By Marc Purtell | Director, SEO
We recently published a case study on how search marketing is being leveraged to dramatically increase leads while decreasing the cost-per-lead in one of our most important verticals. MediaWhiz has a long history of success in the education vertical using a mix of digital media to drive performance. This case study illustrates an example of we successfully leveraged our extensive education experience to exceed our program goals.
The Challenge: Increase New Student Enrollments
Miami-based College of Business Technology (CBT) came to us with the challenge of increasing the rate at which they were enrolling new students while providing insights to help improve its conversion funnels and better understand its customer analytics. After partnering with CBT, the MediaWhiz Search team constructed a plan to integrate paid search with organic and local search optimization to hyper-target potential students in the greater Miami area and beyond.
The MediaWhiz Solution: On-Site Content Plan and Local Search Optimization
As a vehicle to increase awareness locally and drive potential students to CBT’s campus programs, MediaWhiz combined an on-site content plan with optimization of local listings and citation building. We developed a content creation calendar to ensure high-quality, locally themed content was added to CBT’s website and blog on a regular basis. This strategy not only helped expose CBT to more real estate in locally targeted search engine results, but also positioned the college as an engaged member of the community.
In addition to the on-site content plan, MediaWhiz helped CBT in the local market by promoting its listings in search engine map results. By optimizing CBT’s location pages in the major search engines and normalizing its business data across hundreds of local listing websites, we ensured CBT ranked at the top of map results for dozens of highly competitive search queries.
We also understood the need to scale on a national level to open up the market to those looking to come to Miami to study and those interested in online programs. To capitalize on this opportunity, MediaWhiz implemented a strategy to serve both paid and organic search listings for relevant search queries.
To maximize CBT’s presence in organic search results, an audit of the site’s technical architecture uncovered a number of issues limiting the ability for the site to rank in the search engines. These issues were resolved quickly through site updates, allowing all content to be properly indexed by the search engines. The content of the site was also updated to be more targeted around strategic keywords that lead to enrollments. This content was then promoted via various content marketing initiatives.
Post-click optimization was also implemented to provide users with a better experience upon entering the site through search and improve conversion rates. This was accomplished through a deep analysis of web analytics data, navigation analyses, usability testing, and conversion funnel analyses. Based on the findings, the site was updated thus lowering bounce rates, keeping users on the site for longer periods of time, and improving conversion rates.
In order to take advantage of the paid search real estate, MediaWhiz leveraged ongoing ad copy testing to build efficiencies in click through and conversion rates while optimizing keywords to improve quality scores. A post-click optimization program was also implemented for paid search landing pages through aggressive A/B and multivariate testing leading to a winning landing page layout.
These efforts paid off with an increase in leads at a lower cost. Specifically, there was a year-over-year increase of 51% in acquisitions generated from organic search while driving down the cost-per-lead by 34%. On the paid search side, acquisitions increased 4% year-over-year, despite an 18% decrease in media spend. The cost-per-lead decreased by 22%.
Want similar results for your brand or organization? Contact us today for a consultation. We look forward to helping you acquire customers — or students —more profitably.