BACKGROUND

CoachUp is a service that connects athletes with private coaches.  Their belief is that private coaching is the secret to reaching the next level in sports and in life. CoachUp is the nation’s leading private coaching company and is dedicated to its mission: helping kids change the trajectory of their lives through sports.  

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‍CHALLENGE

Online coaching platforms like CoachUp face a variety of challenges that span technology, market dynamics, customer engagement, and operational logistics. CoachUp’s two main challenges are Digital Saturation and Rising Client Acquisition Costs.

• Digital Saturation – Consumers are bombarded with online content and advertisements, which can dilute the impact of marketing efforts. Establishing a unique value proposition is critical in overcoming the noise and competing effectively.

• Rising Client Acquisition Costs – In the last 5 years, brands have seen their
  acquisition cost rise by 60%, and this trend is expected to continue.

Establishing a unique value proposition is critical to overcoming the noise and competing effectively.  To help, CoachUp tapped into IgnitePOST as a way to connect with prospective clients more effectively.  

APPROACH

CoachUp is currently using AVID (Anonymous Visitor Identification), which identifies 40% of anonymous website traffic by dropping a small snippet of Javascript on their website.  AVID allows CoachUp to segment, qualify, and nurture prospects in a way that’s best for their business.  

Leveraging this technology, they placed this script on a variety of landing pages to capture traffic from both SEO and SEM efforts. For hyper-personalized follow-up, they strategically segmented their business into two key groups – Main Marketplace and Training Center and then placed the script on pages for both groups.

They took it a step further by adding City/Sport-Specific pages – so a user looking for a tennis coach in Boston will land on a page tailored to that exact need.  Once these leads are identified, they are placed in a sport-specific nurture flow. Segmenting in this way, allows CoachUp to deliver follow-ups that feel personalized and relevant to each user’s journey.

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‍RESULTS    ‍

Through smart segmentation and personalized follow-ups, CoachUp drove impressive results and deeper engagement. The breakdown is below:

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Out of 38,845 identified visitors, 262 were associated with accounts.  59 were existing users and 203 accounts were created post-identification!  That means using the AVID service, CoachUp saw a 77% net new customer acquisition rate – fueling meaningful, measurable growth.

CONCLUSION

It can be really difficult to identify and attract new clients in the highly competitive coaching industry.  In this environment, brands need to take an omnichannel approach to attract and engage customers since people often have different communication styles.  IgnitePOST’sAVID service gives CoachUp an advantage by identifying and tracking visitors on their website.  Breaking down leads by business unit, sport, and location, enabled them to follow up in a way that feels personal and relevant

Building and nurturing these leads by adding them to CoachUp’s other outreach (newsletters, emails) can guide them toward becoming customers. The general practice of nurturing the interests in leads allows CoachUp to build and maintain relationships with prospects until enough trust is built to convert them into a customer. The truth is, 96% of visitors that come through websites are not ready to commit just yet. So having a solid lead nurturing process fills this gap and helps convert more visitors into customers.

If you’re interested in having IgnitePOST execute a similar strategy for your business, reach out to us today! We’d be happy to work with you to craft, execute, and measure a similar strategy for your business!

www.IgnitePOST.com

‍support@ignitepost.com

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