3
Online education
Lead generation for the webinar
Lead generation for the webinar
"Messenger marketer - profession 2021"
GOAL
Registration for a free webinar on messenger marketing to sell the main course.
GEO: Russia, Ukraine, users who know Russian and Ukrainian in European countries.
The purpose of the webinar is to familiarize people with a new profession, its capabilities and invite them to individual paid training. Registration for the webinar was through a mini landing page with a subscription to the chatbot.
GEO: Russia, Ukraine, users who know Russian and Ukrainian in European countries.
The purpose of the webinar is to familiarize people with a new profession, its capabilities and invite them to individual paid training. Registration for the webinar was through a mini landing page with a subscription to the chatbot.
What was done on the project:
- connected analytics system Google Analytics, Facebook Pixel, Google Tag Manager;
- connection of Conversions via API to track actions in the chatbot;
- a chatbot was developed for collecting and segmenting the audience;
- conducting targeted advertising Facebook, Instagram.
Facebook & Instagram Ads
Registration for the webinar on the site:
- CTR for the period is 2.18%;
- CPA for registering for a webinar in a chatbot - $ 0.43 (the price strongly depended on the country);
- CR in registration through a mini-landing — 65-80%.
Funnel inside the chatbot for registering for a webinar and boosting
The bot was handed over to the Smart Sender constructor
Conclusion
For the target, an audience was chosen that is interested in the profession of a marketer, SMM, manager, and the like. For us, people who are already "in the know" were important, as well as those who want to get a remote profession, but are not familiar with the direction of messenger marketing.
Also, a base was collected from webinars that were launched earlier, bases from Vkontakte were parsed for the "target" segment.
As a result, the most active audience that fell into the funnel were people interested in the remote profession, as well as digital marketing.
Also, a base was collected from webinars that were launched earlier, bases from Vkontakte were parsed for the "target" segment.
As a result, the most active audience that fell into the funnel were people interested in the remote profession, as well as digital marketing.
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