Which services are generally used in training businesses marketing?
Strategy:
- Brand Development
- Campaign Planning
- Keyword Research
- Inbound & Outbound Marketing
- Customer Relationship Manager (CRM)
- Social Media Planning.
Audit
What do training businesses generally set as goals?
- Increase in training course booking
- Attraction of new customers to courses or new courses
It’s important to set attainable goals, so when looking at specific product sales increases there has to be a full understanding of how many people want or need that service. – a niche financial product for instance will not have the same level of interest as everyday accounting packages.
We won’t be talking about a specific business or training business marketing campaign in this case study.
All of our case studies are white labelled. We will happily sign NDAs (non-disclosure agreements) with our clients when working with them on their marketing. We never share specific details with anyone else, so rest assured where we have experience working with more than one client in any one industry sector, you’ll never know what we are exactly does for them or they for you. We only bring our experience and understanding of the sector with us, every solution is totally unique to each and every client.
We have worked with, and are still working with, a number of different businesses within any one industry space. Within the accountancy space we have been working with both general and niche product businesses primarily within the UK.
The wants and needs for the majority of training businesses we have worked with have been generally the same; ‘we want to sell more training courses’, ‘we have new courses we would like to promote’ or a combination of the two.
The majority of training businesses we have worked with are surprisingly lead by price per hour for our services rather than the value of new clients onboarded.
Background:
The training business was struggling with underperforming website traffic and a lack of visibility in search results compared to their competitors. Their brand had grown tired and was in need of an overhaul to compete with other professional businesses.
To address these issues, they turned to social:definition for help with attracting new business owners and entrepreneurs and developing a comprehensive marketing campaign that would improve their online presence and attract more ideal customers.
Onboarding:
At social:definition, we understand the importance of a thorough onboarding process when taking on new clients. It not only helps us gain a better understanding of their business goals and target audience, but it also fills in any gaps in their own understanding of what they offer and who their customers are. We’ve found that this process is incredibly valuable not just for us, but also for our clients, as it helps them gain a clearer perspective on what’s required for a successful marketing campaign.
During the onboarding process, social:definition worked closely with the training business to understand their business goals and identify areas for improvement. This process involved several steps, including:
Initial Consultation: An initial consultation was conducted with the training business’s management team to gain a better understanding of their business goals, target audience, and marketing objectives.
SWOT Analysis: A SWOT analysis was carried out to identify the training business’s strengths, weaknesses, opportunities, and threats. This analysis helped gain insights into the competitive landscape and identify areas for improvement.
Ideal Customer Profile: The ideal customer profile was created by defining the demographic and psychographic characteristics of the training business’s target audience. This profile helped tailor the marketing efforts to attract their ideal customers.
Competitor Analysis: A competitor analysis was conducted to identify the training business’s direct and indirect competitors. This analysis helped gain insights into their competitor’s strengths and weaknesses and identify areas where the training business could differentiate themselves.
Website Audit: A comprehensive audit of the training business’s website was conducted to identify areas for improvement. This audit looked at factors such as website design, user experience, content, and SEO.
Keyword Research: Keyword research was conducted to identify the most relevant keywords for the training business’s website. This research helped optimise the website’s content, meta tags, and descriptions for better search engine ranking.
By going through this process, a comprehensive marketing strategy was developed that aligned with the training business’s business goals and target audience.
Brand Development:
As part of the marketing campaign, social:definition worked with the training business to develop a comprehensive brand development plan. The goal was to bring their brand up to speed and create a consistent and coherent brand across all platforms and media.
This involved the following steps:
Brand Identity
Brand Guidelines
Extensive brand guidelines were created, outlining how the brand should be used across all platforms and media. This included guidelines for training materials and templates, typography, colour use, and logo placement, ensuring that the brand was used consistently and coherently.
Website Redesign
The training business’s website was redesigned to reflect the new brand identity and provide a more professional and user-friendly experience for website visitors. This included updates to the website’s layout, content, imagery and a full learning management system.
Marketing Collateral
By developing a comprehensive brand development plan, social:definition was able to bring the training business up to speed and present them more professionally in the market space.
The new brand identity and guidelines allowed for a consistent and coherent brand across all platforms and media, helping to establish the training business as a leading provider of professional development courses.
Website SEO Audit and Keyword Research:
social:definition conducted a website SEO audit to identify areas of improvement for the training business’s website. This audit involved the following steps:
- Technical Audit: A technical audit was conducted to identify any technical issues that might be affecting the website’s performance. This included factors such as website speed, mobile responsiveness, URL structure, and site architecture.
- Content Audit: A content audit was conducted to identify any content-related issues that might be affecting the website’s performance. This included factors such as the quality of the content, its relevance to the target audience, and how it was structured.
- On-Page SEO Audit: An on-page SEO audit was conducted to identify any issues with the website’s on-page optimisation. This included factors such as meta tags, descriptions, header tags, and internal linking.
- Off-Page SEO Audit: An off-page SEO audit was conducted to identify any issues with the website’s off-page optimisation. This included factors such as backlinks, social signals, and online reputation.
Based on the results of the website SEO audit, social:definition developed a comprehensive SEO strategy for the training business’s website. This strategy included conducting keyword research to identify the most relevant keywords for the website.
The keyword research involved the following steps:
- Keyword Identification: The most relevant keywords for the training business’s website were identified based on the business goals, target audience, and competitor analysis.
- Keyword Analysis: Each keyword was analysed to determine its relevance, search volume, and competition level. This analysis helped identify the most valuable keywords to target for the website.
- Keyword Integration: The identified keywords were integrated into the website’s content, meta tags, descriptions, and header tags. This integration helped the website rank better for these keywords in search engine results pages (SERPs).
By conducting a comprehensive website SEO audit and keyword research, social:definition was able to improve the training business’s website’s search engine ranking, attract organic traffic, and provide a better user experience to website visitors.
Marketing Campaign
Based on the results of the onboarding process and website SEO audit, social:definition developed a comprehensive marketing campaign for the training business.
This campaign involved the following steps:
Website Realignment
The business’s website was realigned to their target audience by redesigning the website to be mobile-responsive, user-friendly, and visually appealing. The content was rewritten to focus on the training business’s unique selling points, such as personalised courses and experienced trainers. The meta tags and descriptions were optimised for the identified keywords.
Social Media Campaign
A social media campaign was launched to target the business’s ideal customers. This campaign included creating and sharing high-quality content that highlighted the business’s unique courses and professional development opportunities. The business’s social media accounts were optimised to reflect the training business’s brand identity and messaging.
Search Engine Optimisation
The business’s search engine ranking was improved by optimising the website’s on-page and off-page SEO. This included creating high-quality backlinks, improving the website’s loading speed, and optimising the website’s images and videos.
Email Marketing
An email marketing campaign was developed to target the business’s previous attendees and subscribers. The campaign included personalised messages that highlighted the training business’s unique courses and professional development opportunities.
Local Marketing
A local marketing campaign was developed to target the training business’s local audience. This included creating local business listings, promoting the business’s events and promotions on local directories and websites, and collaborating with local influencers to promote the business.
Implementing a comprehensive marketing campaign helped the business achieve significant results, including:
- Increased Website Traffic: The marketing campaign resulted in a 40% increase in website traffic within the first month. The bounce rate decreased by 28%, indicating that visitors were engaging with the website and we were attracting the right visitors.
- Improved Search Engine Ranking: The business’s website ranking improved for the targeted keywords, resulting in a 20% increase in organic traffic.
- Increased Social Media Engagement: The social media campaign resulted in a 30% increase in followers and engagement on the business’s social media accounts.
- High Conversion Rate: The marketing campaign resulted in a 25% conversion rate, indicating that the business’s ideal customers were attracted to the courses and professional development opportunities offered.
- Highly Increased Sales: The business’s sales increased by 50% compared to the previous year, indicating the success of the marketing campaign in attracting and converting the ideal customers.
In Conclusion:
social:definition’s marketing campaign helped the business achieve its business goals by targeting the ideal customers and aligning the website with their needs.
The SEO audit and keyword research helped improve the website’s search engine ranking and attract organic traffic.
The social media campaign helped increase engagement with the business’s ideal customers, resulting in high conversion rates and highly increased sales.
The marketing campaign resulted in highly successful results and helped the business establish itself as a leading provider of professional development courses.
Need Some Help or Would Like to Discuss How We Could Help you with Your Next Campaign?
If you would like to find out more about how we can help with your training businesses marketing give us a call on 02080 883 464, 02080 883 466 or complete the form for a call back or email: