the challenge: grow student enrollment
College of Business Technology (CBT), an education institution based in the Miami area, faced a need to grow new student enrollments at a much faster rate. The College required a marketing partner that could provide new insights and ideas to improve its organic and paid search visibility within the greater Miami area while delivering deeper customer analytics and helping it navigate the ever-changing online marketing landscape.
the mediawhiz solution
Local Optimization Program
- Developed and deployed ongoing citation building program (local listing websites that discuss CBT) to boost visibility of location-based properties.
- Optimized both on- and off-site location pages to improve authority and reach.
- Normalized data across local listing websites to improve relevancy.
- Worked with CBT to develop and publish a content creation and editorial calendar to produce high-quality authoritative content for its demographic base, such as blog posts and infographics.
- Conducted a series of detailed audits to understand and address key areas of on-site improvement that www.CBT.edu needed to acquire more organic visibility. These included:
Improved Organic Authority and Visibility
- Technical architecture audit and site updates
- Content audit and ongoing content optimization
- Authority signal audit
- Ongoing on-site content optimization
- User experience analysis and updates
Paid Search Optimization
- Optimized brand keywords to gain more impression share by improving the quality score to raise the average position.
- Ongoing ad copy testing to determine the best-converting ad copy for branded terms with strong calls-to-action.
- Incorporated dynamic keyword insertion to ads, where appropriate, to improve relevancy with searchers’ intent.
- A/B and multivariate landing-page testing for all campaigns to create a better user experience.
- Tested banner images and button colors to determine the winning variation.
mediawhiz results: improved conversion rates and decreased cost-per-lead
Performance is a thing of beauty! MediaWhiz delivered beautiful results for CBT College:
Q1 2012 versus Q1 2013
- 51% increase in total organic acquisitions
- 20% increase in organic lead conversion rate
- 34% decrease in cost-per-lead
- 52% increase in non-branded organic traffic
- With 18% less media spend, increased paid search acquisitions by 4%
- 22% decrease in cost-per-lead
- 12% increase in paid lead conversion rate
The education vertical is one in which MediaWhiz has demonstrated success in SEO, PPC and across the suite of digital and performance marketing channels. Our cross-channel capabilities in EDU have allowed MediaWhiz to successfully recruit for both campus-based and online programs, increasing lead volume while lowering CPA.