Our main starting point is almost always aligning the brand’s assets with our core principles of marketing – namely: Why would customers buy your product or service? How does it improve their lives or make them feel? What reassurances can we give to customers (eg payment gateways that they trust, past customer reviews, shipping times etc)? And is there an “offer” that is compelling enough to get customers to take action today?
Creating high-converting landing pages
Website redesign for improved UX
Top Of Funnel lead magnet campaigns on Meta/Facebook, such as webinar ads or free-session offers
Google Search ads targeting in-market users, in multiple languages and targeting multiple EU countries
One of the biggest keys to our success was creating what we call a “no brainer” offer and understanding the ultimate desires are of our prospects.
An offer is not necessarily a discount but it should be an easy way for first time prospects to be introduced to your brand. It should also clearly communicate what you’re product is and how it benefits the customer. For 700+Club, this was creating “A Free Evaluation” – a one to one meeting with one of their test prep experts – where students could learn about the exams, how to take them, what the steps were and if they were suitable. It was extremely effective as prospects saw this as having a very high perceived value.
In addition, we created many different offers that worked around their prospects ultimate desires, and used wording to spark those emotions – people don’t buy test prep to get a good score, they buy it to unlock a successful career. We created multiple top of funnel webinar campaigns with top university admissions officers, that 700+ prospects saw as being extremely valuable.