Campaign Strategy Development Case Study
Increasing Website Traffic and Conversions through an Inbound Marketing Program for an EdTech Platform
Introduction
A well-known business school offering on-campus MBA and executive management programs, along with newly launched online programs, sought to increase website traffic and generate more leads. The institution partnered with NettScience to implement an inbound marketing strategy focused on attracting qualified visitors through valuable Search optimized content and generate high quality leads from the program.
Key Challenges
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Low Website Traffic: Limited organic traffic to the website, hindering brand visibility and lead generation.
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Inefficient Lead Generation: Difficulty in attracting high-quality leads interested in the school's programs.
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High Acquisition Costs: Reliance on paid advertising, which proved costly and unsustainable.
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Competitive Landscape: Intense competition from other business schools with established online presence.
Our Approach
Content Strategy
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Developed a content strategy focused on creating high-quality, informative content that addressed the needs and interests of the target audience.
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Created a variety of content formats, including blog posts, e-books, videos, webinars, social media posts, and infographics.
SEO Optimization
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Conducted keyword research to identify relevant search terms and phrases.
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Optimized website content, meta descriptions, and image alt tags for search engines.
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Built high-quality backlinks from reputable websites to improve search engine rankings.
Content Promotion
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Promoted content through social media channels, email marketing, and industry partnerships.
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Engaged with influencers and thought leaders to amplify content reach.
Landing Page Optimization
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Created dedicated landing pages for each program to capture leads and drive conversions.
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Optimized landing pages with clear calls-to-action, compelling copy, and user-friendly forms.
Analytics and Reporting
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Tracked key metrics such as website traffic, keyword rankings, lead generation, and conversion rates.
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Provided regular reports and insights to inform ongoing optimization efforts.
Results Achieved
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Increased Website Traffic: Website traffic increased by 15% at the end of the year.
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Improved Conversion Rate: Conversion rate increased by 21%, leading to more program applications.
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Enhanced Lead Quality: The quality of leads generated from the website improved, resulting in higher enrolment rates.
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Reduced Acquisition Costs: Reliance on paid advertising decreased, resulting in lower overall marketing costs.
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