пиар ход 1: 5 ошибок - как потерять учеников в январе и феврале?

How to Retain New Clients in January and February

Introduction

• The speaker, Ilyana Polina, a creative marketer for children's projects, wishes everyone a Happy New Year and introduces the marketing game designed to help retain new clients during January and February.

Marketing Game Overview

• The speaker emphasizes the upcoming second wave of client acquisition after the January holidays, warning that routine tasks may push marketing efforts aside.

• The marketing game consists of three useful videos aimed at highlighting common mistakes made by leaders when launching new client acquisitions.

• Each video will contain a code symbol; collecting these symbols grants access to a webinar titled "Strategic Move: How to Acquire Students in January and February" and a coupon for 1,500 rubles on upcoming projects.

Common Marketing Mistakes

First Mistake: Ignoring Sales Funnel

• Many leaders fail to create or track their sales funnel, leading to an inability to see key metrics necessary for managing client acquisition effectively.

• Without understanding the sales funnel stages (leads, trials, conversions), businesses cannot identify where they are losing potential clients.

Second Mistake: Neglecting Marketing Plan

• A marketing plan is essential as it serves as a guide for achieving goals and helps avoid chaos in multi-faceted children's centers.

• It is crucial to document strategies clearly with assigned responsibilities within the team.

Third Mistake: Weak Search Engine Presence

• Enhancing search engine visibility is vital during peak demand periods like January and February when parents actively seek services.

Fourth Mistake: Poor Landing Pages

• Businesses must prepare effective landing pages with fresh offers that clearly communicate why parents should choose them immediately.

• Offers should include compelling reasons such as bonuses or unique features that prompt quick decision-making from clients.

Fifth Mistake: Limited Marketing Tools

• Relying on only three or four marketing tools can lead to ineffective campaigns if not properly enhanced with conversion boosters.

• Understanding that all marketing tools require components (offers, visuals, etc.) is critical for improving overall conversion rates.

Conclusion of Key Insights

Importance of Tracking Metrics

Marketing Strategy Insights

Understanding Marketing Goals and Tools

• The initial step involves defining clear goals regarding target audience and necessary resources for marketing efforts.

• Emphasizes the importance of search engine visibility, noting that platforms like VKontakte and Telegram can appear in Yandex search results if utilized effectively.

• Highlights the necessity of using map services and aggregator portals, suggesting consistent engagement with these tools to enhance visibility.

Effective Traffic Generation Strategies

• Discusses the creation of landing pages across various platforms (social media, websites, etc.) as essential touchpoints for customer interaction.

• Differentiates between two traffic generation strategies: leveraging existing assets without budget versus investing in new client acquisition with minimal resources.

Seasonal Marketing Considerations

• Stresses the need to cultivate a warm target audience while also planting seeds for future clients, acknowledging marketing's cumulative effect over time.

• Advises planning five key tasks for January-February to ensure a steady influx of clients leading into peak seasons.

Key Takeaways for Client Acquisition

• Identifies five critical components necessary for attracting new clients: sales funnel development, marketing plan enhancement, search result optimization, landing page preparation, and implementation of multiple marketing tools.

Engagement and Future Learning Opportunities

• Offers an incentive (a code symbol) for viewers who stay engaged until the end; encourages taking screenshots for future reference on upcoming projects.

• Mentions a magazine release containing ready-made solutions aimed at saving time in social media management within children's projects.