long-term game will give millions and global growth prospects to the company.

Lead the CRM, set the pixels, get the numbers in a spreadsheet, and use it all in your ads! This is jet fuel for further action.

4) Targets tests are the main growth tool.

If they are not, the campaign loses momentum. Tests are the process by which new elements of the campaign are tested during the working elements of the campaign:

- offers;

- creatives;

- audience;

- converters and so on.

As a result, more effective elements emerge and the campaign grows!

5) At some point, you'll need a targetologist.

If you are a business owner and intend to customize advertising yourself - stop doing it!

You might learn how to do it at a good level, but after losing a decent budget and realizing that targeting is very difficult! At worst, targeting could be a bad experience and you forget about it.

When the business scales and grows, everything goes to delegating - finding a professional. Start doing it now! This is one of the most serious investments in your project!

Case №5. Promotion of an online school on sugar and waffle flowers

2022-06-17T17:32:41.254Z

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.

What have we done:

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:

• Viber

• Telegram

• Vkontakte

• Facebook Messenger

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.

STRUCTURE WHATS HELP

Audiences

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.

Advertising results

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

Billing costs

*The total Amount in the Transaction is on the account 23 068,40 rub. (≈230.684$)

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.

Case №4. Promoting an investment expert and his course

2022-06-17T17:24:28.969Z

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

What have we done:

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.

Case №3. Online store Planet of Games (Ukraine) https://planeta-igr.com

2022-06-17T17:09:45.816Z

The task - to provide an increase in sales of the online store of board games through the launch of targeted advertising.

After preparation, a targeting and retargeting campaign was launched, which produced the following results for this period:

Purchases from advertising: 692

Purchase price 1221.16 rubles

The value of the purchase conversion is 2,665,235.29 rubles (≈26665$)

ROAS: 3,14

Next, the task was set - to ensure the sale of goods according to the promotional catalog by launching targeted advertising.

Solution - A quiz with a bonus was created for each person who passed it, for which targeted advertising was launched.

Results:

At the spent amount of 9649 rubles, 130 requests were received at a price of 74 rubles per request. The conversion to sale was 60% of the total number of requests.

Case №2. Niche psychology. 1,350,000 rubles from the launch of the self-esteem course

2022-06-17T17:03:28.767Z

The expert is Tatiana Dangeli, psychologist, coach and expert on improving the quality of life.

Link to Instagram: https://instagram.com/tatyana.dangeli

We met Tatiana as part of a collaboration on setting up advertising for her account, as well as packaging some products that the audience can buy at any time (meditations, private club, counseling, etc.)

Realizing that Tatyana is a very powerful expert in her niche and seeing what kind of feedback people leave after her meditations and consultations, we offered Tatyana to launch a mass product that could solve a particular problem of a large number of people.

What has been done?

We assembled a full team: a project manager, a story maker, a content writer, a web designer, a tagger, a blogger recruiter, a technical specialist.

Together with Tatiana, we chose the most relevant topic that was interesting to her audience - it was the topic of self-esteem.

Then we developed an initial strategy and discussed all the details with the client, then made a full strategy and consolidated everything on the control call, after which the preparation stage began.

We developed a warm-up plan, decided on dates, prepared a website + telegram chats, thought over the warm-up in chats, chose bloggers, thought out an advertising pitch, agreed on a budget for targeting and made advertising creatives.

The warm-up was built in 4 stages. Each stage was overlapped with one another. In addition to the main course, we made a free week where people could get acquainted with the main course and realize whether they want to go further or not.

Purchase Funnel Stages

Stage №1

The main task of the stage is to interest people in the topic of the product. The theme of the product: "Unconditional Self-love – Increasing Self-esteem." At this stage, we had to show that all the problems come from NOT loving ourselves.

The stage lasted 5 days:

Day one. It was said about their own health and the health of their relatives. It was important to show this through well-known values, to show dependence: how self-esteem affects health.

Day two. It is necessary to show how self-esteem affects the monetary sphere. We needed to show a direct connection. Here is a simple example: people take out a credit because they are NOT confident in themselves that they will be able to postpone/ earn the right amount at once.

Day three. We show the connection between self-esteem and the relationship between a man and a woman.

Day four. We are talking about things IMPORTANT for any girl: weight, hair, nails, etc. The so-called "beauty" concept. We show how self-esteem affects their behavior, how girls are dependent on imposed ideas of beauty.

Day five. We introduce the concept of self-realization and tell you what needs to be done to solve the problems that were discussed in previous days.

Stage №2

We continue to talk about self-esteem. We explain where it comes from and why there can be problems.

The stage lasted four days:

Day one. We did a survey so that subscribers would write their stories when, in THEIR opinion, self-esteem failed them. Through the stories of subscribers, it was told why this problem was and what to do to solve it.

Day two. We tell you about self-esteem in more detail. Where does it come from? How is it formed? We introduce an understanding for people that it is very difficult and IMPORTANT to deal with it. Make it clear that we can help.

Day three. There were several real situations from the expert's practice on the topic of money and relationships, because it turned out that these problems were the main ones. We showed the relationship between self-esteem and problems on real stories + told how these problems were solved. There was a lot of interest, so we decided to add a live broadcast, where we sorted out even more topics + gave the opportunity to sign up for a free marathon.

Day Four. A test-game in the format of quests and a created character. Here we had to involve people even more into the product topic. We went through tests, where we created a certain situation and gave 4 answer options: 3 wrong, 1 right.

Also on this day, we said for the first time that there would be a paid product.

Stage №3

At this stage, we "generalized" the product topic and introduced the starting point of sale. We made a pre-sale stage where people could join the main course at special prices even before the free marathon. After the free marathon, it was possible to join, only at the usual (higher) prices.

Also at this stage, we launched a target + there was advertising from bloggers aimed at attracting a cold audience to a free marathon + increasing subscribers to the blog.

The stage lasted 4 days:

Day one. We conducted another test, which was aimed at making people understand that it is POSSIBLE to deal with self-esteem problems on their own, but it is very difficult + they were given solution to problems in the form of a free marathon. Our free marathon is the first week of the main product.

Day two. We gave the audience a rest, just answered questions related to self-esteem.

Also at this stage, we launched a target + there was advertising from bloggers aimed at attracting a cold audience to a free marathon + increasing subscribers to the blog.

Day three. Pre-sales were launched with payment on the site at a special price + pain and objections were closed.

Day four. The last day of the pre-sale and preparing the audience for the free week.

Stage №4

Additional sales. The goal of the free week was to sell the main product, when it was over, we worked with all the resources that were: chats, numbers, account. We added a few more days so that those who did not have time to pay on deadline could do it.

We had 3 tariffs for the main product and during this period we gave people the opportunity to increase their tariff to get more information from the course.

After the course, we launched the sale of an additional product to a hot audience: a unique webinar.

Results:

The main course was sold for 1,200,000 rubles, an additional product (webinar) was sold for 150,000 rubles.

Total proceeds: 1,350,000 rubles (≈13500$)

Скрин оплат курса по самооценке из Геткурса

*245 accepted payments for 1,202,840 rubles (≈12028,4$) Screenshot of payments for the self-esteem course from Getcourse

*33 accepted payments for 115,500 rubles (≈1155$)

Screenshot of payments for additional product from Getcourse

P.S. We accepted part of the payments to the card, so not everything is taken into account in Getcourse.

Now we have decided to give the audience and the expert a rest, while attracting a new audience to the account by targeting and bloggers + took the time to prepare a new launch.

Case number 1

2022-06-14T11:19:14.716Z

Case number 1.

Launch for 8 + million rubles (140.000$) in the niche "Courses for parents"

Alexander June 11, 2022

Hello dear, future client! My name is Alexander Lisitskii, I have been promoting business in Instagram for 7 years.

1$= 100 rubles

Case number 1. Launch for 8 + million rubles in the niche "Courses for parents"

Information about the project at the beginning of work:

Number of subscribers on the account is 36k

Additional resources: telegram channel - 1500 subscribers, contact database in get course (CRM system). (mail) - 833 contacts

Average coverages in stories/feed: 5900/8500

The expert is Marina (name and all personal data have been changed, because the contract contained a non-disclosure clause) a professional psychologist: she has dozens of diplomas and certificates, personal experience in raising children (Marina has three of them), professional experience of more than 10 years, started with work as a kindergarten teacher, then everything turned into an online project.

Before I started working with Marina, she independently and with the help of other specialists made about 10 launches of various products. The maximum sales result is 900,000 rubles.

According to Marina: "I know for sure that you can earn much more, I have a lack of knowledge and skills, I have a lack of a team. I am confident in my product".

Stages of our cooperation:

Stage 1 - analysis of the account, competitors, audience and preparation of the initial strategy

At the first stage, we analyzed how Marina maintained her account herself: how she shoots stories, writes posts, draws up her account, communicates with subscribers, and so on. It is important to understand this, because we had to decide whether to involve a story maker on the project or not. As a result, they decided to involve a story maker to help teach Marina the basics of maintaining an account.

We analyzed competitors: we monitored their products, prices, work scheme, what kind of advertising they have, what they do well (and you can take it for yourself), what they do poorly.

We analyzed the audience: divided it into segments and made avatars.

We prepared a strategy. It prescribed the PRELIMINARY stages of work: how we will increase coverage, when we will start warming up, what will be the free plan, and so on. I have highlighted the word "preliminary" because the strategy often changes depending on the informational reasons of the expert and the situation on the project.

We never start a warm-up until the account is ready to sell, until we are absolutely sure that the launch will be successful.

Stage 2 - preparing the account for warming up.

At this stage, the main task is to increase coverage, involving the audience in the life of the profile. We need to make sure that as many people as possible see our commercial offers.

In order to raise the interest of the audience in the blog, we decided to go through Marina's personal story. There was everything: expertise, emotions, difficulties of choice, experiences, difficult moments, joy and even tears. Nothing was feigned, Marina told her real story. In addition to the story during this period, we broadcasted Marina's values, revealed her as a person in the blog through personal newsworthy events and cases. It was important to get subscribers to say: "I want to be like her."

This stage lasted about 3 weeks. As a result, we increased the coverage in stories from 5900 to 9500.

Stage 3 - check if the account is ready to launch

The first indicator of a blog's readiness for a successful launch is audience activity. We raised the reach, the direct was "torn", the audience was imbued with the story, and the activity was actually at its peak.

Next, we calculated how much we could earn approximately on the launch, taking into account such coverage:

Table 1

Coverage in stories is 9500, the average cost of the course is 13,000 rubles (we had 3 tariffs). All other indicators were taken as averages:

• 30% - the percentage of registration for free;

• 50% - yield on a freebie (someone might think that 50% is a lot, BUT we are talking about a warm audience, not a cold audience. For a cold audience, 50% is a lot, for a warm audience - an average);

• 10% - the percentage of those who bought.

As a result, with such data we get a launch of 1.8 million. After discussion with Marina, we decided that we would evaluate such a result as a successful launch.

Stage 4 - warming up

We had 3 different audiences:

1) Subscribers on the account;

2) Telegram channel;

3) base of contacts in Get Course.

For each audience, we thought out a separate warm-up. The very essence of the course was the same, just a different presentation and format.

There was also a fourth audience: cold traffic to the webinar. 100 thousand were allocated for this direction, but we simply did not have time to unscrew them in 7 days.

As a result, almost 1500 registrations for the free program were received from the target. The average price for registration is 50 rubles.

Also at this stage, we made a questionnaire for pre-registration for the course. Important questions were added to it to find out: what pains / problems the audience has, what they themselves would like to see on the course, what topics they were interested in now, and so on.

As a result, we received more than 1000 responses to the questionnaire. This helped us not only speak the same language with potential buyers, but we were also able to refine our course based on people's needs to offer them exactly what they want.

By the number of responses to such a questionnaire, you can also predict the approximate income from the launch:

104000000,00 rubles = 10.000$

Stage 5 - sales

We had 3 tariffs for the main product:

• The first tariff - no feedback, just training. Price 6790 rubles;

• The second tariff - without feedback, added a chat for communication, in which there was a main expert (she sometimes answered questions and threw useful things there) + several additional blocks and checklists. Price 8900 rubles;

• The third rate - feedback from curators + once a week a live webinar with answers to questions from the main expert + additional blocks, checklists, matser classes, tables, etc. The price is 22900 rubles.

For each tariff there was an installment plan from Tinkov Bank for 4, 6 or 12 months.

As a result, the first tariff was bought by 224 people, the second by 286, and the third by 183

Total profit: 8.257.060 rubles. After deducting taxes and various commissions, we get about 7.5 million rubles.

Stage 6 - preselling

At the end of the main product, we prepared an additional marathon "How to protect your child from threats in the Internet." It was a 4-day material, where our main expert with another, sorted out a specific issue scrupulously.

This product was sold at a price of 1990 rubles, more than 300 sales were made.

Stage 7 - preparation for the next launch

We are in this stage right now. We give the audience a rest + we plan to buy advertising from bloggers and refresh the audience with a target. Perhaps we will do a graduation or just a meeting of the students of this stream.