The professional training market is competitive but also highly lucrative. Businesses tend to stick with the brands that they know and trust. EEF’s Training offer is market leading, but lacked any real market presence. People who had used their courses were passionate advocates, but extending the message and success beyond those who were already in the know was proving a challenge for EEF.
We implemented a content-driven search marketing strategy. We started by optimising the existing site content for specific, market-lead keywords. Once the site was as Google friendly as it could be, we moved on to content creation. We mixed targeted blog posts, infographics, white papers and videos with an extensive email marketing campaign that drove awareness and content engagement. We blended that with social media marketing and created search campaign that reached places never before reached by EEF. For that final conversion driver, we used Google Adwords and Bing Ads to increase reach in to new search terms and phrases.
Before the campaign EEF’s search traffic was low and very brand focused. Within months the traffic had more than doubled, sales were increasing and online reach was at unprecedented levels. Content sharing and engagement exceeded even our most optimistic forecasts and EEF were able to sell to businesses they had struggled to reach in the past – all at an ROI of 9:1.