Promoting a masterclass with Cold Outreach on Facebook: ROAS: 2710% in 1 month

Targeted Advertising on Social Networks

Our client is an experienced email marketing specialist. She started her career in Ukraine, working in e-commerce and B2B, but after the war she was forced to move to the UK. However, she did not stop her activities, but began to plan to enter the US and European markets.

431,66 $

advertising campaign budget

139 113

impressions of the advertising campaign

88 769

coverage

281

contacts (conversions) received

2,86 $

average conversion price

2 100 $

income from the sale of courses

from 9 600 $

revenue from the sale of services

2 710%

ROAS

Details

GEO

Ukraine and Europe

Target audience

Small and medium-sized businesses, as well as marketing professionals who want to improve their email marketing and LinkedIn outreach skills.

Niche

Marketing for B2B

She analyzed the market and chose a key direction – LinkedIn Outreach, because it is in great demand. This is due to the fact that LinkedIn limits the number of invitations that can be sent per week – only 150-200 invites. Our client managed to develop a unique approach that combines the use of email and LinkedIn, which makes her service indispensable in the market.

She offers three main services:

Training courses that provide a deep understanding of the tools of electronic marketing.
Consulting on the effective use of resources for business promotion.
Turnkey solutions that allow the client to focus on their business while she solves promotion issues.

She approached us with the idea of promoting a free master class that would help others master the Cold Outreach technology. At the same time, if desired, clients can switch to her paid course, where they will receive more practical skills and knowledge. Or, conversely, use the services of a turnkey expert.

Task

Our task was to promote a master class on outreach on LinkedIn and cold email for B2B sellers in the European market using the Facebook platform. During the analysis, we considered promoting on LinkedIn, but knowing the specifics of the platform, the ice would be expensive for us. Therefore, we stopped at promoting on Facebook.

Client: Outreach and Cold Email Specialist
Product being promoted: Masterclass for B2B sellers
Goal: 300 registrations
Traffic: to the website – conversion to registration
Traffic source: Facebook ads

Work progress

Stage 1 - Testing the “front door sale”

We used this stage as a hypothesis for our marketing strategy. During this stage, we demonstrated our creatives to a cold audience, inviting them to the master class in order to get registrations. Our main goal was to determine how effective the funnel is, which directly invites people to the master class without additional “warming up” of the audience with content. We allocated a budget of $600 for this stage. This stage lasted no more than 10 days, after which we were able to analyze the results.

Stage 2 - Advertising to a warm audience

The purpose of this stage was to reach out to the audience we had gathered during Stage 1. This step helped us identify those who were simply interested and those who were interested in the topic of the workshop. We allocated a budget of $300 for this stage, which lasted 7 to 10 days. It is important to note To launch advertising, it was desirable to have a properly designed business page on Facebook.

Stage 3 - Contacting potential customers

The third stage of our strategy was aimed at direct contact with potential clients. After they applied for the course, our client personally contacted them by phone or messenger. This was necessary to understand what exactly the client needed - additional training or turnkey implementation. As a result, she was able to reach 60% of those who applied. Of those 60%, half were interested in turnkey services. She successfully closed deals with 8 clients and sold 6 courses at a price of $350 each. The price for her services started at $1200.

Results of the promotion of the master class by Cold Outreach

Key results

431,66 $

advertising campaign budget

139 113

impressions of the advertising campaign

88 769

coverage

281

contacts (conversions) received

2,86 $

average conversion price

2 100 $

income from the sale of courses

from 9 600 $

revenue from the sale of services

2 710%

ROAS

Impressions: 139,113
Reach: 88,769
Spent: $431.66
Contacts (conversions) received: 281
Average price – $11.44
Revenue from sales of courses: $2,100
Revenue from sales of services: from $9,600
ROAS: 2,710%

Data from the account

Conclusions

We started the project with a funnel testing stage, where we determined the effectiveness of inviting the audience to a master class without additional “warm-up”. With the help of Facebook advertising, a warm audience was gathered, to which we approached with an offer to register for a master class. At the last stage, our client personally contacted potential clients, understanding their needs and offering additional training services or full promotion.

As a result of our work, we achieved our goal – we received 281 registrations for the master class. Our marketing strategy made it possible to attract small and medium-sized businesses, as well as marketing specialists who want to improve their skills in mail marketing and LinkedIn outreach.

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