Lorna Whiston
At A Glance
52%
305%
Client Testimonial
Backstory
Lorna Whiston’s marketing should reflect their commitment to quality and excellence – but that wasn’t the case when they first approached the Brew Interactive team.
Backstory
Lorna Whiston’s marketing should reflect their commitment to quality and excellence – but that wasn’t the case when they first approached the Brew Interactive team.
Challenge
When Lorna Whiston came to Brew Interactive, they were spending far too much on leads, had no idea which marketing channels were working, were failing to close deals effectively, and ultimately losing money on their marketing investment.
Their marketing efforts were sporadic and out of harmony.
Expensive Leads
While working with their previous agency, Lorna Whiston’s Cost per Acquisition was $150 per lead. With transactions ranging from $600 – $1000, this was more than they could justify.
Little Data or Attribution
They had some decent data on ad performance, but no clue what leads from which channels were turning into customers. Their data was all over the place, making it nearly impossible to make informed, data-backed marketing decisions. There was no harmony in their marketing efforts.
Poor Close Rate
In addition to spending too much on leads, Lorna Whiston’s sales team was closing deals at a very poor rate due to cold leads. In addition, their sales process was convoluted and inefficient. So not only were they not closing well, the team as a whole was spending far too much time on the process.
Negative ROI
If you combine expensive leads, a low close rate, and an inefficient sales process – they were left with a negative return on investment.
Lorna Whiston was struggling. They needed the right partner and the right toolset to get more out of their marketing and grow their school.
The Solutions
Integrated Marketing Activities with HubSpot
We immediately set the Lorna Whiston team up with the HubSpot Marketing Hub to get their data into a central location, improve attribution, and streamline their marketing processes. We began tracking site visitors’ activity, we implemented a lead scoring model to help them identify their best leads, and we began running all advertising campaigns through HubSpot.
Rolled Out More Effective Ads
Lorna Whiston’s previous advertising campaigns were far too generic. We worked with them to identify their target buyer personas and created ads that spoke to their audience’s desires and aspirations, while guiding them through the buyer’s journey.
Performed Rapid A/B Testing
Thanks to a robust client base and large advertising spend, our team already had plenty of data to know what works and doesn’t work in our client’s market. This enabled us to quickly test different variables and determine the creative, messaging, and copy that drove the highest quality leads for the lowest cost.
Built Conversion-Focused Landing Pages
The majority of their landing pages were too generic and not optimized for conversions. We redesigned these using HubSpot landing pages to better speak to their audience, focus on the benefits the school offers, and convert at a much higher rate.
Coached Admissions Team on Better Use of HubSpot
Lastly, we coached their admissions team on how to utilize Hubspot’s CRM for a more effective and efficient sales process. We set up simple automations, as well as an internal documentation process to ensure the team knew the status of each and every lead. All appointments, emails, tasks, and calls would now be meticulously logged. No leads would fall through the cracks.
Results
More Leads at a Lower Cost
Thanks to more targeted advertising focused on Lorna Whiston’s ideal customers, we drove their average cost per lead down by over 50%, from $152 to $75 per lead, and delivered far more monthly SQLs than they were previously seeing.
More Closed Deals
A streamlined sales process, centralized data in HubSpot, and warmer leads from advertising resulted in a much higher close rate and more customers for the school.
Positive ROI
All in all, Lorna Whiston’s marketing investment garnered them a 305% return over the course of eleven months. After poor agency relationships resulting in losses, this positive return was massive for their organization.
Impact
Impact
We’re continuing to run ads and assist the Lorna Whiston team with HubSpot, as they continue to grow as a sales team.
Thanks to our work, more children in Singapore are connecting with a world class education – and we believe going on to impact our nation and world for the better.
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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