HERE’S WHAT I CAME UP WITH FOR THE EMAIL FUNNEL:
Tanya already had some really great free resources so I used one of them to create a new lead magnet (aka incentive to sign up for their email list). I reworked an infographic to create a 5 day free course (I identified that a free course would be more enticing than an infographic) which would then lead into their paid course.
I then wrote the copy for the free 5-day course as well as for the sales emails in the funnel. Here’s what Tanya and her team had to say about the copy:
“Thank you so much for sending this! To say that our jaws dropped to the floor when we went through this yesterday would be a terrible understatement! And while we probably have some polishing to do on our end to get it perfect, this is such an AMAZING start and we can’t wait to deploy it.”
Along with writing the emails in the funnel, I also helped create the landing page for the free 5-day email course, a thank you landing page that they were automatically redirected to upon signing up for the free course (this upsold the paid course), and created a new sales page right on their website instead of using the one on Teachable. I advised building the sales page on their site so we had more control over the design to match their branding and it would also allow us to collect more data that we could use in the future to optimize the page if needed.
RESULTS:
Once we had the funnel set up, connected, and tested, it was time to get people into the funnel. To do this, they regularly promoted the free course via social media and we optimized various pages on their website with sign up forms to capture that organic traffic (along with a popup on their site).
But the primary way we planned to get people into the funnel was through targeted Instagram ads. We worked together to design and create a post that they would first share to their Instagram feed and then we’d later boost that post to a customized audience with the goal of getting clicks to their website (aka the free course landing page).
The targeting on the boosted post was going to be really critical to make sure we were actually reaching their target market. Luckily we nailed this on the first set of the boosted post.
Test Round Ad Results:
We started with a test round for the ad where we limited the budget and timeframe to make sure our targeting was correct and see what type of results we could expect. Here’s the overall results from that test run:
- Test budget: $5/day for 10 days
- Clicks from ad: 62
- Approx sign ups to free course: 21
- Conversion rate: 34%
- Cost per click: $0.81
From here, Tanya and her team could re-boost the ad using the same targeting over and over again to continue to get people into their funnel and introduce them to their paid course