We happened to serve a client from Vietnam who was into offline training. They didn’t have any online existence including Facebook. Client neither had an idea on how to go online and reach potential customers. Well, we began to understand clients business from the scratch including customer’s behavior as the business was done offline. It was very challenging as customers preferred ads in their local language; Facebook is not perfect with translation yet.
The client was not ready to develop a website as on date as they had bigger plans in developing an online coaching website in future. We had nothing other than Facebook and Google Docs. We created a Facebook page and restricted all random likes (We have no fame with big FB likes counts), asked all current and ex-students who took training from institutes and got few likes, comments, and shares.
After a couple of days of online existence with relevant posts and contents, we discussed on a strategy and asked the client to plan for a free event and training on a relevant topic for 2 hours and give heads-up on how could candidates be beneficial if they enroll for a paid class.
What did we achieve?
396 Clicks @ $0.02
208 Leads @ $0.03
154 Attendance to event @ $0.05
80 Paid enrolment @ $0.09
Total Spent $7.19
can you guess on the main strategy?
Do you remember reading that we restricted random likes and requested ex and current students to like our page? We used “Friends of people who liked your page” this was the biggest gateway for our ad. It’s certain logic of friends – friends who are most likely to attend the event.
We kept simple and sleek ad copy and ensured the audience will have an eagerness to click on the ad. As the content on “Text” was an open-ended question which made them click on the ad.
It’s known that no one will like to share their contact details unless it has a purpose. More questions on the form will reduce the number of leads. At the very same time take what is necessary and don’t restrict yourself. Real customers will know the purpose of sharing details.