Peng Joon

SLO FUNNEL

The Before:

Peng Joon graduated from college making $330 a month (considered a good salary in Malaysia) and $42,000 in debt. 

Desperate to find a way out, Peng turned to two things he knew about:
Video games and the internet.

He created a World of Warcraft guide and sold it online for a whopping $7… seven months later. But, with this initial sale he got a glimpse of his future.

Today, Peng Joon is an in demand coach and speaker who teaches entrepreneurs how to grow digital online businesses through digital classes, guides, and in person events. He has shared the stage with business celebrities like Tony Robbins and Russell Brunson.

Peng came to us wanting to continue to grow his digital empire….
In this case study we take you through the steps we used to do just that….(and you can too).

The Details:

The overall goal for this campaign was to grow his audience size and sales. We wanted to establish him as an influencer and authority in the digital entrepreneur niche by focusing on his original content.

 
He offers a variety of products and events, ranging from $7.95 to over $2000. From social media and webinar guides to in person digital marketing events, if you want to learn about online selling, Peng has something for you.

Together we determined a monthly sales goal of $100,000. By looking at his past sales data and the average lifetime value of his customers, we knew how many leads he would need as well.

We beat our goal by following The Hirsh Process outlined below:

The Strategy:

The main obstacle we faced was keeping the cost per lead down while scaling Peng’s ads. This campaign ran during the holidays, a time where the market is saturated. This usually requires extra creative effort to make ads that really stand out. It’s also important to focus on your warm audience over cold traffic during this period to keep ad spend down.

 
The best way to overcome climbing lead costs is to test. Peng creates a lot of content and understands what performs the best for his followers. This gave us extra insight into what messaging and type of free giveaway would work well for his ads.

We offered a free digital business blueprint to leads who opted in .
Steps to make ads that work (The same we used with Peng):
  • Put yourself in your audience’s mindset. What are their struggles and what will make them stop scrolling their feed?
  • Use humor and be informative as much as possible
  • ​Test organic style content and use videos (selfie style, unedited)
  • ​Use bright colors that stand out (orange, yellow, red, purple)
  • ​Make it obvious to the audience how they will benefit (Peng’s ads talk about how he scaled his ads to over $1 Million ad spend and he wants to lay out how he did it for you)
  • ​Include social proof such as testimonials and post engagements, to build trust
(Tip: Try some of these with your own audience, but remember that each niche is unique, and it’s important to test to see what your following responds to.)

 
We also ran Peng’s best performing organic posts as ads. For each of these, we used the same Post ID, this way engagements built up over time as more users liked, commented, and shared the post. Having more likes and comments positions your brand as more of an authority on the topic. Our team also continually created new images to test during the campaign.

Testing more types of ads helped us generate $396,909.55 in revenue

LEAD GENERATION AD

LEAD GENERATION AD

LEAD GENERATION AD

LEAD GENERATION AD

SALES AD

SALES AD

SALES AD

SALES AD

SALES AD

SALES AD

RETARGETING AD

RETARGETING AD

LEAD GENERATION AD

SALES AD

RETARGETING AD

RETARGETING AD

RETARGETING AD

The Results:

  • Total Ad spend: November-January $252,403.92 (on pace to add another $150,000 in February)
  • Total Sales: 6,630 of his various offers
  • Total Revenue: $396,909.55 November-January (on pace for $172,000-$200,000 in February)
  • ​Successfully scaled 17% per week in November and 25% per week in January
  • ​ROI: 137.82%

The Takeaways:

Test your own content

A benefit of creating organic content is that you can test it in your ad campaigns. We sure did... and a lot of Peng's best performing ads were ones that used his own content. 

This can also work really well when targeting followers who have engaged with your organic content in the past. They already have an online relationship with you at that point.

One thing at a time

When testing different ads make sure that you only change one aspect at a time. Whether it is a different image, headline, or free giveaway, if you change more than one thing at a time you won’t know what caused the change in lead cost. 

Know your following

From speaking with Peng and studying the engagement on his organic posts we were able to understand his target audience better. Their struggles, objections, and ultimate goals all became more obvious. This helps with creating a non cookie cutter marketing campaign and shows up in the messaging, the giveaway, and the types of ad images and video. The result is a big payoff in ROI! 

GET THE

Powerhouse Team

BEHIND PENG'S CAMPAIGNS WORKING ON YOUR MARKETING!

© Hirsh Marketing