Fractional CMO Services for Empathy Coaches
PROJECT: THE CMO PARTNERSHIP
QUICK RESULTS OVERVIEW:
40% increase in their website traffic
37% increase in revenue solely from their online courses over 4 months
PROJECT OVERVIEW:
When I first talked to Aaron and Sterlin, they had all the pieces of their marketing strategy but just needed a little help putting the pieces together to create a more automated marketing machine.
They had about 20k followers on Instagram and about 3k email subscribers but they weren’t quite sure how to convert their audience into clients. They offered varying levels of support and ways to work with them, including 1-on-1 coaching, workshops, and online courses. Our focus up until this point was to increase sales of their online course.
THE PROCESS:
With every CMO Partnership client, we start with an audit so I can get a lay of the land and come up with a game plan on how to move forward. This was especially true for Aaron and Sterlin since they’ve been in business for a while and have some solid foundations so I knew we’d have some solid data to point us in the right direction.
Based on this information, we focused on (over the first month of working together):
Website updates: How their offers and website was organized and structured was a bit confusing and overwhelming. So we first needed to streamline how their offers were presented on the website as well as create sales pages and landing pages for the various courses. My biggest goal was to decrease the number of clicks people have to make in order to get the information they’re looking for as well as add additional CTAs throughout their site to more easily direct users around the site.
Adjustments to social content: They have built an amazing community on Instagram and already have their content down so I simply provided some suggestions on how to slightly adjust their content to focus on increasing conversions, whether those conversions are for their free resources and/or their paid course.
Start nurturing email list: They also have a killer email list but they very rarely email them. This meant we needed to send some non-promo focused emails to get people warmed up and excited to hear from them before we sold to them.
Set up email funnels: This was the crucial part that was going to actually tie all of the above together. They have 2 different audiences and 2 different lead magnets already created so I used each of those to create 2 email funnels – one for each of their audiences.
RESULTS:
Once we had all these more foundational pieces all set, it was time to start deploying the strategy. We launched the funnel and they send their first email in over 8 months to kick things off. They also started implementing some of the content suggestions as well and all of this resulted in:
Increase in web traffic: They’ve also seen about a 40% increase in their website traffic.
Increase in sales: They have already made their initial investment (and then some) back just one week after officially launching the email funnels and sending the first nurture email to their list. After 4 months, they saw a revenue increase of 37%.
I’ve also provided a mini-promo plan to help them more effectively promote their courses and services via social and email moving forward. Our goal is to continue to get people on their email list and into their funnel. The results were so amazing after the initial deployment, we want to put more resources into this to continue to create that more automated marketing machine they’re desiring.
The final 2 months of their contract, we focused on:
SEO
Promoting 1-on-1 coaching services
Mapping out a mentorship program
Affiliate marketing program
“IT’S WORKING!!!! We had ANOTHER certification signup on Monday night so I couldn’t be more thrilled.
Working with you has been so lovely and I already feel so much more in control of our business than I ever have before!”