+365 leads in 18 days, a free online event as a conversion engine.

The customer

Trading Educators is a school specializing in options trading training, founded by Joe Ross, one of the most respected historical figures in the trading field. Guido Albi Marini , a professional trader and recognized trainer, currently leads the training program in Italy. He has collected and reinterpreted the Ross method for today. The company offers advanced courses for self-taught traders and private investors who wish to approach the market professionally, with strategies based on over 60 years of real-world experience.

The strategy: building a digital ecosystem from scratch

The project's starting point was ambitious: to sell Trading Educators' flagship options trading course, aimed at beginner and intermediate traders looking for a simple, replicable method with a high probability of success.

The first step was to design the entire digital ecosystem from scratch , to transform brand authority into an effective acquisition tool:

1. Connection funnel : we studied the ideal customer journey, identifying the main pain points and the persuasive levers capable of converting interest into actual contact.

2. Website : Built on Wix Studio, completely new, based on careful keyword research and optimized for SEO, UX, and mobile performance. The copy was designed to showcase the method and guide users toward conversion.

3. SEO & link building : In addition to semantic and technical optimization of the site, a link building plan was activated to improve its authority.

4. Multi-channel strategy : we activated Meta Ads and Google Ads campaigns for advertising, and leveraged the company's existing organic channels— email marketing, YouTube, Quora, Instagram, and Facebook —for free content distribution.

   
   

The turning point: a free online event as an entry point

In building the funnel, we chose as our entry point a free online workshop in two consecutive sessions , designed to:

• Demonstrate the value of the method right away.

• Generate trust and authority among a cold audience.

• Get the most engaged users to request a free personalized consultation , an intermediate step towards purchasing the course.

This choice proved to be a winning one: it allowed us to reach a highly interested audience and spark a dialogue based on concrete content, not abstract promises.

The results

The funnel worked very effectively, producing concrete results in an extremely short time:

• 365 total leads generated

• Landing page conversion rate : 19%

• Free event participation : → 190 participants in the first event → 186 participants in the second event → Overall participation rate: 51.5%

Many of the participants requested the free consultation in the following days, generating direct sales opportunities for the full course.

Conclusion

Building a marketing ecosystem from scratch isn't just about "launching a website" or "launching campaigns." It means designing a coherent system capable of transforming interest into trust, and trust into purchases.

This case study demonstrates that, even in a highly competitive industry like trading, a well-placed free event and a multi-channel funnel can generate real, actionable leads in just a few days .