Optimized accelerator sales funnel to drive higher conversions with more confidence
FYSO Accelerator launch: lead magnet nurturing and sales sequences
Christina Marie Noel is a marketing & strategy consultant, working with mission-driven entrepreneurs to build & grow their businesses. She helps them identify their ideal customers, dive into market research, hone their business model, develop a marketing strategy, and increase their sales.
In the summer of 2019, Christina was getting ready to launch the first run of her first accelerator program, The Figure Your Sh*t Out (FYSO) accelerator. In addition to that, she was working on her extensive FYSO Guide for entrepreneurs struggling with building and growing their businesses.
Ekaterina worked with Christina on the launch collateral, from updating the sales page to landing pages to emails.
Lead magnet warm-up sequence
Average open rate: 51%
Average click rate: 15%
Conversion rate for the opt-in into sales sequence: 50%
Sales sequence
Average open rate: 55%
Average click rate: 14%
Conversion rate for the sales sequence: 25%
“Ekaterina knows her stuff and does a great job coaching you through the process. She will challenge you to create better marketing copy.”
FYSO Accelerator Launch: Goals
In the summer of 2019, Christina and Ekaterina met at the FYSO launch party. With both Christina and Ekaterina being strategy geeks, predictably they started talking about ways to draw attention to the FYSO Accelerator.
At the time, Christina was busy with her consulting work, as well as with working on her FYSO Guide – a 100-page long e-book for business owners, with photos of purpose-driven businesses and inspiring venues throughout the Triangle.
Working Together: Funnel Strategy and Copy Optimization
The goal for the FYSO launch was to maximize the impact of marketing activities on all stages of the customer journey, from lead magnet signup to the final sales email. Communications needed to be on brand, fun, engaging, and — most importantly — on time for the launch deadlines.
Ekaterina assisted with the following FYSO launch tasks:
Funnel strategy
Email content creation: launch emails
Email content creation: lead magnet warm-up sequence
Landing page and lead magnet optimization
Sales page optimization
Working Together: Funnel Strategy and Copy Optimization
Ekaterina conducted an interview with Christina to learn about the accelerator program, and to get a deeper understanding of her voice and vision. Based on that conversation, Ekaterina created email outlines and provided feedback on draft iterations to move email recipients from warm-up sequence to the final application deadline reminder.
FYSO Copy Coaching Results
This is what Christina mentioned as the most helpful aspects of working with Ekaterina:
Thinking through an email sequence
Making sure I took the time for ‘top of the funnel’ style content
Coaching to constantly incorporate the voice of the customer
Knowing what questions to ask
Knowledge of marketing experts’ insights as well as case studies
Email drafts or edits
Helping me feel more confident that I had a plan that made sense
Persistent follow-up & accountability
Data-driven & willing to test
Helping me develop my value proposition based on customer insights, which then led to paying customers and a successful launch
It is important to note that this launch has primarily attracted business owners who already knew Christina personally, and had been in touch with her before the launch of the FYSO Guide and the FYSO Accelerator.
A short window between the FYSO Guide launch and the Accelerator launch meant less time for nurturing and building a relationship with cold subscribers, who might be in a prime position to buy when the next enrollment period starts.
“If you’re hoping to build a sales funnel, Ekaterina does an excellent job strategizing how to build an effective email sequence.
She is data-driven, thorough, and holds you accountable throughout the process. Overall, Ekaterina helped me feel more confident that I had a solid strategic plan”