Case Study: Driving Webinar Success in the Health Niche

Role:

Digital Marketing Consultant with 8 years of experience

Project Task/Challenge:

The client had a history of hosting webinars but struggled to achieve high attendance rates. The project’s goal was to attract at least 10,000 registrants interested in weight loss and fitness through a diet focused on Nigerian meals.

Project Solution:

Strategy:

Leveraging a combination of social media campaigns and paid ads, specifically through Facebook, the primary aim was to drive targeted traffic to a specially designed landing page. To convert these visitors into live webinar attendees, a comprehensive lead-nurturing system was set up involving email and social media marketing.

Tools:

  • Facebook Ads: For driving targeted traffic to the landing page.
  • Thrive Architect: To build a high-converting landing page.
  • AWeber: For email marketing automation to nurture the leads.
  • Wamation: To facilitate outreach via WhatsApp.

Execution:

  1. Traffic Generation: Spent approximately N1,000,000 on Facebook Ads, generating 78,000+ clicks.
  2. Lead Conversion: Achieved a total of 10,647 leads who registered for the webinar.
  3. Engagement: Utilized automated follow-up emails via Aweber and Wamation for WhatsApp notifications to keep the leads engaged from the moment they entered the funnel until the live webinar.
  4. Follow up sequences – We kicked it into high gear and targeted EVERYONE that registered for the webinar to get them over to a sales page STAT so that we can convert them from leads to customers. We also used an email follow up sequence where we sent a host of testimonials and behind the scenes of the product to encourage more sales

The Result

  • Cost: Approximately 1 Million Naira spent on ads
  • Clicks: 78,000+
  • Leads Generated: 10,647
  • Revenue: 4.2 Million Naira by the end of the campaign
  • Total ROAS: 4.2x

Challenges and Solutions:

The cost per lead was higher than expected initially. This was overcome through multiple test iterations to optimize ad targeting and messaging.

Outcome:

The project successfully reached and exceeded the target of 10,000 registrants and achieved a revenue of 4.2 million Naira, thus providing an ROI that well exceeded the initial investment.

We were also able to upsell the registrants and netted over a million in sales + those are qualified leads that would still be upsold other products and services