A New Zealand-based professional development and training company offering PMI certifications needed a marketing overhaul to improve their online visibility and lead generation efforts.
Case Study
Transforming a Project Management Training Company’s Digital Strategy for Global Success
In today’s competitive training and certification industry, a robust digital marketing strategy is essential for attracting new learners and building trust. A New Zealand-based professional development and training company offering PMI certifications needed a marketing overhaul to improve their online visibility and lead generation efforts. This case study highlights how strategic enhancements in SEO, LinkedIn, and website design led to impressive business growth.
Project Overview
Our client is a globally-operating professional development company that offers all PMI certifications, including PMP®, CAPM®, PgMP®, PfMP®, PMI-PBA®, PMI-ACP®, PMI-RMP®, and PMI-SP®. With a network of instructors located worldwide, they are well-equipped to provide high-quality training to professionals regardless of location. While they are based in New Zealand, they market their courses to key regions such as the US, Canada, UK, Europe, and Australia.
The company approached us with several challenges related to their lead generation and online presence. Despite offering world-class courses, they struggled to convert website visitors into leads, and their marketing efforts weren’t driving enough traffic to their site. Their online presence did not reflect the value and credibility of their services, and they were missing critical SEO opportunities.
The Challenges
The client faced multiple challenges that affected their ability to market their courses effectively:
1. Missed SEO Opportunities: Despite offering courses in high demand, they were not leveraging search engine optimization to drive organic traffic. This limited their reach and visibility on Google.
2. Disorganized Website: Their website lacked clear navigation and structure, making it difficult for users to find the courses or information they were looking for.
3. Low Trust and Credibility: The client’s online presence didn’t reflect their industry expertise or trustworthiness. Their messaging and content failed to communicate the high value of their offerings, leading to lower conversions.
Our Solution:
To address these issues and position the company for long-term growth, we implemented a comprehensive marketing strategy:
Website Revamp
We redesigned the website with a professional and user-friendly interface that reflected the brand’s credibility and industry expertise.
The new website was structured with easy-to-understand menus and a smooth flow of information to guide users through their learning journey.
Clear calls-to-action were added to improve conversions for course sign-ups, exam simulations, and online quizzes.
SEO Optimization
Comprehensive SEO tactics were implemented to improve the company’s search engine rankings. This included keyword research, on-page optimization, and creating relevant, high-quality content.
We targeted high-value keywords related to PMI certifications to drive organic traffic from the company’s key markets.
LinkedIn Marketing Strategy
A robust LinkedIn strategy was developed to improve the brand’s presence and engagement:
Company Page Optimization: We optimized the company’s LinkedIn page to establish a professional, trustworthy online presence.
Content Creation: Regular, valuable content was posted on LinkedIn to showcase the company’s expertise and highlight success stories.
LinkedIn Events: The company began hosting LinkedIn events, attracting an audience of professionals interested in PMI certifications.
Personal Branding: We worked on the LinkedIn profiles of key team members to build trust and expand their professional networks.
Blog and Content Writing
We created educational and informative blog posts that addressed common questions about project management certifications, exam tips, and industry trends. These articles helped to build authority and drive organic traffic to the website.
The Results
The client’s transformation was remarkable, leading to substantial business growth:
Growth Preparation: Within the first two months, the company’s improved online presence laid the foundation for business expansion and increased visibility in the market.
6x ROI: Within six months, the company achieved a six-fold return on their marketing investment. Their improved credibility and reach attracted new customers across multiple markets.
Increased Course Sales: The client saw a significant rise in online course purchases, face-to-face training enrollments, and sales of exam simulations and quizzes through their revamped website.
Conclusion
This case study highlights the power of an integrated marketing strategy that combines SEO, LinkedIn engagement, and website optimization. By addressing the client’s challenges and aligning their online presence with their value proposition, we helped them build trust, attract high-quality leads, and achieve significant business growth. With a solid digital foundation in place, the company is now positioned to continue expanding its reach in the competitive project management training industry.
Frequently Asked Questions (FAQs)
We offer flexible marketing services with no obligatory contracts or commitments. However, if you prefer, we can create a customised contract that offers a 10% discount over a 12-month period, tailored to your business needs.
Yes, you can! As your business grows or your needs evolve, our team is always ready to help you expand your marketing efforts. Simply reach out to our friendly team, and we’ll work with you to seamlessly incorporate additional services into your existing plan, ensuring your marketing strategy continues to align with your business goals.
Yes, we monitor KPIs weekly across all platforms to assess the impact of our campaigns. We provide a detailed monthly report, highlighting campaign performance, areas for improvement, and actionable insights to enhance your marketing strategy further.
Your primary responsibilities include attending the kick-start meeting and weekly status meetings, where we review progress and plan the next steps. You’ll also need to provide the necessary credentials for accessing relevant platforms and share timely feedback throughout the project.
We require the monthly retainer fee in advance to commence services. Payments can be made via bank transfer, and invoice details will be provided. Setting up a direct debit for ongoing retainers can simplify the process. In the event that payment is not received within a week of the deadline, services will be temporarily suspended, with prior notification, and resumed promptly once payment is received.
Yes, our marketing strategies are designed to be flexible and highly effective, no matter the industry. Whether you’re in retail, technology, hospitality, healthcare, or any other sector, we tailor our approach to meet the unique needs of your business
Your project will be overseen by a dedicated project manager who will coordinate tasks with the technical team. Their role is to ensure the smooth execution of the project, allowing you to focus on your business while we handle the operational details.
If you’re looking to optimise your B2B marketing efforts, improve conversions, and drive growth, we’re here to help.
- Email us at support@brandupwise.com.au, or
- Book a free consultation: www.calendly.com/brandupwise/strategy-consultation.
