Promotion on Facebook for speech therapist center
Client: a team of Ukrainian and Russian speech therapists working online and offline. Speech therapists work in the direction of speech development and with difficult cases to start speech and correct sound pronunciation. Initially, before the war, the center worked in Odessa, but due to the situation, it was forced to move to Moldova.
Task: lead generation to attract customers.
Difficulties:
- Online classes are more problematic to conduct, as it is more difficult for children to concentrate and the result is not obtained so quickly.
- The center in Chisinau was new, there is no built brand, as in Odessa.
- Possibility to target only Russian and Ukrainian-speaking audience of European countries.
Result:
- Work period — March-May 2022
- Coverage - 115389
- Number of received leads – 96
- Number of received messages - 93
- Average cost per lead - $9.6 (target was $12)
- The average cost of a message is $1.34
- The minimum cost per lead is $3.21
- The minimum message cost is $1.18
- Number of comments - 37
What we did:
-
At the time of the start of the project, the client had a website and pages on social networks. We have finalized the site's thank you page so that the analytics work correctly, and it is convenient to collect leads. Installed a pixel on the site.
-
Defined the target audience and interests in targeting. Target audience: women and men from 25 to 44 years old with an average income and above average.
Interests: Kindergarten, Parenting, Kindergarten, Early Childhood Education and Retarded Development.
- We developed a media plan, calculated the approximate coverage for European countries, taking into account additional targeting by language (Russian and Ukrainian). We calculated the approximate number of leads that we can get and the costs.
- Furthermore, we developed advertising creatives and wrote texts with a bright USP.
-
First, we launched campaigns with the goal of Conversion and led users to the site. Then we decided to test the Lead Generation goal and got a higher result. We launched 3 ads at once with different creatives and the same texts, and turned off irrelevant ones in the process.
When the statistics accumulated, we launched a separate Retargeting campaign.
- Optimized campaigns based on performance. Some countries were turned off, moved to others.
- After opening an offline center in Chisinau, we developed creatives and launched the Conversion campaign for Chisinau.
- In addition, we tested and launched a campaign with the goal of Messages to increase the speed of response of managers and improve the quality of feedback from a potential client. The human factor and the high professionalism of managers who communicate with a potential client and can “squeeze” the interested user in time are important here.
Creative examples:
In creatives, they tried to use color accents that indicate belonging to Ukraine. In times of war, this can attract an additional audience and increase the chance of attracting a client.
Our cooperation continues and there are still many hypotheses to attract leads among the Russian and Ukrainian-speaking population of European countries.
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Client: a team of Ukrainian and Russian speech therapists working online and offline. Speech therapists work in the direction of speech development and with difficult cases to start speech and correct sound pronunciation. Initially, before the war, the center worked in Odessa, but due to the situation, it was forced to move to Moldova.
Task: lead generation to attract customers.
Difficulties:
- Online classes are more problematic to conduct, as it is more difficult for children to concentrate and the result is not obtained so quickly.
- The center in Chisinau was new, there is no built brand, as in Odessa.
- Possibility to target only Russian and Ukrainian-speaking audience of European countries.
Result:
- Work period — March-May 2022
- Coverage - 115389
- Number of received leads – 96
- Number of received messages - 93
- Average cost per lead - $9.6 (target was $12)
- The average cost of a message is $1.34
- The minimum cost per lead is $3.21
- The minimum message cost is $1.18
- Number of comments - 37
What we did:
-
At the time of the start of the project, the client had a website and pages on social networks. We have finalized the site's thank you page so that the analytics work correctly, and it is convenient to collect leads. Installed a pixel on the site.
-
Defined the target audience and interests in targeting. Target audience: women and men from 25 to 44 years old with an average income and above average.
Interests: Kindergarten, Parenting, Kindergarten, Early Childhood Education and Retarded Development.
- We developed a media plan, calculated the approximate coverage for European countries, taking into account additional targeting by language (Russian and Ukrainian). We calculated the approximate number of leads that we can get and the costs.
- Furthermore, we developed advertising creatives and wrote texts with a bright USP.
-
First, we launched campaigns with the goal of Conversion and led users to the site. Then we decided to test the Lead Generation goal and got a higher result. We launched 3 ads at once with different creatives and the same texts, and turned off irrelevant ones in the process.
When the statistics accumulated, we launched a separate Retargeting campaign.
- Optimized campaigns based on performance. Some countries were turned off, moved to others.
- After opening an offline center in Chisinau, we developed creatives and launched the Conversion campaign for Chisinau.
- In addition, we tested and launched a campaign with the goal of Messages to increase the speed of response of managers and improve the quality of feedback from a potential client. The human factor and the high professionalism of managers who communicate with a potential client and can “squeeze” the interested user in time are important here.
Creative examples:
In creatives, they tried to use color accents that indicate belonging to Ukraine. In times of war, this can attract an additional audience and increase the chance of attracting a client.
Our cooperation continues and there are still many hypotheses to attract leads among the Russian and Ukrainian-speaking population of European countries.