A life coach approached me with the desire to graphically design her freebie in the form of a 10-page e-Workbook, to create a dedicated landing page for it and to set up the necessary email sequence on autoresponder in her email marketing tool (Direct Mail for Mac).
She provided me with her branding (logo, font type, brand colours, a dedicated graphic element to use as a spacer) and with plain text for the contents of the eBook.
Her requirement was to have the workbook as a fillable pdf file type, so that her clients could type in their answers as they would work their way through it.
First, I prepared the workbook. From the submitted plain text and raw photos, as well as branding guidelines, I created headlines, sections, chose particular quotes to stress in separate frames, and edited the photos that were put in the workbook.
I paid particular attention to the font type, colour and size of the text that the clients would fill in (as it is often a mislook feature in fillable pdf’s).
The design itself was submitted to two rounds of edits. When my client was happy with it, I proceeded with the webdesign of the landing page.
As she was using Leadpages for her dedicated landing pages, I created one on that platform. Again, paying attention to her branding guidelines, and using her basic draft as a starting point, I ended up creating a landing page with several calls-to-action (CTAs), images, special sections about features and benefits of the freebie as well as the subscribe form.
The subscribe form was incorporated as a piece of html code that I created in her email marketing tool (Direct Mail for Mac). I had to perform some smaller css adjustments so that the form fit nicely with the rest of the design.
When the landing page was ready, I made sure it was linked to my client’s custom domain with the help of a connector WordPress plugin.
Meanwhile, I created a separate address group in Direct Mail for Mac that would contain all the addresses of people who would sign up for the freebie. Then I proceeded with the background tech work for the sign-up:
- I customized the confirmation message to subscribers.
- I created two “confirmation” pages in WordPress (the first one reminding subscribers to check their email and click on the double opt-in confirmation link, and the second one congratulating them on successful subscription and the offer to download the freebie from the website).
- I had prepared the pdf file and placed it on my client’s WordPress site.
- I created an email sequence on autoresponder for people who subscribed to the freebie: they received a series of email messages (that I designed and copywrote) – first providing them with the freebie and then gently reminding them of other offers of my client.
At last, after the freebie campaign had been promoted on social media, I helped my client understand the metrics of her campaign (e.g. the number of people downloading the freebie, the open rates of individual email messages, the click-through rates of people opening the emails, total additional subscriptions to the general mailing list and the total number of unsubscribers from her list after they had received the freeie).
That same client had ran several similar campaigns during the time of our cooperation (approximately 8 months). We were continuously learning by doing and were improving the efficiency of the workflow.
Services rendered in summary:
eBook design, landing page creation, email sequence setup, WordPress, analytics
