Challenge
This was a growth marketing campaign in which we crafted strategies for a leading e-learning business (NDA Signed) that specialized in industry certifications for beauty formulations. Our specific role was to develop marketing strategies to drive awareness of the brand and ramp up efforts before each semester started. The online schools already had great reviews, good marketing materials, and an established brand.
Primary Action Items:
Define search strategy – they did not know which keywords to rank or bid on and what would convert prospective students. All the while understanding core competitors were getting ahead via these two channels (PPC/SEO)
Define Attribution & Influence Levers- the business did not truly understand the attribution of online marketing as tracking was messy and the team got so busy during peak season, no one was responsible for core KPIs, reporting, and performance analysis.
Content marketing – the client was producing content but it was very commercial in nature and it was very sporadic. No month-over-month strategy.
Solution
Although we embarked on a full campaign over a year and there are too many elements to list, here is the crux that moved the needle.
1) Strategic content calendar and research – Once we did thorough keyword research we outlined a long-term content calendar. We also recommended that the business focuses on creating quality content, rather than just producing quantity. Quality content will not only be more engaging to readers but it can also help to drive longer-term value as customers form relationships with your brand and are more likely to recommend you to their friends or colleagues.
2) Optimizing onsite & technical optimization – We did a full audit and fixed all technical errors. In addition, each month we scoped out to mark up for schema and build out light pages, etc.
3) Earned media – We worked with outside editorials and blogs to link back to strategic pages on the website to build authority and get more credibility. This bolstered organic rankings and traffic significantly after months 4-5 kicked in.
Net Results
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Leads/Student Signing up increased by 771% from prior year.
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Increased Sessions 64% from prior year.
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Increased Revenue 155% from prior year.
