© Anastasia Barbashina 2024
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
- Work on personal brand positioning
- Promotion of services and expert products
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:
- We have decided to update the website because its design was old-fashioned
- We have decided to update the course in the future and release version 2.0 because the current course is outdated
- We have decided to extend access to the course of the old audience for a small fee + remind old customers about us
- We must update all old services and write new texts; for new services, we should consider an offer and write detailed texts for the website
- We described a unique method of work that gives results
- We identified and described what makes her a more effective and better expert than other psychologists
- The expert specializes in psychological games. We organize a group game once a month, thereby warming up the audience for further cooperation
- Group games help us get the first clients for personal therapy. In addition to attracting customers, games are also the raw material for creating content
- We write down the core of the expert's personal brand: diplomas, information about training, etc.
- We prescribe the mission, values, and vision of a personal brand. We provide articles and texts for the site following the positioning
- We have decided to finish the book
- The client finishes it, and I am working on the editing
- We publish the book on Litres
- We translate and put the book on sale on Amazon
Initial data:
Goal: promotion with minimum expenses
Stages of work:
Result:
- 50 subscribers, mainly friends and old clients
- Activity is low
- The posts are expert but rather chaotic and have no unified system
Goal: promotion with minimum expenses
Stages of work:
- We packed the channel: name, description, fixed information.
- We conducted a few content strategies:
- The first one aimed to increase the activity
- The second one aimed to attract the audience using specific pains of the target audience
- We used all the free channel promotion methods and got 200 subscribers.
- We have begun paid advertising purchases (it takes a long time to develop a Telegram channel only for free; we need purchases for new leads influx)
Result:
- Growth to 200 subscribers through free promotion methods
- A significant increase in activity
- The appearance of leads through the channel
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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©Anastasia Barbashina 2024