Case
A yearlong marketing work that leads to a tenfold price growth of psychologist consultation
A work on an expert's personal brand positioning
Sphere:
psychology, psychotherapy, nutritional science (small business)
Business model:
B2C
Work period:
1 year
Goal:
to strengthen the positioning of a personal brand with a rise in income, but without increasing the time for work and promotion
An expert psychologist with 10 years of experience in the field. The organizer of psychological games, the author of a "New Reality" course, and a practicing specialist in psychological counseling
Client's pains identified during the consultation:
A lack of structured product promotion
An old website that does not bring any leads
An absence of a stable client flow
Difficulties in systematization and structuring of expert information
A small number of followers on social media
A lack of motivation to raise the cost of services due to a comfortable financial condition
The tasks set and types of work done
Based on the current situation, I have offered the following package of services
Together with a client, we set priorities on existing requests and drew up a detailed list of tasks:
01
To make a new functional and informative website based on the client's requirements
02
To work out detailed descriptions of each service, considering the real needs of customers and the advantages of an expert
03
To develop a new pricing system and implement the loyalty system
04
To build a stable and high-quality client flow interested in the client's expertise
05
To finish, publish and put on sale the book on Litres and Amazon, which works as a passive tool for attracting customers
06
To think over the expert's promotion system through the main sales channels
To get the best result, we went through all the work stages:
The result of the work
The main digital indicators that show the quality of work done:
10 times
an increase in expert consultation cost
5 times
a rise in activity on social networks
4 times
an increase in subscribers on the Telegram channel
$1.650
the cost of a new jointly developed nutrition product that was purchased more than N times
$2.200
the price of our two-week retreat program, which was pre-ordered by N people
By analyzing current and new clients, we also came to the following results:
  • We identified the pains and problems of the target audience to generate content more efficiently and attract more leads for high-quality content
  • We tested the price increase and destroyed the statement: “If I raise the price, no one will come to me”
  • We have formed an effective referral system: “bring a friend - get a discount” for loyal customers, which ensures minimal costs for attracting new customers at this stage
  • We started selling services in packages to loyal customers, which allowed us to increase the average check and achieve financial goals
As a result of the joint work, the client received a 12-page document and recommendations for further development of her personal brand
During our year-long collaboration, in addition to working on a marketing strategy, a book, a telegram channel, and a website, we additionally redesigned the strategy and positioning of her personal brand since my client received a diploma of higher education from the I.M. Sechenov First Moscow State Medical University with a degree in "Nutrition Science". With the appearance of a new service on the website and in the Telegram channel, we managed to show the connection between two areas: nutrition and psychology. It helped us expand the client's positioning, designating the mission to improve the mind and the whole body in physical and mental ways.
Anastasia Barbashina
Interesting facts about the project
Client's review
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