ERC Institute
At A Glance
365%
78%
Backstory
Backstory
Their teaching methodologies and curriculums are a blend of practical and theoretical approaches, striving to give rise to confident, effective and respected entrepreneurs and business leaders.
ERC Institute offers part-time and full-time advanced diplomas, bachelor’s degree and MBA programmes. With over 10,000 students having graduated from ERC Institute, they take pride in bringing industry into classrooms.
Challenge
Challenge
The same was the case with ERC Institute – they needed to find new ways to connect with their target audience and appeal to them.
From boosting visibility and generating interest to attracting leads and building trust – developing a consistent enrollment pipeline requires strategic planning and time.
While they were leveraging digital channels to acquire leads, they realized that their efforts were in vain. Their in-house team lacked the resources, time and data to implement an effective lead generation strategy which resulted in high spends but very few leads in return.
For example, they were running Search and Display ads but due to their limited knowledge, they wasted a lot of their budget on the wrong keywords.
Another tactic they were using was participating in MBA fairs. While this was necessary for brand recognition and to get their school in front of potential students, it was a huge cost and wasn’t fetching them the kind of leads they expected to acquire.
There came a point when they realized they couldn’t afford to waste any more money. They needed expert intervention to develop and implement a robust lead generation strategy – and that’s where we at Brew Interactive came in.
Solution
We started by conducting comprehensive research on the ERC institute to understand their offerings, target audience, objective, and pain points.
We also carried out an audit of their website and social media pages to gain a better understanding of the content they were producing and how they were communicating with their audience.
One thing was certain – the higher-education market is extremely competitive and in order to reach their
audience, we had to ace channel selection, audience targeting, and budget allocation.
Hence, we provided a multi-pronged approach that involved designing optimized landing pages and running targeted paid advertising campaigns across various channels to promote those pages.
1. Developed Lead-Generating Offers and Created Optimized Landing Pages
In order to capture leads, we had to first come up with enticing lead-generating offers that would compel prospects to fill the lead form and share their details.
We conducted audience persona research and based on those insights, came up with offers that would be incentive enough to attract them to the school.
These offers were centered around providing value and were leveraged to understand prospects’ interests and segment them accordingly.
We created over 20 landing pages with different combinations of headlines, copy, imagery, and designs and conducted A/B tests to identify and optimize variants that performed well.
Here are some of the landing pages we designed.
Each of these landing pages had powerful headlines, effective copy enlisting the value people would derive and a simple, easy-to-fill lead form. These pages saw an average conversion rate of 12%.
Once the landing pages were ready, we had to think of ways to promote them, drive traffic and attract the right kind of audience. Given the nature of the business and target audience, we identified Google Search, LinkedIn and Facebook as our prime advertising channels.
2. AdWords Campaign
The key to a successful AdWords campaign is identifying the right keywords.
We extracted relevant keywords from Google’s search report and identified new long-tail keyword opportunities that would attract users with higher search intent (eg. study MBA Singapore, where to study MBA, MBA courses in Singapore, etc.)
We also ran a quick competitor check to understand which keywords they were using and made it a point to insert negative keywords to reduce wasted spends.
Once the ads had run for a while, we did a keyword analysis to understand which ones were performing and added the irrelevant and non-performing keywords and search phrases to the negative keyword list.
3. LinkedIn Text Ads
A huge section of ERC Institute’s target audience is working professionals who are looking to upgrade or switch their career which made it imperative to advertise on LinkedIn. It’s the perfect platform to attract career-oriented users and we had to be on it.
We ran multiple Text Ads – each of them had a different message. The ads were targeted to specific job functions such as accounting, marketing, sales, human resources, etc. and prospects with managerial job titles.
Once again, we kept a close check on the ad performances and optimized the combinations of ad copy and images that worked while pausing the ones that didn’t.
4. Facebook Ads
We also ran ad campaigns on Facebook to promote the landing pages and acquire leads. We created around 480 audience segments and developed ads tailored to each of them.
We targeted users based on location, age, behaviors, and interests (eg. focus of study). We also went ahead and created lookalike audiences to target users similar to our existing audience base.
5. Trained Enrollment Officers for Better Lead Management
After having created the landing pages and promoting them through multiple channels, it was also necessary to go one step ahead and streamline the transition of leads from the marketing to the sales team to boost conversions.
Hence, we conducted a series of training sessions with ERC Institute’s enrollment officers to equip them to manage and convert the leads better.
As each of the landing pages were directed to users with different objectives, we encouraged the officers to engage with the leads and understand their motivations to push them further down the sales funnel.
For instance, in the case of the leads captured from the ‘One Day MBA Experience for Free’ landing page, we urged the enrollment officers to educate them about the benefits of the MBA programme in order to convince them to enroll.
Results
Our multi-channel approach constituting well-targeted campaigns and a constant optimization process paid off giving rise to a 350% increase in leads and a 78% decrease in cost per lead.
Not only did we boost lead generation but our focussed campaigns also improved lead quality by acquiring those who were most likely to convert.
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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