Recruiting SEO students.

Background

Vladimir Kondrashov, an SEO specialist with 10 years of experience, came to me on a recommendation. He wanted to recruit people for one-to-one SEO training. He asked me to create a landing page and set up an advertising campaign in Yandex Direct across the whole of Russia.

Vladimir Kondrashov, an SEO specialist with 10 years of experience, came to me on a recommendation. He wanted to recruit people for one-to-one SEO training. He asked me to create a landing page and set up an advertising campaign in Yandex Direct across the whole of Russia.

Vladimir Kondrashov, an SEO specialist with 10 years of experience, came to me on a recommendation. He wanted to recruit people for one-to-one SEO training. He asked me to create a landing page and set up an advertising campaign in Yandex Direct across the whole of Russia.

Objective

Generating leads for one-to-one online SEO training.

Generating leads for one-to-one online SEO training.

What was done

After the brief I carried out marketing research, segmented the target audience, mapped the customer journey, identified needs and collected keywords from search queries.

After the brief I carried out marketing research, segmented the target audience, mapped the customer journey, identified needs and collected keywords from search queries.

After the brief I carried out marketing research, segmented the target audience, mapped the customer journey, identified needs and collected keywords from search queries.

Then I built 2 landing page prototypes and coded them myself. The target audience of one was marketers, of the other – business owners.

In the landing page I placed my main bet on Vladimir's high level of professionalism.

Then I set up contextual advertising for audiences at 3 stages of product awareness:

— For those looking for information about various sources of customer acquisition, especially free ones

—For those looking for more detailed information on sources of customer traffic or traffic courses

—For those looking specifically for SEO courses and at the stage of choosing one

For each group I set up its own relevant lead magnet.

After launching the ads we started receiving leads consistently.

But a small problem arose: since one of the lead magnets was a free consultation, many people signed up for exactly that and expected to get the training at a low price later on.

I solved this problem with a full redesign of the site, changed the copy and added prices to the main screen.

After that Vladimir recruited the number of students he needed.

Result

For packaging your offer and building systematic marketing, contact epic name. or message our VK community. There you can leave a request or ask questions.

For packaging your offer and building systematic marketing, contact epic name. or message our VK community. There you can leave a request or ask questions.

In 9 days:

Sign-ups received: 25

Cost per lead — ₽180

Average ticket — ₽40,000

Payback — 4 days

For packaging your offer and building systematic marketing, contact epic name. or message our VK community. There you can leave a request or ask questions.