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Facebook Lead Generation - LearnDirect - Case study.pdf

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Facebook Lead Generation - LearnDirect - Case study.pdf

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In 7 months, we've established a steady flow of high-quality leads that are more easily turned into course sales. We have assisted in breaking the client's sales record and achieved a consistent ROI of more than 400% for 3 consecutive months in a row.

NN.PARTNERS
WE DELIVER GROWTH

In 7 months, we've established a steady flow of high-quality leads that are more easily turned into course sales. We have assisted in breaking the client's sales record and achieved a consistent ROI of more than 400% for 3 consecutive months in a row.

NN.PARTNERS
WE DELIVER GROWTH

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Facebook Lead Generation - LearnDirect - Case study.pdf

  1. 1. LearnDirect Facebook Lead Generation Case study WE DELIVER GROWTH
  2. 2. Consistent ROI of more than 400% on TOFU Lead Generation Facebook Campaign Key Results of the Project Found an effective ratio of CPL to revenue Developed an Evergreen setup with more than 400% ROI For 3 consecutive months broke the client's record for nursing course sales
  3. 3. Background 🚀
  4. 4. The Client Learndirect is the UK’s largest provider of skills, training and employment services. It helps people to kick-start their careers with qualifications in everyday skills like maths, English and IT, along with vocational qualifications in a variety of industries. 🧩 The Product Access to Higher Education (Nursing) course This client's flagship product that is vocation focused and equips students with knowledge and competencies specific to nursing as well as components that concentrate on teaching people the study skills necessary for further education.
  5. 5. The Objective Quantity of leads 👥 Our Starting Point Our collaboration began in early March 2022, when the client's normal Facebook engagement model was no longer providing the appropriate amount of leads at a reasonable price owing to a mix of global and paid campaign issues. The campaign on Facebook was originally launched by a specialist on the client side in December 2021 with the objective of generating as many leads as possible for further qualification and processing by the sales team. Finding adequate cost per lead 💰 Hitting monthly sales goals 🎯 We started simple and evolved with the client throughout the cooperation until we reached a point that worked for everyone.
  6. 6. Our hypotheses 💡
  7. 7. Our hypotheses regarding why performance had declined so dramatically: Striving to micro-manage the budgets The client sought to control the sales team workload by utilising the daily campaign budget and assuming the CPL level as a constant. Daily budgets might thus change by a factor of 2-2.5, entailing constant re-learning of ad sets and making outcomes less reliable and predictable. Avoiding audience segmentation while having a sufficient budget for that Not taking advantage of all capabilities of rotating new creative ad copies Throughout the campaign's 3 months of self-management, the major focus was on one audience consisted of a set of limited nursing-specific interests combined with some broader ones in one place. Over three months, as investments in a specific audience increased, so did the frequency of showing the ad to a single user. In the first three months of the campaign, a single ad creative consumed 97% of the budget. Several attempts were made to add new ad copy, but they had all gone dark by the time we took over the account. With only one winning ad in rotation, the client suffered audience fatigue and increased CPL.
  8. 8. Our Progress Preliminary Examination & Onboarding Hitting Cost per Lead Goals From Leads to Sales Evergreen Setup
  9. 9. Early March 2022 Do our Homework Step One When NN Partners was approached, the client had been running a campaign for three months and had an idea of how their product, sales team, and the pipeline worked. They might have proceeded on their own, but came to us for a qualitative shift based on our expertise. And we needed to provide something different than what had previously worked for the client. We began our work by conducting our own research on the product, the target audience, and the history of communicating with it. We reworked the features of the product into an offer to attract new clients: You don’t need to wait for a specified time of the year to enrol. The course is flexible and learners can attend the course anytime during the year. This course allows learners to work towards their nursing careers while maintaining their existing obligations. You can spread the cost over instalments and there’s no need to pay the full price to start learning. Suits for anyone who has been out of full-time education and would like to go on to higher education. No formal qualifications needed. What is the purpose of this? We wanted to bring attention to our offer's strengths so that we could subsequently tailor our communication to clients' pain points and primary reasons for purchasing a course from learndirect.
  10. 10. Late March 2022 Measuring the depth Step Two We were first given a small portion of the campaign budget to test our hypotheses and uncover new working audiences and creatives. We also tried 5 fresh headlines and 5 new creative text copies at this period to supplement the creatives in the rotation. As a result of this stage we learned the following facts: Even old and saturated audiences can be revitalised by rotating in fresh creatives 55+ female cohort unexpectedly provided us with the cheapest leads but very low conversion rate Male-only audiences did not resonate as expected even when they received personalised messages Career, Employment, Distance education - these became our focus of interest in targeting This was all part of developing a vision of working with the target audience, but there was still a long way to go before we could draw accurate portraits. We set up an interview with a salesperson and drafted a list of questions of interest. By the way, it was one of the best ideas and should have been done earlier! The conversation revealed priceless data about those who booked the course, as well as their major concerns and problems. By the end of March, we had earned the client's trust enough to begin handling the whole campaign budget independently.
  11. 11. As a result we compelled 2 target audience profiles: Unskilled or less qualified workers who wish to change careers to nursing. Health-care professionals who work in less skilled positions but hope to make it big someday. Profile 1 Profile 2 Due to their former experience and knowledge obtained from working at the NHS, these professionals exhibit an innate sense of selflessness towards their work; always willing and ready to offer assistance without hesitation or regard for themselves. Ideally they hope to progress within their field while also raising an adequate salary and exploring new opportunities. Currently employed in service related occupations, these people have already been exposed to the needs of other individuals but may not be able to develop their potential because they lack formal education which would lead them down this road. They want to earn a nursing degree and make themselves indispensable in one of the fastest growing fields where healthcare professionals are always in demand.
  12. 12. April - May 2022 From Leads To Sales Step Three Although we were able to fulfil our lead generation objective at a lower cost, once the customer had enough time to assess our efforts, they made it clear that sales were still falling short of their expectations. As a result, we sought to improve lead conversions so that they would correspond with the client's business goals. Instead of relying exclusively on data from the Ads Manager to optimise the performance, we focused on what happened to the leads once they are transferred to the CRM. We were able to tap into the data of the sales processes and find valuable insights about: Sales cycle length (there is a time lag between a lead and payment in more than 60% of the deals) The workflow of lead processing Success rate of managers dedicated to nursing course leads Opportunity to re-engage leads that don’t respond to sales people We didn't have any sales objectives initially, only a broad intention to boost sales and figure out how to achieve long-term sustainability in terms of course sales. Finding an acceptable revenue target was thus one of our objectives for this timeframe.
  13. 13. April - May 2022 From Leads To Sales Step Three All of the analyses assisted us in shifting our attention to ROI and sales objectives. And you can see that there was a point where we started to grow in our results (* Any Touch ROI is ROI including assisted conversions).
  14. 14. June - September 2022 Evergreen Sales Focused Campaigns Step Four To stay on top of performance, we implemented a variety of analyses and reporting on a monthly, weekly, and daily basis. Daily As a result, we have found out that a number of creatives and audiences have consistently good results for both leads and sales. Thus we decided to build our Evergreen core part of the campaign. Weekly Monthly Leads, CPL, Sales, Cumulative ROI Creative and Audience performance Time Lag analysis, overall monthly performance As an outcome of the selection process, we developed our final structure, which includes a permanent evergreen component that we revive with new creative concepts on a regular basis, as well as some room and budget to test new ideas and compare them to our benchmarks.
  15. 15. The Result 🔥
  16. 16. March - September 2022 From Leads To Evergreen Sales Campaign The Result In just 7 months, we've established a steady flow of high-quality leads that are more easily turned into course sales. We have assisted in breaking the client's sales record and achieved a consistent ROI of more than 400% for 3 consecutive months in a row.
  17. 17. Contact us Porto, Portugal Co-Founder Nikita Vdovenko nik@nn.partners +1 727 300 2613 Dnipro, Ukraine Co-Founder Mykyta Soima +380 (63) 178-40-49 msoima@nn.partners

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