Evergreen Webinar Campaign​

Evergreen Webinar Campaign​

The Objective

Increase the Earnings Per Lead (EPL) for an existing online product being sold through an evergreen webinar and sales funnel.

The Challenge

The costs of paid traffic within the industry, particularly for webinar promotions were continuing to escalate, which would cause issues as we continued to scale the campaign. Recognizing the necessity of maintaining a low Cost Per Lead (CPL) in order to achieve our goal of increasing Earnings Per Lead (EPL), it became vital to develop an alternative strategy for attracting leads.

The Approach

Our approach focused on providing clarity to our audience, who were inundated with choices and unsure of the best path forward. Utilizing segmentation and ABM marketing principles, we implemented a quiz before the webinar to accurately guide individuals based on their needs. By tailoring our messaging and sales funnel to each respondent’s stage in their journey, we ensured a personalized experience that addressed their concerns and encouraged action, all while maintaining transparency and support.

This shift in strategy increased the Earnings Per Lead (EPL) on this campaign by 39%.

My Key Responsibilities:

  • Strategizing and creating a quiz that would segment new leads according to key stages of the offer.
  • Rework webinar script and slide deck, utilizing market research insights.
  • Creating or revising all landing pages, opt-in pages, sales pages and checkout pages needed.
  • Writing all sales funnel emails, utilizing ABM practices and audience segmentation to increase conversions.
  • Strategizing, creating and scaling paid traffic campaigns for Facebook and Instagram.
  • Creating organic social media content and email marketing materials to consistently promote the campaign.
  • Tracking and analyzing social media, email and paid advertising efforts and making adjustments as needed.