Video review by Pavel Gonza:

How do you gather representatives of a narrow niche in one room?

You need to create the right positioning and set up the targeting correctly.

Pavel Gonza, a producer of online projects and experts, came to us with such a task. The LeadGen Studio team has been working with him already for 2 years.

Pavel trusted us to gather an audience for the EdPlatforma forum, of which he was the ideologist and organizer.

Read below what happened.

How we and the client set the task

Pavel Gonza came to us with a cool idea — to organize a big forum for coaches, trainers, and online entrepreneurs. The task was to gather in one room 500 experts who wanted to develop educational projects.

We had to build all the marketing. 

In the end, the task was set as follows:

1. To gather 500 online entrepreneurs, coaches, and experts in one room.

2. To act as partners and prepare the whole marketing part.

3. Speak at the conference.

4. Prepare bonuses for the i-funnel..

The plan is outlined – it’s time to implement it.

What was done to accomplish the task?

Preparation for the event began 4 months before the event – since the end of November 2018. There was a lot of work, it was broken down into small subtasks.

Step 1: Make a sales page for the forum

This is an important element of the funnel that determines whether a person will go further.

You wrote the text, designed, and made it up.

On the landing page tested the headlines, added and removed elements (timer, video). As a result, we got 2 versions of the sales page: short and long. Experimented to reach the maximum conversion rate as a result.

In the end, the conversion rate for the long page was 12% and 18% for the short page.

Here’s what the first screen of the final version of the landing page looked like:

Why it’s necessary

Every touch of a potential attendee should be as effective as possible. The higher the conversion rate in the registration, the more opportunities to “catch up” with the audience and gather a full room.

Step 2: Record a bonus video for those who booked the participation

On the website, a bonus was given to attendees who booked within 8 minutes. This bonus was a video lesson from Maxim Anenko on “How to create a deep offer that makes an info product to a bestseller.“

Here’s what the offer looked like on the sales page:

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Why it’s needed

A person is unlikely to want to buy tickets to an expensive forum. He needs time to think, weigh the pros and cons. And in order not to lose the client, and he is more likely to leave contacts, we give him a gift for booking participation.

Так он he gets into the funnel  and in the future, we could keep him busy with emails and other useful content.

Step 3: Prepare emails and messages for the funnel

Write a series of warm-up emails and messenger messages and connect to services.

Why it’s needed

A series of messenger messages and emails help bring the lead to purchase by closing objections, working through audience doubts and fears, and detailing benefits. This simplifies the work of the sales department: the audience is “insulated” during the call-through.

Step 4: Launch the advertising campaign

Написали рекламные объявления, отрисовали креативы, настроили таргет и запустили рекламные кампании.

Why it’s needed

It’s harder to get people to a live event than a free workshop. Especially since the audience was only cold, and this was the first time the event had been held.

It was important to get the attention right without making excessive promises, but also by showing the benefits and results.

Here is an example of advertising banners made for the project:

Two months were allocated for the collection of leads. As a result, a total of 47 ad campaigns were launched = 360 ad groups = 1,082 ads.

What the client got as a result

1) A working sales funnel for gathering an audience for a live educational event.

2) 450+ participants in the event.

3) A base of hot clients ready to come to a new event of this format.