PupDigital developed and project managed the sales and marketing strategy end-to-end for this e-learning course. We determined that in order to achieve maximum results, we needed to create a marketing funnel that initially attracted leads using a lead magnet, nurtured them and then converted them into course enrollments.
Working with an e-learning product provided some clear advantages. We were able to utilise a module from the course as a free downloadable lesson (the lead magnet) that was very high value to prospective students. In doing so, we were able to attract qualified prospects into our sales funnel. They showed interest and intent in the free course so we could assume a percentage of those would convert into e-course enrollments.
We had to ensure that the leads were nurtured via series of emails. We utilised a lead nurture system which has been proven to work in many different industries. With this system we were able to build a stronger relationship with leads and drive them to take action using scarcity and urgency tactics.
Using Facebook Ads to initially drive lead opt-ins, and then to retarget these leads to purchase the full course provided us with a solid foundation for our advertising strategy. By testing audiences for the lead magnet, we were also able to garner strong results with a campaign targeted to achieving direct course sales.
Finally, strongly converting landing pages were developed for the lead magnet, the full e-course and a special offer page (which was designed for new leads). We looked after the design, copy writing and integrations between all platforms ensuring a seamless user experience, the least amount of effort required by the client to manage contacts, and strong reporting structures.