How do you sell to an online fintech course Asia, Africa and Latin America using a social media platform that is notoriously bad for conversions? When we were approached by our friends at the Digital Frontiers Institute (DFI) to take on this daunting task, we thought we might struggle to see real results. But thanks to some creative design and out-of-the-box thinking on targeting, we managed to get our client the conversions they needed.
From a design perspective:
This project followed in the footsteps of a brand renewal that we implemented for DFI on social media. This helped us to be in complete control of the creative process, building on the positive momentum between us and the client after successfully rolling out their new brand identity, and bringing their graphic design in line with a much more modern look and to find a visual theme that will carry the message across the diverse landscapes of our targeted audience
From an advertising perspective:
The bigger challenge was to nail the targeting so that we get the most amount of conversions at the best possible price, especially because DFI’s target audience of finance professionals in developing markets speak multiple languages and can be difficult to sell professional development courses to.
In the process we discovered some insights that might help you with your Facebook conversion campaign.
- Start off with broad targeting and narrow it as you go along.
- Unstuck an underperforming ad set with one or two ittirations. Avoid making too many changes too quickly.
- Build fast, launch quickly, crunch data and optimize.
- The Latin American market is a difficult nut to crack, especially with the language barrier, and has a much higher CPC cost than Africa and Asia.