Read on to find out how we helped an online business education platform for business owners by revamping their marketing funnel.
Having a well-known personal brand in the online business education industry is no guarantee that sales will grow on a yearly basis. And when you hit that unacceptable CAC, it’s time to come up with a fresh approach. Otherwise, you face getting mired in a stagnation phase. The power behind this successful launch came from the perfect mix of a webinar-based funnel and an omnichannel approach to content marketing. We triggered the pain points of CEOs and executives of fast-growing companies and gave them a proven framework to fix it.
When one of our first US clients approached us in May 2017, their online education business was experiencing a stagnation phase. The ratio of CAC to LTV was equal. Social media and PPC advertising were not bringing the expected amount of leads and the amount of organic traffic being generated based on brand keywords was not enough.
Despite having multiple products on their platform, including a few with the potential to really take off, the business had become stuck in a rut. The sales team did not have the capacity to reach all potential leads, and because the courses only ran at certain set times, a lot of opportunities were missed. Over the course of several years, the client sought guidance from different US and international agencies but no one succeeded in breaking the curse of stagnation. Since online courses are one of our main specialties, we decided to take this challenge. Here is the story of our valiant quest for growth.
Having analyzed the client’s business and their sales funnel thoroughly, we quickly spotted some missed opportunities:
There were a lot of articles on the client’s blog but there was no clear structure in terms of why certain topics were covered multiple times whereas other topics, which brought the most organic traffic, were not optimized for any call-to-action.
Social Media Distribution
We observed that the majority of articles were only shared from time to time on Facebook. And when articles were posted, they were accompanied by very short, weak and uninteresting copy and a poor quality meta image and were not given a tracking link. Despite having almost 100k likes, the company’s Facebook audience was completely dead. Other social networks like Linkedin and Twitter were completely forgotten.
Despite a large number of articles published, calls-to-action were not implemented. In B2B education, when you sell a high ticket product, you can’t drive people to a sales page right away. You need to nurture the audience with y an omnichannel approach to communication. Adding specific Lead Magnets can help you to acquire email addresses to which you can send weekly newsletters.
Webinar leads acquisition
To meet the client’s KPIs in terms of revenue and applications, we had to grow the number of webinar subscribers. By using Facebook Ads and combining cold prospecting campaigns with content remarketing, it’s possible to skyrocket the number of webinar sign-ups in a short time.
Dedicated Weekly content newsletter (not the general one)
Our client was sending weekly newsletters on Sundays in which they would cover different topics (new articles on the blog, reading recommendations from outside sources, videos to watch etc.) and make announcements about their range of products and upcoming offline events. We believe that having a dedicated newsletter that is sent out every chosen day of the week is a good way to keep in touch with your audience.
The articles on the blog became the main pillar of our strategy. SEO optimized, long content pieces provided expert knowledge from business leaders and the authors of the company’s online courses. This content educated our persona on how to disrupt and scale a business and accelerate sales growth.
An integral part of the majority of articles was the lure of additional materials for download. Lead magnets in the form of useful checklists and worksheets that were ready to be implemented in a company were one of the main methods used to increase the company’s audience base.
Users who abandoned the checkout process were sent emails showing the benefits of the trial product. This tactic convinced 7% of them to complete their purchase.
Finally, we used Push notifications & pop-ups to minimize the number of users leaving our website without ordering a trial.
One of the pages most frequently missing from marketing funnels is the Thank You Page. For this client we implemented a survey on the Webinar Thank You page, so after signing up on the Webinar Landing Page, people were asked for more information about their company, how many years they had been in business, their industry and their employees. We also gave them the opportunity to send questions for a thought leader to answer during the webinar. It gave us a better understanding of the traffic quality that we had and it helped us later on with lead scoring for the sales team.
Furthermore, we used deep remarketing to show ads to people who visited the sales page or who added the product to their cart but didn’t buy it.
One of the common mistakes that we see in online education businesses is a lack of proper remarketing to previously built audiences. With proper communication, content consumers, video viewers, website visitors, webinar subscribers, and attendees can become clients.
We convert this relevant audience into applicants using different marketing tactics, creatives, and copies. Scarcity, FOMO, Early bird discounts, social proof, and other principles are used here in the form of creatives to overcome any possible objections a person may have to convert. Facebook ads proved to be very effective for us at the bottom of the funnel; around half of the applications were closed using this channel.
If you have ever created a webinar campaign, you might know that one of the hardest things to get right is achieving a good show-up rate. In order to increase the attendance rate, we distributed materials like quizzes, our own freshly written articles and PR articles about thought leaders to build credibility and trust with the audience, warming them up before the actual Webinar. We also sent webinar reminders with the link to the live webinar room via text and email.
As you might have seen on the funnel image above, we added an application process into the client’s funnel. The interactive nature of the classes offered by the client meant that space in each class was limited. We suggested using the exclusivity angle, which works well when selling expensive products. One of the goals that the client asked us to realize was to decrease the involvement of sales calls from the sales team. We achieved this by creating a process where each application was reviewed internally.
We worked with our client to set KPIs, then introduced a funnel tracking plan to measure the results at every stage from brand awareness to customer retention. Together we defined which data sources to use in reporting (Facebook, Ontraport, Google Analytics) and placed all the pages under one domain for accurate data tracking.
A market-leading CRM platform helped us build landing pages, manage marketing activities and sales and publish blog posts.
We used this tool to create beautifully customized trial offer pop-ups which we used on the blog to boost uptake of the trial. Thanks to Sumo’s integrated analytics we were able to evaluate how pop-ups performed and adjust them accordingly.
Adding Proof to our landing pages increased credibility on our pages, resulting in a number of benefits such as more signups for webinars.
By creating a multi-channel funnel with a mix of educational content and lead magnets, a well-prepared webinar sequence and an improved sales process we were able to achieve the goals that the client set for us. As a testament to how successful our methods have been compared to the efforts of previous agencies, the client has been working with Tribe47 for 3 years now. During that time we helped to launch a variety of products, introduced an evergreen funnel and implemented a way to reach new audiences in global markets to scale the client’s business.
Increased number of webinar sign-ups
Increased revenue per launch
Increased revenue per student
Ready to expand your reach? Briefly tell us about your business and we’ll schedule a 1-hour meeting to show you how we can integrate our digital marketing approach into your business.