In previous months we first tried the strategy of doing a live launch for another course of hers that got decent sales but it wasn't hitting the numbers we were looking for. We had also implemented an evergreen funnel for her that we were testing, but Emily did feel like this wasn’t the most impactful way to approach her audience. From these findings, we knew we needed to pivot and look at our options to choose the most impactful path going forward. 

Emily expressed that the Dramatic Sports Photography course was her highest converting product so we shifted our focus to driving traffic here in March. We started with ads sending people directly to the sales page, resulting in a 1.2x ROAS. This showed us that her audience needed a little more warming up before they felt ready to convert. We then designed a lead generation funnel that aligned with the needs of her audience so that they would feel ready to buy by the time they landed on the sales page. 

We consistently see that adding high-value content prior to asking for a sale dramatically increases conversions. To create this we first dug deep into the pain, frustrations, and desires of the ideal customer so that the lead magnet led to not only inexpensive leads but also created the exact experience we needed to convert buyers. 

In Emily’s case, she sees that many photographers struggle with knowing what equipment they need for sports photography because it’s typically different from portrait, family, senior, etc. They find it really frustrating when they go to offer this service to their clientele only to discover that they don’t have what they need to achieve the look they’ve promised. Then they go online to try to figure it out and they’re overwhelmed by all of the information that is possibly outdated anyway.

Emily already had a sports photography equipment list so we decided to make that the gateway into her funnel. It’s simple and easy but offers a quick win that builds trust between her and her audience.

Then on the ‘Thank You’ page, we led everyone directly to the Dramatic Sports Photography course because in most cases, if someone’s looking for help and they find a resource that’s in alignment with their needs and makes sense price-wise, they’ll convert on the spot.

But to be thorough, every opt-in also received nurture emails that helped them overcome objections and funnel into the course at a later point.

All of these efforts led to not only us achieving our goal of raising her 1.2x ROAS to 2x ROAS (and beyond), but also came together to develop a marketing strategy that is proving to bode well with her audience and convert! Keep reading to see how this all came together!