No magic wand, no illusionist tricks, just a lot of patience and a lot of study, here is how I sold the course on the Editorial Plan that I created in collaboration with Monica Liverani on Instagram and more.
As I like to repeat, a marketing strategy must not involve a single channel , but much more, it must in fact be structured on different platforms, such as: the website and the newsletter.
In this article – which I do not write respecting the rules of seo copywriting because the aim is not to position yourself on Google with a specific keyword, but it is purely informative – I want to reveal the strategy that I implemented for the sale of this course, stuffed with numbers and timing.
Before getting to the heart of the article, I would like you to take one thing into account when reading: the data you will see are solely and exclusively related to sales during the launch period (4 days), which will then have to be integrated with the full price course sales that will take place in the following months.
Let’s get started.
The tools for implementing the strategy
To implement this strategy I used several tools, some I needed for other purposes but then they also came in handy for the sale of this course. I’m going to list them for you:
- Website (my website has been open for more than 3 years and has been monitoring and tracking all visitors ever since)
- Newsletter (open for 3 years, today it has 950 subscribers)
- Free Editorial Calendar Template created on Google Drive
- Social channels: Instagram and Facebook
- Business manager for the realization of advertising campaigns
As you can see, even if we talk about “selling on Instagram”, in reality it would be more correct to say “selling thanks to the support of Instagram”.
Now that we’ve seen the tools, let’s tackle budgeting in all its aspects.
The budget: how much I spent and in what terms
For the calculation of the budget we must not only focus on how much I have actually spent on advertising campaigns, but we must also consider the time spent on the realization of the course and other factors.
Here are all the elements to keep in mind when defining your budget:
- the time for creating the course
- the time for creating all the funnel content that will help me sell my product
- the final profit that I would like from the sale of the course
- the budget I want to invest in advertising campaigns
- the time I spend in promoting my course through the different channels
This in principle, even if to tell the truth the creation of the template of the Editorial Calendar (for example) is not exactly a cost for me since it is a template that I mainly create for myself and that I choose to share for free with my followers in exchange for the email contact (whoever wants to can then make a donation).
I’ll give you another example. The contents I create for the blog have a dual function: to help me increase organic traffic to my site and my brand awareness through social networks. In the specific case of this strategy I have created the following contents:
I then defined the price of the course:
- € 54.60 introductory price for those who were subscribed to my newsletter or had already purchased a course with me
- 64 € introductory price for all other users
- 84 € at full course
I also thought of a package that included my previous course, Easygram, entirely dedicated to Instagram, so that those who wanted to buy both would have saved a little more:
- 158 € discounted price by Easygram + Course on the Editorial Plan
- 208 € full price by Easygram + Course on the Editorial Plan
I then allocated 300 euros as a budget for the campaigns (from which I exclude the 150 euros invested in December for the contact acquisition campaign created to download the Editorial calendar, because thanks to the donations received I went even).
The sales funnel: what the user has to pay until the purchase
During the strategic phase that preceded the launch of the course, I thoroughly analyzed all the possible paths that my potential buyer could take to get to buy my product:
- User 1: does not know me yet
- User 2: already knows me and follows me on social networks, but is not subscribed to the newsletter
- User 3: follows me for some time and has subscribed to the newsletter
- User 4: has already purchased from me
Obviously, user 1 will have a longer purchase path than users 2, 3 and 4. This is why I will begin to show him the campaign promoting the article that talks about the importance of the Editorial Calendar, to which the landing page is linked for the download of the Excel template of the Editorial Calendar, whose registration confirmation page promotes registration on the waiting list for the launch of the course. Up to this moment, user 1 receives ONLY informative and free material.
Obviously there are two ways to start from here: those who subscribe to the waiting list will receive the introductory offer of € 54.60 via email, while those who do not register will be struck by a retargeting campaign upon leaving the course with the introductory offer of 64 €.
The sponsorship of content and the landing page for registration on the waiting list started in December 2019 and January 2020 respectively, the course was launched on February 17, 2020,
User 2, on the other hand, since he already follows me on social networks, but is not subscribed to the newsletter (and will not subscribe to the course launch waiting list) will be hit by a campaign with the objective of landing page view or conversion at launch.
Users 3 and 4 will be notified with an email of the exit of the course and prompted to purchase with another 2 emails until the last day on which the introductory price will be available.
Well, now that you know how I structured the sales funnel of the Course on the Editorial Plan, here are some numbers, relating to the sales obtained in the period between February 17th and April 25th.
Budget spent: 300 euros
Editorial Plan courses sold: 39
Total in euros: 1973,65 €
Instagram Package Course (Easygram + Editorial Plan) sold: 5
Total in euros: € 776.97
Total sales total: 2,750.62 €
As mentioned at the beginning these are partial data, the course is an ever-green course, because it teaches a working method that works beyond the evolution of the instruments, so as time passes I will evaluate the effective ROAS (Return On Advertising Spend).
Most of the purchases were made via newsletters, this indicates how the importance of retaining the public is fundamental to get to sell, but I probably would not have obtained such a satisfactory result if there had not been a constant “reminding” operation by Facebook and Instagram campaigns that I set up to remind users of the possibility of purchasing the discounted course.
In conclusion, selling on Instagram is possible , but you cannot think of selling using ONLY and exclusively this platform. The marketing strategy adopted to sell a product must be multichannel, as mentioned at the beginning, otherwise it is limiting and certainly does not bring results like those described above.
Do you want to try to sell on Instagram but you don’t know how to do it?
If you are thinking about how to sell your products on Instagram and you don’t know where to start, there is my personalized consulting service. An hour of Skype together to clear your mind and find the right way to sell your services and / or products.