Sanjay Shenoy is the Founder of Tractionn, an education and training company that helps people build careers in SEO through their flagship Training Program called the SEO Career Kickstarter (SCK) program.
Sanjay has collaborated with many high end brands like Mercedes Benz India, Nikon, Yourstory and helped them elevate their SEO game.
SEO Career Kickstarter (SCK) program is his pet project to share his knowledge to deserving students, make them industry ready and make a deeper impact by transforming them into successful SEO practitioners.
Sanjay uses a webinar funnel to qualify and enroll students to his flagship Search Engine Optimization Practical Training Program.
Here's how the funnel looks like:
1) People see the Ad
2) Signup for a free demo session webinar
3) If the like the demo session, they end up enrolling in the 10 week SEO coaching program.
There were 2 key challenges in front of Sanjay that were affecting the overall sales conversion rate of the marketing campaigns.
All students who signed up for the demo session (webinar) needed to be nurtured aka educated about how the program can benefit them, shown the success stories of the past students and all the objections of the students needed to be addressed before they attend the demo session webinar.
It is critical to warm the students and let them build enough trust about the program instructor and the program before they attend the demo session webinar.
The warmer the students, higher will be the conversion rate during the webinar.
Like all other digital product sales funnel, Tractionn also sent out email and SMS to its audience to nurture the leads, but because of lower open rates with Email and SMS, the communication was not reaching enough people.
There was a need for an alternative communicaiton channel that can quickly nurture the leads and build trust in an interactive manner.
The next challenge was to get maximum people to show up for the webinar after they signed up for it.
Typically webinar attendance rate vary between 15 to 20%. We can confidently infer that 80-85% of people who sign up for the webinar don't show up because they either forget about the event or end up having other commitments during the live webinar.
So to increase to the webinar attendance rate the students need to be reminded time and again about the event and create a desire for them to allocate time and attend the webinar.
Tractionn had set up Email and SMS flows to send reminders to their leads, but these platforms just weren't proving to be effective.
At that time Sanjay happened to come across a post about the concept of WhatsApp Conversational Marketing on LinkedIn by Antony - Founder of Alpha Marketer.
Sanjay quickly reached out to explore if WhatsApp can help him overcome the challenges mentioned above and what happened after that led to a phonemenal success story and a new chapter was written on how digital products can be sold effectively with WhatsApp Conversational Marketing.
The Alpha Marketer team analysed the webinar chat transcripts from last 6 months. This helped us understand and identify all the frequently asked questions and objections.
Equiped with this goldmine of data we designed a chatbot and postioned the questions in a sequential manner so that if a student interacts with the chatbot, they will be able to instantly get answers to all their questions, build trust fast and get ready to enroll in the program even before they attend the demo session webinar.
It was like a virtual sales person for Sanjay. You can test it out here >>
Now that we've built this amazing chatbot, the next step was to invite as many students as possible to interact with the chatbot.
So to do that we sent the webinar sign-up confirmation message to students via WhatsApp.
While confirming the details about the demo session webinar, students were also invited to interact with the chatbot.
Here is a sample confirmation message:
With this strategy, the students interact with the chatbot, learn more about the brand and clear all their doubts & queries. By simply setting up WhatsApp Chatbots, the quality of these leads became 2X better as they were already warmed up before even entering the webinar!
Because WhatsApp has more than 90% open rate, these leads nurtured themselves and actually showed up for the webinar. Due to this, the conversion rates subsequently shot up from plain 8% to crazy 13%. This was huge!
Now that we have set up automated systems to warm up the students before the webinar, now its time to ensure maximum number of students attend the webinar.
Usually without a reminder, majority of people tend to forget to attend the webinar.
Tractionn used to send out Emails and SMS to its audience to remind them about the webinar, and they used get 18% webinar attendance rate.
So to improve the attendance rate further we set up webinar reminders on WhatsApp.
There were 2 different reminders sent out to people.
1) The first reminder is sent 24 hrs before the live webinar
2) The second reminder is sent 1 hour before the live webinar
With message open rates over 90%, WhatsApp helped Tractionn to reach most of the people who signed up for the webinar and increased the webinar attendance rate to 35% from 18%! Isn't that incredible?
Since Tractionn's shifted to WhatsApp as their primary method of communication, their cost of acquisition was reduced by half and the revenue shot up 2X than before!
If you need help in implementing WhatsApp Marketing for your business, you can hire WhatsApp Conversational Marketing Experts trained by Alpha Marketer.
To grow your business with help of top WhatsApp Marketers in the world, join the Alpha Marketer Community by clicking the button below.
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