Scope
When the pandemic forced a shutdown of the music industry, Natalie enlisted our team at FMN Creative to help build her online course and launch a robust social media campaign to support her course launch.
As an acclaimed vocal performer and coach, Natalie Weiss has achieved major success on and off the stage. Armed with content for her first e-course, Natalie trusted our team to build out her online training as well as a campaign to turn clicks into customers.
Tactics
- • Kajabi Course Creation
- • Website Creation
- • Social Media Strategy
- • Social Media Advertising
- • Email Marketing
- • Content Creation
Challenge
Powerful Audience Connection
With the talent that speaks for itself and an audience that was ready to listen, it was our job to make the two harmonize. By targeting Natalie’s loyal social media following along with fresh untapped audiences, we knew we could perform a campaign just as explosive as our client.
Strategy
To optimize our client’s course for success, we executed the following:
Phase 1
- Social media data audit and analysis
- Target audience research and development
- Audience expansion through pre-launch email subscription campaign
Phase 2
- Construction of custom landing page for client’s online course
- Close client and colleague collaboration to achieve peak performance and design
Phase 3
- Social media content creation
- Launch of online course through social media advertising campaign
- Lead nurturing sequence via email
Kajabi Course Build-Out
- Utilized Kajabi to build out the internal and external course elements
- Translated the client’s supplied course materials into digital modules
- Created a unique digital experience for course enrollees
- Developed a pre-course launch strategy and custom landing page to hype the upcoming launch of the course
- Developed multiple variations of custom sales pages to launch the course
- Set-up of product offers, coupons codes, and checkout pages
Website Creation
- Developed custom landing page to hype the course launch and solicit email sign-ups
- Developed custom sales page to sell the course
- Custom design and user experience for all pages
- Crafted custom copy for all elements
Email Marketing
- Developed an effective strategy to garner email subscribers
- Created a pre-launch campaign to nurture interested subscribers and current list members into purchasing
- Built a custom email nurturing sequence utilizing both Kajabi and Mailchimp
- Crafted 12+ emails that deployed over two weeks
Social Media Advertising
- Creation, execution, and management of social media ads on Facebook and Instagram
- Customization of ad placements to optimize performance
- Retargeting of client’s extensive data including video views, email subscribers, and users who regularly engaged with her organic and paid content
- Up to (3) email marketing blasts to existing audience
- Building of cold lookalike audiences
- Development of social strategy to support initial launch
- A/B testing to determine the launch’s optimal strategy and mix
- Reporting and analysis to evaluate campaign’s performance
Previous
Next
Results
Collectively, our 3 paid campaigns, 6 ad sets (audiences), and 24 ads helped Natalie Weiss shatter her goals and achieve a six-figure launch within 30 days…
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Course Purchases
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Impressions
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Clicks
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%
Return on Ad Spend
$
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Cost Per Click (CPC)
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%
Click-thru Rate
Our work with Natalie delivered more than just digital results. The power of music and digital marketing connected us with now FMN Creative Digital Marketing Assistant (and resident “Copy Machine”), Alex Gamblin! Thank you, Natalie, for helping our paths connect!
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