ESTHER INMAN

THE DETAILS

Esther Inman’s company Virtual Assistant Internship, running ad campaigns meant a complicated knot of run-around and a headache of extra work.

The idea was supposed to be simple – teach stay at home moms, travel lovers and military spouses the virtual assistant skills they’d need to work from anywhere.

She had two offers to help them do so:

  • 90 Day VA: a training program that teaches the top requested virtual assistant skills, a mentorship, how to create a portfolio, and access to exclusive job postings sent to members every week.
  • Remote Resume Blueprint: a SLO (self-liquidating offer or low priced entry offer) masterclass that showcases how to craft an outstanding remote resume, complete with templates and job application how-tos

Unfortunately, despite offering tangible skills, the niche is close to an MLM structure according to Facebook Policy (despite the fact that it is NOT an MLM at all). In order to even invite her audience to the webinar, Esther’s team was structuring ads so people would go to her IG profile first and then hope they would click the webinar link from there. It was working, but not anywhere near to full potential. Plus, it caused a lot of extra work, like constantly having to create new ads.

Esther’s main goals focused on financial growth:

Generate 500K in revenue for all of 2020… plus a stretch goal of $1 million dollars. She also wanted to maintain monthly course sales of $40K for consistency. 

Our strategy focused on the main problem: making Facebook Ad Policy our best friend. By building ad copy and creative that complied with policy, we were able to promote her webinar directly. This meant we eliminated a number of steps in the conversion process, which in turn lead to a significant increase in sales and revenue.

Once her ads were FB policy-compliant, we shifted to auto placements. Previously, Esther only targeted specific placements. This meant her business was missing out on a number of potential sales. We used auto placements to capture sales from uncommon ad slots.

We also made sure her ads were focused on the audience. Esther’s original ads focused heavily on her story and the details of her program. We shifted her messaging to be more about the audience – we did a deep dive (beyond surface-level) into her avatar’s frustrations, desires, and more to truly learn who they are and conveyed that in all ads.

Finally, as always, we implemented our ABT (always be testing) strategy. Esther was doing very little audience testing, so we implemented cold audience testing with a plan to consistently put her ads in front of people who’d never heard of her business before. New audiences ended up contributing to more than 50% of sales!

Once her ads were FB policy-compliant, we shifted to auto placements. Previously, Esther only targeted specific placements. This meant her business was missing out on a number of potential sales. We used auto placements to capture sales from uncommon ad slots.

We also made sure her ads were focused on the audience. Esther’s original ads focused heavily on her story and the details of her program. We shifted her messaging to be more about the audience – we did a deep dive (beyond surface-level) into her avatar’s frustrations, desires, and more to truly learn who they are and conveyed that in all ads.

Finally, as always, we implemented our ABT (always be testing) strategy. Esther was doing very little audience testing, so we implemented cold audience testing with a plan to consistently put her ads in front of people who’d never heard of her business before. New audiences ended up contributing to more than 50% of sales!

In just 9 months, Elevate Her Marketing has helped Esther Inman generate $1,098,240 in profit from her ads.

THE RESULTS

Esther’s Results after working with Elevate Her Marketing:

Amount Spent: $160,065

Total Purchases: 3026

Total Sales Income from ads: $1,258,306

Average monthly return: $8.47 for everyone $1 spent

Total Profit: $1,098,240

Total Leads: 42,477

Average Cost Per Lead: $1.79

Not only has Esther exceeded her goal for 2020, but she’s well on her way to surpassing her “stretch goal” of generating $1 million in revenue from ads!

THE TAKEAWAYS

So, what did EHM learn from elevating Esther’s business?

Test, test, test: Above all, strategic testing is the number one way to improve results and scale your ads.

… while sticking strictly with policy compliance: You CAN market ‘troublesome’ policy businesses with FB & IG ads, so long as you are strategic.

Capture attention: Humans are bombarded with media every second in today’s world. Copy and visuals need to work separately AND together to stop someone’s scroll. If people aren’t paying attention to ads, they’ll never buy!

Put a spotlight on your audience: Content must be focused on the audience – NOT on the business or advertiser. Everything needs to lead back to why the product or service matters for the audience. For the most part, people can only interpret the world as it relates to them, so they’ll pay attention if something focuses on their pain, desires or transformation.

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