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How to get 1,220 orders worth more than 21 million rubles in 2 weeks using 2-week warm-up technology
Step-by-step analysis of the case
What is the warming technology, I wrote in the article #warm_plus
in my Instagram account:
https://www.instagram.com/plyusov/?igshid=rwsvxc3zi4pi
So get right to the point
What happened BEFORE?
There was a hyped Instagram account on which the blogger had already tried to launch his online course. The account was not a business, purely humorous content. The sales model was that people were driven to a Telegram channel where a free marathon was held. After 5 days of the marathon, there was a standard sale.
The revenue was a maximum of 300-400 thousand rubles with a check of 3-5 thousand rubles. As you understand, this is very little, because then the group needs to be led to the result, and this is almost a month of daily work with expenses for various services and PO.
It is worth noting that when we work with bloggers, it is very important to properly consider the choice of a product. It should be massive. What everyone needs now.
I often see experts or bloggers launching an online course that has never had and will never have mass participation. This is not what EVERYONE wants. Examples of mass-produced products:
Online profession training, remote earnings
Instagram Promotion Course
A course on how to lose weight / get younger / become beautiful — in general, you understand the principle.
What everyone naturally wants. Everyone wants to look good and earn a lot. Yes, the principle is quite banal, but the fact is the fact.
Accordingly, we have come up with a new product for the blogger. Instead of emancipation courses, we started selling remote earnings training and teaching how to earn good money in quarantine. I DON'T GO into the specifics of the product specifically — THE PRINCIPLE IS IMPORTANT.
So, we fixed it: FIRST, the PRODUCT must be mass-produced. The kind that everyone wants.
The second is the sales model. I subscribed to big bloggers and started recording for myself how they warm up the audience before sales. Long before its launch. In fact, all big companies do this.
in my Instagram account:
https://www.instagram.com/plyusov/?igshid=rwsvxc3zi4pi
So get right to the point
What happened BEFORE?
There was a hyped Instagram account on which the blogger had already tried to launch his online course. The account was not a business, purely humorous content. The sales model was that people were driven to a Telegram channel where a free marathon was held. After 5 days of the marathon, there was a standard sale.
The revenue was a maximum of 300-400 thousand rubles with a check of 3-5 thousand rubles. As you understand, this is very little, because then the group needs to be led to the result, and this is almost a month of daily work with expenses for various services and PO.
It is worth noting that when we work with bloggers, it is very important to properly consider the choice of a product. It should be massive. What everyone needs now.
I often see experts or bloggers launching an online course that has never had and will never have mass participation. This is not what EVERYONE wants. Examples of mass-produced products:
Online profession training, remote earnings
Instagram Promotion Course
A course on how to lose weight / get younger / become beautiful — in general, you understand the principle.
What everyone naturally wants. Everyone wants to look good and earn a lot. Yes, the principle is quite banal, but the fact is the fact.
Accordingly, we have come up with a new product for the blogger. Instead of emancipation courses, we started selling remote earnings training and teaching how to earn good money in quarantine. I DON'T GO into the specifics of the product specifically — THE PRINCIPLE IS IMPORTANT.
So, we fixed it: FIRST, the PRODUCT must be mass-produced. The kind that everyone wants.
The second is the sales model. I subscribed to big bloggers and started recording for myself how they warm up the audience before sales. Long before its launch. In fact, all big companies do this.
By the way, I eventually bought a course from her)))
3. We think about what objections they may have, because of which they will NOT buy your product.
For example, in our course it was necessary to be able to create a website on the constructor and make traffic. For many, it may seem that making a website is very difficult. Accordingly, we have shown that using the constructor TEMPLATE, this can be done in one day. THE OBJECTION "DIFFICULT" was closed.
When the psychotypes of CA, pain and main objections are prescribed, it remains only to come up with a series of content for Stories that will cover all these pains.
We've been doing this kind of content for two weeks. Every day I prescribed each story in the content plan: what we would show (there were about 15-20 of them per day), necessarily elements of variation so that they were different and it was not boring to watch (photos, videos, pictures, timelaps, screencast, question answer, survey ...).
This is how we get our audience to the point where they start asking you to "DO A COURSE ON THIS TOPIC, I
3. We think about what objections they may have, because of which they will NOT buy your product.
For example, in our course it was necessary to be able to create a website on the constructor and make traffic. For many, it may seem that making a website is very difficult. Accordingly, we have shown that using the constructor TEMPLATE, this can be done in one day. THE OBJECTION "DIFFICULT" was closed.
When the psychotypes of CA, pain and main objections are prescribed, it remains only to come up with a series of content for Stories that will cover all these pains.
We've been doing this kind of content for two weeks. Every day I prescribed each story in the content plan: what we would show (there were about 15-20 of them per day), necessarily elements of variation so that they were different and it was not boring to watch (photos, videos, pictures, timelaps, screencast, question answer, survey ...).
This is how we get our audience to the point where they start asking you to "DO A COURSE ON THIS TOPIC, I
Next, we make the standard packaging of the main product (landing page) + integration with Get Course.
IMPORTANT: we do not open sales immediately. We say that we need to wait a bit. We are preparing a good product. That's the way it is. It is not always possible to do everything efficiently quickly. And don't be afraid to delay the product launch dates a bit. This will only spark additional interest.
After that, our sales model was divided into 3 sales windows.
We have made a plan for each stage of the work:
IMPORTANT: we do not open sales immediately. We say that we need to wait a bit. We are preparing a good product. That's the way it is. It is not always possible to do everything efficiently quickly. And don't be afraid to delay the product launch dates a bit. This will only spark additional interest.
After that, our sales model was divided into 3 sales windows.
We have made a plan for each stage of the work:
The first sales window
Direct sales after a two—week warm-up for those who are already ready - we collect the cream. We are making a minimum price for this segment — a super cool offer, the so-called Early Birds.
Here, of course, we were not immediately ready for such an influx of applicants (to be honest, I bet as always on the webinar — but everything turned out quite differently))
Direct sales after a two—week warm-up for those who are already ready - we collect the cream. We are making a minimum price for this segment — a super cool offer, the so-called Early Birds.
Here, of course, we were not immediately ready for such an influx of applicants (to be honest, I bet as always on the webinar — but everything turned out quite differently))
Do you see these spikes on the chart? The first three are the sales days immediately after the launch. They gave the maximum profit.
In one day, we hired 4 managers to the team. We did everything very quickly. Since the salespeople were completely new, we needed to somehow control this entire system.
Firstly, we developed an order processing process in order not to pay% to managers for customers who paid independently through acquiring..
In one day, we hired 4 managers to the team. We did everything very quickly. Since the salespeople were completely new, we needed to somehow control this entire system.
Firstly, we developed an order processing process in order not to pay% to managers for customers who paid independently through acquiring..
The system waited for 10 minutes and put the squeeze on the emails: we tried our best to reduce the burden on the sales department.
The second thing I did was to organize the quality department. I took a person who listened to the calls and filled them out according to a special checklist.
The second thing I did was to organize the quality department. I took a person who listened to the calls and filled them out according to a special checklist.
As a result, I collected all this into a single statistic and saw the performance of each manager for each block.
If you need such a table, write to me in Yandex.Direct. I hope it will help to increase your sales.
As a result, it was clear where each manager needed to add. Thus, we raised the final conversion from order to payment from 43 to 70%. With a check of 16 thousand rubles, 27% is a very serious delta.
As a result, it was clear where each manager needed to add. Thus, we raised the final conversion from order to payment from 43 to 70%. With a check of 16 thousand rubles, 27% is a very serious delta.
We also set up dashboards for each manager to see their indicators live and, depending on them, give the best managers the best applications.
So we have 2 departments, according to priority. Managers sought to increase their conversion rate (from the orders they received to payments) in order to put the squeeze on each transaction.
So we have 2 departments, according to priority. Managers sought to increase their conversion rate (from the orders they received to payments) in order to put the squeeze on each transaction.
The second sales window
A selling webinar for those who couldn't make up their mind.
From the point of view of the webinar itself, it was a standard launch.
As always, we planned 3 scenarios (A - B - C), and the webinar worked worse than average.
A selling webinar for those who couldn't make up their mind.
From the point of view of the webinar itself, it was a standard launch.
As always, we planned 3 scenarios (A - B - C), and the webinar worked worse than average.
We have implemented an interest-free installment plan from Tinkoff Bank, so the percentage of payment from the webinar is much lower. It greatly increased the transaction cycle for us, there were many technical difficulties, but people who did not have money at the moment had the opportunity to participate in the course. I'm sure that's why there are a lot more orders. The gray column is ORDERS.
http://joxi.ru/zANOLkZC6zNBpr
What is unusual for me is that 4,145 people came to the webinar. I have never worked on webinars with so many participants before. I was worried that the broadcast would not survive, but everything went well.
What is unusual for me is that 4,145 people came to the webinar. I have never worked on webinars with so many participants before. I was worried that the broadcast would not survive, but everything went well.
We also had 2 speakers on this web who were in different cities. They had to call each other on Skype and through OBS show a picture of one as a piece of the screen. They didn't come up with anything smarter)))
The reach to the webinar = 81% of the leads per entry into the room. A very good indicator. We worked through the BotHelp service, and it did not let us down on such a volume. Plus, it allows you to set goals for links in order to know which users specifically were at the webinar and who were not. Before that, we worked through Botmother, he did not give us such an opportunity. For the price, we gave 3 thousand rubles for it.
The reach to the webinar = 81% of the leads per entry into the room. A very good indicator. We worked through the BotHelp service, and it did not let us down on such a volume. Plus, it allows you to set goals for links in order to know which users specifically were at the webinar and who were not. Before that, we worked through Botmother, he did not give us such an opportunity. For the price, we gave 3 thousand rubles for it.
Another cool thing that BotHelp allowed us to do: during the webinar, we hid Easter EGGS. Three digits at the beginning, in the middle and at the end. Webinar participants collected these numbers and inserted them into their bot to receive awesome gifts.
This gave a very good retention of people throughout the webinar. I used it myself for the first time, I did not expect such an effect.
The third sales window
Of course, by that day the whole team was already terribly tired. By the way, many thanks to every person who participated in this launch. We pulled out an unrealistic amount of tasks — I do not describe most of them, while our production center is running more than one project in parallel, and it was not easy for us to cope.
When we started to gather people for the marathon, we already had more than 5 thousand participants in the messenger in our database. But only 500 of them re-registered for the marathon. The total number of registrations for the marathon was 3,550. On the first day, almost 2 thousand people came in. By the way, we made a small mistake here, as we did not make a daily price increase for the days of the marathon. We realized this after we announced to all participants that the price would not change before the start of the course.
During the entire launch, we raised prices by several thousand every 3 days, which gave surges in sales in the last days before the rise. And an additional precedent for managers to call.
The third sales window
Of course, by that day the whole team was already terribly tired. By the way, many thanks to every person who participated in this launch. We pulled out an unrealistic amount of tasks — I do not describe most of them, while our production center is running more than one project in parallel, and it was not easy for us to cope.
When we started to gather people for the marathon, we already had more than 5 thousand participants in the messenger in our database. But only 500 of them re-registered for the marathon. The total number of registrations for the marathon was 3,550. On the first day, almost 2 thousand people came in. By the way, we made a small mistake here, as we did not make a daily price increase for the days of the marathon. We realized this after we announced to all participants that the price would not change before the start of the course.
During the entire launch, we raised prices by several thousand every 3 days, which gave surges in sales in the last days before the rise. And an additional precedent for managers to call.
Final figures:
THE FIRST SALES WINDOW AFTER THE REALITY SHOW = 7 million rubles. Orders for 10 million.
THE SECOND SALES WINDOW (WEBINAR) = 3.2 million rubles. Orders for 6 million.
THE THIRD SALES WINDOW (3-DAY MARATHON) = 2.2 million rubles of Orders for 4.5 million rubles.
The main conclusion that I wanted to convey to every reader who is engaged in online education, be it a producer or an expert, and even in traditional business.
Revenue is a manageable indicator, and depends only on your activity. Many people think that business is like luck (if a client comes, I'll earn, if he doesn't come, I won't earn), but in fact, as @Dashkiev said recently in his live broadcast, business has a statistical nature. Each indicator depends only on ourselves. It is extremely important to financially plan every step/marketing activity. When you have a plan/fact, you begin to understand at which step something didn't work. Such daily reconciliation of KPIs gives a clear understanding of what needs to be improved.
THE FIRST SALES WINDOW AFTER THE REALITY SHOW = 7 million rubles. Orders for 10 million.
THE SECOND SALES WINDOW (WEBINAR) = 3.2 million rubles. Orders for 6 million.
THE THIRD SALES WINDOW (3-DAY MARATHON) = 2.2 million rubles of Orders for 4.5 million rubles.
The main conclusion that I wanted to convey to every reader who is engaged in online education, be it a producer or an expert, and even in traditional business.
Revenue is a manageable indicator, and depends only on your activity. Many people think that business is like luck (if a client comes, I'll earn, if he doesn't come, I won't earn), but in fact, as @Dashkiev said recently in his live broadcast, business has a statistical nature. Each indicator depends only on ourselves. It is extremely important to financially plan every step/marketing activity. When you have a plan/fact, you begin to understand at which step something didn't work. Such daily reconciliation of KPIs gives a clear understanding of what needs to be improved.
And for those who want our team to make a similar launch for you
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