Success Story | How Samantha Berry Generated $46,364 From a $935 Ad Budget
Reading Time: 7 Minutes
Learn how The Digital Navigator helped Samantha Berry set up a successful digital certification program, and discover techniques you can use to create your own business growth!
- Industry : Personal Development, Life Coaching
- Location : Los Angeles, California
- Date Business Establish : 2016
- Ad Budget : $935
- Media Sources/Channels : Facebook, Email List
- Customers : 21
- Campaign Period : 2 weeks
- Total Sales : $46,364
- Ads : 966 Landing Page Views / 676 Leads
- FB Ad Lead Conversion Rate : 70%
Samantha Berry wanted to add a new service offering to her online coaching and digital product publishing business.
Specifically, she wanted to launch a Master Certification Program as a Digital Course that was aimed at certifying other ‘soul-healers’ in her emotional-focus methodology.
This certification program had a price point of $1,997, and by offering a $1000 discount off the $2,997 retail price during a ‘special introductory tie period’…
…in just two short weeks Samantha surpassed her goal of enrolling six students, and enrolled 21 new members to secure $46,364 on a tiny $935 ad budget.
This campaign expanded her private coaching practice and digital courses business to offerings for her first certification training program.
Through this campaign, Samantha generated more sales, attracted new customers, and automated the sales process without even spending $1,000 in Facebook Ads, or wrangling with complicated tech or confusing strategies that only work in vacuums.
But how did she do it?
Table Of Content
- Business Stats
- The Challenge - Not Enough Experience Selling Digital Products Online
- Our Solution - Optimize Her Life Coach Certification Program
- 1.Facebook for Cold Audience Advertisement
- 2.Four-Day Master-Class Series
- 3.Follow-Up Sales Campaign
- The Results - A MASSIVE Return on Ad Spend
- Ready to be Our Next Success Story?
- Client Business Profile
The following case study takes you along the journey through set up, launch, and then the closing of Samantha’s campaign.
You’ll see how Samantha went from a mere idea to a campaign that put close to $50,000 in her pocket, and set her business up for the next level of growth and development.
You’ll also discover techniques you may use to create business growth in your business.
The Challenge – Not Enough Experience Selling Digital Products Online
Like many self-employed and small business information publishers – trainers, consultants, conference speakers, authors, group coaches – Samantha is masterful in her field of work.
She helps people from all walks of life to manifest their gifts and talents and share them with the world in a more significant way.
Samantha does this by reconnecting people to their Soul’s purpose, so they can experience more love, joy, and financial abundance.
Her work as a life coach, master ‘healer’ and intuitive coach has helped thousands of people worldwide to achieve their business and life goals by releasing Inherited Emotional DNA–such as fear of success, fear of failure, anxiety, procrastination, fear of public speaking, false money beliefs, relationship drama, and business stagnation.
Samantha had been so busy and over-worked because of the high demand for her services, so she had the great idea of creating a certification program to certify other gifted and experienced healers in her specific methods.
That way, she could refer customers to her roster of certified healers whenever her own calendar was full.
Still, she faced real challenges.
You see, Samantha had become an expert at speaking on stages around the country and selling coaching sessions via live in-person events.
Although this format of selling requires mastering many skills, they do not directly transfer to selling online.
Samantha did have a website and was accustomed to selling her guided meditation audios and sharing daily affirmations digitally.
However, she did not have experience offering a full digital training program online.
She definitely didn’t have experience running a marketing campaign to cold audiences!
It was clear that Samantha needed help.
She heard about The Digital Navigator and how we help entrepreneurs like her in the information publishing space to build better businesses online.
She then connected with the founder and president of the firm, Pol Cousineau.
When Samantha decided it was time to work with The Digital Navigator, she came to us with good questions that articulated her dilemma:
- How would she build out a good certification course?
- What tools or platform should she host the course on that was affordable and offered the best user experience for ustomers?
- There are so many social media platforms and paid media options out there. It’s a total
- maze! What platform would be the best for promoting her certification course?
- What is the best way to strategize and build a digital marketing campaign for a digital course like hers?
- What price point would she sell at and how do you launch, manage, and end an effective campaign without spending too much money?
Patiently, Pol answered each question in turn, and then quickly went to work mapping out a game-plan for her particular goals.
He and The Digital Navigator team helped Samantha level-up the overall performance of her entire operation using digital tools, strategy, and tons of expertise!
Our Solution – Optimize Her Life Coach Certification Program
Starting at the top, the TDN team worked with Samantha to flesh out her course and make it attractive and complete.
This way students could gain a lot from it, have minimal complaints, and enjoy an excellent user experience.
Once all the modules were laid out and the best platform for hosting and delivering the course was chosen, they moved on to the next step.
The team decided to host courses on WordPress in combination with the Learning Management Software (LMS) LearnDash–a program used by high-profile institutions such as the University of Michigan.
The next step was to map out a launch and promotional game-plan for selling her course and enrolling students.
Samantha’s goal was 6 students. She didn’t want too many, just a manageable number of people who could get certified and that she could assist as they implemented her method with their own clients.
The TDN team assessed the available assets Samantha had to promote the course to.
Ultimately, she had an email list of about 1,111 active subscribers and an open rate of just 8-10% subscribers, which was her primary promotional asset.
Based on his years of experience, Pol knew that for this campaign to be successful Samantha would need to market this course to a much larger list of relevant prospects to reach her goal.
Pol and his team rolled up their sleeves and helped Samantha at every single point of concern and ultimately built a game-plan for success.
Here is the 3-step process they used to rake in almost $50K with less than $1000 for ads:
1.Facebook for Cold Audience Advertisement
Pol believed that Facebook was the best platform for Samantha to launch and promote her course besides her own internal email list.
First, they would utilize Samantha’s Facebook account, on which she had 18,000 followers.
With Samantha’s conservative $1,000 ad budget, the money would have to be spent wisely in order to achieve good results.
Since her Facebook following was relatively small, Pol knew they would need to design a Facebook ad campaign that displayed ads to cold audiences that were highly targeted to Samantha’s interest.
2.Four-Day Master-Class Series
The TDN team then targeted which audience was most likely to respond to Samantha’s offer.
We then created several image ads designed to invite cold audiences to click, and then directed them to a specific landing page.
The sales funnel process that Pol mapped out led people from Facebook to a single Landing Page that invited visitors to register for a free 4-Day Master-Class.
In this free masterclass, Samantha would share premium quality information that was designed to educate and encourage attendees to enroll in Samantha’s paid certification program.
3.Follow-Up Sales Campaign
Following the 4-Day Master-Class series, Pol knew people would need time and more persuasion to get off the fence and enroll in Samantha’s program.
So, the final step in this campaign was a two-week-long follow-up sequence, which would be delivered using email and ManyChat on Facebook.
This follow-up sequence would encourage prospects to visit her program sales page where the complete story of the course and Samantha’s expertise was told.
Pol and The Digital Navigator team carefully designed a follow-up campaign that delivered so much more additional value following the 4-day master class…
…that Samantha’s email list was happy to get the emails and Facebook messages!
The Results – A MASSIVE Return on Ad Spend
The 2-week-long follow-up campaign closed out a massive success for Samantha’s business.
Here’s a breakdown of the vital numbers of the campaign:
Within that 2-week time campaign period, the campaign brought in $46,364 in revenue from just 21 enrollees. All this from just $935.05 in Facebook Ad Spend!
She launched this campaign with a formidable price point of $1997 as the sale price but she had an email list of just 1,111 active subscribers.
In addition to bringing in 21 new customers into Samantha’s business, the campaign generated 675 new leads through the Facebook campaign at an ad cost of $1.39 per lead – these came out of the same ad spend mentioned above.
The campaign achieved a Return on Ad Spend (ROAS) of a staggering 49,587%!!!
Here are some additional stats that are relevant to the campaign.
By collaborating with digital marketing experts, Pol Cousineau and The Digital Navigator team, Samantha Was effective in crafting a winning launch and sales campaign, and executed it seamlessly!
Samantha later told us she was relieved to not have to worry about wrangling with complicated tech and digital tools.
All this was taken care of for her by The Digital Navigator, so she could focus on delivering her expert content in her live 4-day masterclass.
And since Pol set up that master-class to be recorded, it can now be used the next time Samantha wants to open enrollment to certify a new class of students.
This type of automation saves our clients time and money in the long run, and acts as a proven boost to any business’ online revenue.
Ready to be Our Next Success Story?
Ready to take your business to the next level, like Samantha?
Then schedule a free consultation with our team to receive insights on how we can help you grow your sales and achieve your business growth goals.
We will help you map out a game-plan for reaching your business growth goals!
Client Business Profile
Samantha Berry is a transformational leader, gifted healer, and intuitive coach through her business called Beyond Cellular Healing, LLC.
She has helped thousands of people worldwide to achieve their business and life goals by removing emotional blocks and restoring healthy psychological functions.
She does this within her small-group programs, private coaching, and Meditation Healing Activation products.
Essentially, the business offers small-group coaching, one-on-one coaching, and digital courses.
She has been featured on Good Morning LaLa Land, Allie & You, Dare to Dream, Inspired Conversations, as well as other shows and podcasts.
How can I sell content to make money?
There are several content models you can use to make money online. We suggest using sign-ups for pre-recorded course offerings, workshops or live courses, flagship offers, on-demand courses, and other course programming packages per your expertise!
How can I build a content model to sell my content successfully?
There are two fundamental approaches to doing this: some people build an audience first, and then determine how they will monetize their content later. Others have their business model first, and organize their content strategy to target that audience and get their attention. We advise using a combination of both approaches. First, identify your primary or flagship product offering AND how you will build your audience. Then begin to look into how you will monetize the products within a business model.
What is the process to make money with content online?
Start by organizing a business model for your content online, then utilize Zoom and Google Drive to start recording, organizing, and distributing your content online. Finally, evolve your offerings by moving your content onto a learning management system (LMS) like LearnDash. Read more about LMS integrations HERE