Objective
Business Challeges
Tony Silvestre and Yerry Silvestre are Tax experts with over 20 years of experience in Tax Consultancy. They founded Expert Tax Academy to educate people and make them capable of starting their own Tax Consultancy business. An important point to mention is, that this course was in English and Spanish as well.
Time Limit
They approached us in the middle of July 2024 and the classes going to start on the 3rd of Sep, 2024. During this period we had to create landing pages and start campaigns.
Final Step
The client’s final requirement was 10 – 20 Enrollments. But they don’t have any prior testimonials so, it would have been difficult to achieve such numbers. We presented our expectation, which was approximately 10 enrollments.
Visit: Expert Tax Academy
challenges
This was just the start of the Academy, so they don’t have any testimonials. Testimonials are essential to building trust if you want to sell something online. We had to create a strategy to get that trust without testimonials.
Strategy
Research & Planning
Competitor Analysis:
We have analyzed some tax academies in particular (hrblock, LatinoTax Pro) and some other course-selling websites in general (e.g. IDM Pakistan), to understand the best strategy we can have so, we have come up with the following road-map.
- Webinar: A webinar is a primary step to spread awareness about your course, product, or service. So, we started a webinar campaign on Facebook, and Instagram Ads. The idea was to first educate these people about the importance of this course, then invite them to enroll in the course with a discounted voucher.
- Special Discount: We set up a special discount offer to attract an audience to buy the course.
- Creating Landing Pages: Landing pages are often overlooked and considered less important, but the truth is, landing pages should be speedy, and clear to understand. (See ETA Landing Page).
Platforms & Technologies: We have selected Facebook, Instagram, and SEO.
Implementation
Creating Landing Page
We created 3 landing pages, 2 pages dedicated to US and Pakistani vendors with a registration form, Google Search Ads. The 3rd landing page was an all-in-one page and used in Facebook Ads.
Facebook & Instagram Ads
Here is a brief breakdown of our Facebook Ads Strategy.
- We launched a WhatsApp campaign to provide direct communication between potential attendees and the event organizers.
- To build momentum, I also ran an awareness campaign, spreading the word about the event and ensuring it reached the right audience.
SEO (Search Engine Optimization)
We have started with Competitor Analysis to find worthy websites for backlinks along with a client website audit to find the issues in crawling websites. We have created 100 backlinks. Also listed are events on 15 famous websites like 10Times, Eventbrite, and allevent.in, Event Seekers, Meetup, Evvnt, and many others.
Results
Facebook Ads & Webinar Result
In Webinar Registration Campaign they got 35 Registrations in total. The webinar went very well. Finally, they got 8 conversions and bought the course. So, they got 3X of their spending. With $1800 Ad Spend they got $5400 Net profit.