Aalto Executive Education Academy
At A Glance
308%
112%
Backstory
Unlike Aalto University, the Singapore campus of Aalto EE doesn’t offer any undergraduate programs. They offer only postgraduate programs such as MBA, executive education programs, and a number of online courses in management, business, and leadership.
Accredited to some of the top business universities such as AMBA, AACSB, and EQUIS, Aalto EE is an internationally recognized organization and has ranked 42nd in the Financial Times Executive Education global rankings in 2020.
Backstory
Unlike Aalto University, the Singapore campus of Aalto EE doesn’t offer any undergraduate programs. They offer only postgraduate programs such as MBA, executive education programs, and a number of online courses in management, business, and leadership.
Accredited to some of the top business universities such as AMBA, AACSB, and EQUIS, Aalto EE is an internationally recognized organization and has ranked 42nd in the Financial Times Executive Education global rankings in 2020.
Client Testimonial
“We are immensely grateful for Brew Interactive’s transformative services, which have yielded remarkable results. From data driven digital advertisements to captivating content and sales enablement, their expertise and genuine passion exceeded our expectations.
Thanks to their efforts, we experienced a significant increase in leads, higher enrollment rates, improved engagement. Brew’s unwavering dedication and data-driven approach have made them an invaluable partner on our journey towards success. We wholeheartedly recommend them for exceptional marketing services.”
Challenge
Challenge
In spite of being an internationally recognized brand, the Singapore campus of Aalto EE was struggling to drive more leads and enrollments for their MBA and executive education programs.
At the time, they used to manage their marketing and promotion entirely in-house. They were aware that they needed to build more awareness about their brand among their target audiences. And so, they attended a number of career fairs and exhibitions that focused on MBA and other executive education programs.
Unfortunately, however, none of these activities yielded any decent results. The few leads that these marketing activities were able to generate, didn’t ultimately result in enrollments to their courses. What was even worse is that they had no way of tracking what was working for them and what wasn’t.
Aalto EE Singapore was grasping at straws as far as their marketing was concerned. They realized that they needed a partner with a proven track record to take them out of this slump and drive more enrollments. That’s when they reached out to Brew Interactive.
Solution
This uncovered what we had suspected all along – something was amiss with the way they were trying to create awareness and engaging their leads. Their advertising messages were failing to connect with their audience. Plus, the content on their website failed to convey their value proposition effectively. As a result, even the few leads that they were able to generate never resulted in enrollments.
So, we decided to revamp their content marketing and advertising strategies using a 3-pronged approach:
- The first was to run intelligent advertisements across digital platforms where Aalto EE’s target audience was mostly likely to be found, namely Facebook, Google, and LinkedIn (so as to drive quality leads to their landing pages).
We created a number of testimonial ads such as these since they help to offer social proof and can work wonders in building credibility for a brand.
We also ran some search ads on Google, optimized with relevant and competitive
keywords that helped us drive quality leads.
- The second approach in our strategy was to revamp the content on Aalto’s landing pages and blog posts to make them more interesting and valuable (as these are the pages where leads would be redirected to upon clicking on an ad).
Optimized landing pages helped to communicate their value proposition effectively. Clear and concise CTA buttons helped move leads to the next stage by enabling them to take actions such as downloading brochures or contacting the sales team.
Informative and engaging blog posts helped to pique a reader’s interest and desire around the topics they had expressed interest in (by clicking on an ad), who could then be retargeted to the landing pages without seeming too pushy.
- Finally, we helped Aalto EE with sales enablement. This is because we realized that many Enrollment or Admission Officers lacked the necessary know-how to manage leads properly when they came in (which resulted in some missed opportunities). So, we helped train the staff on how to effectively engage leads that came through and move them further up the sales funnel.
Results
We helped to grow their leads by 308%.
The number of new student enrollments jumped by 112%.
Our Approach
When Collectius came to us with significant gaps in their SEO expertise and online visibility, we tailored a comprehensive approach that was designed to overhaul their digital presence and drive measurable improvements. Here's how we proceeded:
- SEO Audit: An on-page and off-page SEO audit was conducted to identify areas for improvement
- Google Search Console Installation: Google Search Console was installed on the Collectius website to monitor and track their analytics
- Digital Content Strategy: We produced a digital content strategy pack to help Collectius enhance their SEO goals
- Backlink Acquisition: Backlinks were purchased to improve Collectius' domain ranking Keyword Research: Extensive keyword research was performed to align content and SEO strategies with relevant search trends
Comprehensive SEO Audit
We initiated our process by conducting a detailed SEO audit for Collectius. This audit was crucial in pinpointing several critical areas where the company was underperforming.
Key issues we found included suboptimal keyword utilisation, missing meta descriptions, and poorly optimised content that wasn't fully aligned with target search queries.
Having identified areas for improvement, the Brew team worked with Collectius’ web development team to implement these fixes.
Following the initial SEO audit, we conducted a focused technical SEO audit for Collectius. A technical SEO audit is a thorough examination of a website’s technical infrastructure as it relates to its visibility and performance in search engines.
It evaluates several key elements, including site architecture, page speed, mobile-friendliness, indexing, crawlability, security, and use of technologies that may impact search engine access and efficiency.
This was a critical step to ensuring that the website’s infrastructure met modern search engine standards, which is pivotal for improving search rankings and user experience. Our audit revealed several key technical issues that needed immediate attention:
Slow Loading Speeds: We identified that the Collectius website had slower than optimal loading times. Slow speeds can significantly affect user experience and negatively impact search engine rankings. To address this, we optimised image sizes, minimised the use of blocking JavaScript, and implemented more efficient caching policies to enhance page load performance.
The Lack of a Sitemap: The absence of a sitemap was another critical gap. Sitemaps are essential as they help search engines more intelligently crawl the site and understand its structure. We created and submitted a comprehensive sitemap to Google, which facilitated better indexing of the website’s pages.
Mobile Optimization: Our audit also found that Collectius’ website was not optimised for mobile users. The Brew team provided detailed guidance to Collectius' web development team on best practices for mobile optimization going forward. This included advice on implementing accelerated mobile pages (AMP), optimising button sizes and touch targets, and ensuring text readability without requiring zoom.
Tracking & Monitoring of Collectius’ Web Performance
To better monitor and track the effectiveness of our strategies, we installed Google Search Console (GSC) on Collectius’ website. GSC allows us to gain valuable insights into the site's traffic, search performance, and any crawling errors, thereby enabling us to make data-driven decisions.
With data from GSC, we can identify which pages are performing well and which might require further optimization. This helps us refine SEO strategies and target specific issues with precision.
Digital Content Strategy
Recognizing the importance of content in SEO success, we crafted a comprehensive digital content strategy pack specifically tailored to Collectius' needs.
This strategy involved developing four customer personas and two end-user personas, representing the diverse segments of Collectius' audience. These personas helped us understand the distinct needs, behaviours, and preferences of different user types that interact with Collectius' services.
From this foundation, we were able to pinpoint the types of content and topics that would resonate most strongly with each persona. Leveraging these insights, we developed a series of SEO-optimised articles.
Each article was carefully written by our copywriter who made sure that keywords used were relevant with Collectius’ offerings and aligned with the interests of potential clients.
Taking this approach allowed us to attract more organic traffic to their site and significantly enhance visibility for these targeted search terms.
Backlink Acquisition
To strengthen Collectius’ domain authority and improve their search engine ranking, we strategically acquired high-quality backlinks. This effort was aimed at boosting their profile against competitors and increasing the trustworthiness of their site in the eyes of search engines.
Through our targeted backlink acquisition efforts, we gradually improved the organic traffic to Collectius' site.
As their domain authority increased, so did their visibility in search engine results, leading to more visitors naturally finding their way to the website without the need for paid advertising.
This steady increase in organic traffic not only enhanced their online presence but also contributed to higher engagement and conversion rates.
Outstanding SEO Results for Collectius
Our comprehensive SEO strategy delivered impressive results for Collectius, significantly enhancing their online visibility and search engine performance. Here are some of the key achievements:
Significant Traffic Growth
Over a period of six months, we achieved more than a 60% increase in organic traffic to Collectius' website. This surge in visitors was a direct result of our focused improvements in SEO practices and content strategies.
Expanded Keyword Reach
There was over a 70% increase in the number of organic keywords that Collectius ranks for on Google. This expansion in keyword coverage helped broaden their visibility and reach a wider audience interested in debt collection and financial services.
Top Rankings in Local Searches
Collectius' website achieved first-page rankings on Google's Search Engine Results Pages (SERPs) for targeted searches in Singapore and Malaysia. Ranking on the first page for relevant searches significantly boosted their brand's visibility and accessibility in these key markets.
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