“We made an all-time high revenue goal with one of our most important products! They truly cared about our goal, did an A+ job with strategy and implementation, and maybe most importantly, are kind, smart and caring people. They are one of my favorite parts of my team."

– Sarah Thomas, CEO-Founder Upper Clarity

Once a year, Sarah offers a live online training program to certify healers in crystal and stone medicine. Despite how great the course was her team struggled to make more money each year. To fix this, we created a comprehensive approach with the launch.

In just 4 weeks, we were able to capture 8,200 leads and generate $371,000 in sales – an all-time high revenue goal while coming under the ad spend budget with a 16X ROAS!

Here’s how we did it:

STRATEGIC ANALYSIS + AUDIT

This client has an established brand with a large amount of data to leverage. Here’s a complete checklist of must-haves for a successful launch for Sarah.

Tracking and pixel health: We ensured all ads are tracked accurately, verifying that the investment generates a return through pixel data.

Audiences: We focused on building and nurturing target audiences months before the launch with lead gen, boosted posts, and retargeting those who show interest with valuable information or lower-ticket offers. This client already had a healthy newsletter list of over 40K which we have been building together.

Placements: We analyzed where ads are placed and their effectiveness, including platforms like Instagram, Facebook, and Google.

Optimizations: We identified and tweaked underperforming parts of the funnel, whether it’s the ad, landing page, or targeting by running tests and reviewing insights from previous launches. 

Tech: Ensured all platforms (Kajab, Active Campaign, etc.) connections (zaps) were working. Explored adding in SMS reminders to help increase the webinar attendance.

Trends: We stay updated on Google’s and Facebook’s preferential campaign objectives, ensuring our clients leverage these to their advantage.

THE STRATEGY

Goal: 7,500+ leads under $3.50 lead to both warm and cold audiences. Overall goal $315K in sales revenue with 25K ad spend. Timeline 3.5 -4 weeks.

Engage: Maintain engagement to develop trust, encouraging participation in a webinar by boosting organic posts, authentically invitation videos and images, and having a high-touch email follow-up sequence. Reminder emails are key to the show-up rate. 

Optimize: We added a VIP offer to give additional value to students and help boost sales post-purchase.

Retarget: Utilize retargeting strategies to bring potential customers back to the sales page until they make a purchase with testimonial videos, invitation videos from the founder with urgency, and static images with branding from the sales landing page. 

THE CAMPAIGN

Here’s how we laid out the ad strategy:

Webinar Campaign:

We ran a series of creative assets explaining the pain points and benefits of the free webinar. Since we had data from previous launches, we knew what kind of messaging and creative resonated with her warm and cold audiences. This significantly helped with gaining lower-cost leads. Most of the ad budget is spent on IG/FB. A small budget was spent on Google search to capture anyone searching for the webinar or course. We also sent out a quick reminder ad to go to the webinar along with an email reminder segment. 

Sales Campaign:

The day after the webinar we started the sales campaign ads to all leads, people who went to the sales landing page and IG/FB engagers and followers. We formatted all the video and creatives to fit all ad placements. Here’s where both video and static image content shine, making sure people know about the offer and how it will benefit them and highlighting the urgency to attend since enrollment is only once a year. 

THE RESULTS 

We closed 232 sales for the class offer surpassing our goal! We also underspent the ad budget of 25K, using only 23K. The final lead count was 8,232 leads at a CPL of $1.62. Total revenue of $371K and 16X ROAS. 

We capped out the number of people who could attend the webinar at 1,000 and almost all of those folks stayed until the end of the webinar! Over 3,000 people watched the replay, and having a replay video is a must with a time limit to watch. 

The VIP offer brought in another $21.4K in revenue and we will definitely add it to our next launch. It’s a great way to add additional value to attendees who want it and we get a boost in sales that feels good. 

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