Fifteen Media PR came to us to develop and launch a comprehensive marketing campaign for their newly developed e-learning course.
Vox Pop Marketing devised a wide reaching strategy and managed all aspects of campaign development. See Campaign Features, below, for more details.
We developed a series of four video tutorials to generate interest in the PR course and entice leads into the sales funnel. Video scripts were written to teach one actionable tip from each section of the course and generate interest for the full course.
Next, we filmed the video series in a studio setting, and edited high quality, branded videos.
With the videos complete, Vox Pop Marketing developed membership-only pages where the videos could be viewed by those who opted in to receive the training.
Every offer needs a landing page. Thus, we designed a branded landing page to promote the free video series and enroll people in a drip email sales sequence.
The landing page featured benefit-rich copywriting and a list of “As seen on” logos for social proof. The page got a 6% conversion rate — higher than the average landing page conversion rate of 4.02% (Unbounce).
Those who signed up to receive the video training were automatically enrolled in a drip email sales series. Emails were developed to handle every angle of a traditional sales conversation: develop need, educate, handle objections and ask for the sale.
Wide-reaching campaigns require a multi-angled approach. To that end, we developed strategic blog and social media content to drive traffic to the free opt-in offer and sales landing page.
The client’s course was being sold at a high-value price point. As a result, a long-form page was the best choice. We developed an organized landing page design, as well as sales copy to clarify the offer, drive emotional and logical need, and handle objections.
Facebook ad campaigns were developed to drive traffic to the free offer, and remarket to those who entered the funnel or viewed the sales landing page.
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