In order to do so, we had to bring in quality traffic and reach out to prospective students who would benefit most from their leadership program.

The first thing we did was conduct comprehensive research on Training Vision Institute. We spoke to the team to understand their business goals, offerings, and challenges.

We then chalked out detailed personas which served as the guiding factor while creating the lead-generating offer and crafting relevant communication.

1. Designed an optimized landing page

We created an optimized landing page dedicated to promoting their leadership program. It was centered around creating awareness, generating interest, and educating prospective students.

The content was developed keeping the target audience (SME owners) and their challenges in mind. The leadership program was positioned as one that would help them boost their skills and take them up the career ladder.

The landing page ended with a prominent call-to-action, encouraging prospects to fill the contact form, download a detailed brochure on the program, and receive a call-back.

2. Ran targeted ad campaigns

The next step was attracting traffic to the landing page and generating inquiries. We selected channels that would be most relevant to the target audience and crafted communication that would appeal to them.

We ran targeted ads across multiple networks such as Facebook, LinkedIn, and programmatic among others. Users were targeted on the basis of location, behaviors, and interests.

3. Ran prospecting ads

In an attempt to identify the right prospects for the leadership program, we set up a prospecting ad campaign.

We created content surrounding topics that would be of interest to SME owners and leaders and promoted them on Facebook. Those who clicked on these ads were retargeted through ads across Facebook, Google, native and programmatic networks, directing them to the landing page and ultimately, attracting inquiries.