Promotion of the service with aligners
Request: Set up the traffic system and make the first sales of the product
Input data: We have already worked with a marketing team and separately with specialists in SMM and Targeted Advertising for six months, but there were no sales, chaotic management of the accounts, unexplored PAIN (pains, fears, desires, beliefs) of the target audience, the product was not understood by the audience. Dead Instagram after the giveaway.
What was done:
First of all, we divided responsibilities with the partner, he worked strictly on SMM, and we on advertising, periodically had planning calls with the partner.
Conducted an audit of the advertising account (before that, the previous specialists completely cleaned up the previous advertising campaigns, but we have been working in targeted advertising for several years and know how to review deleted campaigns) - it was a disaster!
There were 183 leads in the account at a price of $0.07, but when we dug deeper, we found out that the optimization moment was being recorded when a person just visited the site...
Next, we conducted an analysis of the markets of Ukraine, Europe, and the USA (where this innovative product gained popularity), identified several hypotheses for ourselves, and prepared a promotion strategy.
Prepared the advertising account for launch, set up all technical settings, even bought an account to bypass the prepay system (double charging), but later created a new account and resolved the prepay issue with support so that we could work peacefully.
We also fully digitized the business, calculated the UNIT economics to have a clear reference point for the maximum acceptable lead price and the maximum acceptable sales price.
First launch
Our first launch was almost on February 14th, the partner and the team were proactive, and we decided to warm up with a discount through Instagram, where I personally participated as an interviewer of people in Lviv.
What were the results?
We received 12 leads at $6.75, understood how the audience reacted to our advertising, and felt the pain points of people that needed to be addressed in the content.
After the end of the promotional offer, our results significantly dropped, and we understood why, constantly patched up holes in the old site, optimized it, suggested to the owner to replace this site because after the initial results, we saw that we wouldn't get far and no matter how hard we tried, you can't make a candy from trash.
So we made a decision and scheduled a call with the owner, where we said either we change the site or we end cooperation. Although the results for the first month of work were quite good - 4 sales, compared to the previous specialists who worked for over six months and didn't bring any sales or leads. But we knew that we could achieve much better results, and it was great that the owner trusted us - we are making a new site.
MARCH-APRIL
Practically all the focus of our attention with the partner was on the development and approval of the new site, simultaneously we developed the brand book of our company and focused on more strategic tasks for the company's development, such as partnerships, cross-marketing, and others.
The content on Instagram was working, advertising was on hold, only promo campaigns were running on minimal budgets so that we wouldn't be forgotten, and this in turn brought us 2 more sales.
APRIL-MAY
At the end of April, we received a new site and immediately launched advertising for testing to compare conversion rates relative to the old site, where it was approximately 1.3%.
Summarizing the results:
Budget spent: $1130.47
Number of sales: 16
Cost per sale: $70.65
Sold for: $13,244
We have been working with the client for 10 months, where in September we achieved a million turnover in a month.
Input data: We have already worked with a marketing team and separately with specialists in SMM and Targeted Advertising for six months, but there were no sales, chaotic management of the accounts, unexplored PAIN (pains, fears, desires, beliefs) of the target audience, the product was not understood by the audience. Dead Instagram after the giveaway.
What was done:
First of all, we divided responsibilities with the partner, he worked strictly on SMM, and we on advertising, periodically had planning calls with the partner.
Conducted an audit of the advertising account (before that, the previous specialists completely cleaned up the previous advertising campaigns, but we have been working in targeted advertising for several years and know how to review deleted campaigns) - it was a disaster!
There were 183 leads in the account at a price of $0.07, but when we dug deeper, we found out that the optimization moment was being recorded when a person just visited the site...
Next, we conducted an analysis of the markets of Ukraine, Europe, and the USA (where this innovative product gained popularity), identified several hypotheses for ourselves, and prepared a promotion strategy.
Prepared the advertising account for launch, set up all technical settings, even bought an account to bypass the prepay system (double charging), but later created a new account and resolved the prepay issue with support so that we could work peacefully.
We also fully digitized the business, calculated the UNIT economics to have a clear reference point for the maximum acceptable lead price and the maximum acceptable sales price.
First launch
Our first launch was almost on February 14th, the partner and the team were proactive, and we decided to warm up with a discount through Instagram, where I personally participated as an interviewer of people in Lviv.
What were the results?
We received 12 leads at $6.75, understood how the audience reacted to our advertising, and felt the pain points of people that needed to be addressed in the content.
After the end of the promotional offer, our results significantly dropped, and we understood why, constantly patched up holes in the old site, optimized it, suggested to the owner to replace this site because after the initial results, we saw that we wouldn't get far and no matter how hard we tried, you can't make a candy from trash.
So we made a decision and scheduled a call with the owner, where we said either we change the site or we end cooperation. Although the results for the first month of work were quite good - 4 sales, compared to the previous specialists who worked for over six months and didn't bring any sales or leads. But we knew that we could achieve much better results, and it was great that the owner trusted us - we are making a new site.
MARCH-APRIL
Practically all the focus of our attention with the partner was on the development and approval of the new site, simultaneously we developed the brand book of our company and focused on more strategic tasks for the company's development, such as partnerships, cross-marketing, and others.
The content on Instagram was working, advertising was on hold, only promo campaigns were running on minimal budgets so that we wouldn't be forgotten, and this in turn brought us 2 more sales.
APRIL-MAY
At the end of April, we received a new site and immediately launched advertising for testing to compare conversion rates relative to the old site, where it was approximately 1.3%.
Summarizing the results:
Budget spent: $1130.47
Number of sales: 16
Cost per sale: $70.65
Sold for: $13,244
We have been working with the client for 10 months, where in September we achieved a million turnover in a month.
Ukraine 
Available for hire