Vanessa Levin

MEMBERSHIP FUNNEL

The Before:

Vanessa came to Hirsh Marketing and had not run any serious paid ads before and was ready to take her business to the next level with a strategic marketing plan. 

Vanessa has now been a client at Hirsh Marketing for over two years and we absolutely love working with her. Over the years we’ve expanded all of her promotions but the very first one we started with was her membership funnel.
 
Vanessa helps teachers and curriculum creators to make lesson plans by providing them with hundreds of templates and activities to use for their students. When Vanessa initially came to work with Hirsh Marketing she had a following but had not created a strategic marketing plan. 

We immediately saw all of the potential she was sitting on. Here is how we turned her following in to a loyal tribe..... 

The Details:

The client worked with us to grow her waitlist for her membership The Teaching Tribe as well as manage the launch when her doors opened.

The first thing we did was to look at Vanessa’s goals for her launch and any past data she had to create projections. This allowed us to know where her list needed to be before the launch and we had a set number of leads and sails to aim for. Our strategy team also met with Vanessa to learn more about her following and the type of content that they respond to.

The Strategy:

Phase One - Teaching Tribe Waitlist Campaign (7 days)

Based off of our projections we knew that she would need a larger warm audience in order to hit her sales goals. We ran a list building campaign for Vanessa and then moved into the launch strategy itself.

During phase one we built up a lot of excitement around the opening doors to her Teaching Tribe. During all of Vanessa’s strategy calls we realized that she was sitting on a lot of potential because she had an audience and followers that really didn’t know when she was opening the doors to Teaching Tribe because in the past she didn’t have an in depth marketing plan. 

For this reason we knew that strategically building up excitement to just her warm audience alone would really pay off. To do this Vanessa sent out valuable content through Face Book Lives, organic posts, and emails.

Phase Two - Teaching Tribe Doors Open  (8 days)

During phase two we opened the doors to Teaching Tribe and her audience could enroll. Vanessa did a daily Facebook live during this phase and we promoted it along with various sales and retargeting ads that drove everyone to the sales page for Teaching Tribe. 

In the ads and messaging we highlighted the urgency that doors were only open for a short amount of time. 

LEAD GENERATION AD

LEAD GENERATION AD

LEAD GENERATION AD

LEAD GENERATION AD

LEAD GENERATION AD

LEAD GENERATION AD

MEMBERSHIP SALES AD

MEMBERSHIP SALES AD

MEMBERSHIP SALES AD

MEMBERSHIP SALES AD

MEMBERSHIP SALES AD

MEMBERSHIP SALES AD

The Results:

  • Total Leads: 206 leads at $1.49 per lead
  • Total Sales: 375 sales at $3.23 per purchase
  • Total Ad Spend: $699.06
  • ​Total Revenue: $10,944 of recurring monthly revenue
  • ​ROI 1555% 

Takeaways:

Buying Data

This was a scenario where we kept the ad spend relatively low so we could prove the success to Vanessa. Looking back, I think we could have spent a lot more but since Vanessa had not run ads in the past she really wanted to prove this worked before scaling and we were determined to help her see the data speak for itself.
We’ve since 10x’d her budget and continue to encourage her to spend more because her offer and strategies convert so well. 

Building Excitement & Urgency

When you have an offer such as a membership site that isn’t open all the time, you might think people know about it and they know when you’re opening it but this was proof that until Vanessa got very strategic with her marketing and created a plan to reach as many people in her audience as possible, people didn’t necessarily know the offer was available.

Our goal in all of our messaging and strategy was to get her audience excited about the opening of the doors and then push joining when the doors were open. We wanted everyone to know that Teaching Tribe was available, and that the offer was only for a short amount of time. 

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