Credit Repair Cloud

WEBINAR FUNNEL

The Before:

Credit Repair Cloud is run by Daniel Rosen (founder and CEO) and Keenan Jones (COO). They provide software as a service and education for people who want to start a credit repair business. While the client does not provide credit services to their audience, their market is in the finance niche.
 
The Hirsh Marketing team has been working with Credit Repair Cloud on various promotions for over two years and has enjoyed watching their business grow to the multiple millions while serving thousands of people.

When Keenan and Daniel first came to work with Hirsh Marketing they had only run ads on a very small scale, Keenan doing it all himself on the side of all his other responsibilities. When they came on as a client the goal was to get really intentional and strategic with their webinar funnel. This was their core funnel and they were ready to prove it to cold traffic and scale it even further.

The Details:

The main objective of their funnel was to get as many quality leads through the webinar so that they could:
  • Build their email list
  • ​Add value and build trust / relationships in the industry
  • ​Sell them on their core offer for this funnel 
The products Credit Repair Cloud sells are:
  • Free Trial with an upsell. The upsell is “7 Day Essentials Credit Repair Business Training Course & Certification” for $29. (downsell in the funnel)
  • ​Build your Business Masterclass - $997 (this is what is pitched on the webinar)
  • Build-Your-Business Masterclass Package + 12 Months Of Credit Repair Cloud - $1997 (upsell in the funnel)
  • Build-Your-Business Masterclass Package + 2 Years Of Credit Repair Cloud Start- $3,997 (upsell in the funnel)

The Strategy:

With the Webinar Funnel, there was a concern of being able to scale without the cost per complete registration spiking. Keenan and Daniel wanted to increase the ad spend while keeping the cost per complete registration at about $10 or less.
 
We set the webinar funnel up to target cold interest audiences, with each unique interest in its own campaign. This is a very niche industry and so there are specific interest audiences to target:

          Mortgage Brokers
          Tax Preparers
          Car Dealers
          Real Estate Agents
          Financial Services

We also tested warm and lookalike audiences.
For each audience, we tested a variety of creative versions. One of the biggest keys here was not only did we segment the audiences we targeted but we segmented messaging to each audience.

Using different versions of videos, (including testimonials) carousel ads, and text only images we maintained the cost per registration we were aiming for with each category.

FINANCIAL SERVICES WEBINAR AD

REALTOR WEBINAR AD

REALTOR WEBINAR AD

TAX PREPARER WEBINAR AD

REALTOR WEBINAR AD

AUTO DEALER WEBINAR AD

TAX PREPARER WEBINAR AD

AUTO DEALER WEBINAR AD

Using The Hirsh Process, there were also a number of retargeting campaigns set up:
  • We retargeted people who registered for the webinar but didn’t show up for the Webinar.
  • We retargeted people who visited the Webinar Page but didn’t register
  • We retargeted people who watched the webinar but did not purchase the $997 Masterclass

WEBINAR REPLAY RETARGETING AD

WEBINAR REPLAY RETARGETING AD

MASTERCLASS SALES RETARGETING AD

MASTERCLASS SALES RETARGETING AD

The Results:

With all of the various audience categories we tested we were able to narrow down which ones converted the best and put more budget towards them.
 
Mortgage brokers, tax preparers and financial services tended to be the best performers with the highest volume of leads overall at the lowest cost per lead. Car Dealers and Real Estate Agents were less successful, typically with the highest cost per lead. We shifted the budget to spend more on mortgage brokers, tax preparers and financial services to keep our overall ROI down.

As we gathered more data we also used warm audiences and lookalike audiences to keep our overall cost per lead down and increase the volume.

  • 30 day campaign
  • 541 webinar registrants at $9.25 cost per lead
  • 4 sales at $280 cost per purchase and an average order value of $1500 with upsells
  • Total Revenue: $7,544.67
  • Total ROI: 202%

The Takeaways:

Segmenting Cold Audiences & Messaging For Each Group

By segmenting the audiences and creating messages specific to each audience we were able to really speak to each audience group and get our cost per registration below our goal. A cost per registration under $10 is very hard to achieve in such a niched audience and we definitely attribute this segmentation and specific messaging to being able to achieve our goal.

Strategic Retargeting

Our retargeting of people at various steps in the funnel is a large part of The Hirsh Process and proved itself to work really well in this entire campaign. Our retargeted ads spoke to people who had watched the webinar versus didn’t and used various types of creative such as videos and text images to capture their attention. This allowed us to move people strategically through the funnel at each step. 

Testing That Sets Us Up To Scale

This first month is a great representation of how important it is to test and prove numbers to then be able to make the decision to scale and increase budget based on results. We’ve scaled this account tremendously since this first month and that would have never been possible if we hadn’t set this foundation and tested out the various audiences and niches that were going to convert the best.

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