Inbound Marketing Growth
Results of the MVP Sale of a bootstrapped spanish music education website as a self-taught that started from zero
Memorable Experiences require Well Thought Strategies...
We all know the importance of spreading the message of what we have to offer.
But traditional outbound marketing approaches are no longer effective in a saturated environment filled with noise…
Inbound Marketing provides content that guides and solves the prospect’s problems, which in turn creates more authentic connections with the brand.
With the power of automation, providing helpful and valuable content that enriches the user’s life is a more effective way to sell removing all friction.
The Crossroads Method is my own passion project, I built a MVP product to teach the blues harmonica as a tool to develop creativity, resilience and as a way to cope and regulate our own emotional health.
Successfully communicate products and services in a way that people will not only discover the value of what is offered...
But also fall in love with it...
Chatbots
Systems that automate interactions with prospects, while providing helpful content, assist with sales and segment them for future interactions.
Sales Funnels
Content built to guide prospects to the customer journey so future buyers can be guided and educated on the content and prepare them for the sale.
Email Marketing
One on one conversations that help to build trust and meaningful relationships between prospects and the brand. Segmenting them based on interactions and behaviors.
Dynamic Content
Display content based on the prospect's context, interests, behaviours and needs.
Conversion Copywriting
Writing that educates and persuades readers to perform specific actions.
Meaningful Relationships
Rather than focusing on sales, inbound principles focus on building trust with the prospects with helpful content and building strong relationships that lead to frictionless sales experiences.
The Process to shape a meaningful customer experience:
a simple sales funnel for our mvp's launch
Once we were ready with the concept of our product, we decided it was time to test it.
The First step was to create brand awareness and make the first sales at the same time.
We offered the first edition of the Blues Harmonica course as a live one-on-one online program in order to further test the material and improve it based on performance.
The live program had a cost of $60 per month. (Two months total)
We had very limited resources and our limited marketing budget was just $150 so it was a good challenge for us…
This was the process and the results:
Funnel Map: The Customer's Journey
Lets Break it down...
first step
Make prospects imagine themselves using your product or service...
A companion at your reach no matter where you go…
Think about those times when you were stuck in heavy traffic.
Or when you were staying at your grandparent’s home with nothing to do…
Even those boring breaks at work.
Your pocket can hide an endless amount of melodies and rhythms ready for any situation.
Why don’t you try the harmonica?
Performance:
second step
Automate conversations with prospects and segment them based on behaviour and context...
Potential buyers then iniciated a conversation with the Chatbot, using Conversational Marketing principles it provides helpful guidance and educate them on the offer.
Each step of the funnel adds a tag to each contact.
That allows us to see where they stop the interaction and it gives multiple opportunities to reconnect.
Or tag specific behaviours and retarget them via broadcast messages or sending ads tailored to their awareness level of their problem and our solution.
Results:
- ✓ 328 segmented leads
- ✓ new custom audiences for each tag level
Third Step
Content Marketing: Guide and advise potential buyers by building trust.
The Customer’s Journey depend on many factors…
As there are different stages of awareness, some prospects are ready to buy now, while others need more time to make the decision.
That is when content marketing shines, as it allow us to showcase our value and let the prospects try the solution first.
When brands think in solving the audience needs and problems, users will relate to it more, and after the lead nurturing process starts more sales will be done along the way.
An ad with a free Harmonica Masterclass was sent:
✓ To a custom list made of the prospects that had the A4 and A5 tags.
✓ To the people that watched 75% of the first ad but did not engage.
That allowed the prospects to return to the funnel and it was the last push for some of the prospects to buy.
And since they are being retargeted costs are reduced considerably…
Results of the Test:
- ✓ 328 segmented leads on chatbot CRM
- ✓ 19 Email LEADS
- ✓ Cost of advertising: $148.88
- ✓ 8 one-on-one paid students ($60 each for two months)
- ✓ $1000 Donation from a student
- ✓ Profit: $1960
- Sales in 6 different countries:
- costa rica, El Salvador, peru, chile, ecuador, mexico
The power of SEO and content marketing
Testing Organic Growth with SEO
After the first campaign we decided to try an experiment with Organic Growth.
We submitted only one video to our Youtube channel, and decided to see how far it could grow organically with search results only.
It was a very good produced piece of content labeled “The History of Blues”.
The first couple of months it didn’t have much movement at all, but once SEO was optimized it started to show a consistent pattern.
Since it was submitted in average it produces every month:
✓ +1500 views
✓ +25 Subscribers
This proves that quality content can outgrow quantity, when done correctly.
Thanks to this test and using Google Ads we can do remarketing (Youtube Ads and Google Display) to the following custom audicences:
✓ 23K unique viewers
✓ 285 Subscribers
Search Engine Optimization principles are similar for Website content such as pages, blog posts and Youtube videos.
For those, we then did a retargeting campaign with a trailer of the program and had a 15.9% conversion rate
February 2022
september 2023
suscriber growth
impressions
views over time after optimizing seo
Insights of the Test...
This project aims to rescue the value of blues music and spread it to a spanish speaking audience.
Latin America has it’s own set of problems and I wanted to showcase the blues as a way to enable self-expression, creativity, energy management and build strong values such as resilience and self-confidence.
After crafting the Unique Value Proposition of the product it was time to expose it and get some brand awareness.
Messaging that is simple, valuable content that aims to entertain and educate with no pushy sales tactics are very effective ways to build brand loyalty.
Since then I have been working on the platform and product, polishing my skills working freelance as a Product Designer and Product Marketer has enabled me possibilities to fund the project and provide more value to organizations with a clear vision and purpose.