With the event dates right around the corner, we got right down to work. We started by taking a look at what we already had: Dr. Venus’s audience on social media and through her mailing list. We examined what was working and what wasn’t—Dr. Venus’s captivating message drew in tons of traffic, but only a small portion of that audience was made up of qualified leads who might convert to paying clients. Based on what we found, we developed a target profile of Dr. Venus’s ideal client, then set about building our strategies to reach as many people who fit that profile as possible. 

We built out Dr. Venus’s Facebook presence, focusing on packaging her message in easy-to-share and easy-to-digest posts, conversations, and ads. We launched a series of Facebook ads, aimed first at generating “likes” for her Facebook page, then targeted to show the value of Dr. Venus’s offer to this new audience. Over the next few weeks, we tested a series of ads with a variety of goals and audience targets. Once we were happy with the results we found, we upped the Facebook advertising budget and rolled out campaigns solely dedicated to the book tour. Event sales began pouring in through Facebook, and by the end of the tour, Dr. Venus had made more than $100,000. 

Our strategy came down to three simple steps:

• First, we analyzed the audience we already had to find out what was working and what wasn’t. 
• Second, we expanded Dr. Venus’s audience with targeted advertising strategies and testing.
• Third, we launched an advertising campaign specifically for Dr. Venus’s live events, and watched the ticket sales pour in!
  

By developing what Dr. Venus already had and taking an analytical approach to understanding her target audience, we capitalized on Dr. Venus’s proven work to scale her brand.