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HubSpot Integration: An International School in Singapore

Client Story

Backstory

Backstory

The client, an international school in Singapore is an authorized International Baccalaureate (IB) World School. Spread across two campuses, it offers the Primary Years Programme (pre-kindergarten to grade 6), Middle Years Programme (Grade 7 to 10) and the Diploma Programme (pre-university course).

Challenge

The client’s primary objective was to better manage the enrolment process across multiple teams.

As child enrolment is tied to the parent’s employment in Singapore, their target audience comprised of:
  • Local Parents residing in Singapore
  • Expat Parents residing in Singapore
  • Expat-to-be Parents from around the world
Students needed to be engaged directly by the school or through representatives (eg. grandparents, legal guardians, caregivers, recruiters, etc.). Moreover, the client was not just catering to residents but also those who were looking to relocate to Singapore. Due to this, it was getting increasingly challenging to nurture and keep track of prospects. Their internal team comprised of the following teams:

Marketing

Admission

Events

Technology

As the process was not collaborative in nature, the teams were mostly working independently. For instance, marketing was responsible for driving marketing-related projects (events, camps, open houses, personal tours, etc.) to capture leads. The events team was in charge of organizing the events and bring marketing efforts to life. Once a lead is captured, it was the admission team’s responsibility to engage and convert them. The technology team had to look into the entire digital ecosystem. This is what the enrollment system looked like – Due to this way of working, there was no alignment between the teams which impacted engagement with prospective and current customers. There was no customer segmentation done to understand which stage every lead is at. That’s not all, their internal process was time-consuming and labor-intensive because the admission team would often end up spending time on poorly qualified leads. Therefore, the school was looking for a solution that would refine the process while streamlining its operations to speed up enrollments and engage prospects and customers better.

Solution

After having assessed the situation, the following were suggested: a CRM platform so that all the teams could get a single view of the customer and a marketing platform to manage all marketing channels from one interface. We decided to introduce them to the HubSpot Sales and Marketing Hub. We also suggested integrating the CRM and marketing platform with the ERP to sync any updates across all three platforms and ensure consistency. Having all the data in one place would also make it easier to analyze patterns and make improvements. This was the improved roadmap of the new system: Once we got their agreement on the roadmap, we took the following steps:
  • Integrated the marketing platform and CRP to the ERP using a connector
  • Digital channels such as online chat and contact forms were set up on the marketing platform to replace the ones already set up on their website
  • Wired the enrolment form to send marketing data to the marketing platform and customer data to the ERP
  • Automated repetitive marketing tasks to save time
  • Integrated analytics data from other sources (e.g. Google Analytics) to the marketing platform to show a clearer analysis from lead acquisition to conversion
The idea behind building this improved operational process was to improve lead qualification, offer a real-time view of the enrollment pipeline, enable sharing of information within internal teams and successfully engage prospects and current customers through precise segmentation. The teams were no longer working independently – they were invested and informed about each other’s processes. Implementing a CRM system also improved reporting, allowing the team to spend more time doing analysis and making improvements.

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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