Goede Start Borstvoeding wants to help (upcoming) mothers to give them the best start in their breastfeeding journey by providing the online courses with video content.
Caroline Kruger asked me to help setup the Goede Start Borstvoeding video courses, including freebees, landing pages, checkouts, a community and a marketing funnel.
Goede Start Borstvoeding is an initiative by Caroline Kruger of Nultien Borstvoeding. She has 15 years of experience as a Lactation Consultant (lactatiekundige) and has done over 5000 consultations with breastfeeding moms. She collected all her knowledge in a series of online courses to make sure her expertise is available for more mothers with a desire to breastfeed their babies. At any given time and location.
Landing pages: Designed for ACTION
All products of Borstvoeding Goede Start have their own landing pages. These landing pages are designed to inform (new) customers about the available freebees and courses and serve as an essential tool to encourage visitors to take action: Get to the course.
For the landing pages we worked with the following principles:
- Clean look & feel inspired on the current brand of Nultien Borstvoeding to create a clear overview.
- The content tackles the most important questions of breastfeeding mothers and is paired with Carolines extensive knowledge.
Checkout: Optimised for CONVERSION
When visitors are drawn to the offer on the landing pages, they can proceed to the checkout. We’ve implemented several neuromarketing techniques to create great experience leading to conversion:
- Of course; A clean interface with minimal distraction
- A minimal number of fields to fill in before ordering.
- Cross-sells and upsell options to add.
- Listing down the USP’s and testimonials so people feel encouraged in their buying decision.
Goede Start Borstvoeding Community: LEARN and SHARE EXPERIENCES
After ordering, the users are invited to the Goede Start Borstvoeding Community. Here they can find their courses:
- Courses are enriched by video content, including thumbnails so users know what to expect.
- Users can easily enrol to other courses, through additional checkouts.
- Users can ask questions regarding the content and share everyday experiences in the community. Caroline replies with her knowledge, other users can reply with their experiences.
Setting up the funnel
It is the ambition of Goede Start Borstvoeding to reach more breastfeeding mothers than with the current workflow of offering physical consultations (at home visits) as well as informative courses. We’ve set up a funnel to reach mothers outside the region of Rotterdam through instagram Adds, instagram posts, carousels and reels. From here, visitors are send to the different landing pages.
To set up the funnel we created:
- Instagram Adds (video’s and static content)
- Reels, posts and carousels
- Automated responses in Instagram to direct users to the right landing pages.
- After sales: we created a series of e-mails with additional breastfeeding tips and upsells towards the other courses.
Anneke was one of my clients as a lactation consultant. She and her baby had a rough start in her breastfeeding journey and I was impressed by her dedication to succeed.
This proved to be exemplary of her work.~ Caroline Kruger, Goede Start Borstvoeding
Date
2024
Client
Goede Start Borstvoeding
