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Our client is an educational hub offering classes to students all over the world. They specialise in IGCSE and IB subjects using a hybrid approach of small groups and 1:1 classes. They wanted to grow their business internationally and further students’ growth and personal success all over the world.
The Achieved results
Challenges Faced by the client
At that time, the client was growing steadily but faced many issues with their previous digital marketing agency (which they have been working with for a while).
They also faced the following specific challenges:
International Audience: One of the major challenges for the online educational hub would be to attract an international audience. This would require a thorough understanding of the cultural and social differences in each market, as well as the language barriers that may exist. The marketing message and content would need to be tailored to each market to resonate with the target audience.
Competition: The online education space is highly competitive, and the client would need to differentiate themselves from other online education platforms to stand out. This would require a unique selling proposition (USP) and a well-defined brand identity that resonates with the target audience.
Skepticism: As online education is still a relatively new concept for some, the client may face skepticism from students and parents who are not familiar with the benefits of online learning. The marketing message would need to address these concerns and highlight the benefits of the client’s hybrid approach of small group and 1:1 classes.
Building Trust: Another challenge would be to establish trust with potential students and parents. This would require transparent communication, customer testimonials, and a strong social media presence to showcase the quality of their services.
Search Engine Visibility: Given its aging website, the client would need to ensure their website is optimized for search engines to increase their visibility and reach a wider audience. This would require a strong SEO strategy that includes keyword research, on-page optimization, and backlinking.
Technical Challenges: The client would need to ensure their online platform is user-friendly and easy to navigate to improve the user experience. This would require ongoing technical maintenance and updates to keep the platform up to date with the latest technology and trends.
Reduction in traffic: Given the above, they faced a decrease in their website traffic. The social media marketing campaigns no longer had the same kind of impact as before and the email campaigns were facing lower open rates and click through rates.
In short, what used to work no longer did. They came to Grow Faster Marketing hoping for a fresh perspective and a more proactive approach that would take them to the next level.
how grow faster marketing helped the cient
Together with the client, we started with a deep dive into its business alongside a digital marketing audit to review every facet of the client’s online presence to uncover problems, challenges and opportunities for improvement.
We then implemented the following solutions:
Our agency conducted extensive market research to gain a thorough understanding of the cultural and social differences in each market, as well as the language barriers that may exist.
We then tailored the marketing message and content to each market to resonate with the target audience. For example, for the target market in Asia, we highlighted the benefits of online education in the context of the highly competitive education environment, while for the European market, we emphasized the flexibility and convenience of online learning.
By analyzing the various reports across the different marketing platforms, we discovered that TikTok was not giving them the return on investment required and therefore shut it down.
We focused marketing spend on PPC and Facebook Ads as we saw the greatest engagement there. However, we discovered that while impressions were high, conversions were low and that was mainly due to the ads were too generic.
We understand the client wanted to go international, but that did not mean all the ads could be the same. We disccused with the clients the various customer personas they were targeting and subsequently designed ads that were tailored to each specific country so that we could better address their pain points. This resulted in a 315% increased in click through rates and also brought cost of acquisition down by 75%.
To differentiate the client from other online education platforms, our agency helped define a unique selling proposition (USP) and a well-defined brand identity that resonates with the target audience.
We conducted a competitor analysis to identify gaps in the market and opportunities for the client to differentiate themselves. For example, we highlighted the client's hybrid approach of small group and 1:1 classes as a key differentiator, and emphasized the personalized learning experience that the client offers.
To address skepticism from potential students and parents, our agency crafted a marketing message that highlighted the benefits of online learning and the client's hybrid approach.
We also showcased customer testimonials and social proof to build credibility and establish trust with potential students and parents. For example, we highlighted the success stories of students who had improved their grades and achieved academic success through the client's online classes.
We created targeted social media ads that focused on the client's USP and targeted specific demographics and regions where the client had identified a high demand for their services.
This approach led to a 22% increase in website traffic and a 45% lift in conversions.
Our agency helped the client establish trust with potential students and parents by providing transparent communication, sharing customer testimonials, and building a strong social media presence.
We implemented a social media strategy that focused on building engagement and creating a sense of community among the target audience. For example, we ran a social media campaign that encouraged current students to share their learning experiences and successes on social media using a unique hashtag.
This helped build credibility and establish the client as a reputable online education provider.
We started with streamlining their website so that potential customers could clearly see what their offerings are.
The goal was to make it user friendly so that there are less obstacles for the prospect to convert. Our agency implemented a strong SEO strategy that included keyword research, on-page optimization, and high-quality backlinking to improve the client's search engine visibility and domain authority.
We also did a few rounds of content pruning of their blog posts to improve their search ranking based on selected keywords and this improved their organic website traffic by 248%.
Our agency helped the client overcome technical challenges by conducting ongoing maintenance and updates to keep the platform up to date with the latest technology and trends.
We implemented user testing and feedback surveys to identify areas for improvement and implemented changes to improve the user experience. For example, we optimized the website's load speed, implemented a user-friendly interface, and streamlined the online booking process.
Our agency conducted a thorough analysis of the client's marketing campaigns to identify the root cause of the reduction in traffic.
We identified several areas for improvement, including refining the target audience, improving the email marketing campaign, and running more targeted social media ads.
By implementing these changes, we were able to increase the client's website traffic by 25% and improve the email open rates and click-through rates by 15%. We also sought to bring their social media marketing campaign to the next level.
We curated a social media calendar for the client so as to remain relevant and current with prospects and to create a sense of community and lifelong learning with the students.
This increased shares and likes by 183% and resulted in more enquiries.
All these helped the client establish a strong presence in a dozen countries and increase their revenue by 300% in just one year.