Sonya Siderova

Lead Generation

Introduction from Emily

This month we are thrilled to feature our client Sonya Siderova! Sonya has been working with Team Hirsh for a little over 3 months and came to us looking to generate more leads for their SAAS product. 

Nave’s Analytics Suite makes it easier for agile teams to complete tasks and projects on time by identifying problems with ease and focusing on improving workflow efficiency. It works over existing project management solutions such as Asana, Trello, Azure DevOps, and others by letting users see where bottlenecks are and where they can streamline their processes. 

When Sonya came to us she had an idea of who her ideal customer was and mostly relied on organic reach and content she created about project management. This was (and is) extremely valuable to her audience, but the problem was that more of the right people needed to see it.

Sonya’s current audience was mainly from outside of the US and she specifically expressed that her goal was to target US customers. She also had several lead magnets to help grow her email list, which was a marketing tool we were keen to leverage with this type of business. Lastly, our team noticed that most of the interests we wanted to target on Facebook for Sonya’s super niche market were not available, and we knew we had some work to do there.

This all led to us going back to the basics and narrowing our efforts down to growing an audience that Sonya would then be able to leverage and retarget for upcoming launches.

As I always say, your warm audience is your most PROFITABLE marketing tool, and if you have that, sales become easy.

The Strategy

Our main objective for Sonya was to generate more aligned leads so we focused our efforts on building her an email list that would funnel cold leads into signing up for a free trial. We were not seeing the results we wanted with the first lead magnet so we quickly set up an additional messaging deep-dive call with Sonya, a service we offer in all of our agency programs, so that our team could pull out the specific pain, frustrations, and desires of her audience. 

In most cases, if you’re not seeing results, it’s not a value issue, it’s a messaging issue. If your ideal customer can’t see how your offer is going to get them what they want, they won’t bite. That’s why our team is so diligent with testing and refining the messaging on all of our ad materials.

Sometimes your target audience isn’t what you think

Our approach was to really dig into who Sonya’s ideal customer was (which was a shift from who we originally thought) and what their main problems were. This helped us narrow down and pinpoint our targeting to be more effective and results-driven. There is no room for ego in marketing. That is something I genuinely think puts Team Hirsh above the rest, is that we are dedicated to figuring out what actually works, and not forcing our strategies onto our clients. We know how important it is to collect data and to test different options to ensure that you’re seeing the results you desire.

Once we shifted who the ideal customer was, we did an audit of another one of Sonya’s lead magnets and made sure that the promise of the lead magnet was hitting the most pressing pain points for the target audience. This guaranteed a quick win and instant gratification that would help build trust and further, result in higher conversion rates in our funnel.

Messaging is the key to conversions

From there we honed in on the ad messaging to make sure that our marketing efforts were being seen by this new target audience. We did a deep analysis of Sonya’s competitors to see what language was being used to market to this consumer. Our copy team was able to use that as inspiration to create copy that was simpler, more direct, and benefit-driven and spoke directly to those we wanted to attract.

ALWAYS test and prove your strategies!

Then to prove this new strategy, we tested for different audiences inside of Facebook in order to find the ones that would ultimately drive traffic and conversions. 

By taking the time to strategize and use the data to our advantage, we were able to remove Sonya’s roadblocks that allowed fresh leads to flow through her new and improved lead magnet and into her funnel.

The Results

  • After defining what needed to be readjusted and realigned, our team launched Sonya’s new campaign on January 19th of this year. Since then the cost per lead went from $40+ down to $7.53 and she has added 542 leads to her list.
  • We’ve had a successful 32%+ conversion rate with this new target audience, which means that not only are we finding her people, but they are responding very well to the ad copy & creative our team has created.
  • Our biggest win though was successfully helping Sonya build a warm audience that she can now leverage to boost sales and scale her business to new heights. 
  • The factors driving these results were our strategies that were custom-created for Sonya’s audience, focusing on one strategy and perfecting it, taking data and numbers into consideration, and then tailoring the creative and messaging to appeal to her ideal target audience.

The Impact:

Transformative Impact

By the end of this process, Sonya wasn’t just pleased with the results, but she was impressed with our team's dedication to finding her perfect strategy. She appreciated the deep-dive call and our proactive approach to switching up strategy and pivoting quickly.

Now Sonya has dialed in messaging and a clear understanding of who her ideal customer is. She also has robust funnels that are actively converting to cold audiences that will be her catalyst for more sales as we progress.

Overall, Sonya feels empowered and in control over her results. She is now able to have the data she needs to move forward with running ads and driving sales for her impactful and innovative software.

At the end of the day, businesses need Sonya’s software and it could be the tool that completely changes their company and helps them elevate to the next level. It’s in everyone’s best interest that she gets her message out into the world, and we are honored to be a part of her journey.

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"The team at Hirsh Marketing has amazing professionals! They are all very detail-oriented, and their ideas are truly impressive. They're always eager to go the extra mile to achieve our goals. Their strategies exceed all of my expectations!"

SONYA SIDEROVA

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