Before starting work on the project, we conducted a detailed audit. We studied the market, accounts and advertising creatives of competitors, the USP of our customer, the needs of the target audience.
Then we estimated the amount of work needed to achieve KPI (20 leads per week) and formulated a plan for further work:
- Develop a marketing strategy and media plan for the project.
- Choose a design style for social networks and advertising creatives.
- Create and fill social networks with content.
- Create an advertising account on Facebook.
- Determine the target audience and goals of advertising campaigns.
- Run ads for a test period.
- Track results and process leads.
Marketing strategy and media plan
Based on the audit data, we formed a strategy for promoting the account using targeted advertising and planned the optimal budget.
English language courses are aimed at people of different levels of knowledge, different ages and preferences. Therefore, it was important that the visual design of the account and creatives cover a wide “motley” audience and be associated with learning English.
We settled on a combination of live photos and simple illustrations with a British theme. For each target audience, their own creative ideas were developed.
After creating an Instagram account, we started filling it from scratch according to the content plan. Each post gradually introduced the new user to the benefits and opportunities of the school. Commercial posts alternated with informational and entertaining to attract additional audience.
An important aspect of filling an account is highlights (pinned stories). They contain all the important information for a new user in a concise and understandable form, fixed at the very top of the page. This is very convenient for visitors who are switching from ads to their account for the first time and get acquainted with the course.
We have highlighted such highlights: about us, life hacks, reviews, training.
Creation of an advertising account
Running ads is impossible without creating an advertising account on Facebook. Our specialists set up a profile for efficient work from scratch.
Determination of the target audience and goals of the advertising campaign
Even at the audit stage, we identified the main target audiences of the school – these are high school students who are preparing for the EIT; students; parents of schoolchildren; adults who want to learn English for work or travel.
We chose the goal of the AC “lead generation” to form a client base. We set up the target audience for each ad, developed creatives (photos and texts) according to the chosen strategy.
To evaluate the effectiveness of advertising and make the necessary changes, to teach Facebook to get to the right target audience, the ad must work in the test period for about 7 days. After that, we evaluate which advertising campaigns give the best results, turn off or recycle ineffective ad campaigns to avoid “draining” the budget.
Each lead is a person interested in learning English, who left their contacts in the Facebook form.
Lead processing happens on the client side, but we can provide guidance on how to communicate with potential buyers to increase conversions.
This method of attracting students is fast, efficient, allows you to form a client base at the early stages of a project launch, and increase audience loyalty.