Online Psychologists in Russia: EasyLife Brand Launch Strategy (Case)
EasyLife online platform promotion strategy
About the project
We’ve already met the EasyLife brand before. In April 2022. The results of that meeting are described in this VK case study (VK / VKontakte — the biggest social network in Russia; think “local Facebook”). I’ll briefly recap them here:
Back then, we spent next to nothing in 5 weeks and 2 days.
18 April 2022 at 18:05 — created the first ad
25 May 2022 at 03:46 — created the last ad
Tests 1 to 3 spent: 6 024,86 roubles (RUB — Russian currency).
Test 4 spent: 807,29 roubles (RUB)
We grew the group to 30–34 subscribers back then. And EasyLife left disappointed because VK “didn’t work for them”.
But they didn’t give up. And it turns out that when I messaged the brand manager again in February–March, they were still around, but they still hadn’t gained traction.
Meaning: they hadn’t moved beyond the start-up stage. From time to time they advertised themselves in various podcasts of colleagues in the field, but with very modest results.
They didn’t come back to work with us straight away. First, Rita and I had to dig up a bunch of materials online and sketch an action plan. We also drew up unit economics (unit economics = “how the numbers add up per client / per purchase”), to transparently explain which metrics we must hit for the project to actually live, not just “launch”.
Goal
First, we estimated rough unit economics — what has to happen for at least the traffic spend to pay for itself:
For example, the calculations showed that “take-off” starts at 33 payments per month. That’s 33 / 4 = 8 clients per month.
We sketched a plan for ourselves: how to reach those numbers in broad strokes:
We also estimated how we’d “warm up” the audience (i.e., build trust and intent before selling):
We described the steps and how it should close into sales. The mind map also included hyperlinks to a sample sales script:
Timeframe and budget
Timeframe: Of course we aimed for a one-month “sprint” — to earn back the trust placed in us faster.
Budgets: We put 5,000 roubles (RUB) into Yandex Direct (Yandex Direct — Russia’s main search ads platform; similar to Google Ads) as a trial run.
For VK we planned a maximum of 10,000 roubles (RUB), to calibrate parameters in unit economics: cost per click, conversion rate into a lead and/or subscriber, and the subsequent closing into paid sessions.
SPOILER: in the end, we increased the VK budget, actually funded Yandex Direct properly, and stretched the timeframe to 3 months.
Preparation / Start of work
First, for warm-up and lead generation, I came up with a Google Form. So a person could fill it in anonymously, and the project’s psychologists could answer their questions live on stream. Then we could use the stream in retargeting.
Second, we went through https://wordstat.yandex.ru/ (Yandex Wordstat — a Russian keyword research tool), to “peek” at the exact wording of pains people search for in this niche.
From there, we compiled a list of “needs — how we close those needs”.
Third, we built a lead generation strategy plan via VK.
We thought through the creative structure:
We thought through the lead-gen logic:
We also thought through the audiences it should run to:
Failures and fuck-ups
And nothing worked. We kept running into problems:
The live sessions had to be hosted by the psychologists, and for that we needed to coordinate time much more carefully.
Content marketing, as it turned out, was slightly limping, and it didn’t line up with our goals and tasks.
Still, we did get visits — both to the site and some lukewarm leads into the community DMs.
What results we achieved
- We brought the community to 99 subscribers, i.e. gained roughly +56 subscribers. At the start it was around 33–34.
- We received 6 leads into the community DMs, if we count only those who came directly from ads.
That’s how the idea appeared: to build a proper brand strategy anyway — one that accounts for both technical and organisational mistakes. So yeah, we were like Jack Sparrow. Sorry… Captain Jack Sparrow!
— Do you have results?
— Better: we have a plan to create a plan to achieve results!
So, essentially, we returned to the start of the path.
Only this time, we rolled up our sleeves and decided to assemble a coherent brand strategy based on everything we learned during those three months of sprints chasing results. And the things we didn’t know yet — to clarify, learn, and attach to the strategy.
It’s also important to note that the client, of course, asked for results month after month. We honestly told them what problems we found, which ones we were solving, and how we planned to get results next.
Then we stepped back and looked at the situation from the outside. And we realised there was too much chaos in the project. We needed an ordering act.
We presented this development path to the client. We didn’t push. We proposed. The client thought for about a week to a week and a half, in our words, and gave us the green light to develop a brand strategy and a media plan.
So: everything below is the EasyLife Center brand strategy, with some parts censored.
Preface
EasyLife is an association of qualified psychologists providing psychological support through online consultations since 2022.
To show that life can be easier. To help people find answers to their questions and understand themselves.
We value the human being from the very first touchpoint. That’s why our credo is “Professionalism in everything”. In careful treatment of the client or the psychologist, and in the work on our service as a whole.
1. Overall goals and objectives identified for EasyLife’s online promotion
1.1. Make the project profitable within a year. Define a product line that enables this goal.
1.2. Determine which competitor EasyLife should benchmark against among the wide variety of services that organise online psychological consultation services.
1.3. Promote EasyLife’s VK group, aiming for 1,000 subscribers in three months.
1.4. Increase brand awareness and prestige through work with the group, influencer ads, seeding on forums and niche communities (seeding = paid placements / distribution in communities), developing psychologists’ personal brands, and targeted ads.
1.5. Increase the number of psychologists working under the EasyLife brand, expand the number of services we can offer, and increase each psychologist’s involvement in the association and its promotion.
1.6. Ensure the website’s reliability and security, define the required functionality, and turn it into a полноценная площадка for brand promotion and reputation growth.
1.7. Work through the full customer journey. Develop scripts for working with clients: someone must answer calls and messages in the group, messengers, and support chat, and also follow up with potential clients who didn’t pay for / missed consultations.
1.8. Increase the number of clients and business partners for the EasyLife service overall.
2. Current brand development strategy for EasyLife
As a basis, we took several competitors in different directions, that can be used as reference points. условно they can be split into three groups:
- psychologist matching services (yasno.live, alter.ru, bemeta.co);
- professional associations of psychologists (b17.ru, VK communities);
- geo-tied and non-geo-tied psychology centres and other associations (f-ps.ru and many others).
All services related to psychological help go down one of these three roads. Let’s determine which strategy will help EasyLife achieve its goals by analysing one competitor from each group.
2.1. SWOT analysis of yasno.live, a psychologist matching service
Yasno, online sessions with a psychologist
Pages indexed in search engines at the snapshot moment:
Individual session, 50 min — from 2850 roubles (RUB)
For couples, 1.5 hours — from 4850 roubles (RUB)
2850 roubles — specialist experience 3+ years.
3950 roubles — 5+ years experience, in Yasno for 1+ year, good reviews.
4950 roubles — top staff, 7+ years, invest into the project (write articles, mentor newcomers, etc.)
Not only a website, but also an app.
The platform as a whole inspires trust.
Well-presented business offering, a solid list of big-name clients.
Individual and couples sessions.
Good psychologist matching test.
Large blog, which is great for SEO. Blog articles are reviewed by admins. They’re written only by the top psychologists of the service.
Attractive conditions for psychologists: on average 10 clients via the service, free supervision and seminars for insiders, an internal community.
They don’t accept psychologists with under 3 years of experience. Strict selection. They keep only those who work well with clients.
A genuinely large selection of specialists.
A psychologist can record a video about themselves, but it’s not mandatory.
A strong VK community with many subscribers.
They hide their psychologists until you register.
The platform retains around 30% of money from each session.
You can’t set prices above what the platform policy allows.
In practice, most 10+ year specialists work at the “middle” price, not the maximum.
No sessions related to business and income growth.
Psychologists’ личности aren’t раскрыты as deeply as on b17: only a short video and a questionnaire.
No intro / “first meeting” session.
Only online sessions, no offline option.
Motivate psychologists to participate: those who invest into the project can set higher prices. Or pay a lower platform fee.
A more transparent pricing policy, rather than everyone just setting whatever they want (although that might repel some people).
A good psychologist matching form.
Reveal psychologists’ personalities better.
Create “tastier” conditions for community members.
Expand the “menu” for corporations.
Teach psychologists, become an educational platform.
Threats: Competitors offering more выгодные terms for psychologists.
“Yasno” is an excellent service for visitors. Strict selection filters out complete newbies and potential “harm-doers”. Admins control service quality and set fixed prices. It’s the format EasyLife could grow into one day, but that requires time, work, and investment.
We also had doubts about how comfortable it is for psychologists inside that platform: a fixed 3950 rouble rate for most participants, a large commission, burnout-level workload, strict requirements and control, few ways to stand out. A softer attitude in EasyLife towards its psychologists can become a strong competitive advantage.
2.2. SWOT analysis of b17.ru, a professional association of psychologists
Project name: b17, the No.1 site for psychologists
b17, the No.1 site for psychologists
Pages indexed in search engines at the snapshot moment:
58K+, but not all may be active.
In-person and online consultations from 700 to 15,000 roubles (RUB). Average — 2,000 roubles (RUB).
A widely known resource that has existed for a long time. Built by two psychologists. A “Wikipedia for psychologists”.
A huge amount of content and users, plenty of useful information.
All content is openly accessible and indexed by search engines. No registration needed.
Strong opportunities for an expert to show expertise.
There are groups and events from the portal.
Very strong, well-thought-out functionality.
A user can contact any psychologist directly without registering.
You can choose a psychologist in your city and work with them offline.
There’s feedback from psychologists working via b17 that there are no objective criteria of professionalism and no control over who does what. It’s a self-organising system. The top ranks go to psychologists who regularly write articles or invest into self-promotion, not necessarily those who work best and get the best client reviews.
There’s also information that b17 has a lot of competitors now and is sliding in search rankings. That reduces traffic, and therefore reduces orders overall. Psychologists look for other platforms with a stable flow of clients.
A newcomer will likely find it hard to claim a spot and get clients: competition is massive.
It’s unclear how the platform owners make profit. A visitor can get the psychologist’s contacts without registration and book outside the platform. There’s internal promotion: a psychologist can place an ad, but part of ad income goes to accounts where the ad is shown. Strange system.
Create more helpful and interesting content on popular topics for the VK group and the website. Give every psychologist a chance to show themselves.
Refresh the design, become more modern. Promote in social media.
Competition from more “fashionable” portals and social networks; harsh price dumping by newcomers prevents veterans from charging higher fees. Even top players often charge 2–3K roubles (RUB) per session, which can push them to leave the community.
We think the b17 format isn’t a great benchmark for EasyLife. It’s a voluntary community of interested people. It helps psychologists earn, but not the platform owners. The owners likely earn from internal advertising, but they don’t take commission from consultations.
There are also questions about psychologist rankings and quality control (it’s basically absent). But a strong feature is the ability for psychologists to show themselves through expert content (texts, video), client reviews, and commenting on other specialists. This approach can be implemented in our project via social media, and later via the website.
2.3. SWOT analysis of f-ps.ru, a geo-tied psychology centre
Foresight, a psychology centre in Saint Petersburg (Spb / St Petersburg)
Pages indexed in search engines at the snapshot moment:
Psychologist sessions from 1,500 to 5,000 roubles (RUB).
Supervisions for psychologists and psychology students for 2,000 roubles (RUB)/hour (offline) or 1,500 roubles (RUB) in a group.
A course for psychologists from 79,000 to 113,000 roubles (RUB).
Gift certificates for different amounts.
Good site structure, detailed description of services.
A physically existing organisation in St Petersburg.
Educational centre for psychologists; an expensive psychologist course.
Strict selection: higher профильное education required.
PR in media and offline events.
Lots of professional video content.
Ability to run offline meetings and seminars, not only online.
Likely participates in government procurement; the site is built in “government contract” style (a common pattern in Russia).
Average design and identity; the site is on Tilda (a popular Russian no-code website builder); client booking goes via a third-party service YCLIENTS (a Russian scheduling/booking platform).
It’s unclear who their social media group is for: clients, colleagues, or only insiders. Very few reactions on posts.
Service structure and descriptions. Ideas for additional products.
Move in the same direction: franchise model or opening branches.
Not that many psychologists; clients may go to platforms with larger choice. But consultations clearly aren’t their main product.
A concept suitable for EasyLife: a local psychology centre, plus the idea to develop higher-priced products (e.g., business trainings, themed trips, retreats), with online consultations as a supporting product.
2.4. Conclusions and creative concepts for the EasyLife brand
At this moment, EasyLife hasn’t existed long, doesn’t have a built system for working with psychologists and promotion, and can’t boast clear positioning and a wide product line. But it’s a good start.
A lot is already done: a website, groups, and a “core” of interested psychologists. The project can develop as “The EasyLife Association of Qualified Psychologists” that attracts more and more members. With a solid list of services and interesting products at accessible prices, you can go down one of two paths:
- Build an online consultation service in Yasno style, focusing only on the B2C segment in the early phases.
- Develop EasyLife as an association of psychologists without strict regional binding, but with a clear message to the public that this is a group of specific psychologists. A semi-open workshop. In later phases, develop B2B products.
3. Product line
We identified three core products that can be developed under the EasyLife brand:
- online psychologist consultations — selling psychologists’ services to people in need (B2C);
- membership in the EasyLife psychologists association — selling the association to other psychologists (B2B2C);
- services for business and government organisations (corporate psychologist, trainings) — selling association services (B2B / B2G; B2G = business-to-government).
Let’s review each of them through the marketing frameworks 4C & 4P.
3.1. Online psychologist consultations, 4C & 4P
A client has either a task or a problem they can’t handle on their own. For example, a woman’s relationships with men don’t work out, or a man sets a goal to reach a new income level but can’t. Then they can conclude they need a psychologist’s help. People also sometimes look less for “help” and more for someone to share the тяжесть of life with, if they were unlucky with family, spouse, or friends. Those people tend to go into long-term therapy.
The good news is that we don’t need to explain the value of working with a psychologist: the service is already fairly mainstream. But we must show that our psychologists are masters of their craft. For example: they all have degrees and certificates, constantly upskill, and have specialisations (phobias, burnout, couples on the edge of divorce).
An association of psychologists tends to inspire more trust than solo private practitioners. We can emphasise strict selection, and that we can match a specialist for any request. And even if the first psychologist doesn’t fit, the client gets other options.
A strong move would be to replace a weak questionnaire with a diagnostic conversation where a specialist уточняет the request and recommends the best match. For potential clients who don’t want to discuss their request with anyone but a specialist, we can offer a dedicated bot linked to the VK group: it gives a choice — talk to a person or match a specialist independently.
To execute this properly, you need clear communication scripts, an improved psychologist-matching bot, and then a very precise instruction for how to pay for a session on the site.
The association has accessible prices. Right now there’s an option to pay for a cheaper intro/diagnostic session that costs less than the first full consultation. It’s a sort of USP, but many psychologists consider such meetings ineffective. Maybe it’s worth replacing the intro session with a full session, while still sometimes offering discounts, for example during a live session with a specific psychologist.
Online consultations are more convenient for many clients than offline. No need to travel. You can talk audio-only instead of video to stay anonymous. That saves time and transport costs. Some people who need help (people with disabilities, people with phobias, mums with children) can’t always leave home or talk to new people at all. Another plus: from a small town, from anywhere in the world, and from any device, you can talk to a strong Moscow specialist.
A multi-factor psychologist verification stage by methodologists-practitioners with teaching experience, who are also practising psychologists themselves, increases product “safety” and trust.
At this stage, promotion via social networks, influencers, and psychologists’ personal brands fits best. There are too many offers in the market, so it’s vital to show the association psychologists’ expertise — individually and collectively. This content becomes a lead magnet by itself. So it matters to film videos, run free webinars, answer questions, break down complex situations, etc. We can also add email newsletters for clients registered on the site.
To validate the usefulness of a newsletter, we should use a dedicated service like SendPulse — it enables tracking email open rates. There’s a free version to test the service.
Emails can be customised visually, almost like a small landing page sample.
Ideally, “psychologist consultation” should be treated as a product line, because each psychological niche has its own audience and triggers. Sometimes it’s enough to focus on top запросы: relationships and money. And from time to time “shoot at sparrows with a cannon”, for example, run an interesting webinar on phobias.
Average ticket: 2500–3500 roubles (RUB).
Maximum ticket: 17,000 roubles (RUB).
The issue is that most money goes to the psychologist; the association gets a small commission. This product becomes profitable only with a high client flow. Advertising, site development, staff salaries (e.g., phone admins), and everything else must be covered by other products. Still, we must increase total B2C consultations, and therefore total commissions.
Any place where a person and their devices are.
The website, as a promotion place for this product right now, doesn’t fit. There is no expert content there. It would get lost next to stronger competitors.
Better to focus on social media, influencers, and niche площадки (e.g., communities for women). Also, clients can come through psychologists’ personal brands integrated into the shared EasyLife brand.
3.2. Membership in the EasyLife psychologists association, 4C & 4P
Many specialists want to feel part of a team and have support. To know that when they can’t handle something, senior colleagues will help. The association already has training for beginners, supervisions, and meetings with curators to review topics and methods on request.
Association members must pay some percentage of their consultations. Here is a sample calculation of how it could look:
This calculation assumes lowering the percentage retained, but you can also invert it: treat it as a compensation percentage for participation in content marketing.
The association can help psychologists PR themselves, raise their rates, find clients, improve marketing skills, and deliver training. We can periodically run webinars for EasyLife psychologists teaching them our базовый “starter marketing kit”.
Here, the most effective channel is likely word of mouth, especially since the core group is already formed. They can bring new candidates into the association, and then curators will train them.
We need to think how to make association work genuinely more beneficial for a psychologist than going solo. The association should also be interested in growing the number of psychologists not “for the count”, but to offer more services to end consumers (clients) and businesses.
In the first promotion phase, the focus must be on growing the client base via social media. If clients appear, that attracts new specialists and motivates proven ones.
Association members must pay some percentage of their consultations.
Any place where a specialist and their devices are. Offline meetings, events, trainings, etc. are also possible.
Word of mouth and brand reputation will drive the most here. People must want to join the association, see it as prestigious and valuable. Social media, the site, and various conferences will support promotion.
3.3. Services for business and government organisations, 4C & 4P
Big corporations now often keep an in-house psychologist to help employees with burnout and personal problems. These services may also be needed for high-risk and high-stress professions (doctors, firefighters, teachers), which leans into B2G in the Russian context.
Another direction is trainings for employees (including offline in Moscow): team building, leadership courses, improving team relationships, burnout prevention, communication with customers, etc.
Besides paying for the training, the employer bears losses due to downtime during the team-building period, plus venue rental if they don’t have enough lecture space onsite.
In many companies, team building is organised by whoever needs it most — and the result is often so-so. It’s easier for an organisation to order team-building “turnkey”.
You can promote via the website and SEO, but it’s important to describe each pricing tier in maximum detail and with maximum transparency.
We see this product as a long-term pillar: it can keep the association afloat and bring significant profit. It might make sense to invite psychologists with corporate experience into the association, or train existing ones.
It’s extremely important to work through all possible pricing tiers while considering competitors.
This can’t be done in phase one. We’ll need to treat it more carefully in phase two or even phase three.
Needs calculation. Team-building costs vary, but commonly it’s 5–10K roubles (RUB) per person. The profit must remain acceptable even after all costs, including the lecturer’s labour.
For corporate psychologist services, we must calculate an optimal price per consultation so the specialist doesn’t burn out for a small ticket.
It may be worth focusing on Russia’s largest cities: Moscow, St Petersburg, and “million-plus cities” (cities with 1M+ population).
It may be worth hiring a sales manager for cold outreach to large корпорации and their HR departments. SEO has strong potential, as does Yandex Direct.
4. Target audience
Target audience and value propositions must also be considered through the lens of each product line.
4.1. Target audience for online psychologist consultations
Here we must not rely on “average” statistical data taken from competitors or other sources. We must know the real target audience we can actually serve.
If we compare it to a multi-profile medical centre: we don’t advertise a surgeon’s services to “a surgeon’s audience” if we don’t have a surgeon in the centre yet. Or force a therapist to act as a surgeon. But if we know those services are demanded by our existing clients who came for other issues, then over time we should find the specialist.
That’s why we developed a questionnaire each psychologist in the EasyLife association must fill in, to clarify their personal audience and the запросы they work with most effectively, plus the requests they won’t work with.
THERE ARE A LOT MORE POINTS AND… the final part is collecting target audience data:
By analysing the collected data, we will understand the composition of our “psychologist consultation” product better, its target audience, the team’s strong points, and the areas that need strengthening.
4.2. Target audience and USP for EasyLife association membership
An association is a voluntary объединение where usually “nobody needs anything”. We need to think how to increase psychologists’ engagement in the process. How do we motivate them to write articles for the community, to film videos? How to create a competition that raises their rates without unfairly hurting those who are less popular? Maybe lower the platform commission for those who actively create content for the community/site or develop their personal brand.
What benefits of joining the association exist already, and what can be added?
- a higher minimum consultation price;
- no upper price cap;
- no need to find clients independently;
- fair distribution of orders, supporting “less popular” psychologists;
- a convenient site to track payments;
- material rewards for active psychologists, or reduced commission;
- supervisions from the centre for psychologists;
- training for beginners.
But how do we guarantee a постоянный client remains a client of the service and doesn’t quietly renegotiate with the psychologist for private sessions outside the platform?
We need to build a feedback system with the association psychologists to find as many growth points for this product as possible, continually increasing the value of participating in the association versus being outside it. Specialists must feel, without extra explanations, that taking a client away from the platform reduces their strategic benefits for growth and income.
It’s also important to understand that every association member contributes to the whole объединение. Like on b17: every psychologist who writes improves search rankings with each article.
We can try involving “quiet” psychologists into video content via a mastermind format: a group call of 5–6 people, topics thrown in, and then everyone wants to say “Me! I have that too!”, even argues. These masterminds need moderation in the moment.
4.3. Target audience for B2B and B2G services
From what we know EasyLife can offer to businesses, we must build detailed marketing segmentation using the same frameworks: 4P/4C/SWOT. Different industries can have different corporate culture and psychological health issues. More precisely: different predispositions.
5. Channels and promotion methods (high level):
- Developing a blog in VK and driving traffic to it; all psychologists participating in community development.
Using a site parser, for example, we identified competitors’ “hottest” pages by attention and traffic. This will simplify further analysis and topic selection for EasyLife:
- We also identified a huge list of their competitors, which strongly simplifies further market analysis:
- Mirroring the audience into a Telegram channel (a common “alternative” platform in Russia for convenience).
- Ads with 2–3 максимально relevant YouTube bloggers: likely channels strictly about psychology and self-development. Possibly run by psychologists. Despite formal competition, they might still take this product as an ad placement.
- Collaboration with medical communities, children’s organisations, women’s communities.
- Psychologists’ personal brands. If we gradually teach psychologists to work with their personal pages, participation in EasyLife content marketing will support content momentum on their personal pages and brands too.
- SEO optimisation of the site’s business services section.
- Promoting business services via maps and business directories (if an office address in Moscow can be used).
- Participation in professional events online and offline.
- Buying a PR service PressFeed (a Russian platform for sourcing expert comments for media) and building media mentions for specific psychologists through expert commentary, emphasising that they are psychologists from the EasyLife association.
- Podcasts: partnering with popular psychology podcasts to promote the product, and launching our own on VK. Later, this can be distributed via RSS export and to Yandex.Music.
Implementation phases
Work that needs to be done:
- Develop the social media community; increase awareness and prestige.
- Develop B2C and/or B2G products.
- Improve website functionality.
- Improve brand identity.
- Work with the human resource: motivation, expanding the psychologist base, implementing scripts.
Some work can be done in parallel to save time. This is shown in the diagram:
We understand that doing everything at once is a huge financial and operational load. So we split the plan into four phases. For each phase, a separate media plan will be developed. While one phase isn’t implemented, we don’t start the next.
What phases include, and when we’ll know it’s time to move to the next stage.
1. Phase one: promoting B2C products
- working on the VK group;
- working with psychologists and staff; implementing motivation and regulation systems;
- developing psychologists’ personal brands;
- debugging sales scripts;
- Website as a payment point.
Results of this phase look like:
- the group has over 1,000 subscribers;
- each post averages 5 likes and 3 comments from people who are not association staff;
- at least 9 clients closed into sales who buy regular sessions, with a minimum ticket of 2,500 roubles (RUB);
- a sales script implemented;
- a psychologist-matching bot implemented;
- psychologists understand the association concept, filled in the questionnaire, and agree to work on content;
- a working content production chain that includes psychologists;
- analytics implemented to assess content usefulness.
2. Phase two: developing B2B/B2G products and identity
In this phase, the work of phase one continues, while we also build a foundation for scaling: investing into prestige, and developing new products.
Results of this phase look like:
- brand identity (visual style) developed;
- SEO analysis of the site completed;
- a decision made on how the site will develop further (e.g., migrate to another engine if needed);
- a technical brief for the updated site developed;
- design for the updated site prepared;
- corporate products developed, including SEO texts that describe them.
3. Phase three: preparing the site and business products
In this phase, all work from phase one continues, the site is developed, and we search for psychologists ready to deliver corporate services.
Results of this phase look like:
- the association has corporate psychologists;
- the site is developed, launched, and tested;
- the site is filled with SEO texts.
4. Phase four: website promotion
- SEO promotion of the site for corporate services;
- implementing B2C payment acceptance via the site;
- promoting the site via Yandex Direct and other digital channels;
- hiring sales managers to sell corporate products;
- orders from corporate clients exist.
The result of this phase must be calculated later, based on the future B2B tariffs developed.
Phase one media plan
Goals and objectives:
- the group has over 1,000 subscribers;
- each post averages 5 likes and 3 comments from people who are not association staff;
- at least 9 clients closed into sales who buy regular sessions, with a minimum ticket of 2,500 roubles (RUB);
- a sales script implemented;
- a psychologist-matching bot implemented;
- psychologists understand the association concept, filled in the questionnaire, and agree to work on content;
- a working content production chain that includes psychologists;
- analytics implemented to assess content usefulness.
Target audience:
- Men and women aged 20–35. Men from 20, women closer to 29 and up.
- Interests: self-analysis, self-development, business, home life.
- + all уточнения from psychologists’ questionnaires about problems and pains
Promotion channels:
- VK group — traffic + content marketing
Budget and resource allocation:
- 21,440 roubles (RUB) for each of the three months. Detailed calculations are here:
But now we need to explain what those numbers are made of.
- The best CPC we had on average was 32 roubles.
- We’re confident that once we накопим enough data, we can reduce CPC by roughly 2x.
- For that, we need to accumulate 1,000 clicks into the community or via the link.
- We already have 330 clicks via the link or into the community.
- We still need 670 clicks via the link or into the community.
- 670*32 = 21,440 roubles
- If only 30% of clickers subscribe, we’ll gain 200 new subscribers in month one.
- In month two, once we hit 1,000 clicks, “Lookalike audiences” will run at ~16 roubles CPC and we’ll gain another +375 subscribers, totalling 575.
- In month three, if CPC stays 16 roubles, we’ll gain 575+375=950 subscribers total.
- EasyLife currently has 99 subscribers, which we gained without a dedicated subscriber-growth goal.
- 99+950=1049 subscribers.
- Why it’s important to build the bot and sales scripts before turning on traffic:
- Over the past period, with all the хаос, we received 6 enquiries into community messages. And we gained 56 subscribers from 43 that already existed at the start of work this year.
- (6/56)*100 = 10,16%
- 10% of the subscriber count is the minimum threshold we can expect in enquiries to the service.
- Assume we close into sales at the same 10% of those 10%.
- 10% of 200 new subscribers is 20 people.
- 10% of 10% is 2 people.
- 2 people, 4 sessions per month, is 8 sessions.
- 8 sessions * 2500 = r.20 100,00 turnover
- Then, each next month, if the client stays with the psychologist and continues paying through the platform, we gain +5–6 clients next month and +23 payments. That’s about r.57 600,00 turnover on top of r.20 100,00, totalling r.77 700,00
- In month three, it becomes +9 clients and, combined with previous ones, 70 paid sessions, which reflects into r.172 800,00 turnover
Creative concepts:
- Positioning EasyLife as an association of specific psychologists.
- Free webinars and live streams;
- Short video cuts in the format of clicks to those streams/webinars, plus a separate роликов scheme;
- Text content created from questions raised in webinars, collected via anonymous Google Form, plus competitor site analysis.
Monitoring, analytics, and optimisation plan:
- weekly evaluation of plan execution using unit economics metrics;
- weekly calls to корректировать the phase execution;
- weekly evaluation of content marketing via our own analytics system, example:
- traffic metric adjustments every two days;
- text updates in chat on progress, in addition to weekly calls;
- case reviews of leads not closed into sales or failed closes, to improve both the bot and manual matching effectiveness.
Schedule:
- Week one:
- Prepare sales scripts and the bot; involve psychologists in promotion work. Not all at once: it’s enough to find ~3 proactive pioneers, achieve results with them, and others will follow the successful example.
- Update the VK community to reflect the new positioning as “The EasyLife Psychologists Association”.
- Every three days, adjust published content and the content plan.
- Following weeks:
- Content: at least 1 post every three days, 3 posts per week — this is the minimum threshold where you can expect any effect;
- Traffic: launch at least 3 workable “bundles” for subscriber growth. A workable bundle = an ad creative shown to a specific audience that hits the CPC and subscription conversion targets. Runs 24/7.
- Retargeting traffic to community messages: 2 impressions once per week (in the old ad account).
Technical and organisational requirements
- at least 3 psychologists ready to work;
- clarity on who will close DMs into sales;
- a tested psychologist-matching bot.
Expected results
- 1,000 subscribers
- from 9 to 17 постоянных clients
- from 38 to 70 session payments at a minimum ticket of 2,500 roubles (RUB)
- from r.95 100,00 to r.172 800,00 turnover.
Summary
THAT’S IT: the media plan quote ends here. Based on what we already learned about the brand, we assembled this document in two weeks. Normally, we budget a month for this type of work.
The client is happy with the plan. We had a call, discussed it, and we presented and defended the plan.
Now the client is negotiating internally so we can begin implementing this strategy and plan.
IMPORTANT NOTE: this isn’t the best example of such a document — it’s our first-born. All following documents will be richer, deeper, and more exhaustive.
Message us here if you want us to develop a brand strategy for you: https://vk.me/bo_target https://t.me/bo_martian
Credits
Plan and case delivered by The Quiet Orbit. Project team for EasyLife:
- Lead Bogdan Zozulya: https://vk.com/the_redbeard, https://t.me/bo_martian, https://tenchat.ru/bosmmartian
- Project manager Margarita Pyoryshkina: https://vk.com/hikaru_snow, https://t.me/bordergender
- Digital marketer Elena Kudeikina: https://vk.com/ekablack1983, https://t.me/ekablack1983
- Traffic manager Lyubov Simanova: https://vk.com/aimoonsmm, https://t.me/Smm_button